Video Content and the Modern Buyer

Video marketing can be intimidating. From strategy and technology to production, editing, and being on camera, it can be a whole new world with new skills to be honed.

Some, and maybe even you, are immediately hit with imposter syndrome.

“We can’t afford to do video marketing. And we don’t know how to do it.”

Questions flood your mind:

• How can we use video for marketing and sales?
• Who is going to film and edit our videos?
• Who’s going to be in them? How do we get our team on camera?
• What kind of videos do we make?
• What does a great marketing or sales video even look like?

And you’re right to wonder. These are all questions and concerns that need to be addressed if you’re going to be successful at video marketing, and in this guide, we’ll do just that.

But first, why go to all the trouble in the first place?

Why Video Marketing?

In 1979, English synthpop group The Buggles sang “video killed the radio star,” and a mere two years later it became a meta declaration of the video dominance that was about to occur in the music industry with the launch of MTV.

Forty years later, music videos have ironically become a bit obsolete on our television screens, but the presence of video in our lives, in general, has grown dramatically, especially in marketing.

In fact, modern buyers crave video when researching a purchase.

In 2021, when asked how they’d most like to learn about a product or service, 69% of respondents to a survey by Wyzowl said they prefer to watch a short video than read an article, view an infographic, or watch a webinar, among other things. Moreover, another survey reported that 83% of respondents had found a product/service-explainer video had helped them make a buying decision.

With its mix of visuals and sound, this is no surprise. Video is scientifically proven to help communicate information faster and more effectively, bringing a number of benefits to marketers and businesses thanks to its ability to:

• Increases Awareness: It’s no secret — video grabs attention. YouTube is not only the second-highest trafficked website in the world; it’s also the second most popular search engine.
  
  So, clearly, people are looking for video. Add the fact that the No. 1  site and search engine, Google, also ranks video in its results, while most social media networks prioritize it in their algorithms, and you’d be remiss to not take notice of how the medium can get you in front of more eyes and build awareness of your brand with new audiences.
  
  Aside from ranking well, people are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles, and product pages.
  
  
• Increases and Holds Engagement: Once a quality video is in front of a viewer, it is also much more likely to keep them engaged for a longer period of time than other forms of content. This increased engagement on your website helps increase your on-page time, which is a positive signal to search engines of your quality.
  Similarly, when people spend more time watching your videos on social media (including YouTube), it signals to algorithms that people like what they see and, in turn, are more likely to show it to more people.
• Increases Conversions and Sales: Studies have shown that video can dramatically increase conversions on your landing pages by up to 80%.
• Humanizes Your Brand: When you appear in your videos, you have the opportunity to get in front of your audience and potential buyers before they ever meet you. They are able to see your face and mannerisms and hear your voice. You become an individual rather than a cold, nameless organization. Putting a face to a name builds the trust needed to earn the purchase of their audience. On that note…

Establishes Trust: More than anything, the education and humanization shared in video helps establish trust with your audience. This trust is the catalyst for closing deals and creating long-term, customer relationships.

People want to trust the businesses they are giving their money to. This is why Marcus Sheridan teaches that we are all ultimately in the business of trust.