As we’ve been discussing, video for marketing purposes is slowly taking over personal interaction as the choice method of sales from the buyer’s perspective—so what does this mean for the future of video marketing?
For starters, businesses who don’t already include video in the sales process will have to start doing so—and fast.
The Role of Video in Purchasing Decisions
According to one survey, 73 percent of consumers are more likely to purchase a product or sign up for a service if they watch a video demonstration of said product or service beforehand. This is because customers are more and more likely to determine the direction of the sales process. Buyers want to be in control, and video demos are a great way for marketers to momentarily relinquish control to the potential customer.
Of course, the impact of video for marketing purposes does not end with the product demonstration. Consumers surveyed above also demonstrated that watching corporate videos more often than not left them with a positive impression of the brand. Video creates a feeling of authenticity, which in turn forges a sense of brand trust that is vital to the sales process.
Additionally, almost all consumers surveyed found that video is useful when comparison-shopping. This means that companies who don’t use video for marketing purposes will begin to fall by the wayside. After all, how can a consumer even begin to compare two companies when one offers video demonstrations and the other does not? If a brand doesn’t incorporate video into the sales process, it will be viewed as irrelevant and behind the times, making its product less attractive in purchasing decisions.
Video Preferences of Consumers
Since buyers are becoming increasingly in control of the sales process, it’s important to take their likes and dislikes into consideration when creating video for marketing purposes.
While consumers like and even prefer watching video content before making a purchasing decision, they don’t want to have to watch a full-length feature film each time they research a product. The ideal length of a sales video is, at most, five minutes. This means there’s no room for fluff—demonstrate your product and why it’s the best option for the consumer as quickly and simply as possible.
While many clients prefer video to other marketing content, it’s important to note that this varies based on the type of product they’re looking to buy. For example, consumers looking to purchase electronics are more likely to be won over by video marketing content than are consumers looking to purchase a large item like a car. Additionally, the more “shareable” video content is—i.e. the more educational and less “sales-y”—the more likely it will generate a positive response from a buyer.
Incorporate Analytics into Your Video Strategy
Video for marketing purposes is, of course, pointless without direction. You need to analyze your video strategy in order to determine what is or isn’t working in your sales process. That’s where 2Win! Bridge comes in; we’ve built a video-sharing platform that also includes the analytics tools you need to refine your video strategy. Because the more you know about buyer behavior, the better your sales cycle will be!