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Why video marketing is critical for any business (Part 1)

use video marketing to boost conversion ratesMarketers and consumers alike know video is growing more prevalent on the Internet. It’s everywhere you look. But from a marketing and business perspective, is it really necessary? The answer is more often yes these days than not. Businesses in nearly every sector can use video in multiple channels and have the potential to improve results.

In this six part blog series on video marketing well take a look at how important video is in the consumer’s journey to your business whether online or in-store. Specifically we’ll talk about how:

  1. Video improves landing page conversions
  2. Video improves SEO rankings
  3. Videos increase the time people spend on websites
  4. Sales improve on pages with video
  5. Including videos in email can improve email performance and reduce opt-out rates
  6. Using video makes it easier to reach mobile consumers

Now before you run off thinking that this list alone is all you need to know, stick around and read the rest of part 1. It’s not just that these are important, but how important they have become that impacts your video marketing decisions.

Without further ado, let’s jump right into number one: landing pages.

Landing pages have been the staple of marketers since online businesses began. When done well, they are focused pieces of advertising that compel the website visitor to act in the way you want them to.

According to multiple sources, over 70% of consumers are more likely to make a purchase or take action after they’ve watched a video. But why is that?

An article on ubounce.com says it’s all psychological. As humans we are geared to look for movement and sound. We pay attention because of our survival instincts. Video just reaches out to us more than text ever could. Studies have shown that when video is on a page with text, our eyes will gravitate toward the video. According to Forbes, 60% of people say they prefer video over text.

But more importantly, is what we do with that video. The ubounce article also says “we process visual information a whopping 60,000 times faster than language. So we’re built to think and make decisions based on visual input.

It’s no wonder then that a survey of marketing professionals discovered that 70% felt video converts much better than text. The numbers don’t lie. Marketers, psychologists, and bloggers all agree video marketing can improve landing page conversions.

But before you can get conversions, you need traffic to your website. Come back for part 2 of this series to see how video can improve your SEO rankings.

Oliver Burt

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