At Zeta, we are on a never-ending quest to discover the most effective tools for promoting your brand or business online.  The ability to communicate, engage and interact with your existing or potential customers is critical to the success of your company online and nothing has more potential to achieve this than video content.

In this article, I’ll explain the commercial and branding benefits of incorporating video into your website and the methods that will help you fulfill these objectives.

Videos boost levels of engagement

Getting a potential customer to understand and absorb your brand messaging can be challenging. You are faced with the inevitable task of having to appease an audience whoeach has their preferred methods for absorbing information – such as visual, kinesthetic and audio learners.

So you need a medium that can communicate to all of these potential customers, right? This is where video steps into the breach.  A recent study by Animoto showed that 77% of consumers consider companies that create online video to be more engaged with their customers. Video is unique in that it can simultaneously tell and show your customers what you are all about, actively engaging with your audience rather than sitting back and letting them do the work.

If a picture is worth a thousand words, a video must be worth millions

Trying to provide a complete portrait of what your brand stands for or cover everything that your product can provide can be difficult. Marketing norms now favour a concise approach to copy as opposed to streams of difficult to digest information.

‘A picture says a thousand words’ or so the saying goes. So what can a video do? An easily digestible minute long video can tell a consumer all they need to know in a fraction of the time it would take them to trawl through a page of copy. Time is precious in today’s fast-moving society, so why not provide an exciting and engaging method of saving your consumers’?

Enhance your users experience

Variety is the spice of life and providing visitors to your website with an alternative to basic text and images can help extend the length of their visit to your site.  This gives you the luxury of additional time to sell your product to potential customers or re-engage with your existing ones.

Videos also serve to meet the demands of your customer faster and more efficiently. As previously mentioned, video cuts down on boring text based communications and gives you an outlet to provide faster, more engaging visual content. This can provide them with both a more enjoyable and more productive user experience throughout your whole site.

Experience a growth in sales conversions

A combination of all of the factors above will enhance your ability to convert customers through your website. Video grants you the ability to display a much better variety of product information and an easily digestible medium and can often be used to display the product in its “real life” setting. An excellent example of this can be found on asos.com, where video catwalks show off the product on a moving model as opposed to a still image.  A solid example of the influence video can have on a customers thought process was found by Animoto, who reported that 96% of consumers find videos very helpful when making product decisions online.

This also provides your product with greater visibility in SERPs (Search Engine Results Pages), pushing a product video ahead of plain old text search results. A study buy Econsultancy into three ecommerce websites produced remarkable results.

  • Equestrian clothing supply Ariat reported that where a product video was viewed, conversion rates were 160% higher than visits where no video is viewed.
  • Zappos clothing supplier found that sales increased by between 6% and 30% for items that included a product video description.
  • Ski equipment retailer Simple Piste saw conversion rates rise by 25% on pages that utilised demonstration videos to show off their products.

Multiply your online presence

Video content certainly doesn’t have to be confined to your website. Having branded videos gives you the ability to target one of the most popular social media and search engine sites in the world. YouTube.

YouTube instantly provides you with a huge potential audience. Here are a few eye watering statistics to blow your mind.

  • More than one billion unique visitors a month.
  • Over 6 billion hours of video are watched every month – nearly hour for every person on earth.
  • Over 4 billion videos are viewed every day.
  • Localised in 61 countries and across 61 languages.
  • Access to mobile viewers who make up nearly 40% of YouTube’s global watch time.
  • 100 million people make a social action on YouTube every day.

Outside of establishing a YouTube presence, video content can also see your SEO efforts rocket. Treated as somewhat of a trump card amongst SEO pundits, video not only adds value to metrics such as page relevance and quality but provides you with a point of difference amongst every other listing that is shown on the SERP.

If you have any additional questions about video content or video marketing, then please don’t hesitate to get in contact, email joe@zeta.net

*Statistics taken from Animoto and Econsultancy.

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