We are past the times when consumers used PCs to surf the internet and attain information. Now, it’s all about finding the quickest and most agile ways of equipping yourself with the information you need and that is why we see that a vast majority of people use the internet while on the go.
This growing trend has forced marketers to find ways to reach out to an audience that is always in a rush, hard to impress and even harder to retain.
Due to this, brands are now turning to product videos that captivate our most dominant sense; i.e. sight. According to an estimate, video content is expected to claim over 80% of web traffic by the year 2019.
The reason for this is that, video content is responsive, engaging, emotionally stimulating and is remembered for a longer period of time.
Moreover, digital marketing experts believe that just 1 minute of well-crafted video content is worth 1.8 million words when it comes to getting a message through to your audience. So, how can you use product videos to your company’s advantage? Here, we have outlined 7 ways in which you can capitalize on product videos to grow your company’s revenues:
1. Blend them with your brand strategy to promote brand recall:
By far the most astounding quality of product videos is that it they are highly auditory and visual; making it that much easier to recall a brand as compared to written content.
It is for this reason that research confirms that 80% of customers are able to remember a video they have seen in the past month.
This presents marketers with a unique opportunity. They can now use product videos to make their content memorable along with their brands.
This in turn boosts company sales by making your brand a viable contender as people decide upon a company to fulfil their needs. However, if you want your product videos to drive your company’s sales forward; you need to align them as tightly as possible with your brand strategy.
This means that you need to incorporate your signature fonts, logos, colours and tone of voice in them so that your customers are able to recognize the specific brand persona when they see your product videos, read your blogs or browse through your website.
2. Embed product videos to catapult your website’s search visibility:
Videos keep visitors on your website for longer periods of time and therefore indicate to search giants like Google that your website offers high quality content that is cherished by your visitors.
This propels your search engine rankings thus allowing you to have much wider visibility on the World Wide Web. The extent to which Google adores videos is reflected by the fact that a single embedded video can make your website 53 times more likely to be among the top results on Google.
In addition to this, since Google has acquired YouTube; you can now catapult your search engine rankings by ensuring that your YouTube product videos are search engine optimized.
You can do this by using intriguing titles and descriptions and adding back links to your website as well as your products/ services.
Doing so will enhance your search virility and will also increase organic traffic by encouraging viewers to explore your website. Research has found that 65% of buyers go on to visit a company’s website after viewing their video content.
3. Reach customers over a wide range of devices:
A key factor that determines the success of any digital marketing strategy is responsive design. The reason for this is that if your content does not adapt well to all devices, you lower your overall traffic and will end up losing potential sales in the process.
Product videos, hence, go a long way in preventing this as they can easily be used across all types of devices including laptops, PCs, mobile phones and tablets.
In addition to this, product videos ensure that you capitalize on the segment of your market that uses mobile phones.
This is a crucial advantage when it comes to increasing revenue as studies at Google have indicated that smartphone users are 1.4 times as likely as desktop users and 2 times more likely as TV viewers to develop a sense of connection to brands that display videos on their devices.
4. Strengthen your brand message:
Videos are by far the most comprehensive way of portraying your brand’s persona and strengthening your brand’s message.
This is because you can make use of a number of things such as tone of voice, branding, content and audio to inform your customers about the needs that your products/ services fulfil, how they can go about using them and what your brand is all about.
It is for this reason that as much as 98% of consumers say that they have used a product video to find out more about a product/ service.
Moreover, 45% of companies that use video content use an embedded video right on their home page and 83% of them believe that doing so has proven effective for them.
You can also strengthen your brand image by making use of animated product videos that are the perfect blend of information and entertainment.
5. Expend time in developing viral videos:
Videos are inherently more likely to be shared by their viewers as opposed to other written content. This is evident from the fact that 92% of people who view videos on their mobile phones share them with others in their circle.
Moreover, a study by Simply Measured has found that video content is forwarded 1,200% more than texts and links combined. This capability of product videos is multiplied by social media tools that you can use to spread these videos within the vast social media network. Doing so will allow you to reach millions of people with minimal cost.
6. Videos generate good ROI:
Developing a winning video sounds like a cumbersome task that will require a lot of time and resources. In reality, however, it is all about a creative idea and high-quality content that accurately and adequately describes your product/service.
The reason or this is that research has found consumers to feel agitated when a product video does not give sufficient information about the benefits of a product or service or does not explain clearly how they can go about using it.
Whereas, other things such as quality of graphics and visual effects, etc. are thought to be an added perk of effective video marketing instead of a necessity. In addition to this, video making provisions of smartphones and video editing tools that are available online are going a long way in making the whole process a lot easier and much more affordable.
This is why 76% of companies have reported that video content generates great ROI.
7. Win customer trust via stirring videos:
In today’s market, it is all about going the extra mile to forge bonds of trust with your customers. Your customers should know that you care for them and that they will get their money’s worth by opting for your brand.
The reason for this is that trust lies at the heart of sales and conversions particularly when it comes to e-commerce. However, building trust is easier said than done and requires you to put in a great deal of effort to understand what your customers will relate to.
Once you have identified this, you need to then make it a part of your product videos so that your customers begin to trust you as a brand. You can do this by using celebrities as your brand ambassadors, backing your claims with evidence, sharing reviews of existing consumers and only making claims that you can fulfill.
By doing this, you will be able to attain the confidence of your customers which will directly lead to increased sales.
Product videos are an excellent way to attract and retain customers and therefore need to be incorporated by companies of all industries if they wish to attain maximum revenues.
About the Author: Audrey Throne
Audrey Throne is a mother of a 2-year old and a professional blogger by choice. Throne is passionate about health, technology and management and blogs frequently on these topics.
Find her on Twitter: @audrey_throne.