Show-Me Marketing: Why You Need Video in 2019

By Lindsay Valenty -

What's the last online video you watched? You can picture it, right?

Now try thinking about the last online article you read: can you recall it just as clearly?

If you can't, don't worry: this isn't a sign of old age – it's statistics. In a recent study, HubSpot found that 54% of customers prefer to see videos vs. just straight text, and it's not hard to see why.

Most of us are visual learners, and we're able to recall more information when we see it than when we read it. What does that mean for marketing? Specifically, what does it mean for you?

Depending on what your goals are for your marketing efforts, there are a variety of ways you can integrate video into your strategy. We'll address just a couple examples below, and list some interesting facts on why (and how) these examples work.

Increasing Leads

We can all agree that one of the biggest reasons we market is because we're continually trying to gain new leads. Video can help us accomplish that goal through video ads.

Fun fact: the average click-through-rate of video ads is 1.84% – the highest CTR of all digital ad formats! Knowing that, why wouldn't you make it part of your strategy?

When it comes to video ads, you have to make sure they're quick, eye-catching, and get your point across in 3-7 seconds if you want to continue to keep potential customers' attention. Depending on what platform you're advertising on, you will also need to consider the inclusion of subtitles in case of muted ad launches.

Explainer Videos

If you have a product you'd like to sell, and you want to get across all the benefits/uses of that product in an easy-to-digest format, you're going to want to create an explainer video.

Fun Fact: Studies show that 74% of users who watched an explainer video about a product bought it. Additionally, having a product video on a landing page has been shown to increase conversions by 80%.

Some tips on how to create an explainer video that will garner results:

 Keep it casual – people respond better to videos that come across like a conversation rather than a sales pitch.

 Keep it short – people are more likely to finish your video if it's a minute or less. If it's going to be longer than that, you're going to want to list that at the beginning and explain what you'll be covering to keep your viewers interest.

 Include a CTA – spell out for people what you want them to do after watching your video. Do you want them to subscribe to your channel? Visit your website? Tell them – don't assume they'll know.

Replace Cold Calls

A great way to personalize an initial touch with a new client is to include a video in your introductory email. Instead of adding a bunch of sales-y copy, include a quick, 30-second video introducing yourself and providing a brief overview of your company.

Fun Fact: introductory emails that include a video receive an increased click-through rate of 96%!

Videos in your email campaigns are also a great way to introduce your development team to your clients, allowing them to create a rapport with your customers and build trust with them and your brand. Remember: people like to buy from people they trust.

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