It seems everyone is talking about having video on their website, in their emails and on social media, as part of the marketing strategy for their business.
But how valuable is video as a marketing tool?
An Australian Real Estate group revealed that listings with videos receive 4 times more enquiries than those without. And according to Forbes Insight 59% of senior executives would rather watch a video than read text.
When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.
Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (comscore 2010)
51.9% of marketing professionals worldwide cite video as the type of content with the best ROI. (emarketer 2013)
57% of consumers say that product videos make them more confident in a purchase and less likely to return an item (mediapost 2013) and Internet video traffic will be 69% of all global consumer Internet traffic in 2017 (cisco 2013).
Video is here to stay. It can be easy to make, easy to share, and when done well, easy to watch.
When people visit a website you have mere seconds to grab their attention. If it is a text only site, within 2 or 3 seconds visitors will decide whether to stay or go. With video you have 10 seconds to engage them.
Once you have them hooked you can keep them engaged and build rapport. Video has the ability to move people intellectually and emotionally. Selling is done at an emotional level and when you can connect with people through music, visuals and words the bond you create is so much stronger.
Video works and is no longer a nice to have as part of your communication strategy –it’s worth making a fuss about.
Geoff Anderson is the owner of Sonic Sight, a video production facility in Sydney.He is an author, presenter and a video producer.
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