Video is the perfect way to create a personality for your company and your brand, enabling you to connect with your viewer and earn their trust. 90% of users say that product videos are helpful in the decision process. The more videos you have to help educate and inform your customers, the more you will build on that foundation of trust. And trust translates to sales.
Three-quarters of business executives watch work-related videos weekly, according to HighIQ. Plus, 54% of senior executives share work-related videos with colleagues every week.
Furthermore, 59% of senior execs agree that if text and video are available on the same topic on the same page, they would prefer to watch the video.
They’re not the only ones, though: 72% of people would rather use video to learn about a product or service, according to HubSpot.
Video can help improve your website’s ranking on search engine results pages (SERPs). The amount of time a visitor spends on your page after arriving from a Google search can impact how high you appear in results. Known as dwell time, this is an important Google ranking factor, according to Backlinko.
Video is an incredibly effective way to bump up this metric, with 80% of marketers saying that video has increased dwell time on their sites, according to HubSpot.
But you don’t have to take their word for it. The average internet user spends 88% more time on a website that contains video, according to data from Mist Media. And, on average, websites that include video have a two minute longer dwell time compared to those that don’t, says HighIQ.
Finally, 55% of search results for keyword searches in the U.S. contain at least one video, as reported by Search Metrics. So, apart from the increase in time spent on your site, simply having a video increases your chances of appearing in the SERPs and can make you a more desirable click.
We all get inundated with email and getting someone to actually open your email is an increasing challenge. Just using “video” in your subject line can increase open rates and decrease unsubscribe rates. Video in an email leads to a 200-300% increase in click-through rate – a staggering statistic. But in most cases, you can’t deny that it’s easier to watch a video than sit and read text, right? This is particularly effective if you're demonstrating how to use your product or express something that you just can’t get across with the same impact through the written word.
Using the word video in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%, according to Syndacast.
Adding video to email can boost click rates by up to 300%, according to MarTech Advisor.
Basically, video is a powerful addition to your email marketing.
Stop Selling on Social Media: Start Educating, Entertaining, Engaging and Inspiring.
Content is considered valuable if it adds something positive to anyone’s life.
For instance, your social media content could make your audience smile or help them learn something new. On the other hand, your content may leave people feeling inspired.
You can achieve all these benefits by pivoting away from a ‘sell-first’ mantra to a ‘serve-first’ mantra. The content you create should educate, engage, entertain and inspire people.
Here’s how to create content that helps you reach these goals.
One - Educate
Educating your social media followers is the best way to share your knowledge.
To do this you need to identify the common questions your customers might have and provide the answers to those unique pain points. You need to consider the type of information that you can share that will provide value for the potential customers in your market. What information can you freely give to your potential customers that they might not be aware of already?
Educational content should peel back the curtain and gift your audience industry secrets or ideas. It’s not enough to hoard your secrets and expect sales. In 2019 and beyond you have to give to receive. So share your tips and tricks openly to build trust with your audience.
According to Alexander Porter, social media marketing manager at Search It Local, you can use free tools to find out what people want to know. He explains “don’t create content blindly. Instead use Tools like Google Trends and Answer The Public to see what people are searching for and asking in real time. By creating content around current needs, you’ll increase the chances that your content educates in the way it should.”
Two - Engage
The main goal of engagement is simple - just start a conversation.
You could start by sharing a video or photo that allows people to share their own experiences, ideas or thoughts.
This has become an increasingly important goal with Facebook’s algorithm change in mid-2018 moving the focus to content that creates meaningful interactions. And the simplest way to create a meaningful interaction is to genuinely care.
Ask for your audience's opinion, feedback and stories. And show that you are more than a faceless brand, but a business with a human side.
Three - Entertain
Social media is a forum where your audience goes to be entertained.
To tap into this valuable trait you need to show your customers that you understand them and can create content for them.
Don’t feel like you have to create original content though. You can curate content to share trending topics, images and videos. Though these should be framed to have some relevance to your brand.
Four - Inspire
Inspiration is the most challenging emotion to instill. But the most valuable.
Your goal is to make videos that inspire people and make them feel something. They should feel inspired to take action. Whether this is sharing your video or wanting your product.
This is a tactic used by many of the world’s biggest companies, with Dove’s #NoLikesNeeded campaign a perfect example.
Looking to evolve your social media marketing strategy? Check out the 5 steps to a winning social strategy here.
Plus, 97% of marketers say that video has helped increase user understanding of their product or service, according to HubSpot.
Products can be complex, and it’s essential that your audience understands yours before they make a purchase. Lucky for you, website visitors are 64 to 85% more likely to purchase after watching a product video.
An explainer video gives you a chance to show—not just tell—potential customers what you’re offering and how it solves a problem. It tops our list of recommended videos to make first. So if you don’t have one yet, get on it!
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