Video has become the marketer’s best friend. Its ability to engage online consumers, tell stories and drive sales is a powerful force in today’s digital age. 52% of marketing professionals name video as the type of content with the best ROI. 76% of marketers plan to use video to boost their brand awareness campaigns. 96% of B2B companies are planning to use video in their content marketing over the next year. *
Video taps into the human mind in ways that still images and text just can’t. In our time-starved culture, video gets the message across efficiently and persuasively. The human brain processes visuals 60,000x faster than text. (HubSpot). Videos are usually presented as stories, and stories are 22 times more memorable than facts alone. (Jennifer Aaker, Stanford) **
A picture may be worth a thousand words, but it is estimated that one minute of video is actually equal to 1.8 million words! ***
There are many opportunities, through video, to provide content that will help educate consumers, make it easier for them to trust your brand, and move them to a purchase decision faster.
Video efficiently illustrates the functionality of your product or service to a potential buyer. It does a great job setting the mood for what your brand represents. It can persuasively convey the personality of your brand, and what sets it apart from other brands. The stats say it all – 90% of visitors to web sites report that product videos are helpful in the decision process (HubSpot) ****
Video also excels at showcasing your brand’s team and corporate cultural values – what makes your organization stand out from the crowd. This could be the way team members interact and support each other, what your work environment is like, and your involvement in the community.
Marketers know that video plays a key role at every stage of the marketing funnel. Put video at the top of the funnel to create brand awareness and introduce your product or service. Employ it in the middle of the funnel to stay in touch with folks who are in the consideration stage, making their purchase decision. Use it at the bottom of the funnel to ensure ongoing engagement with existing customers. At each stage of the funnel, the content can be instructional, news, story or testimonial based, or a combination of all the above.
If you have a clear vision for your marketing objectives, we will help you design the video strategy and tactics to get you there. At Arc + Crown, we’ll show you examples of how to use video effectively at each stage in the funnel to accomplish your specific business objectives. We’ll design and produce the videos, and help you track their success in delivering the ROI you’re looking for.