Content Marketing

The Power of Video

Last updated: 27 August 2019

When it comes to an effective marketing strategy, it’s important that businesses remain relevant in order to continue to deliver meaningful messages.  

The digital era has seen the rise of video for marketing and promotional purposes, with a whopping 87% of businesses using video as a marketing tool in 2019, according to The State of Video Marketing survey conducted by Wyzowl.   So, what makes video so beneficial and useful for businesses and marketers?   


Videos
 are a versatile marketing tool 

There are many ways for marketers and salespeople to use videos in their strategy. Videos can be fitted in new or existing content. They can also take many different forms, including training and how-to videos, customer testimonials, DIY and instructional videos and repurpose written blogs.  


Videos can increase engagement

When it comes to growing your social engagement, videos take the crown. Video brings together two factors that attract the most attention – especially on active newsfeeds – movement and sound. An article in Forbes cites that viewers retain 95% of a message when communicated in video form, as opposed to only 10% when read it in text. Also, 96% of people have watched explainer videos in order to learn more about a product or service. Hence, it’s more effective in forming deeper connections with potential and existing customers. It incites action and is found to give better results when it comes to call-to-actions, with KISSmetrics claiming it produces 380% more clicks than a regular sidebar call-to-action.


Videos
boost SEO

It’s predicted that by 2022, videos will account for 82% of all consumer internet traffic. No wonder search engines, like Google, prioritise videos. One of the main reasons for this is the increased time spent by visitors on your site when videos are used. With longer exposure to visitors, you can build trust and let the search engines know that your website has good and relevant content.  Online video tool, Moovly, said that websites are 53% more likely to show up on page 1 of Google when they have embedded video on their content. 


Videos
are closely linked with higher ROI

Aside from the entertainment value, videos are also essential in landing pages as they can achieve 80% conversion rates. Moovly says a video increases open rates by 5.6% when embedded in emails. An infographic from Smart Insights states that video marketers get 66% more qualified leads every year.

Videos are better at informing and educating

This is where videos supersede other forms of content. With videos, it’s easier to communicate your message to your audience and potential customers. Not only does it condense content, it also combines the power of visual aesthetics and audio to present richer content. For example, you can present a chart and elaborate on it simultaneously.

 

Videos in property marketing

In the property industry especially, it’s important that prospects identify the human and personable aspects of your brand, since it’s these factors that establish a connection and create a sense of trust with potential buyers. Video is one of the best content forms with which to achieve this and ultimately create an emotional connection with viewers. Video can be easily incorporated into the digital marketing strategies of your property business. In fact, there’s a variety of ways video content can be used to capture, engage and convert audiences:

  • Drone footage capturing construction progress. This can be sent in an EDM with a construction update.

  • 15-second promotional video on Facebook, promoting an upcoming event. 

  • Filmed testimonials and interviews with satisfied buyers. 

  • Brand video on your website’s hero banner. 

  • Filmed walk-through of a new development or display. 

  • Filmed walk-through of your display office, introducing key sales staff.

Author


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Judi Carr

A bona fide property marketing queenpin who embraces challenges and new opportunities. Loves a good quiz. Go the Hawks. With a wealth of knowledge and experience in the property industry having worked for some of Australia's biggest developers and property organisations, our Director, Judi, guides and inspires the success of our brand.By combining her extensive property knowledge and passion with her innovative and strategic thinking, Judi always knows how to achieve the best outcomes for clients.