Tag Archives: online video

Online Video is the Future of Content Marketing – Here’s Why

Lengthy, long-winded sales copy is a thing of the past.

Let’s face it – your customers don’t really read much anymore, and if they do actually read something, their material of choice isn’t likely to be wordy advertisements and flowery sales pitches.

Instead of reading a book, newspaper or magazine, today’s consumers spend a lot of time online, where they skim, browse and scan, looking to be distracted, entertained and enlightened – and that’s why online video is the future of content marketing.

Content Marketing – Past, Present & Future

Up until now, the bread-and-butter of most digital content marketing strategies has been blog posts, newsletters, e-books and social media updates. The goal of content marketing has been to engage customers and prospects by delivering valuable information that promotes your brand, solidifies your corporate identity and positions your company as a ‘subject matter expert’ (SME).

Although some marketers tout content marketing as a 21st century invention, the fact is that the history of promoting information instead of products goes way, way back. In 1895, The John Deere Company launched own magazine called “The Furrow” – a resource-filled publication targeted directly at farmers that contained articles and tips on all things related to agriculture.

While John Deere certainly didn’t allow other tractor manufacturers to place ads in The Furrow, they also didn’t use the magazine to actively promote their own products – they used it to build their brand, solidifying their position as ‘the’ expert when it comes to agricultural machinery, launching what is widely accepted as the world’s first content marketing campaign.

Since that time, content marketing, and in particular, digital content marketing, has become the darling of the marketing world – over 93% of marketers use online content marketing as an important piece in every brand development strategy.

Even more interesting is the emerging role of web video in marketing – users spend an average of 88% more time on websites that have animation or web videos, and that’s a big deal given that the average web user spends about fifteen seconds on each page they visit.

It’s All About Trust

A recent survey by The McCarthy Group revealed that a whopping 84 percent of Millennials (people born between 1982 & 2002) actually distrust traditional advertising, rather, they’re “much more trusting of information sources that are not actively focused on selling messages.”

And that’s where professionally produced, targeted explainer videos, animation and web videos really shine – they break down the barriers faced by traditional adverts, and build trust amongst your target audience.

How so?

It’s simple, really – Australians love their Internet, and they really, really love their Internet-connected mobile devices. According to the latest statistics from the Australian Mobile Phone Lifestyle Index, 89% of respondents own a smartphone and given the choice, 61% would keep their phone and ditch their television. Even more interesting is where Australians are using their mobile Internet devices – 30% claim they always take their phones to bed with them, making smartphones their digital sidekicks.

So, how does smartphone use relate to video content marketing?

Because contrary to the name ‘smartphone’, these mobile devices are most often used to watch web videos, animation and explainer videos (the ‘phone’ part is often a rarely-used feature).

Since smartphones are so widely, and so frequently, used, web videos are in fact an ideal way to reach consumers because consumers find videos utterly irresistible – according to a survey by Syndacast, simply “Using the word “video” in email subject lines boosts open rates by %19, CTR (click-thru) rates by 65%, (and) reduces unsubscribes by 26%”.

Better yet, web videos allow marketers to track views, conversion rates and geographical user data, providing immediate feedback on the effectiveness of an explainer video or animation clip. So whether a user watches a web video on their smartphone at 3 a.m., their tablet during their morning commute or on their Internet-enabled TV, marketers can easily assess the reach of any video campaign, providing real-time feedback to clients.

As attention spans of online users continue to shrink, web videos are posed to become the leading content marketing tool among companies who want to achieve exceptional ROI on their marketing budget.

Looking to boost your business? Want to increase sales and conversions? Contact us to learn more about how a professional explainer video can deliver real results for your enterprise.

online videos: converting website traffic into leads

It’s no secret that the lead generation effectiveness of a website is a factor of two parts: website traffic + conversion ability. A few of the obvious ways of driving more traffic to your website include SEO, search engine marketing such as Google Adwords and customer word-of-mouth via various social media platforms. However, converting that website traffic into leads is a little less well understood. Here are a few ways of improving your website’s conversion ability.

online videos: converting website traffic into leads

No matter the industry or demographic, the results remain the same: online video consistently improves conversions. Here are a few quick examples.
  • StacksAndStacks.com (organizational housewares e-tailer) reported that visitors were 144% more likely to purchase after seeing a video compared to those who did not.
  • Dropbox.com reported a 10% improvement in conversion rates when they modified their homepage to a single video.
  • Rypple, now work.com added an explainer video to their homepage and saw conversion rates increase by 20%.
  • 90% of B2B purchases start with content engagement.
  • Users remember 58% more by watching video.
  • 60% of users will watch video rather than read text on the same page.
So why does web video convert traffic into customers so well? We think it has to do with the time poor nature of web users (who are spending an average of 8 seconds on a page before deciding to stay or leave – down from 12 seconds just 3 years ago), as well as the nature of how we learn. verbal vs visual

Visual vs Verbal Learning

A recent study of 221 undergraduate students showed that 105 were visual learners, 105 were bimodal (no preference), and only 11 were verbal. Online videos take advantage of this by offering visual and verbal cues to improve learning. It’s also been shown that people retain over 50% more information through the use of visual and verbal learning cues. There are of course many other components to conversion optimization, here’s a taste of what else you should be considering.

strong call-to-action buttons

We could dedicate an entire article to these buttons alone. But in the interest of holding your 8-second attention span, here are a few quick tips. Button copy: Terminology such as ‘free’, ‘get started’, and ‘my’ typically convert better than terms such as ‘submit’, ‘click’ and ‘your’. Button design, colour, size & placement: buttons coloured differently from the rest of the website design will stand out and usually receive more audience clicks. However don’t forget to consider other elements such as the size (bigger is not always better), placement on the page (above the fold + below the fold), and design cues (arrows and ticks = existing positive association for most consumers).

social proof

Testimonials, produce reviews, case studies, client logos, and vanity metrics are some examples of social proof which are used to build trust amongst potential customers by demonstrating evidence of purchase behaviour by similar customers. Stanley Milgram, an American social psychologist, conducted an experiment where he had a group of people stop in a busy street and look up at the sixth floor of an office nearby where nothing was happening. Migram found that 4% of passersby would stop to join a single person staring up, however that number jumped to 40% when there were 15 people staring up at the office. Social proof is one of the oldest tricks in the marketing book. However, the proliferation of social media has enabled social proof to be rapidly spread, and abundantly positioned near purchase decisions on online stores, thus increasing it’s effectiveness. In summary, when starting to consider how you can turn traffic into customers, begin looking at online videos for a sure fire way of boosting sales. Once done, begin testing other conversion techniques such as the page copy, button types and social proof. Why web videos? from Lumeo on Vimeo.