Use of Video Marketing to Increase Sales - Business

When it comes to buying products online, your customers want to see what they're getting. You might have invested in high-quality product images, written irresistible descriptions, and even gathered reviews of your products, nothing tells the story quite like an engaging video. Potential customers are more likely to fall in love with a product if they can see how it works and why other customers are raving about it. In fact, it’s projected that by 2020 videos will make up to 80 percent of all internet traffic. Brands need a video marketing strategy — this idea isn’t new. What has changed is how important video has become on every platform and channel. 

Video marketting is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts and mostly a social strategy.

Video has absolutely dominated social. According to a recent HubSpot Research report, four of the top six channels on which global consumers watch video are social channels. In addition, a Facebook executive recently predictedthat the platform will be all video in less than five years.

For most videos, the more simple and raw it is, the more authentic the content seems and that’s what really matters to your audience. Better yet, video production is more cost effective than ever — you can shoot in high-quality, 4K video with your smartphone this leads to a cheaper and easier video than ever. But, between camera equipment to lighting to editing software, the topic of video marketing can still seem pretty complicated.  According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands more than any other type of content. 

Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.

But video hasn’t only transformed how businesses market and consumers shop; it’s also revolutionized how salespeople connect with and convert prospects and how service teams support and delight customers.

Video can be versatile tool for salespeople throughout the entire customer buying journey, and it can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads.

Before you begin filming, you first need to determine the type of video(s) you want to create. Check out this list to better understand your options.

1. Demo Videos

Demo videos showcase how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and putting a physical product to the test.

2. Brand Videos

Brand videos are typically created as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. The goal of brand videos is to build awareness around your company and to intrigue and attract your target audience.

3. Event Videos

Is your business hosting a conference, round table discussion, fundraiser, or another type of event? Produce a highlight reel or release interesting interviews and presentations from the gathering.

4. Expert Interviews

Capturing interviews with internal experts or thought leaders in your industry is a great way to build trust and authority with your target audience. Find the influencers in your industry — whether they share your point-of-view or not — get these discussions in front of your audience.

5. Educational or How-To Videos

Instructional videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions. These videos can also be used by your sales and service teams as they work with customers.

6. Explainer Videos

This type of video is used to help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.

7. Animated Videos

Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or to explain an abstract service or product. For example, we created the following video to promote a key (intangible) theme from the 2017 State of Inbound report.

8. Case Study and Customer Testimonial Videos

Your prospects want to know that your product can (and will) solve their specific problem. One of the best ways prove this is by creating case study videos that feature your satisfied, loyal customers. These folks are your best advocates. Get them on-camera describing their challenges and how your company helped solve them.

9. Live Videos

Live video gives your viewers a special, behind-the-scenes look at your company. It also draws longer streams and higher engagement rates — viewers spend up to 8.1x longer with live video than with video on-demand. Live-stream interviews, presentations, and events, and encourage viewers to comment with questions.

10. 360° & Virtual Reality (VR) Videos

With 360° videos, viewers “scroll” around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, such as exploring Antarcticaor meeting a hammerhead shark. VR allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.

11. Augmented Reality (AR) Videos

In this style video, a digital layer is added to what you are currently viewing in the world. For example: You can point your phone’s camera at your living room and AR would allow you to see how a couch would look in the space. The IKEA Place app is a great example of this.

12. Personalized Messages

Video can be a creative way to continue a conversation or respond to someone via email or text. Use HubSpot Video or Loom to record yourself recapping an important meeting or giving personalized recommendations. These videos create a delightful, unique moment for your prospects and can drive them further down the purchase journey.