Advantages Of Web Video

Why Videos Works

What are your website goals?

1. Reach real decision makers?
2. Have more of your website visitors take the next step in your sales process?
3. Convert more prospects into customers?

Did you know?

• 1/3 of CEO’s under the age of 50 view work-related videos daily
• At least 50% of viewers take action after seeing a website video
• Internet video incorporating sound and visuals increase sales and brand awareness by 71%

Why Video?

Reaching the Real Decision Maker

Imagine a prospect deciding whether to buy from you or a competitor. If you're like most of us, you might assume that choice is based on various features and benefits. The truth, however, and you've heard this a million times, is that people buy on emotion and justify with reason. Let me say that again.

People buy on emotion and justify with reason. If they have a good "feeling" about a purchase decision, they are much more inclined to proceed, and will use your features and benefit statements to justify that decision. Psychologists know that once the emotional part of your prospect's mind makes a decision, the rational part will sometimes modify that decision but will rarely overrule it. Successful sales people and the companies that hire them use this knowledge to their advantage.

That's why website video is so effective. Video goes beyond the presentation of information. It establishes a more powerful emotional connection with your viewers than is possible with text and graphics alone. That emotional connection ensures that your information is retained by the part of your viewer in which the real decision making happens - the emotional centres of the subconscious.

Research by Forbes, Forrester and many other organizations confirms that companies using video marketing in their online promotional efforts are converting more prospects into customers and educating those customers better than competitors that don't use video.

To get an idea of why that is, ask yourself:

How competitive do you think a television program would be if it had nothing but text and still pictures, with no sound?

Would you rather follow written instructions or have someone show you how to do something?

Video Makes Your Information More "Consumable"

Given a choice, most people would rather watch a movie than read the book it's based on. Why? Well, for one thing, watching the movie takes a lot less time. Consider how that fact translates to online marketing, with prospects researching the web looking for quick answers. Using website video in your marketing efforts is about delivering your message in a format your audience is readily willing to consume.

Show and Tell

A recent study commissioned by KnowledgeStorm/Universal McCann discovered that 78% of respondents felt that website video makes online content more compelling. Not surprising when you consider that video more closely mimics the way in which humans have communicated since they began to walk the planet - through stories and demonstrations.

Video allows the creator to communicate a message on multiple levels - via visual imagery, the spoken word, music and visual text.

The combination of these elements engages the viewer's senses more persuasively than static text and graphics, and thereby creates a far more powerful communication experience.

Search Engine Optimisation

According to the findings of an experiment by Forrester Research, website video results are about 50 times more likely to make it to the front page of Google search listings than those for traditional text pages. Nate Elliott of Forrester says that marketers could benefit from using video search engine optimisation techniques sooner rather than later as not many companies have discovered the impact video can have on search engine rankings.

Google and other search engines are also working on voice recognition software so that they can more easily catalogue the content within a video. This technology will make Internet video an even more important element of a comprehensive search engine optimisation strategy.

Video Results

A study of 2,394 online users between 18 and 54 years old, commissioned by Google and AOL and conducted by TNS, showed that 64% of respondents have taken action after seeing an online video. 44% go to the advertiser's website, 22% visit an off-line store, and 21% discuss the advertised product with colleagues or family. These results far surpass the response that can be expected using text and graphics alone.

A similar study by Online Publishers Association reported that 12% of online business video viewers also made a purchase. In addition, this study found that "if a consumer has a positive attitude towards an advertised brand, and likes the video content that the ad appeared within, brand consideration jumps 61%. If the consumer's initial attitude toward the brand is neutral or even negative, brand consideration still rises 21% if they like the adjacent video content."

Research by MSN and DoubleClick shows that Internet video ads incorporating sound and visuals increase sales and brand awareness by 71%.

Summary

Put all of this together and it's clear that website video has the power to enhance the sales and marketing results of almost any company. Video establishes an emotional connection with the real decision maker - your prospect's subconscious. Video makes your information more "consumable."

Contact Deep Space Design and start using the power of web video for your website.