Why Should I Be Using Video On My Website?

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This page contains 5 reputable
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6 REASONS WHY YOU SHOULD USE VIDEO ON YOUR BUSINESS WEBSITE
 
JUNE 24, 2015
If you’re a small business owner, you’ve likely heard the motto “content is king” to describe the importance of content marketing. And while written content is effective for many audiences, visual marketing is an even more powerful tool to increase interactions and actions.
Forrester Research takes the phrase “a picture is worth a thousand words” one step further by adding that a one-minute video is worth 1.8 million words. Considering that 46 percent of people who watch a video ad on a business website take action after viewing it, it makes sense to include video in your marketing strategy.
Here are six reasons why you should use video on your business website:
 
1. rank better in google
 
One of the factors of Google’s algorithm for search rankings is “dwell time,” or how long visitors stay on your website. This may also be referred to as “long clicks vs. short clicks.” The idea is that if people are spending a lot of time on your website, it must have quality content. A great way to capture—and hold—visitors’ attention is to provide a short, compelling video.
Businesses that include video on their site generally see higher engagement rates, higher click-through rates, and higher conversion rates. In fact, 80 percent of people who watch a video ad will recall it even a month later, and 12 percent will purchase the product from the ad.
 
2. showcase your brand’s personality
 
In today’s digital world, more and more people shop, work, and communicate online. While this is convenient, it means that we aren’t putting faces to names as often. To humanize your brand, use video to connect to your audience with as close to a face-to-face interaction as possible. Our emotions are what tend to motivate our decision-making and the actions we take, so the use of both sound and moving images appeals to all our senses.
Using a video to showcase your brand’s personality helps visitors on your website get a better sense of who you are and what you stand for—which builds trust in your business—and the emotional connection is one of the reasons that keeps customers coming back.
 
3. stand out from the competition
 
There’s no doubt about it: video is an important part of content marketing and it’s only going to become more essential. Consider these facts:
90 percent of online consumers report that a business’ product or service video helps them make a decision to buy
65 percent of executives who watch work-related videos visit the business’ website afterwards
64 percent of people who visit a business’ website are likely to buy their product after watching a video
real estate listings that include a video get 403% more inquiries than those without video
But because only half of businesses currently use video in their marketing—a number that is predicted to rise to 64 percent in the near future—you still have the opportunity to stand out from the competition by making use of this powerful marketing tool. Use it to introduce your brand to newcomers, answer your website visitors’ questions, or just to make ‘em laugh—not to mention create a favorable and lasting impression.
 
4. provide video testimonials
 
Credibility is a crucial element for any business, no matter whether you’re a startup or an established brand. A great way to impart credibility is straight from the mouths of real people who have purchased your product or service and are genuinely happy with it. This is also called social proof, which is a shortcut to trust and believability that happens when a peer—either someone you know personally or someone with similar needs—recommends a product.
In one study, a restaurant increased their sales by 20 percent just by adding “our most popular items” on the menu next to a few dishes. Social proof is also at work for many TV shows: the canned laughter triggers others to laugh at the same things.
 
5. include mobile users
 
If you’ve ever tried reading a long article on a relatively small Smartphone screen, you know how slow-going it can be—even on websites with responsive design. Receiving the same information via video can make the process much easier for the average person, especially in this day and age of short attention spans. Since viewing video on a mobile device has increased 532 percent in the last two years, and 40 percent of people prefer to get their information visually rather than plain text anyway, it makes sense to give consumers what they want.
 
6. demonstrate your product
 
Sometimes your product requires a slightly more detailed explanation, and a demo video can be much more ideal than a written description. A great example of a product demonstration video is forBuff’s multifunctional headband. Because their product is so versatile, it makes sense to let potential customers know all the ways they can use it.
Now that you know the importance of using video on your business website, keep in mind that you’ll want to upload your videos to YouTube, Vimeo, and all your social media platforms to get as much exposure as possible. Make sure to include clear titles and keyword-rich descriptions to help them get found and you’ll be well on your way to better engagement, click-through, and conversion rates!
 
 
Blue Host Blog
Harness the power of video marketing in 2015
 
LISA OSTRIKOFF
 The Globe and Mail
 
The Super Bowl has long been one of the golden annual events for major U.S. advertisers, with most ads viewed by upwards of 100 million people. But when it comes to video ads online, the 2014 holiday season is the new winner.
Unruly’s Viral Video Chart shows this year’s branded video ad campaigns racked up more shares than the top ten most-shared Super Bowl ads, despite the fact they’ve been online for many more months.
 
T
This could be thanks to campaign longevity – holiday videos are shared for weeks before Christmas, but the Super Bowl is generally a quick push. Regardless, the importance of online video in our lives continues to increase and 2015 will see this emphasized even more – with more businesses shifting ad dollars to digital and video advertising.
Why? Mainly because video advertising presents the opportunity to target a specific audience using the most captivating medium available, while offering measurable results via analytics. It’s something traditional advertising just can’t do.
Another recent survey via Brightcove offers even more reasons and proof why online video resonates with consumers:
Seventy-six per cent of consumers cite video as their preferred method of consuming brand information. Forty-four per cent said video is most ‘appealing’ form of media, with ‘engaging, sharing, authentic and shareable’ listed as reasons for trusting video content versus other forms of communication.
Thirty-five per cent said a video is more memorable if it is of high quality and if it delivers a positive viewing experience. Thirty-nine per cent are more likely to research the brand further and 36 per cent are likely to spread the word about the brand.
What does this mean to the average business owner? If you haven’t already, it’s time to make sure you recognize the power and potential of video in your marketing mix.
18 Big Video Marketing Statistics and What They Mean for Your Business
 
Have you climbed on board the video marketing train yet? If you own a small business or are in business for yourself, there’s a lot of compelling evidence suggesting that online video marketing should be a major focus of your advertising and marketing budget. Here’s just one big number that should make you sit up and take notice:
 
1.8 Million Words
That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.
Do you have the time and energy to write 1.8 million words? That’s the equivalent of 3,600 typical web pages. If you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.
When you look at it that way, online video marketing is the single most practical use for your marketing time and energy. Not convinced yet? Here are 15 more big video marketing numbers that should make you sit up and take notice.
 
What’s The Market for Online Video?
45.4%
According to comScore, which measures online engagement and use, that’s the percentage of Internet users who view at least one video online over the course of a month. The average user is exposed to an average of 32.2 videos in a month, increasing the chances that your marketing message will be seen. But what does that work out to in real numbers?
 
100 Million
That’s the number of Internet users who watch online video each day. Granted, a lot of those are watching the latest viral video with a goofy cat or a cute kid, but an awful lot of them are looking for advice on how to do something or how to make something work better. And a whole of them are looking to buy a service or product.
 
90%
The percentage of online shoppers at a major retailer’s website who said they find video helpful in making shopping and buying decisions. Retailers who provide online video to show off their products report that the products with video sell a lot more than products with no video.
 
75%
That’s the percent of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown:
50% watch business-related videos on YouTube
65% visit the marketer’s website after viewing a video
 
16 minutes and 49 seconds
According to comScore, that’s how much time the average user spends watching online video ads every month.
Takeaway: If you're not using video marketing, you're missing out on a huge market opportunity. It’s not just the number of people who are watching videos that’s important – it’s the reasons why they watch it. When you post an online marketing video to a business website, you’ve got a great chance of engaging with a busy executive who is specifically looking for your services but might not have reached out to schedule a meeting for a presentation. Your marketing video is a great way to get your elevator pitch out into the ether and let it reel in leads.
What’s the Payoff for Online Marketing Video?
8 Big Video Marketing Results Numbers
 
80%
According to the Online Publishers Association, that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad. In fact:
26% looked for more information about the subject of the video
22% visited the website named in the ad
15% visited the company represented in the video ad
12% purchased the specific product featured in the ad
 
64%
That’s how much more likely website visitors are to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.
Online Video Marketing Is Not Just for Retailers
 
403%
An Australian real estate group reports that real estate listings with videos receive 403% more inquiries than those without videos. In other words, real estate ads with videos generate quadruple the leads of those without videos.
 
59%
According to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text. About 65% of those who view a video click through to visit the vendor website, 50% look for more information and 45% report that they contacted a vendor after seeing an online video ad. About 50% of those who viewed an online marketing video went on to make a purchase for their business.
And It’s Not Just Online
 
96%
In 2010, an Implix email marketing survey found that including a video in an introductory email increased the click-through rate by 96%. That’s nearly twice as many people clicking through to your website when you include a video in your marketing emails.
 
200%
The Forrester Marketing group surveyed businesses in 2010 and found that video did even better. When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.
 
75%
Do your email subscribers drop like flies? Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%. Maintaining that contact is a vital part of establishing a relationship with prospects.
 
51%
One online marketer reported a 51% increase in subscriber-to-lead conversion rates when video was included in an email marketing campaign.
Takeaway: Video marketing increases sales and leads. If you're not a video marketer, you're losing customers to those who do. Businesses that incorporate video marketing into their overall marketing strategy see higher engagement rates, higher click-through rates and higher conversion rate. Why would you leave all that value sitting on the table?
 
How to Make Video Marketing More Effective
 
4 Big Numbers About User Engagement with Video Content
10 seconds
That’s how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer.
And it doesn’t get a lot better than that. You’ll lose about 1/3 of your viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes. And those numbers remain the same no matter how long the video is.
5 minutes
There’s good news, though. While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.
16%
That’s the percentage of YouTube videos that are embedded, linked or shared on Tuesdays between 11 a.m. and 1 p.m., according to Sysomos.
15 seconds
According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. Those shorties are only shared 18% more often than videos of longer than 1 minute.
Takeaway: Effective video marketing has to be engaging right from the start, but how do you know where your video is going off the rails? That’s where video analytics comes in. Detailed video analytics will tell you who’s watching your video, how long they stay engaged and exactly where they click away. Armed with that information, you can sharpen your message and target it more precisely. If you haven’t started your own video marketing campaign, isn’t it time you jumped in with both feet? There’s nothing to lose and about 403% more profit just waiting for you.
 
VIdeO Brewery