Got Goals? Here’s How to Use Video to Reach Them
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- Reading time 3 min
This article won’t help you grow strong bones, but it will help you win sales and marketing goals!
Despite working for various companies across numerous industries and sometimes, even going toe-to-toe over territory, sales and marketing teams have a lot in common.It doesn’t matter if you sell advanced software, fashion, or consulting, the end goals we set are universal. In keeping up with the latest marketing trends, your eyes undoubtedly fall on the word ‘video’ a lot. It’s officially taken the iron throne as king of the content marketing realm. How do we know?
HubSpot reported on some new research this year. The study they recapped involved a survey of 311 unique respondents from both sides of the coin — marketers and online customers.
- A whopping 97% of marketing respondents said that video helped them increase user understanding of their product or service.
- 81% linked video directly to an increase in sales.
- 76% said video increased their website traffic.
- 83% reported that video gave them a good ROI.
Did you know that Google also loves video? Videos get ranked higher on search pages and secure your brand’s spot on YouTube, the second largest search engine in the world. But many organizations struggle to see the direct path between producing and distributing a video and achieving a goal. Allow us to connect the dots for you. Below, you will find the most common marketing goals, and how to use video to reach them.
If you need to build brand awareness and increase online visibility…
- “About us” videos
- Brand videos
- Company overview videos
Your “About Us” page is one of the most powerful pages on your website. Include a video on that page, and you can expect an upswing in page visits, time on page, and return visits. Especially if your video provides a powerful story or message. Look your brand square in the eyes. What makes it different? Where did it all begin? How is it changing the industry or even the world? Every organization has a story. With help from a professional video marketing company, you can harness the power of your story and use it to connect on an emotional level with your target audiences. If it gives them the “feels” or delights them, you can bet they’ll share it on social, too.
Supporting Stats:
- 70% of consumers say they have shared a brand’s video.
- Viewers retain 95% of a message when it’s delivered via video (compared to 10% when delivered via text).
Video Example:
If you want to clarify or explain your product/service and increase conversions…
- Explainer videos
Explainer videos are straightforward 60- to 90-second videos that explain your product. These types of videos are important for all products and services, but particularly vital if your product or service is complex or confusing.
Pro Tip: animation is an effective way to explain complex topics, especially if the details are difficult to show in real life.
Unless your target audience is technical, work with a video marketing agency to craft your message; an outside perspective who can simplify the details of your product or service and translate them into laymen terms without subconsciously using industry jargon. Keep it short. Focus on the benefits of the product or service (not the features) and post it right on your homepage to convert first-time visitors into return visitors, subscribers, or straight up sales leads.
Supporting Stats:
- 4x as many customers prefer to watch a video about a product than read about it.
- 4 in 5 consumers believe that a video showing how a product or service works is important.
Video Example:
Kuraray Animated Explainer Videos
If your brand lacks audience trust and needs more closed sales…
- Customer testimonial videos
Nothing is as powerful as peer affirmation. Your buyers are far more likely to believe satisfied customers than your sales reps. Plus, sharing video testimonials is a great way to perpetuate “word-of-mouth” marketing, which is a very effective tool. Naturally, you’ll want to include this video someplace relevant on your website. But also promote testimonial videos on social channels. This is where word-of-mouth marketing thrives.
Supporting Stats:
- Customer testimonials and case studies are ranked as the most effective content marketing tactics.
- Customer testimonials also boast an 89% effectiveness rating for content marketing.
Video Example:
If your product has special features that differentiate it from others in the market…
- Product demo
It’s hard to explain what makes your product or service special without being able to show audiences what you mean. Text alone just doesn't carry the weight of a video, which helps validate that what you’re claiming about a product is true and accurate. If your product is complex, keep it simple. Once again, hire a professional to help translate your script into language your buyers will relate to. Finally, address specific problems that your viewers have and how your product solves them.
Supporting Stats:
- 71% of consumers think that video does a better job of explaining products.
- 58% of consumers trust companies with product videos more than companies without.
Video Example:
Here’s the deal: it is entirely possible to reach even your wildest sales and marketing goals using video. But it’s not going to be easy. Successful video campaigns are backed by intensive strategies (both in the creation of the video and in the distribution). If your organization doesn’t have an in-house video team, partner up with a professional video agency who can maximize your investment and tailor your videos according to the goals they serve.