Video continues to dominate the market and be an important inbound marketing tactic to attract and engage your buyers. According to a recent YouTube report, video consumption is rising at 100% every year, with one of the fastest growing components being mobile. 92% of mobile video consumers are said to share their favorite video content with others (Source: Invodo). This should get the gears turning in your head as you search for ways for your new campaign to grow virally through multiple channels.
Whether you are new to video or have been making content for years, one thing is for sure: video content continues to grow at an alarming rate. The real question you should be asking yourself is: “Can I afford not to make video content part of my inbound marketing program?”
As a Marketing Manager or VP of Marketing, you are more than likely currently planning your marketing budget for 2017. You may be wondering, “Where is the best place to put my marketing dollars?” For that answer, take a look at the latest trends projected for the next 12 months as you create your game plan for next year.
3 Reasons Video Marketing Can’t Be Ignored
1) It’s Where Everyone’s At
When asking marketers where they plan to allocate to their marketing efforts in 2017, it appears they will be stretching their money across multiple channels. According to the recently released State of Inbound 2016 report by Hubspot, 48% will be going to YouTube, 39% going to Facebook Video, 33% to Instagram, 20% to messaging apps, and 15% going to podcasts, to round out the top 5.You may have noticed that the majority are putting their money toward video content. So, why is video worth the investment?
2) Buyers Love It
Before you even put a penny into a new marketing venture, it would be nice to know how effective it can be. While online video is relatively young in the world of marketing, recent statistics have proven its worth. According to ComScore, 64% of users are more likely to buy a product online after watching a video. While it’s not a guaranteed return-on-investment, it does move them farther along on the buyer’s journey.The same can apply in a business-to-business situation.
- 65% of executives will visit the marketer’s website, with 39% of those executives also calling the vendor after watching a video online (source: Forbes)
- 96% of organizations claim to use video, with 73% proclaiming a strong return on their investment (source: ReelSEO)
Whether you are interested in reaching out Business-to-Consumer (B2C) or Business-to-Business (B2B), online video can hit that target.
3) ROI!
Check these stats to see how you can gain ground with video:
- Increase click-through rate by 96% with an introductory email that includes video (Source: Implix)
- Increase landing page conversion by 80% by incorporating a video (Source: Unbounce)
- Increase website conversion by 20% with a video on the home page (Source: Insivia)
While those aren’t the only places to put your new video content, it’s definitely a good starting point. You may need to try a few different scenarios to see which will work best for you.
The bottom line: Video Marketing can’t be ignored.
