8 Telling Questions to Decide if Video Is Right for Your Business
Video Brings Life to Words
The primary reason that videos turn leads into customers is that they’re useful. According to Animoto, four times as many customers would rather watch a video about a product than read about it. It makes sense – videos are the most digestible way to receive information about a product (when they’re quick and to the point).
Videos Serve as an Introduction to Your Brand
In addition to making information more accessible, videos also help create a connection with your brand. Consumers get to meet you and judge your character without ever having to get on the phone or visit in person, which can be a major hurdle. Research conducted by Google and Ipsos Connect found that almost 50% of internet users look for videos related to a product or service before visiting a store.
Videos Sell Products and Features
Consumers want to see videos when they’re looking at products because it makes the experience easier and faster. Animoto reports that shoppers who view video are 1.81 times more likely to purchase than non-viewers.
Video Is Powerful on Social Media
Not convinced? Here’s some more evidence. Research from Brightcove found increasing commercial opportunity for video on social media. A few main takeaways were that…
- 53 percent of US viewers have actually made a purchase as a result of watching a branded video on social media
- Eight in ten agree that video is the easiest way to get to know a brand online
- Three in four consumers link social video viewing to purchasing decisions
That being said, quality video isn’t free, and some business owners might be wary of the investment. Here’s how to tell if video is right for your business.
The 8 Questions to Ask to See if Video Makes Sense for Your Business
A video can become the cornerstone of your website, but in a sea of content, concepts, and costs, where should you steer your ship?
The key advantages of video are being able to establish a connection with the audience and visually communicating information. These attributes will benefit certain businesses more than others. To test your business’ ability to utilize video effectively, see if the following questions match your business. If they do, video would probably help your marketing efforts.
- Does your business face a high degree of competition?
- Are aesthetics important to your product or service?
- Do you offer a service where consumer trust is mandatory?
- Do you sell outside of your local area?
- Have you invested in SEO management?
- Do you get a lot of questions about your product or sales process?
- Do you use email marketing frequently?
- Do you have expertise in your field that could benefit consumers?
If you found that these situations didn’t fit your business, video may not be the best answer. This is because your business isn’t in an environment where you can properly utilize video’s ability to connect with and convince consumers. However, if you answered yes to many of those questions, video could be leveraged well.
How Do I Use Video?
There are a few main types of videos that are best used to increase conversion rates and ROI.
- Educational videos teach consumers useful information about your products or industry, or instruct them on ‘how to’ complete a solution for their problem.
- Product demonstration videos showcase important information about your product – what benefits it offers, how to use it, availability, etc. This is the optimal way to give users an understanding of the product through the web.
- Business brand videos showcase your company’s culture, history, and people to create trust and confidence in your business.
- Testimonial videos give a voice and visual to the customers who are advocates for your business, which creates trust and helps consumers identify how your solution could apply to them.
- Digital advertisements sell consumers on promotions or offers that they will want to know about in a more engaging and noticeable way than traditional ads.
These are just a few types of popular options for video, though there are unlimited options if you want to get creative. To decide which type of video you want to pursue, think back to which statements you identified with. If you sell online, you’ll probably want some product demos, but if you have a complicated service, some educational videos might be more beneficial.
Work with your marketing team to determine which types of videos are best for you. Video has already become a staple of digital marketing, so if it makes sense for your business, it should become a part of your strategy.