Have you noticed that the news feeds on your socials are increasingly full of video? Have you had video ads follow you around the internet as well? Or have you seen more brands focus on their video marketing efforts?
Video is exploding online right now, and we’re going to reveal three ways you can use this to your advantage as a business owner or entrepreneur to harness video’s power to help you grow your business.
According to a recent report by Render Forest, 85% of businesses they surveyed are now using video in marketing, and 88% of them reported a positive ROI from using video. In fact, video helps businesses boost sales by 34%, ups traffic by 51% and conversions by 31%.
It’s clear that video is a really powerful tool to drive your business forward, and should definitely form part of any growth focused marketing strategy, especially given we’ve seen explosive growth in the online space over the past few months due to the pandemic.
Habits have been forced to change in response to COVID. Customers have flocked online for search and increasingly for purchasing as well. In fact, in the UK alone, online sales are up 50% in the space of 12 months, and this is a trend that is only going one way and as businesses and business owners and entrepreneurs, we need to adapt.
So, with that in mind, here’s the first tip about how you can grow your business with video.
1 – Expand your reach by sharing videos on social media
The average internet user spends 88% more time on a website with video, shoppers who view video are 1.81 times more likely to purchase than non-viewers, and these numbers are growing.
So, if you want to connect with consumers and educate them about your brand and ultimately convert them into customers, why would you not use their preferred source of online content, video. Your social media presence is a great place to start.
Think about all the daily scrolling you do on social media and how many new products, services, or businesses you stumble upon. It happens all the time. Your business can cultivate and grow its reach by sharing compelling and useful videos on social media.
According to WordStream, social media alone generates 1200% more shares than text and image content combined.
And it makes complete sense, video allows you the opportunity to share your brand story whilst entertaining or educating your audience in a more immediate and engaging way than written content alone can. Moving images attract the eye in a sea of text, and if a user engages with your content and likes it, they can share it on their own feeds or with a friend and broaden your video’s reach. This gives you a great opportunity to raise awareness of your business and potentially reach new customers, especially when your content is being shared by someone whose opinion the viewer trusts.
Social sharing like this has inbuilt social proof which is why it’s so powerful. People are much more likely to watch something that someone they know has seen and enjoyed. Equally, if you’ve got social content that’s landing well organically, then putting some marketing spend towards promoting your content on social media, certainly wouldn’t hurt.
In fact, that is an ideal way of building your audience with platforms like Facebook. You can create lookalike audiences from your organic audience data, and effectively grow new audiences of people that resemble your existing one.
2 – Hook leads in from your videos
According to HubSpot, the majority of marketers believe lead generation is the most important aspect of their work. And video is perfectly placed as a tool to help business increase the flow of inbound inquiries into their business.
One way you can do this is to create gated content which is effectively exclusive video that is super valuable to your prospective client, which in order to access it they need to exchange their email details. And then you can add those details into your email marketing list.
Tools like Wistia’s turnstile allow you to collect emails directly from the videos themselves. And according to Wistia’s own data, that tool converted up to 43% of the time, making a really fantastic way of building email lists from video content.
Another powerful way of using video as a lead generating tool is simply by the addition of focused call-to-actions or CTAs. It sounds obvious, but so many videos just finish leaving the viewer asking, what’s next? Which is a massive wasted opportunity.
Vidyard actually found in trials that putting email subscribing based CTAs in videos opt their email opt-in rates by 20%.
3 – Using video to increase your website visits
Now, the disclaimer here obviously is if you have an absolute stinker of a site, no matter what traffic you send to it, your business isn’t going to grow that much because your site is poor fundamentally, at converting browsers into buyers.
So, assuming you’ve got a well-thought-out site and it’s focused around your site visitor’s needs, then you’re all good to profit from an increase in traffic that using video will give you. Web pages with video are 53 times more likely to rank on Google’s first page.
Google loves videos, with YouTube, which Google owns, being the second biggest search engine in the world. Video helps visitors stay on your website, lowers your bounce rate, and increases your chance of conversions. If you want your product to be searched and purchased, then definitely create meaningful, creative and professional videos.
One famously good format of video to drive traffic is the ‘how to’ video. These videos are favoured by search engines so they’re perfect for increasing web traffic. In addition to encouraging people to visit your site, ‘how to’ videos also show you is how to better use your products and services so this can result in increased sales.