BY Tim Londergan
I’m a long-time fan of video tools for selling. I spent years touting the sight, sound, motion, and emotion of television advertising in a local, traditional media environment. Specifically, I was selling to advertisers the viewers of programs adjacent to these television commercials.
It was relatively easy selling a product that you totally believed in and witnessed its success firsthand. Understand that years prior, I bought newspaper, direct mail and radio advertising for a major department store. Adding television completed the mix and proved the dominance of video.
Among Tools for Selling, Video Rules
According to Google, 70% of B2B buyers and researchers incorporate video content into their decision-making journey. Videos, such as explainer videos, testimonials, animated videos, and live videos, are attractive and engaging. Understanding the power of video tools for selling will help you compete better and achieve your marketing goals.
Here’s why:
Higher engagement and a deeper emotional connection.
Simply put, a platform combining visual and acoustic elements are easier to understand and remember. Seeing a person or team on screen can build trust and credibility and humanize the communication.
Better brand recognition.
Your personal brand strategy gives you a distinct advantage over others, so why not highlight it in a video? Enhance your brand with recognizable visual elements that are consistent over time. Remember to stay on message and avoid contradictions.
Increased conversion rates.
Hubspot revealed that including a video on a landing page is beneficial. A landing page video can increase conversion rates by up to 80%. Driving conversion rates will give you a good return on your investment in quality video production. Remember, turning prospects into customers is the prime purpose of strategic content-bearing videos.
Greater shareability.
Wide-ranging distribution of your videos increase their reach and potential impact. According to a study by Wyzowl, 84% of consumers have shared a brand's video on social media. Plus, videos on Facebook will get shared seven times more than links to articles.
Accessible to all devices.
The electronics on your desk, in your hand and in your car are all video tools for selling. Mobile video consumption increases each year, and trendy platforms have given compelling videos an even wider audience.
Cost effective production.
Your smartphone camera is likely capable of producing the quality of video that you need. Additionally, today’s user-friendly DIY video editing software is tremendously advanced. Webdew.com offers a comprehensive review of many software options here.
Video and Its Impact on SEO
Clearly, one of the most compelling reasons video marketing is effective is its impact on search engine optimization. You see, Google’s algorithms focus on videos in search results, giving them higher visibility and exposure to potential customers. Zyxware says websites with videos are 53% more likely to rank on the first page of a Google search.
What’s more, YouTube, with more than 2 billion monthly active users, is the second-largest search engine in the world. This makes it an essential platform for you to leverage your video tools for selling.
Videos Will Increase Your Customers’ Trust
Establishing trust with potential customers is essential to building a successful business. Just as television embodied and enriched the story of newspaper advertisers, video will help develop and enhance your trust. Moreover, sharing information in a genuine, authentic and coherent video message builds your credibility.
Produce videos to help your customers:
- Compare competing products
- Understand how your product works
- Know your product’s benefits more thoroughly
- Become familiar with your support team
- Hear testimonials from their peers
- Make purchasing decisions more confidently
Video marketing has become a vital tool for businesses to connect with their audience. The evolution of technology combined with the popularity of social media has driven video to be more powerful than ever.
Photo by Min An on Pexels.com.