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Video marketing is content marketing on steroids. It shares a staggering amount of information all at once using moving pictures, sound, colour, verbal and non verbal communication to engage and delight the senses while getting your key message across.

As entertainment, an article, podcast and infographic all-in-one, it’s no surprise that video remains the most popular content consumed across the world.


According to Cisco's annual Visual Network Index (VNI) forecast, video will account for around 80% of all internet traffic by 2020. If you haven't incorporated video into your marketing strategy yet, now is the time to start. Click To Tweet


Ok, granted, most of that traffic is probably cat videos. But if you look at subsets within internet traffic, you’ll see that Cisco predicts video will count for around 80% of consumer traffic and at least 66% of business internet traffic by 2020.

And it’s not hard to see why. People love watching videos. We are hardwired to appreciate good storytelling. Most of us remember more information when it is shared with us in story form. Perhaps because stories engage our emotions, and overall, more of our minds.


Some of the benefits of video marketing are:


1. Increase conversions by 80% or more


According to Forbes, embedding a video on your website or landing page can increase conversions by 80%. In fact, there is example after example showing how using video increases conversion rates dramatically.

Video is the next best thing to learning about a product or service in person. And if a person understands what you are selling and why it will benefit them, they are more likely to buy. Your audience will get a better idea of who you are and what your product or service is about.  If done well, it strikes a chord with your audience, and helps to build trust.

All of this helps to build a level of comfort so that your audience feels confident enough in you and your product to buy.


2. Connect in a Personable and Creative Way


By giving room for non-verbal communication, video allows you to share some of your personality and the personality of your business. It gives people they chance to “get to know you better” – the whole you – while still sharing useful, factual information about your service or products.

Not comfortable being in front of the camera? No problem. You can still create fun, engaging and informative animated videos that will get your point across.

Having a good sales video will bring your webpage to life – and give you a virtual salesperson working for you 24/7.


3. Make Your Brand Memorable


Having evolved to quickly process what is happening around us – i.e. image, sound and motion – we can process visuals 60,000 times faster than text. Not only that, but visuals tend to be stored in our long term memory bank.

What this means is that you can share a lot more information, more quickly, with people who visit your website. This will make a positive impression on your usefulness and they will remember it for longer.


4. Be Mobile Friendly


The average person spends almost 3 hours a day on the mobile phone. The way people use and access the internet has changed, and it is predicted that almost 80% of all internet traffic will be coming from mobile phones by this year.

Given that a lot of people are now accessing the internet on the go and in short bursts of downtime (say when on the bus, or taking the train), it is important to make content that can be easily scanned and consumed. Video – particularly videos with subtitles that can be viewed with the sound off – is perfect for this type of browsing. It allows your audience to quickly consume data while taking little effort or time out of their day.

One of the most important rules of advertising is to meet your audience where they’re at. And if your audience is not in the place to read long, detailed explanations, it’s probably a good idea to keep your presentation short, snappy, and above all, interesting. Video can help you do that.


5. Drive More Traffic to Your Website.


YouTube is the 2nd largest search engine after Google. It has become the go-to place for searchable videos on “how to” training, knowledge and entertainment.

What this means is that people looking to learn about your type of service or product are likely to search for information on YouTube. If you have videos there explaining your service and what you are about, it helps expose your business and brand to people who may not otherwise have heard of you.

This drives more traffic to your site, which is good for 2 reasons:

  1. More traffic means more potential customers and increased sales, and
  2. It proves that your site has value, which will help you in terms of ranking online.

It doesn’t hurt that YouTube is actually owned by Google – YouTube videos tend to rank well on it’s “mother” platform. Which drives even more traffic to your website. And the virtuous cycle continues.


Video Marketing – a Valuable Tool in Your Content Marketing Tool Belt. 


As you can see, videos are a great way to share a lot of information fast. Done well, they are easily absorbed, easy to interact with, and develop an emotional connection with your audience. There is always an emotional component to sales on some level, as people want to feel good about their buying choice.

Video marketing is an excellent way to help achieve this, and small businesses that fail to include video marketing in their overall marketing strategy will do so at their peril.


Are you using video marketing in your business? Why or why not? 


Let me know in the comments below.

And if you found this article useful, remember to share it with your friends!

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