We’re launching our new monthly series on Video Marketing by starting with the most basic question of all – why use video? We’ve been looking at some of the statistics and trends from across the rapidly growing online video market and have put together this list of 7 reasons why you should be using website videos or run the risk of being left behind.

1: Video is an integral part of the online experience

30.5 million people in the UK accessed some form of online video content in 2011 – ComScore

Not so long ago online video was seen as costly to produce and beyond the reach of most small businesses – not to mention the frustration your customers would experience waiting for the video to stream over the internet. But today these barriers have vanished and thousands of businesses of all sizes consider website video an essential part of their online presence.

Online video usage is growing all the time for one simple reason – it works. Visitors to your site now expect to see more than pages and pages of static text and images – they want to be informed and entertained through creative, compelling video content.

2: Website Videos bring your brand to life

Email campaigns that include online video show a two to three times higher click-through rate – Bronto

Customers typically visit several websites to compare similar products and services, so you need to work hard to make sure your brand stands out. Website video can be one of the easiest and most creative ways of doing this. And using video isn’t limited to one part of your marketing strategy – it can be shared and broadcast via your web page, email campaigns and social media channels.

All this reinforces your identity and brings your business alive in the mind of your customers, giving your brand that all important edge.

3: Search engines love video

70% of the top 100 search listings contain video content – Marketing Week

Appearing near the top of the list of search results on sites like Google is vital if you want new customers to find your business. There are many ways of optimising your web content to achieve this but website video is increasingly one of the most important. Search engines rank websites and even individual web pages more highly when they contain video, especially if that video has been properly tagged and optimised for search.

Video even gives your site greater prominence on the results page as search engines including Google insert a video thumbnail alongside your listing helping you stand out from the crowd.

4: Video drives social media

400 tweets per minute contain a YouTube link. On Facebook over 150 years worth of YouTube videos are watched every single day – Mashable

Most businesses recognise that social media channels such as Twitter and Facebook can be a powerful tool for engaging with their customers. Using these channels effectively means sharing content that is genuinely interesting or entertaining, and online video can fit the bill perfectly.

While there is no ‘secret recipe’ for making a video go viral, a video that is worth watching will find a wider and wider audience as it is shared by your followers and supporters. All this feeds into your brand awareness and drives new traffic to your website.

5: Website videos help turn visitors into customers

Studies show eCommerce conversion rates are anywhere up to 140% higher if customers have watched an associated website video – Invodo

Video not only makes your website easier for people to find but can also play a vital role in converting these new visitors into customers.

On eCommerce and retail websites video provides a more dynamic experience and by showcasing your products in greater depth helps your customers to make a decision to purchase. Video can be used to explain different variations of your products, demonstrate key features and benefits and show how they are used in real life.

6: Video provides the first line in customer support

UK internet users spend 240 million hours every month watching online video – Experian Hitwise

Another way to increase conversion rates and strengthen customer engagement is through training videos and tutorials. These videos allow potential customers to see the benefits they will get from your products and services.

The benefits of website video content such as assembly instructions and software tutorials also extend to after-sales care. Providing videos like these to answer common queries can quickly resolve customer problems and reduce your operating costs for support services by phone or email.

7: Website videos let you share your success stories

86% of the UK internet population visit a video site at least once a month –Experian Hitwise

Every business has its share of success stories, from satisfied customers to high-profile projects. These success stories are worth shouting about because they demonstrate your expertise in your sector.

While written customer testimonials or case studies can be effective, videos carry more personality, bring your projects to life and have a much greater impact. Hearing directly from real people about the benefits of your business can be enough to convince potential customers and remove any doubts they might have.

Thanks for reading and we hope this provides some food for thought – feel free to drop us a line with any questions, comments or suggestions for future blogs!

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