Video is important for SMBs and local businesses because it can increase sales. If you make good videos you can also get other benefits, but getting more sales is at the top of the list. That is, admittedly, a confident suggestion, but there is proof.
A Numbers Game
A huge amount of the traffic on the internet is currently video, and that is predicted to grow. Some researchers think video could account for as much as 74 percent of internet traffic by 2017.
You only have to look at the younger generation to see how accurate this prediction could be. It is now common for children from the age of about four to watch videos on YouTube. These videos are usually made by YouTube stars who have no connection with mainstream media companies. An example is EvanTubeHD, a kid in America who makes videos opening the packaging and showing toys. He has over 1.5 million YouTube subscribers and his videos regularly get millions of views.
You probably won’t hit those numbers, but it shows how popular online video has become.
Your customers like online video too, even videos that have a marketing message:
- Using video in the subject line of an email increases open rates by 19% and click-through rates by 65%
- Videos embedded in Facebook can increase engagement by 33%
- 46% of consumers take a measurable action after viewing a video (visited the company’s website, purchased the product etc)
- Web pages that contain video get up to 86% more conversions
Those figures all show how video can increase your sales.
It’s Not Just Sales Though
Video has other benefits too. Firstly it increases your brand awareness. Our brains respond better to video than to text so your customers and potential customers are more likely to remember a video they have watched than any other form of marketing.
Video can also improve the SEO of your website. It does this in a number of ways:
- Embedding video on your pages means visitors stay on your website for longer
- Other websites are more likely to link to your page if you have video
- Google gives videos prominence in search results so producing good videos improves the visibility of your brand in search
Finally, as already mention, video can help your social media marketing efforts. This applies when you are directly selling but video can also help to build up your likes, follows and reach as well.
Types Of Video Your Business Can Do
What types of video can you make that will achieve these businesses objectives? Here are some ideas:
- Company profile – this is a good way to present your company image and introduce key people to your customers
- Product demos – showing images and writing some text about a product is essential, but there is nothing better than actually seeing it in action
- Customer testimonials – testimonials are a powerful marketing tool – video can bring them to life
- Viral brand awareness videos – shorter videos designed to get lots of engagement on social media
Finally, whatever type of video you are producing, remember the 10 second rule. This doesn’t apply to the length of a video. In fact, the length of your video completely depends on the type of video you are producing. In some situations, two minutes is ideal, but in others your video should be 15 minutes, 20 minutes or longer.
The 10 second rule is all about the beginning – that’s how long you have to grab the attention of the viewer. If you can achieve this you have a much better chance of the viewer watching until the end.
