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6 Reasons Why You Need to Invest in (More) Video Content in 2015

Video content is, without a doubt, the single most efficient way to highlight your products, services and business. And with today’s high-speed culture, you need something quick, punchy and memorable that will not only hold your target audience’s attention, but will also stay in their minds for days afterwards. The following will take a look at why video is today’s #1 online marketing solution, and showcase the latest research to prove it.

1. Your competitors are using video

If you haven’t yet taken the leap into the world of video marketing, you’re actually a part of a small minority of businesses and marketers. According to 2014 reports, more than 81% of companies are producing video content for their websites, and an astounding 93% of marketers use video marketing. If you aren’t one of them, that puts you at an obvious disadvantage. It might be time to elevate the priority of video content in your overall marketing strategy and keep up with the Joneses.

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2. Video can save you money

Sure, producing slick online video copy might initially be an added expense for your marketing budget, but let’s take a closer look at the numbers:

Researchers at the Aberdeen Group found that the average website conversion for video content users is 4.8% vs. 2.9% for non-video content users. They also calculated the effect this had on company spending: companies using video spend $93 per lead, whereas companies without video spend $115 for every lead. Additionally, companies using video require 37% fewer unique site visits to produce the same results as non-video users.

So what do all these numbers mean? It means video is an investment that pays you back!

3. Consumers want business videos

Business videos are not going unnoticed. A comScore analysis of US online video trends in December found that around 40% of all video content viewed in that month (over 52 billion videos) was ad-based. What’s more, statistics show that not only are users viewing marketing videos in increasingly large numbers, but these views are yielding tangible results. For example, marketers who regularly use videos in emails have cited greater engagement with their audience, with higher click-through rates, more time spent viewing emails, more forwards and shares, increased conversion rates and dollars generated through relevant marketing streams.

4. Videos influence purchases

So why are consumers viewing these business videos? A new study on business videos revealed that video has a positive impact on purchase decisions and brand engagement, and plays a pivotal role in decision making across all stages of the customer experience. Just look at these powerful stats:

  • 73% of respondents are more likely to purchase a product or service if they can watch a video explaining it beforehand
  • 96% of respondents find videos helpful when making purchase decisions online
  • 93% find video helpful in comparison shopping
  • 87% of respondents find video helpful for researching additional items from the same brand

5. The ‘always on’ audience of 70 million

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Video content is more accessible than ever. While previously the main method of audio-visual marketing required a stationary audience (that is, parked in front of a TV or PC), the advent and ubiquity of smartphones have increased the potential for businesses to reach their audience. According to eMarketer, over 70 million smartphone users watched video content on their device at least monthly, highlighting not only the willingness of this audience to engage with online video content but also their increased accessibility. 

6. Video content enhances automated marketing

Over 55% of marketers have been using marketing automation platforms (MAPs) for the past three years, and 89% of them have benefited from improved lead management and nurturing. While these numbers are impressive, today’s marketers have an even greater opportunity to increase the effectiveness of their platforms by using video.

Together, they make the perfect team—video is one of the most engaging types of content marketing, while MAPs allow the right video content to be delivered to the right person at the right time. It’s no coincidence that more video platforms have integrated themselves with leading MAPs such as Marketo to help marketers easily add video to their marketing mix.

70% can’t be wrong

Using professional video content in your business marketing strategy is a smart move—it’s proven to be one of the most effective ways to engage with your target audience, and can yield real, easily-quantifiable results for your company. Additionally, over 70% of consumers claim that video content is the best way to bring a product to life, and over 70% of marketers agree that video consistently outperforms other content in producing sales and leads.

With such high majorities agreeing about video, it makes it hard to ignore the numbers. And given that many of your competitors are already highly engaged with the online video marketing, NOT using this dynamic tool can put you at a distinct competitive disadvantage.

For more information on corporate videos or to request a quote go to http://www.b-tv.com/production-services/

Editor’s note: this article is from our media partner.
Written By Colin Osing

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