The written word is a dying art form. They tell us, and as heartbreaking as this may be, that you can’t deny the statistics. In an era of screen absorption, the average person is more inclined to click and watch, rather than get lost in lengthy copy. And this affects our businesses and how we market our services.
Market researchers tell us that embedding video in landing pages increases conversion rates by 80 percent and adding a video to marketing emails can boost click-through rates by 200 percent.*
With budgets stretched tighter than ever, business owners need to consider how to best spend their marketing budgets, and video is the undisputed hero of the day. Delivering the best ROI, video pushes your business forward unlike any other medium.
The figures speak for themselves. Companies using video enjoy 41 percent more traffic from searches than nonusers. Google and other search engines reward websites with embedded video, ranking them higher than sites without it. Your company is 53 times more likely to rank on the front page of Google if you add a video to your website (with the right title and tags, of course).
So, how exactly do you supercharge your search engine optimization (SEO)? Your video needs to be dynamic, engaging, and short. A well-crafted video should pique interest in the service, product, or company. Video speeds your target market through the preliminary stages of the AIDA buying process through awareness, interest, desire, and right to the best part – action.
Video can work in a variety of ways:
- To introduce a new product to feature on a company website
- To connect you to your client base – the real face of the company
- A training tool for employees
- To promote your business through social media
- To highlight an event
Derek Keane of DC-based company MJ Valet recently made a training video for his new recruits. Keane said, “In the past, we were repeating the same information over and over, and never feeling reassured that our employees were getting clear messages regarding our working practices. Now, we have a concise video so there is no room for error. We know that everybody is working from the same songs sheet.”
Rob Edwards of Concretus made a video to promote a new product, saying, “I wanted to stand out from the crowd and promote a product that we believe in. A professional video helps this.”
Beth Burke Farrar, owner of Jade and Jasmine, an acupuncturist based in Silver Spring and Clarendon, made a professional video for her new website. “The process of making the video was very helpful in clarifying my message,” Farrar said. “The production company was very supportive, helping me to feel at ease, which was no small task given how nervous I felt, but I’m delighted with the end result which really shows what I do, and will hopefully bring in new business.”
Quality is key. While a well-produced film will connect you to your audience, poor audio or visuals will be a distraction. With an iPhone in hand, anyone can be a “professional-amateur,” but a professional production company will ensure all the subtleties are in place. Attention to detail, a well-crafted message, music that complements, and top-notch visuals will bring the clients knocking.
Being camera-shy is no excuse not to embrace your inner star. Brandon Wright of Vantage Reality Group wanted to connect to his client base, many of whom are military and still stationed overseas. “I was camera-shy,” Wright admitted, “but the professional production team coached me to present myself as naturally as possible. The video turned out better than I believed possible.”
A 2016 report revealed that businesses using video grow company revenue 49 percent faster year over year than organizations without video. With figures like that, what’s holding you back?