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In today’s marketing strategies, website videos are the BEST way to tell people who you are and what you’re about. Let me tell you why that is happening.

I’ll begin with talking about your site’s bounce rate, which “represents the percentage of visitors who enter a site and ‘bounce’ (leave the site) rather than continue viewing other pages within the same site,” the more time people spend on your website, the lower your bounce rate and, therefore, the more Google – will elevate your rank. These days, the websites with video content are leading the pack in Google rankings because people spend more time watching videos than they do reading content. Consider these statistics:

  • Comscore recently reported that visitors to retail websites stay two minutes longer because they are watching videos. These same people are 64% more likely to make a purchase than other site visitors.
  • Robert Kyncl, a vice president at YouTube, told Forbes that it won’t be long before video will be 90% of Internet traffic.
  • According to Internet Retailer, more than 90% of online shoppers found product videos helpful in making purchase decisions. People, your customers, don’t want to read text when they can glean information much more quickly from a well-produced video.

Website browsers respond better to content that engages more than one sense. When reading a description of your product or service, they’re utilizing sight. When they’re watching a video, they use sight AND hearing. Combining the senses results in a better, faster, and more profitable response to your offerings. One reason is that people like to watch videos where people are telling them about the product. There really is nothing like hearing and seeing a person describe a product or feature to know what it’s really about.

I bet you’ve been watching videos on other companies’ websites. And you’ve probably been wondering what a video marketing strategy would cost you, if your customers will actually watch your video, and if implementing this approach will improve your bottom line. As an answer, think about these questions. Are your competitors connecting to your customers by using video? Are your customers utilizing video to connect with the brands/products they love and use? Can your products/features/benefits be properly executed through a visual platform? More and more people are using videos to learn how to do things, how to buy things, and how to get more of what they want. Take my son for example. He studied a video posted by a retail store on how to fold a tee shirt properly. Now he quickly scans all his tee shirts in his drawer and selects the one he wants to wear today. Snap! And where do you think he’s buying tee shirts now?

It’s time to add videos to your website, send them out in newsletters, and share them using social media. The more you promote your videos, the more productive and revenue generating your website will be…because of your new and best business card ever.

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