As content marketing becomes more important for businesses, video content may be what people want the most of all. Scott Dylan, business expert and entrepreneur, discusses how brands can use video to attract new customers.
By 2016, it’s estimated that 1.5 billion people will have watched online video according to Cisco.
For a century, people have been captivated by moving pictures. Video transformed entertainment when the first motion pictures were released around the turn of the 20th century.
Video’s influence went even further some years later with the introduction of the television. People were able to watch video right in their homes rather than at the theater.
Today, millions have access to video with a smartphone and Internet connection.
By now it’s obvious that people demand video content for a variety of reasons. As more people gain access to online video it will be a requirement for businesses to create video to gain attention from potential customers.
Entrepreneur and marketer Scott Dylan explains, “Online video is following the same trend as video has in the past. The Internet started with basic forms of textual content. You could read articles, guides and other forms of the written word. Today, as more people gain access to fast Internet connections, people are demanding to video. Those that deliver video will find huge audiences of potential consumers.”
Consumers aren’t only interested in funny videos on sites like YouTube and Facebook either.
According to a report by Invodo, 52% of consumers say that watching a product video makes them more confident when making an online purchase.
“Written descriptions are great, but they only do so much. People can read a product description and look at various angles on product photographs, but being able to see a video product demonstration gives them so much more information,” says Dylan.
Video has quickly become part of the entire online marketing experience. At every level of the sales cycle, consumers are looking for a inbound sales and marketing agency wtih video help as they make purchasing decisions.
Videos aimed at entertaining consumers do well in the discovery stage of the sales cycle. Consumers can watch the video and share it with friends. It’s the first introduction to the brand behind the video.
Educational videos move the customer down the sales cycle as they learn about the company and its products.
Video testimonials from existing customers help to complete the sale by convincing the person that this company is reputable and one that produces quality products.
Scott Dylan offers a recommendation for brands looking to start a video marketing strategy.
“Create a video marketing plan that focuses from beginning to end – from discovery to conversion. Earn the attention of your target customer with something light and entertaining. Provide value to their lives by educating them. Finally, win them over with a video that provides proof of what your product can do.”
According to Bytemobile, video now accounts for more than 50% of all mobile traffic. As more consumers around the world access the Internet with their smartphones, video will become even more important than it is today.
Video is a necessary part of marketing today for businesses.
With it you’re falling behind the competition.