Why You Should Use Video as a
Powerful Tool for Business
Video is fast becoming the most important aspect of business marketing. According to marketing giant HubSpot, over 85% of U.S. Internet users watch video online.
Why are we so much more inclined to watch video to get the information we want?
We are primarily visual beings. 90% of the information we absorb is visual. We are capable of processing pictures 60,000 times faster than words.
- Videos capture the attention of your prospects. In a study by MarketingSherpa, viewers spent twice as much time on pages which contained video.
- Including a product or service video on your website increases the likelihood of their becoming a customer by 85%.
Here’s a brief explanation of the science, based in part on research conducted by Susan Weinschenk, PhD., whose clients include Disney, The Mayo Clinic and Charles Schwab:
- We’re hardwired to look at human faces to gather information. In a split second, we evaluate the speaker’s authenticity and believability.
- Whether we are consciously aware of it or not, we pay attention to body language. It is what kept our ancestors alive – when Zog noticed that his friend Ka tensed and began to run, he didn’t bother to look back to see the Wooly Mammoth charging – he just ran. The split seconds he saved by instinctively reacting to his buddy’s body language allowed him to stay in the gene pool a little longer. These days, Wooly Mammoths aren’t much of a problem, but we still ‘catch’ emotions from watching the body language of others.
- We respond to the sound of a human voice. Very favorably, it turns out, when the voice is giving us the impression that we are a part of the ‘conversation’. We all still want to be part of a ‘Tribe’.
- Our instincts tell us to pay attention to motion. (remember the Wooly Mammoth?). When things move in our periphery, we take note. Our senses become more acute. We see, hear and feel emotion in a more concentrated way.
This is great information for marketing your business.
Your prospect wants to know ‘what’s in it for me?’, and they want their information quickly. They don’t want to have to work to find the answers to their questions.
Understanding the way in which our brains assimilate information paired with an understanding of your prospect’s psychographics (buying behaviors) means that you can give them the information they want in a way they’ll pay attention to and remember – without annoying them by wasting their time.
It’s also worth mentioning that over 90% of buying decisions are emotional in nature. We decide, sometimes subconsciously, that we want something and then justify our decision with logic. It’s human nature. Do you buy Happy Meals because of their quality ingredients? I didn’t think so. How about that lipstick red convertible? Did you really need to spend the extra money just to get to the office?
Video engages, entrances, and informs. It is visual storytelling with a purpose.
Done well, it uses the power of authority, liking, social proof, commitment and consistency and reciprocity – all marketing ‘tools of influence’. It is perfectly designed to incorporate Inbound Marketing concepts – bringing your customers to you by giving them valuable content – as opposed to ‘selling’ them.
Here are some ways in which video can be a powerful tool for your business marketing plan:
- Corporate image – or ‘branding’ – videos which convey your unique vision and values as a business. This is a great way to share your consistent brand and generate a following of prospects who feel a connection with your business because they like what you stand for.
- Do you give back to your community? Feature a story about your firm’s contribution to a cause – make it personal – and your prospects will love you for it.
- Commercials can be full length – great for engaging your viewer with a story – but even short commercials with concise, well-written scripting can touch the emotions of your prospects.
- Training videos reinforce on-the-job training for your team. They provide ‘social proof’ that others are performing their tasks well, engender loyalty to your company and can make complex ideas easier to understand. Add some footage of a team ‘retreat’ to the training video and your viewers will connect with the sense of fun and adventure being enjoyed by those in the video.
- Boost the performance of your sales staff by creating videos that teach negotiating techniques and show humorous vignettes of ‘salespeople’ doing things the wrong way and the right way. Humor will bond your sales force to the actors in the video and to each other.
- Attract and recruit the best prospects when you have a top level job opening with a video that features brief but powerful scenes from a ‘day in the life’ of someone in that position. Your viewers will ‘see’ themselves in that position, making your search for that perfect prospect far easier.
Know what you want your video to accomplish before you begin the planning process. Choose a videographer who specializes in working with businesses, and understands the concepts of Inbound Marketing. It’s especially helpful to have one who embraces the collaborative process with your marketing team, ensuring your business ‘brand’ stays cohesive throughout your videos.