4 Major Ways Video Can Deliver Better Content Marketing Results

June 25, 2015

by Benjamin Potter | Creative Director, CLICKON

Using video is a golden opportunity to support your overall content strategy. It doesn’t have to become your number one content asset just yet. In fact, video is just fine taking a supporting role. Here are 4 ways video can make a massive difference to your company, even by playing second fiddle to other forms of content:

1. Your Website: Increase Retention and Purchase Intention

Plain and simple, your website is more attractive when video is present. According to Mist Media, “the average web user spends 88% more time on a website when there is a video.” People retain more information from videos than from text-based content. According to NewsCred, video can improve retention by 95-100%.

Using video to teach people about what you do, how your services work or why your products will benefit them is important. When it comes time to evaluate which brand to spend money on, you want to ensure the messages you spent so much time creating are remembered.

2. Your Landing Pages: Get Better Conversions

It’s not really surprising that viewers hang out on landing pages where videos sit. People prefer video. One of the reasons is that “1.8 million words is the value of one minute of video” according to Kantar Media. Video is geared for the millennial lifestyle – busy, on-the-go, where time is of the essence.

Video isn’t just preferential however. Viewers also convert when they watch a video. Having a strong video on your website increases conversion rates by up to 80%.  One company who used video actually saw a 492% increase in conversion rates after adding a video to their product pages.

One of the best methods to capture these higher conversion rates is to add a call-to-action to the end of your video. Make the viewer’s journey easy: when they reach the end of the video, they don’t have to go to another landing page. All they have to do is fill in their info to receive the promotion you’re offering. It also makes bounce rates decrease massively. By incentivising viewers to get to the end of the video, you’re able to better communicate your message to them.

3. Emails: Drive More Click-Throughs To Your Site

According to Forrester, “adding a video to an email increases CT’s by 200-300%. Video is more enticing than any piece of text. Even Shakespeare would have a tough time competing with video.

But hang on. You can’t embed videos into an email! That’s correct. Which means you have to find ways to make the existence of your video clear. A few ways to do this are:

  • Include the word “video” in the subject line of your email.
  • Add a frame from your video with a play button overlay as the main image in your email.
  • Make sure that the video auto-plays as soon as the viewer hits the landing page.

4. Consumer Interaction: Turn Them Into Fans Of Your Brand

Using video to lure consumers to your website is great, but video has some more magic up its sleeve. Unlike text or images, video makes audience listen and pay attention to what you’re saying. It’s your big opportunity to convert them into fans of your brand so they not only purchase your products, but they tell their friends about it too. According to eMarketer, 74% of customers said “after interacting with companies or brands via new media, I generally have a more positive impression of the company or brand.” Once you have made fans of your brand, they will do free marketing  for you.

I hope you enjoyed these 4 tips. How has video effected your business? I’d love to hear about your experiences with video so be sure to leave a comment below!