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Video Production Highly Effective In Converting Prospects
If a new online marketing strategy arrived with the potential to convert a significant number of prospects or entice more people to visit your online or physical store, would you be interested? While video production is far from new, it is a rising star in the Internet space – and it works.
Video production has been used for decades as a marketing tool, so why is it so new to the online marketing world? Only recently has it become technologically practical to post videos online. Videos require massive amounts of bandwidth on both the host’s and the consumer’s side. While companies may have had the capacity to create a top-notch video production and host large files, it wasn’t until recently that consumer technologies made streaming videos to consumer’s computers and mobile devices practical. Now that consumers have fast Internet access, online video production is taking off.
What’s more, video production on the Internet works. In fact, Internet video production works better than traditional television ads. For example, according to ReelSEO, 34% of prospects who view an online video production are two times more likely to make a purchase than their television viewing counterparts.
Why are they twice as likely to make a purchase when viewing an online video production? Consider the environment for a moment. Watching an ad on television is a much more passive activity than viewing one online. Take an advertisement for a new 4-door sedan with all-wheel drive and a hybrid motor as an example. The conventionally produced video production and final TV advertisement is blasted across the airways to everyone tuned in to a given channel at a given time slot. No matter how brilliant the video production itself is, only a small number of viewers will be interested in that particular vehicle.
In contrast, how do viewers come across that same ad online? They may have entered the term “4-door sedan all-wheel drive hybrid” into a search engine and landed on the manufacturer’s website. These viewers are engaged and in the market for exactly what that video production is focused on.
In addition to attracting consumers who are actively looking for information on a given product or service, online video production has another advantage over the more passive television environment: many consumers that reach pages with videos actually want to view them. They’re interested in the topic and often actively looking for relevant information. In contrast, television consumers are tired of being bombarded with irrelevant ads and use their DVRs to skip through commercials.
Another interesting ReelSEO finding involves the number of prospects, 4 out of 10, who visit a store online or in-person as the result of watching a video production. Again, these prospects are in-market and engaged. They want to learn more. Videos can entice prospects to learn more; they can raise interest; and they can include a direct call to action. For example, imagine a car dealer in Houston Texas who sells 4-door hybrid sedans. Having a website featuring a professional video production that includes a call to action could prompt prospects to come in for a test drive. The desire to learn more coupled with an existing interest and a compelling call to action can translate into increased online or in-person lead conversions.
Internet Retailer has recently concluded that:
- Online shoppers that view video convert at a 45% higher rate than other shoppers
- On average, video views have increased 359% year-over-year
- Product pages featuring video have higher conversion rates than those without
Now that technology is in place to allow Internet users to view high definition videos online, video production for the Web has become both practical and effective. How will you take advantage of this hot new online marketing option?
