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Video Killed the Marketing Star: Why It Works And How to Use It

where to use video

Video marketing works.

Around 93% of marketers are considering using video for sales, online marketing, and communication, so it’s clearly a tactic that we don’t mind putting some faith in. However, if you think that video is the trend of the future, think again. The time for video is now, and in 2016, 61% of businesses and startups have already incorporated video as a marketing tool. 

Of course, video isn’t just a good idea because “everybody’s doing it.” It’s also one of the most profitable and versatile tools out there right now. Let’s check out the numbers:

Here, I’m not just going to talk about why video marketing works as part of a marketing routine, but also where you should use different types of video in your sales funnel to help attract, engage, and convert your visitors.

Let’s get started.

1.  Video Content and Brand Recall

King of marketing, HubSpot, tells us that 80% of customers remember a video that they’ve watched over the last month. And why not? Video is auditory, visual, and engaging, so it’s a lot easier to remember than text-based content. When your customer remembers your video, they automatically remember your brand too, which leads to more leads and sales for you.

You can use “brand films”, at the top of your sales funnel to introduce your audience to your visions, values, and goals, and make sure that when they do recall you, they have the right message for your company. Check out this video by Reebok, for instance:

Remember, if you want your video to be memorable, you need to make sure it’s consistent with the rest of your brand strategy. That means using the same voice, colors, and other distinct elements of your visual content marketing strategy.

2. Strengthening your Brand Message

When you’re using online video in your strategy for marketing, you’ll be in a great position to boost your brand message in a very direct way. Through simple branding and design, you’ll be able to make sure that your customers know exactly who you are. A good way to enhance this is with testimonials that draw attention to the fact that other people (besides you), think you’re great!

Testimonial videos build credibility and trust, and can be used to showcase the best features of your product. Once again, these are used during the “awareness” stage of your sales funnel, when you’re still letting your audience get to know you.

For a quick example, check out this testimonial from Slack:

3. Videos Want to be Viral

Have you ever dreamt of going viral with a piece of content? Of course you have! After all, with social media powering a huge portion of the internet marketing sphere these days, going viral means opening sales opportunity up to a monumental number of customers.

Estimates suggest that 92% of people who consume mobile videos share those videos with other people. To put that into perspective, Simply Measured indicates that video is shared 1,200% more than links and text combined, and Diode Digital says that around 50% of viewers will engage with a video post before a text post.

So how can you make the most of this? Well, how about using animation videos? They can help to show off your brand at the beginning of the sales funnel, or prompt consideration for a purchase in the middle!

Animation provides emotional and visual stimulation. And it’s easy and quick to create. It offers that “wow” factor that instantly makes your video content more memorable. Check out this inspirational, yet simple video by Apple:

You can use tools such as PowToon and Moovly to create these videos cheaply and easily.

4. Video is Great for SEO

About 65% of business decision makers will go to a brand website after they have viewed a video. Considering that direct traffic is believed to be a search engine ranking signal, this can especially be beneficial for startups trying to get brand exposure.

Additionally, after people have already found your brand and they’re in the midst of the “consideration” stage, video can enhance conversion rates, too. Hubspot indicates that 39% of business decision-makers will contact a company after they view a branded video.

A good way to enhance SEO and make people more likely to buy from you is with a product video. Product videos are the fundamental type of corporate video, and they help to showcase how a service or product works without complex and confusing words.

Check out this one by Dollar Shave Club, for instance:

5. Video Builds Trust

Trust is key to any marketer’s strategy. However, building trust is tougher than you might think. You have to devote time and energy to creating long-term relationships with your customers. Today, the latest generation of buyers require a focus on “why” they should buy your product over competitors.

While you’re building trust, you need to set your business apart from the rest of the companies in your niche. A good way to do this is to enhance the middle of the sales funnel with a video PSA.

Public Service Announcements are a great way to tug the emotional heartstrings of your customers, providing easy and shareable content that addresses hot topics in creative ways. PSAs are perfect for gaining trust, and creating a more positive image of your brand in the mind of your customers. Here’s a good example:

6. Video Engages Even the Laziest Customers

Finally, video isn’t just a good way to entertain and inform your audience, it’s also incredibly easy for them to consume. Today, we’re all too busy to read super long product descriptions, and the modern customer wants to see a product in action before they buy them.

One great way to answer all of the burning questions that your customers might have before they purchase at the bottom of the funnel, is with a video FAQ like this one from McDonalds, Canada:

By the time your visitors reach the bottom of the sales funnel, they’re sure to have a few questions they want to ask, and you can ease their fears with a quick, fun, and emotional video. Remember, video marketing captures even the laziest audience.

Ready to Try Video?

For modern marketers, video advertising is becoming increasingly more widespread and affordable, partly because of advanced new technology, and partly because it’s fantastic to share around the globe. Creative and emotionally charged video advertising can be a great way to enhance your appeal online, and shift people along the sales funnel in the direction you want them to go.

What have you got to lose? Why not give it a try?

Jonathan Chan is the Content Crafter and Marketer for Foundr. You can often find him happily writing about anything to do with entrepreneurship and the startup scene. Or spending way too much time pretending to be the next MMA star at the gym. You can check out more of his writing at the Foundr blog.

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