17th January 2018

The benefits of using video in your marketing strategy

The world is so fast-paced and packed full of competitors, all vying for your target audience’s attention.
With dwindling attention spans and suffocating marketing messages, well-executed videos can be the solution to breaking through the noise.
Here are a few benefits that video can bring to your business when used as part of your overall marketing strategy.

Get found

Search engines are always on the lookout for content that engages the audience. Video is the leading platform for attracting viewers and keeping them engaged for longer.
YouTube is the second largest search engine behind Google, so uploading your video on YouTube, as well as your website, will greatly increase the chances of your content being found.
Smart tagging and carefully planned video titles will see your content climb the ranks, and your viewing figures climb with it.

Boost conversions

It’s beneficial to see video as an investment. According to a recent Hubspot report, landing pages that contain a video can increase conversions by as much as 80%. Not a bad ROI!
Portraying your brand’s personality and evoking the right emotions in the audience are powerful influencers in the buying process. When they are done well they become immersive experiences.
Video gives you the opportunity to showcase your product or service, not just explain it with text (I’m aware of the irony of explaining the benefits of video via text!).
It’s been found that 50% of marketing executives will seek further information on a product or service after watching video content, so B2B companies should seriously consider getting their cameras out.

Email revolution

Email campaigns are notoriously difficult to execute effectively. We’re all inundated with emails from companies we signed up to long ago, and often delete them without opening. The challenge to get people to open your emails has become much more challenging.
Just using the word ‘video’ in your subject line can increase open rates and decrease the number of un-subscribers. Emails with videos embedded can lead to a 300% increase in click-through rates, so consider utilising them in your next email campaign.

Build trust

Video is the perfect platform to express your brand’s personality. Showcase the human aspects of your company that people can relate to. This will lead to viewers building a strong emotional bond with your brand which, in turn, builds trust.
Over 90% of people say that product or service videos are helpful in the decision-making process. So the more useful and engaging videos you share with your audience, the more trustworthy your band becomes.
The possibilities are endless when it comes to video marketing. The most important thing to remember is that your content needs to offer value to the viewer. You could have Sir Ridley Scott producing your videos, but if you aren’t creating valuable content, you won’t make a splash in B2B marketing.