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The Power of Video: Why You Need Video In Your Marketing Plan

Scott Kolbe

Feb 28 2019

3 min read

Marketing Power in Video

Wouldn’t it be great to be able to personally tell everyone about your business? If you have the daunting task of promoting your business, you understand this challenge. When selling, you want to get the most out of your marketing efforts and generate as many opportunities and sales as possible.

Video has the power to tell your brand story with significantly greater effect than any other marketing tool. If you are not utilizing video in your marketing mix you are forgoing the opportunity to capture your prospective customer’s attention with compelling visuals, narrative, and sound. In fact, Unbounce found that including videos on your landing pages can increase your conversion rate on that page by as much as 80%. A well-executed video can deliver as well, if not better, then other digital and traditional marketing strategies. Here’s how:

SEO (Search Engine Optimization)

In this competitive digital age, even the best website needs an edge. Companies that utilize video will see an increase in rankings, traffic, and leads coming into their site. A study by the MarketingSherpa showed their website had an increase of 200% traffic, and an increase in time spent on page, which helped nurture leads. YouTube is the second most popular website visits globally after Google according to Alexa. So, it is also important to keep in mind that the video should be posted on YouTube and then embedded on your site rather than living directly on your site.

Uniquely Personal

Unlike any other form of marketing, video provides the ability for you to convey your unique personality in addition to the typical credentials and differentiators of your organization. Your voice, your unique personality can greatly increase the level of engagement with your prospects and generate a genuine connection with them building trust. Wordstream’s survey shows that 59% of executives would rather watch a video than read text. Keep in mind, a business video can be entertaining as well as informative, don’t be afraid to show your personality! When you build comfort and trust with prospects there more likely to buy, and according to Hubspot 72% of customers would rather learn about a product by the way of video.

Easy-To-Use

Your prospective customers are bombarded with information, and it’s a challenge to command attention, especially as we all read less and less. Forrester Research shows 1 minute of video is equal to 1.8 million words to your audience. Video makes it easy for your audience to understand the solution you offer. Prospects will have a greater chance of remembering your message because they can see, hear, and read about your information all at one time. All the statistics show that consumers prefer video content over reading and will watch almost anywhere, especially on their smart phones. Hubspot found that 99% of people they surveyed watches some form of video on their mobile device. If they like what they see, they might even share your message with others. Even on social media, for Twitter, a video Tweet is 6x more likely to be retweeted than a photo.

What’s Next?

The proof is in the numbers, and no matter if you look at it from a social media, SEO, lead nurturing, or brand awareness point of view, everything continues to point to video as one of the biggest digital marketing trends for 2019 and beyond.

Interested in learning more about our Video capabilities? Contact us today.

This publication contains general information only and Sikich is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or any other professional advice or services. This publication is not a substitute for such professional advice or services, nor should you use it as a basis for any decision, action or omission that may affect you or your business. Before making any decision, taking any action or omitting an action that may affect you or your business, you should consult a qualified professional advisor. In addition, this publication may contain certain content generated by an artificial intelligence (AI) language model. You acknowledge that Sikich shall not be responsible for any loss sustained by you or any person who relies on this publication.

About the Author

Scott Kolbe

Scott Kolbe is a creative director with The Agency at Sikich Marketing & Communications with more than 22 years of experience in graphic design and marketing.