In 2023, video has been named the most valuable form of content by over 54% of marketers due to its shareability and its ability to achieve maximum engagement from consumers. This spike in popularity over recent years has caused a shift in the marketing landscape where 92% of marketers now consider video to be a vital part of their marketing strategy.
There is an abundance of video types that you can incorporate into your marketing strategy, all of which can help you to boost your business’s sales. Explainer videos, testimonials, webinars, product videos and live streams are just a few types of videos to name. This blog discusses how this video content can help boost sales, shining a light on the importance of including video content in your marketing strategy.
HOW DOES VIDEO CONTENT BOOST SALES?
- Video content is what consumers are looking for in 2023. This means that they are more likely to pay attention to your content if it is video. More attention from customers generally leads to a spike in brand awareness and product awareness, thus more sales! Consumers are able to see your offer in action, get to know your brand and interact with you; all of which are reasons for them to click the purchase button.
Due to the increase in demand for video content, there is a good chance that your video content will be seen by your target audience. This is because algorithms on social media platforms now favour video content, which means that they are more likely to show it to users as opposed to showing, let’s say, a long text post.
However, any old video content won’t do. To really capture your audience’s attention, the content must be high-quality and engaging. For this, your videos need to be shot and edited well and have a strong concept behind them.
- One of the many advantages of video content to customers is that it is usually more helpful than other forms of content. Videos can deliver valuable information in a short amount of time in comparison to an image post with a lengthy caption. This makes them a more attractive marketing choice for consumers as they are easy to watch, quick to consume and memorable.
Where a video is more informative, it makes it a more valuable type of content to your audience. For example, a consumer may be looking for a new type of product and may come across a website that has a product demo video showcasing how the product works, its advantages and the ways it can be used. This content will be extremely helpful to this consumer as there is information in the video that is easy to consume and which they may not find on an image post. This will make it more likely that the consumer will purchase the product from this business.
- Video marketing is one of the most effective ways to build trust and generate more brand loyalty. Increasing trust and improving brand loyalty will inevitably lead to a boost in sales as consumers feel more connected to your brand and will associate positive experiences with it. Not only will this lead to a boost in sales over a short amount of time, but it will also lead to a boost in repeat sales, thus boosting revenue for a longer period of time.
‘Established businesses succeed because they’ve built trust into their brand reputation and forged a genuine bond with their customers.’ – Joe Forte via business.com.
By generating more consumer trust and loyalty through video content, your business will become more established which will lead to more purchases of your offerings.
- Since acquiring YouTube, Google has prioritised video in its search results. When generating results for SERPs (search engine results pages), Google values the quality of the content and its relevance to the search terms inputted by the user. To determine how relevant and valuable your content is, Google will not only scan text, but it will also scan media content such as videos. If your website has a mixture of content types, it will be seen as more informative and will improve your SEO.
If your website is deemed more relevant and informative, it will appear nearer the top of SERPs. This makes it more likely that users will click on it. The more traffic that is driven to your website, the more likely that consumers will purchase from you, especially if there’s a captivating video waiting for them on the page they are viewing!
- Video helps to keep visitors on your page for longer as the content is more engaging. According to Wistia Data, visitors will spend up to 6 minutes on a website when a video is played in comparison to 4.3 minutes on a website where there is no video. If users stay on your website for longer, you have more time to put across a strong and convincing marketing message that prompts them to buy from you. Longer site visits also improve SEO, which we now know is also a valuable way that video can boost sales as well.
The demand for video content is only growing and knowing how to leverage it can massively improve your business strategy. Whether it is a social media video, corporate video or even just a live behind-the-scenes video, incorporating this effective content type into your marketing strategy can prove invaluable.
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