5 Reasons Why You Should Use Video Marketing to Drive Sales

Article first published July 2017, updated July 2019

If you own or work for an e-commerce store, there are three
goals you need to keep in mind:

1. Driving more traffic
2. Helping your customers buy more products
3. Helping your customers buy more often

What if I told you there’s one marketing tactic that can help
you with two of those three goals?

It’s not a magic tactic or a black hat, unethical tactic.

It’s video marketing, and it works amazingly well.

Here are five reasons why video marketing is one of the most
powerful tactics you can use to grow your store and drive more
sales.

Reason #1: People love to consume videos

It’s probably no surprise to you that people spend a lot of
time watching videos. According to Hyperfine Media, one-third
of online activity is spent watching videos
, which represents
an average of 32.3 videos every month. It’s simple to understand
why people like videos so much: They’re both fun to watch and
easy to consume.

Since people are used to watching videos, Animoto
found
 1 in 4 consumers tend to lose interest in a company if
it doesn’t feature any videos on its site. What’s more, nearly
two-thirds of consumers say companies that use video know how to
reach their customers. In other words, people perceive companies
that use video to be more savvy and interesting than those that
don’t.

The passion people have for videos doesn’t change for
e-commerce: BigCommerce
found
 30% of online shoppers want more video from e-commerce
sites, which includes product descriptions, tutorials, and customer
testimonials.

To make people watch a video, you need to focus on engagement.
That means, make videos that are interesting, fun, and easy to
understand. This can motivate people to watch the whole length of a
video, which can increase a video’s chances of influencing
prospects.

Even if you create engaging videos, it’s important to create
videos that aren’t too short or too long. According to
Wistia
, videos that are up to two minutes long get the most
engagement. This is why people spend on
average 2.6x more time
on pages with video than without.

Finally, it’s important to make your videos load properly.
Otherwise, 4
out of 5 users
 will leave your website if the video stalls
while loading.

Reason #2: Video drives more organic traffic

Organic traffic is one of the largest drivers of visitors to any
e-commerce store. Companies spend countless hours and dollars
trying to get links from high-quality sites. Doing so can help
businesses increase the authority of their sites, which in turn
will help them increase their position in the SERPs and finally,
the amount of organic traffic they receive. The higher the
website’s quality appears to Google, the more it can attract
organic traffic.

One way Google analyzes the quality of a website is through its
bounce rate. If visitors bounce as soon as they visit a site,
Google concludes that website is low-quality. Since Google
doesn’t want low-quality websites ranking high, only websites
that are able to engage their visitors for a good amount of time
tend to rank.

That’s why it’s important for an e-commerce store to have a
low bounce rate. If you can manage to reduce the bounce rate of
your site, you will be able to drive more organic traffic.

Engaging your visitors with your store is one of the best ways
to reduce your bounce rate. As you have seen, video has high levels
of engagement. By using video, you should be able to make your site
attract more organic traffic.

Before you start using video in your store, you must be able to
distinguish between two types of videos. First, there are
sales-focused videos, which include customer testimonials, demos,
and promotional videos. They can work, but only after a customer is
ready to make a purchase.

Then, there are engagement-focused videos, the goal of which is
to educate people and make them aware of your company and its
offerings.

According to Wyzowl,
62% of businesses who use video believe video has helped increase
the amount of organic traffic they receive.

One company that has been able to drive more organic traffic
thanks to video is Step2, the
leading manufacturer of kid’s toys and preschool items. Step2 has
been using video marketing in order to show their products in
action. Since 2011, Step2 has created more than 100 videos
featuring their products.

Thanks to their videos, Step2 has been able to make video
viewers 174% more likely to convert
 than non-viewers.

Step2 – Video Marketing – Drives Organic Traffic

Reason #3: People use videos to learn about your products

As a business-focused person, videos may not come up a lot in
your day-to-day tasks. People may like videos, but how does that
impact your business? You want people to think about your products
and buy them, not just watch and upvote them on YouTube.

As it turns out, videos have a big impact in the
purchase-decision process. According to Wyzowl, 98% of the people
surveyed said they had watched an explainer video to learn more
about a product or service. Not only that, but 90% of people
interviewed said that product videos were helpful in the decision
process.

The previously mentioned study carried out by Animoto found the
majority of consumers find it helpful to watch a product video more
than once before making a purchase. Moreover, Hyperfine Media found
64% are more likely to buy a product online after watching a
video.

The reason so many people like watching videos directly
correlates to the way it allows people to process
information. People who watch a
video retain 95% of a message
 compared to 10% when they read
it in text. Also, according to Animoto, there are four times as
many customers who would rather watch a video about a product than
read about it.

Video doesn’t affect online purchases alone. According to a
study done by Google, almost 50%
of internet users look for videos
 related to a product or
service before visiting a store.

The power video has in the purchase decision process explains
why, 93% of businesses who use video believe it has increased user
understanding of their product or service, which affects their
conversion rates (see below for more information).

Reason #4: Video drives more conversions

Since video has a large impact in the purchase decision process,
it’s no surprise to see it can also help you increase your
conversion rate.

Wyzowl found 74% of the people interviewed who watched an
explainer video to learn more about a product or service ended up
buying it. That same study found 77% of consumers say they’ve
been convinced to buy a product or service by watching a video.
This means, not only does video help people engage with your brand
and learn more about your offerings, but it also helps them pull
the plug and purchase your products.

Following the previous insights, Adobe found online
shoppers who view demo videos are 1.81x more likely to
purchase
 than non-viewers.

The higher likelihood of people buying a product (because of a
video) increases the conversion rate considerably: Websites
that use video have had a conversion rate of 4.8%
, compared to
2.9% for those that don’t use video. What’s more, a study done
by the Aberdeen Group found companies that use videos in their
marketing enjoy 27% higher CTR and 34% higher web conversion rates
than those that don’t.

For this reason, 72% of businesses who use video believe that it
has improved the conversion rate of their website while 64% of them
believe that it has directly led to increased sales. Finally,
Wyzowl found 76% of businesses who use video believe that it
provides a good ROI.

Reason #5: Marketers find video very effective

People love videos, and video content can attract more traffic
and get more conversions. But what do marketers think about
video?

Actually, there’s no surprise to see 87% of online marketers
use video content to grow their businesses, while 88% say that
video is “an important part” of their marketing strategy.

The only problem is, according to a survey carried out by Ascend2,
half of today’s marketers believe video is the most difficult
form of content they create, despite the fact it’s also their
most effective.

Not all videos are alike, however. The same study done by
Ascend2 discovered half the marketers interviewed find customer
testimonials (51%), tutorial videos (50%) and demonstration videos
(49%) to be the most effective type of video marketing.

Emails that prove why you should use video marketing

Now that you’ve seen why video in email works so well, let’s
take a look at some emails that execute the video-in-email strategy
exceptionally.  Knowing how other brands use
video in email
can also inspire you to leverage this technology
to your advantage too.

1. Lego

When it comes to toys, few companies have sold them as well as
the Lego company. One of their marketing tactics is including video
in email. So, if you’re wondering why you should use video
marketing, take this cue from Lego.


When it comes to toys, few companies have sold them as well as the Lego company.

Source:
Really Good Emails

One thing you’ll notice right off the bat when you look at
their email is the instruction on how to play the video. This is
important when it comes to using video in email campaigns as at
times your readers may not know the video is playable.

As for the video itself, it does one thing exceptionally
well—it gives the reader an experience of the product. Giving
your customers a taste of what your product can do is essential to
increasing conversions, and video is the easiest way you can do
just that.

Why is video marketing important?

Simple. It helps you drive sales while informing people about
what to expect from your product.

2. Soapbox

Soapbox is a video creation tool from Wistia. One thing they
understand about their customers is that quality and ease of use
mean everything. Portraying these two benefits of their product in
words is not easy. So, they decided against telling their
subscribers and opted to show it instead—by using video in
email.


Soapbox is a video creation tool from Wistia.

Source:
Really Good Emails

The imagery used in their video expressed, simply and clearly,
the reasons their customers should use their product. You get high
quality, studio-style videos right in the comfort of your home (or
office). Demonstrating what your product can do has more impact
than trying to describe it.

So, why use video marketing?

Simply because it helps you effectively showcase your products.
Whether it’s a software or apparel, video always sells your
products well in a more digestible format.

3. Foo Fighters


Foo Fighters is an American rock band with a thriving following. When they wanted to get the word out about their new album and HBO special, ‘Sonic Highways’, they turned to video email marketing.

Source:
Campaign Monitor
 

Foo Fighters is an American rock band with a thriving following.
When they wanted to get the word out about their new album and HBO
special, ‘Sonic Highways’, they turned to video email
marketing. As you can tell from their email, the copy they used was
short, punchy, and captivating. They left all the heavy lifting to
the video, instead of utilizing text.

Video helps tell your story in a better way, making it easier
for your customers to feel better connected to your brand.

Wrap up

Throughout this post, you have found over two dozen facts that
have shown you the power of video for any e-commerce store.

  • First, you saw how consumers love to watch videos and engage
    with them.
  • Thanks to the attention you can get with video, you can
    increase the relevance of your website and attract more organic
    traffic.
  • Video also helps consumers learn more about your company and
    your products. Thanks to that, video affects their decision-making
    process and makes them convert more.
  • Finally, you found that marketers love video marketing. A study
    by Social Media Examiner found 73%
    of marketers were going to increase their use of videos
     in
    their marketing strategy in 2017.

Right now, it makes sense why: Video is one of the best ways
you can grow your e-commerce store.

For more ways to use video marketing, be sure to check out our
article for
4 ideas to use video in your email campaigns
.

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The post
5 Reasons Why You Should Use Video Marketing to Drive Sales

appeared first on Campaign Monitor.

Source: FS – Email Marketing Blogs!
5 Reasons Why You Should Use Video Marketing to Drive Sales