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Video Marketing: The Somewhat New Horizon

Are you investing massive amounts of money and time in sophisticated marketing strategies? Are you optimizing all of your advertising channels every single day? Does your website seem to have everything it needs but you still don't get as many conversions as you would like? There may just be an answer you haven’t considered...

If what you are looking for is a higher click-through rate, you should definitely opt for video marketing! Although, pictures and text have been the mainstay at website content for… well… as long as websites have been around, video is making its way into the mix, and it looks like people are getting major results. We live in a world where you can buy a video camera drone online for like $50, video production tools have not only become incredibly accessible, but also very affordable. There is simply no reason not to take advantage.

As stated by Buffer, companies that incorporate videos in their strategies have 27% higher click-through rates and 34% higher conversion rates, compared to companies that don't use video marketing. This alone should get you moving towards video marketing. And no, not because it's cool, but because videos can be made in very different ways, adapted to your type of business. Not only could video be used as an instructional guide on how to use your product or service, but it could also be used as a fantastic means of showcasing your product features, and establishing a tone and feel for your product by placing it next to people.

It doesn't matter if you're a freelancer, a donut shop, or a multinational corporation, people love watching videos and absorb all you have to say and show, in a very short time. Let’s face it, how many times has someone recommended a book for you, and you just watched the movie… or is that just me?

You need to attract the visitor with your content and then convert them into a customer, and videos are a flashy and eye grabbing way of doing just that. Imagine that someone visits your website, they are immediately inundated with photos and text describing the photos... explaining and showing everything you offer and how great everything is. Sounds like pretty much every other website. 

Now, instead of all that text, you place a short 2 minute video front and center explaining all the essential information, in a short but memorable format that, dare I say, might even be entertaining! I don’t have to explain the difference in photos and videos to you in 2020, but you’d be surprised how much more of your brand tone and vibe you can communicate in a 2 minute video, and more importantly how much control you can have over that messaging as opposed to text which, let’s be honest, probably isn’t being read.

Getting more detailed information can lead your visitors to buy faster, since they are more confident on their decision.  Studies have shown that videos are processed by the brain 60.000 times faster than the text. That means you can spread a lot of information in a very short time! Awesome, right!?

Not only are they more visually appealing, but they actually increase your SEO value because embedded videos in your website have a very positive impact on your Google Search ranking. They generate a lot of engagement on social media and get linked on other websites, all while sharing valuable details about your brand.

Finally, videos make your brand easily share-able through social media, compared to sharing just your website link. Nobody is going to copy and paste a really cleverly worded product description, or blurb on your home page. Nobody is going to save your picture and show it off, but a video could be a gateway for your customers to become your ambassadors, sharing your content for you, which leads to more views, more traffic, and more conversions! 

This article was never meant to convince you that video is great, you probably could have guessed that. My hope, as you walk away from this article, is that you will ask yourself a few extra questions surrounding your video content to make sure you are getting the most of it. If you don’t have any videos on your website, why? If you do, are they placed correctly? Are they showcasing your brand in a quick and cohesive manner? Are they relevant? Are they entertaining? Do they fit into your conversion funnel and move people from informational pages to pages where they can purchase? These are all questions worth asking, and once you have those answers… you are ready to get filming and enjoy the results!


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