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Video Production Helps Shape Prospects’ Buying Decisions
Considering adding video production to your online marketing plan? Recent research suggests that this could be an effective way to attract visitors to your website, keep them there, inform them about your products and services, and shape their buying decisions. Whether you’re just starting to explore video production services in Houston Texas or want to build a solid case for adding video to your online marketing plan, the following facts illustrate why video production is fast becoming a smart choice for companies who want to improve their marketing strategies.
Video Production and Search Results
Adding videos can help with search results. Marketing Week recently reported that video results appear in about 70% of the top 100 listings, and this represents the type of content most often displayed in universal or blended search results. For example, when you search for an item on a search engine such as Google, the search engine often displays a mix of result types including static pages and video results. Many users will click on the video directly, bypassing webpages completely. This includes going directly to a video hosted on YouTube or another video sharing site.
Video Production Increases Traffic and Engagement
Marketing Sherpa reported on a recent study that found webpages with video attracted two to three times as many monthly visitors than those without video. Video also doubled the amount of time visitors spent exploring the websites. Video also achieved a 157% increase in organic traffic from search engines.
Attracting more traffic with a professionally produced video is certainly beneficial, but engaging those users is key – and video has been shown to do just that. The longer you can keep visitors on your site, the more engaged they are. Because engagement is a crucial component of the sales process, adding video production to your online marketing strategy makes a great deal of sense. A recent study by Internet Retailer supports that. It found that visitors who view product videos stay on a website three to four times longer and are 85% more likely to buy.
A Comprehensive Approach to Video Production
Video production for Internet marketing purposes requires a different approach than video production for traditional purposes. For starters, time is a consideration. According to MarketingCharts.com, more than three out of five customers will spend at least two minutes watching a video that educates them about a product they plan to purchase. In addition, 37% of customers will watch three videos for more than three minutes.
Keeping video production relatively short and focused is essential as is the need to fully understand what customers are looking for and how the product or service aligns with those needs. A short video production that clearly shows the benefits a customer can expect and positions the product or service as the clear solution has the potential to both engage and ultimately convert prospects.
Another consideration involves how video production fits into the buying cycle. Many organizations create a series of videos that engage, convert, and nurture prospects throughout the sales cycle. As such, each video production may appear in various areas of the website. For example, a video focused on engaging and informing prospects would likely appear on a landing page or product page optimized for the topic. Prospects who have expressed an interest in learning more may receive email messages referencing a different video production that further nurtures the relationship and provides additional information. As the relationship continues and trust is built, the cycle can ramp up to match.
Video production can attract visitors, keep them on the website, and compel them to buy. These key points make adding video production to your online marketing strategy a strategic choice. Take the first step by contacting us to learn more.
