The web is a vast ocean of information that is ever expanding. More companies are bringing their businesses online to get their messages across a to bigger and broader range of audience demographics. How do you stay afloat and drown out your competition? A marketing video or explainer video is an outstanding the answer to that question.
One of the tools in Digital Marketing that will improve conversions by helping you to capture and retain your audience’s attention is the use of an explainer video. These are short, but creative and informational videos. They answer questions about your company and its products or services.
First impressions count, you have less than 10 seconds to make a good impression, before your potential customers will move on; so before they do impress them with a fantastic explainer video!
Read on to see the top 10 benefits of an explainer video and why you can’t not afford to have one:
1. Grab Customer Interest
It only takes a single click to enter or leave a page. Entice your audience to stay. You have to present them with something that will hold their attention. An explainer video is livened up with animation and uses interesting background scores, along with emotion-inducing characters that will endear the clients to them, and breed loyalty within your client base. These videos do the work of drawing the customers attention to your service.
Different styles and characters will work for different types of services or products. The key is, that the scenario in the video has to touch a client in a tangible way, whether that be through explaining the service or product that you provide, while bringing a sense of endearment for your organization, using emotion-based tactics. If you can’t get their attention, you certainly won’t get their business.
2. Increase Online Visibility and Web Traffic
A good marketer knows that a healthy online presence is as good as any marketing strategy. Videos are enjoyable, which will make your audience’s consumption of your information worth their while.
Videos are easily shareable, so that results in an increase in traffic to your website and expands your opportunity to make another sale. If you are invisible online, it will be very difficult for potential customers to find you. Explainer videos combat this invisibility. They help customers find you when they need help solving the matter of how to get their critical information out, while still remaining endearing and engaging. As a result, your online visibility is boosted, and with your increased visibility, a substantial gain in web traffic will follow. On the heels of the gain in visibility and the gains in web traffic, logically, increased sales conversions begin to stack up.
3. Boost Sales
We are on the cusp of the “video marketing revolution.” Eighty-five percent of customers are more likely to make a purchase after seeing a product video! Increased sales rates will also get customers to stay on your page long enough to buy additional products. Marketing trends will continue to move toward an explosion in the use of video in marketing, particularly with the help of explainer videos.
A simple explanation for the increase in the effects on recognition, customer loyalty and company sales delivered by explainer videos is the fact that Google and Facebook heavily support Web video development. With powers of that magnitude behind the push for more video content , it’s bound to succeed.
Statistics seem to bear this premise out, including these facts: Only 0.25% of non-video digital ads get click-throughs. This is in stark contrast to the 1.84% of click-throughs received when a video is involved. This indicates video ads are a bit over 175% more effective, almost twice as effective, as other digital advertisement formats.
4. Increase Conversion Rate and Decrease Bounce Rate
An explainer video is attention grabbing and engages your website’s visitors so they are more likely to stay on your page, get to know your company and its products better, and retain this information. According to Business Insider, video ad revenue will increase at a three-year compound annual growth rate (CAGR) of 19.5% through 2016. Also, noted in the report, video elements get accessed three times more often than any other digital media. Business
Factors driving the explosion in video marketing, according to the recent report by BI Intelligence, include those, such as television, which is in a state of free-fall. Online video is picking up the slack in a big way.
Business Insider claims that “Online video ad revenue will reach nearly $5 billion in 2016, up from $2.8 billion in 2013, while TV ad revenue will decline by nearly 3% per year during the same time period.” In 2013, video content exploded, garnering over 35 billion views, and has grown even more explosively, achieving more than 100% monthly growth.
5. Better Google Rankings
A website with videos has better chances of making it onto Google Search’s first results page. Good video optimization will increase your chances of success at these rankings much more than a mere text page. According to WordTracker, as many as 80% of videos in search results are informational or educational in nature.
According to a 2009 Forrester study, pages with video content are 53 times more likely to be displayed on the first page of a search engine result. Adobe has reported that 51.9 percent of marketing experts, worldwide, state that video is the content medium that provides the best return on investment. In the same report, retailers cite video as the driver for a 40 percent rise in purchases.
6. High ROI, Compared to Other Advertising Media Types
Statistics point, over and over again, to the high return on investment, or ROI achieved through marketing videos. For instance, one simple action, displaying a video on a landing page, can increase your sales conversion rate as high as 80%. Another example is that 92% of mobile phone video customers do share videos they enjoy, which increases your reach, and naturally, your conversion rate.
More statistics concerning ROI, both directly and indirectly:
- Video E-mail has proven to result in a 2 to 3-time-increase in click through rates. Increase click-throughs, increase client prospects
- YouTube stated that “Mobile video consumption rises by 100% every year”
- 50% of executives seek out more information about the service or product when they’ve viewed a marketing video about it
- 65% of executives visit a marketer’s website and 39% call a vendor after viewing a marketing video
- 65% of U.S. marketers plan on expanding their advertising budgets in order to accommodate a sharp upsurge in use of marketing videos
- One-third of all activity performed online consists of watching videos
- 80% of users recall a video ad they viewed within the last 30 days
In 2016, spending on marketing videos is expected to rise to $5.4 Billion. When a customer views a video and likes it, this can increase the customer’s intentions of purchasing your product or using your service by 97% and increase brand association by a whopping 139%.
(Statistics obtained from Insivia.com.)
So, taking into account the incredibly significant marketing benefits of videos, consider the cost of making one, and a calculation of an ROI for a marketing video.
The price to make a good marketing video is typically between $6,000 and $10,000. Just imagine with me, for a moment, that you pay $16,000 to have two 90-minute marketing videos created.
It’s not hard to appreciate the incredible value, inherent in online marketing videos. By the calculations in the figure above, and these are based on a true case, the ROI is 8x the investment, and that is significant, indeed.
7. Simple and Straightforward
Consumers will spend only a short amount of time trying to understand your concept. A marketing video quickly tells them who you are and what you can do. The trick is, be sure that your content is very narrowly focused in an explainer video, and don’t try to target everyone, garner your own niche and you will be much more effective. Not everyone needs or wants your service, so when writing the script for the video, target those who do.
Consider your intended audience’s likely persona and mold your words, sounds, and characters to appeal to them. Keep track of performance statistics. This allows you to visualize what is working with your audience, and what isn’t. According to Forbes, key performance indicators to look out for are:
Time on landing page
CTR on landing page
Percentages of viewers who watch the whole video
How many viewers respond to your call to action
Which videos the leads that converted favored
8. Make your Business Stand Out
Let your own special style show through in your video. making the case for how different your company is from the rest. Mention excellent achievements in your script. Get personal, tell them why you are passionate about what you do and why that can be a big plus for themselves. An explainer marketing video allows you to focus on the benefits of your product and the strengths of your brand while adding personality to your business at the same time.
Choose a memorable mascot, one that makes the customer feel endeared to your company. Your main character should radiate trustworthiness and convince the viewer that “You” are the one who can fix their problem. If you are marketing a service aimed at children, then a cartoon character will frequently be your go-to-guy. For adult-aimed marketing videos cute, hormone inducing animal characters work also, or perhaps your character could be a smartly dressed businessman, with a superhero costume under his button up shirt, ready to save the day. At the end of the day, your viewer has to remember your video, so the characters are a serious point to consider.
9. Easy to Share
Social media sites are among the most effective tools when it comes to Internet Marketing. A marketing video can be easily shared on platforms such as Facebook, YouTube, and Pinterest and a multitude of others. A well-crafted marketing video can go viral on these sites and boost your viewer numbers. Leverage the power of social media.
Sharing great video content has fast become one of the most effective SEO strategies going. Its effectiveness lies in the fact that people retain visual information far more easily than audio or other types of stimuli. Seventy percent of our bodies sense receptors are in the eyes, so we process visual information 60,000 times faster than text.
Present great video and your site visitors will stay 2 minutes longer, as opposed to them staying on your site for only 8 seconds without video. This gives the potential new customer adequate time to check out what you’re offering. Videos are shared 12 times more often than simple text or links.
10. Liven Up Your Pitch
Powerful, endearing video imagery, a little well-timed humor, and a catchy musical score can bring to life even the most technical of concepts and the most mundane aspects of your product or service. If done well, an explainer marketing video has the ability to grab brand new customers and help you to gain their loyalty.
Go ahead, toot your own horn. This time it’s okay. Helping them to understand what they can gain from your product or service, and how you go the extra mile to ensure they are satisfied, increases your chances of a gaining a client. Meet them where they are at, and let them know that you understand the problem they have and that you also understand the solution. It’s not magic, nor does it take a rocket scientist to understand the effect a professionally made explainer video can have on your client base or clients to be. It really is that simple; engage your audience first and be ready to be embraced!
NOTE: If you want to explore the process of creating an explainer video, are at a loss for where to begin, and you need help, the creative professionals at Beagle in Motion can get you started. Reach out, we can work closely with you to ensure you get an effective, professional explainer video. Click here now to get your video