Over the last few years, there has been a plethora of research studies carried out on the effectiveness of video on business websites. They all point to one conclusion: video is now a must have tool for any business online marketing strategy.

Here are 10 reasons why:

1. Online video increases your ranking on search engines

By optimising video content using keywords, video greatly increases the SEO of your website. Forrester Research found that web pages featuring video are 53 times more likely than static text pages to appear on the first page of Google. This is not a surprise since Google owns YouTube, so they are essentially cross-promoting their services.

2. Video increases traffic to your website

Uploading videos to social media sites such as Facebook, Twitter, Google+ and LinkedIn can increase the amount of traffic to your website. Quality videos featuring a call to action and easily clickable links to your business website will encourage people to visit your site to find out more about your business.

3. Consumers prefer video

RISMedia found that 6 out of 7 people prefer to watch a video than read text. This makes sense since the growing majority of Internet usage is via mobile devices, such as smartphones, where reading a lot text can be challenging. However, video is easily consumed and able to communicate a lot of valuable information in a quick and engaging way – ideal for the time poor, on-the-move consumer. In fact, a 2011 Neilsen survey found that 60% of Australian mobile users consume video online.

4. Video influences the consumer buying process

The Online Publishers Association (OPA) found that 80% of people watch a video to help them decide on a product or service. This is because people use the audio/visual element to get a better sense of the product, its use and the company selling it. This is particularly true for service industries where you can’t see the quality of the product until it is consumed, e.g., you don’t know how good a plumber is until they have fixed your drain.

Your potential clients will visit your website to look for clues about the quality and competence of your products and services. Videos about your product or company will make them feel more confident about engaging your business.

5. Video prompts your clients to act

The OPA report also found that after watching a video, 50% of people will take some form of action; for example, they might share the video with friends or family members, they might call or visit the store to find our more about their products and services.

Most encouraging, 16% of visitors who watch a video on a website will make a purchase, which is on average 8 times greater than most text based websites.

6. Video builds consumer trust

The real power of video is in its ability to convey an emotional experience, putting a human face on the corporate brand far better than any static text or images. Authentic video content helps viewers relate to a business in a way they trust, which is essential if they are to engage the services of a company.

7. Video increases sales

Video keeps visitors on your website longer, and the longer people remain on your website, the more likely they are to buy and become a client.

8. Video helps build brand awareness

Video is the most shared media online. High-quality videos featuring engaging and relevant content are regularly shared on social media sites such as YouTube, Facebook and Twitter. Video therefore gives businesses a means of leveraging peer-to-peer referrals, which are powerful endorsements for any brand.

9. Value for money

Shoot once, use many times. New technologies have made creating high-quality videos much more cost-effective, giving business the opportunity to create engaging videos that appeal to their specific target market.

Furthermore, video can be used offline. By placing videos on DVD, a USB stick or embedding them in PowerPoint presentations, the opportunities to present a company’s videos are extended.

10. Video helps you to get more qualified leads

Videos can be easily tailored so that the message communicated appeals to specific customer segments. This will result in an increase in the quality of leads generated through your website.  

By creating quality videos featuring content that is authentic and relevant to your target markets, you will make it easier for audiences to relate to your products and services. If consumers can relate to you as a business, they are more likely to want to do business with you.

Rene Bransby is the Creative Director at Bransby Films, a boutique production company that specialises in creating engaging web-video for businesses that want to make the intangible elements of their service tangible.

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