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5 Reasons Video is Critical to Your Marketing Strategy

In our over-stimulated world of Instagram, Snapchat, and the 24-hour news cycle, video has become an integral part of keeping customers engaged. In fact, 90% of website visitors are likely to browse around your site longer if you have videos on it. While that statistic alone should be reason enough, there are many more reasons why you should include videos in your marketing strategy. Here are 5 more reasons why video is absolutely critical to your overall marketing plan:


1. People like to see businesses in action


In the same way people like to test drive a car before committing to buying it, your potential customers want proof that you provide a quality product and/or service. This might mean highlighting a special event or workshop your business has hosted in a video. Or perhaps you could create a video that shows details of a large project you recently finished for one of your clients. The chance for customers to see your business in action builds trust in the quality of the goods and/or services you provide, thus making a sale more likely.


2. When it comes to social media, video has a greater reach than other types of posts


It goes without saying, but social media should be a large part of any company’s marketing strategy. If your content is engaging enough, viewers will share your post, thus increasing traffic to your website. When it comes to levels of engagement, video is the most attractive for social media users. For example, on Facebook, a video post offers a 135% greater reach than a post that is just a photo. 70% of users say they have shared a brand's video with a friend or on their own social media pages. By posting marketing videos on your social media channels, you are automatically creating a wider audience than you would with just posting text or photos.


3. Video is a huge boost to your website’s search engine optimization (SEO)


In a nutshell, search engine optimization – or SEO – is how highly ranked your website is on search engines like Google and Bing. It should be your goal to have your website be one of the first results when customers search for businesses like yours. It is 53 times more likely your website will show up on the first page of a Google search if your site contains video. This is because – as stated above – people are likely to stay on your page for a longer period when it contains video. To search engines, this makes your website more legitimate, making it more likely that they will place your website high up in search results.


4. Videos are much easier for customers to consume than other forms of media


At the end of the day, you want to make the transaction process as easy as possible for your customers. Where both text and video are available on the same web page, 69% of users would prefer to watch video to learn about a product or service and 98% of users say they've watched an “explainer” video to learn more about a product or service. People are busy, and they don’t want to spend time reading about a product or service if they don’t have to. Make a concise video that explains your services and customers are more likely to make an informed purchase.


5. Video marketing has a high conversion rate


Lastly, and probably most importantly, marketing videos have a high conversion rate, resulting in more sales than other forms of marketing content. Potential customers that view video are 174% more likely to purchase your services than viewers who do not see any video. In fact, 77% of consumers say they've been convinced to buy a product or service by watching a video. Get the most out of your marketing strategy by creating more videos than you have before, and you will most likely see a boost in sales.


If you haven’t already started a marketing effort that includes video, you are likely behind the competition. While video equipment and production was very expensive years ago, the ability to make quality videos from a cheap camera or even a phone make that excuse a thing of the past. There should be no reason why your business cannot start creating engaging videos – and as outlined in this article – you’re probably missing out on a ton of sales if you’re not.