#1: Explain Your Business
While it’s true that video marketing is finally starting to catch on with small business owners and marketers, it’s still not all that prevalent in many niches. In fact, you may find yourself in a field with competitors who don’t use video at all. If that’s the case, video is your secret weapon. In fact, the right kind of videos on your website will instantly help differentiate your brand from the competition. To understand why, let’s look at some eye-opening statistics about video’s effect on consumers.
For example, a whopping 90% of online shoppers say that videos about a product or service help them decide whether to buy that item or not. 64% of those who see a branded video and visit the brand’s website are likely to purchase something there. Video is undeniably effective with individual consumers. It’s also effective with B2B prospects. In fact, 65% of business executives who view a video that’s relevant to their field are more likely to visit that company’s website.
It’s true of many different niches, not just consumer retail sales. Real estate listings with video walk-throughs get over 400% more active buyer interest than those that rely on images alone. A real estate agent whose prime competitors rely solely on static photography to sell properties has a ready-made opportunity to stand out from the crowd with video. Even if your competitors already publish videos on their sites, there’s always something you can do better or more interestingly. Tell different stories, raise the production values, improve on the information that’s being delivered in explainer videos, use a more personal tone; you can always find a way to take a different approach with video. A well-produced, engaging, and entertaining video will captivate your prospects and intrigue them long enough to stick around and learn more. In turn, this makes your website instantly more intriguing to your visitors.
Here’s what a well-placed, good quality video could do for the visitors to your website:
- Turn a boring static site into an interesting, interactive one
- Provide assistance to new visitors with a short site tour to help them find what they’re looking for
- Demonstrate your products and services in action so they feel more comfortable making a purchase from you
- Showcase your products actually being used by real people your visitors can relate to
Video makes storytelling an even more effective tool to convert casual visitors into purchasing customers. Stories are the best way to evoke the kind of emotional responses that are necessary to engage your casual visitors and convert them into purchasers. No medium is more effective for telling those stories than video.