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7 Reasons Why Video is Better Than What You're Doing Now for Lead Generation and Branding

Posted by Steve Day
Reasons_Why_Video_is_Better_Than_WhatIn essence, there’s one main objective you’re trying to accomplish with your online marketing efforts: driving revenue. But many marketers forget about the goals they need to achieve along the way to make this possible, especially lead generation and branding. Fortunately, video has proven to be quite effective at achieving both, much more so than text-based content like blog posts, white papers and ebooks. Here’s why.

1. You’ll boost engagement and retention through video. Your target audience lives in an environment where marketers are bombarding them with messages and competing for attention. Video attracts attention more effectively than text, which leads to increased engagement. Plus, 80% of video viewers will remember the material you’ve presented – even up to 30 days after they’ve seen it.

2. Video is unsurpassed in expressing emotion. Video appeals to the senses of sight and hearing, and it’s the combination of these factors that move us to tears or laughter. You can spread excitement, joy, sadness or anger through body language and other subtleties in video that your audience may miss when trying to read your content.

3. The statistics prove that video marketing is effective. Here are just a few of the numbers that prove how powerful video can be:
  • 45.4% of your target audience watches at least one video per month online
  • 100 million internet users watch video once a day
  • 75% of C-level executives view business-related videos at least once a week

4. You can support other content assets. Video content can be used to draw more traffic to the other materials you’re publishing, such as your social media profile or website. The click-through rate of video is higher when compared to text content, giving other content assets a boost where they need it.

5. The voice and movement components of video impact attention. As humans, we’re drawn to movement and tend to glance over at something that appears in our peripheral vision. It’s in our nature to notice something in motion and be curious about it. Video seizes this trait in our physical make up and adds an audio component to it, adding another layer of attraction to keep our attention.

6. You’ll get better insight into your metrics with video. When reviewing analytics related to your text-based content, you may not always get a good view of performance. They might have downloaded your whitepaper, but you can’t tell whether they actually read it. Plus, you won’t know if they paid attention or re-read certain critical sections. Many video platforms can give you this insight, providing such stats as how long a viewer watched before clicking away or whether someone watched multiple times.

7. Video drives conversions. Those who watch your videos are more likely to become customers, as viewers are 64% more likely to make a purchase afterwards. They also tend to linger on your page if they watch a video during the visit, up to two minutes longer.

These reasons why video is more successful at lead generation should motivate you to start creating compelling content. Your competitors are taking advantage of the potential that video presents, so you’re missing business opportunities if you don’t jump on board. If you’re unsure how to go forward with video creation, production and publishing, it’s smart to retain professionals to handle the job.

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