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14 Money-Making Benefits of Video Marketing (2022 Update)

Posted by: Joey Xoto Posted on

Video marketing used to be a luxury; something only the biggest companies with the largest marketing budgets could afford.

But that’s no longer the case. According to Wyzowl, the proportion of businesses that use video as part of their marketing strategy has increased from 61% in 2016 to 86% in 2022.

And it’s easy to see why, with the same research revealing numerous benefits of video marketing:

  • 89% of video marketers say video gives them a good ROI
  • 86% of video marketers say video helps them with lead generation
  • 80% of video marketers say video has directly helped increase sales

As an online video tool that’s helped over 140,000 happy customers to translate their marketing ideas into engaging, high-quality videos in minutes, Viddyoze knows all about the wide-ranging advantages of video marketing.

In this article, we’re going to provide you with actionable tips on how you can directly generate sales and leads from video marketing. Let’s dive in!

1. Generate Leads From Gated Video Content

You’ve spent a ton of time creating a piece of high-quality video marketing content. Something that’ll be of real value to your audience.

So why give it away for free when you could use it as a way to immediately generate leads?

One of the best ways to do this is to build a dedicated landing page for your video and hide it behind a simple lead capture form, just like Workday Adaptive Planning does here:

Gated video content example

That way, your prospect has to hand over their name and email address — and possibly a bunch of other information — before watching the video.

No more anonymous viewers; everyone watching videos on your site becomes a bona fide lead. That means you can add them to your email marketing list and (hopefully) nurture them until they’re ready to buy.

Pro tip:

Don’t get greedy when it comes to capturing information. Sure, you might want to know their company’s annual revenue, the size of their team, and their inside leg measurement. But HubSpot research discovered that conversion rates decline when forms contain more than three fields. So limit yourself to capturing the most important details (name, email address, and one other field).

Hubspot graph on conversion rate per form field

2. Drastically Improve The ROI On Your Ad Spend

One of the biggest benefits of adding videos to your marketing strategy is that the video format is simply harder to ignore than other content types.

On most social media platforms, video content is set to autoplay (in other words, it starts playing as soon as it appears in a user’s social stream). For the average internet user, it’s tough to look away.

This isn’t just a matter of opinion; there are tons of stats to back it up. For instance, nearly 60% of marketers say Facebook video ads drive more engagement than image-based ads, according to research from Databox:

Databox graph on Facbook ads format types

Meanwhile, MediaMind analyzed over three billion ad impressions and discovered that the click-through rate for video content is:

  • 27.4X higher than standard banners
  • Almost 12X higher than rich media ads

The message here is clear: running more videos in your ad campaigns generates more engagements, which in turn results in more leads.

3. Take Advantage Of The Extraordinary Organic Reach On TikTok

It’s impossible to talk about the benefits of video marketing without discussing the impact of TikTok.

In particular, its organic reach — that is, the number of people who see your content through unpaid distribution — is unparalleled.

According to Tag, brands on TikTok see an average organic reach per post of 118%. For comparison, the average reach of an organic post on a Facebook Page is around 5%. That’s a whole world of difference.

Now, we know what you’re thinking.

“TikTok is nothing but dance routines and cat videos. I want real results.”

But you’re wrong. Adding TikTok to your video marketing strategy can have huge money-making benefits, with TikTok’s internal data showing that:

  • 67% of users agree the platform inspires them to shop, even when they weren’t planning to do so
  • 74% say TikTok has inspired them to learn more about a product or brand
  • 66% agree TikTok has helped them decide what to buy
Pro tip:

TikTok’s user base skews younger, with almost half of users aged 10 – 29, and about two-thirds aged under 39. So if you’re trying to generate awareness and sales among the Gen Z and Millennial demographics, you’ll definitely want to create videos for TikTok.

Statista graph on age demographic of TikTok users

4. Improve The Open Rate Of Your Marketing Emails

Video content and email marketing go together like peanut butter and jelly.

Simply adding video — or just mentioning one — can dramatically improve the performance of your email marketing efforts.

Indeed, figures from Campaign Monitor show that video content:

  • Boosts open rates by 19%
  • Increases click-through rates by 65%
  • Reduces unsubscribes by 26%

As if that wasn’t enough, research from SuperOffice revealed that merely including the word “video” in an email subject line increased open rates by 6%.

There are lots of ways to leverage the power of video in your email marketing campaigns, covering the full length of your sales funnel.

Try bringing in top-of-the-funnel leads with how-to videos, nurturing them with explainer videos, and closing the deal with product videos.

And don’t forget about new customers. Product videos highlighting additional features or tools can be a fantastic way to upsell them to higher subscription tiers.

5. Boost The Conversion Rate Of Your Landing Pages

Attracting potential customers to your website is difficult.

According to Ahrefs, an astonishing 91% of web pages generate absolutely no organic traffic, while a further 5% bring in 10 visits per month or fewer.

Ahrefs Pie chart on organic traffic of domains

So whenever you succeed in bringing in a prospect with a genuine need for your product (and the budget to pay for it), the last thing you want is for them to bounce straight back to the search results page, never to return.

Fortunately, there’s a tried-and-trusted way to improve your landing page conversion rate: add a video.

According to Imavex, using videos on landing pages can boost conversions by more than 130%.

So if you want to turn more of your traffic into qualified leads (and, eventually, into paying customers), a well-placed product or explainer video can be a massive help.

6. Keep Visitors On Your Website For Longer (And Get An SEO Boost)

In most instances, the more time a visitor spends on your site, the more likely they are to buy from you, because they’re more likely to engage with your content and develop trust in your brand.

So how do you increase the time spent on your key landing pages?

One word: video!

According to Wistia, the average time spent on pages without video is 2 minutes and 48 seconds.

But that climbs to an impressive 7 minutes and 21 seconds — a 2.6X increase — for pages that do incorporate video marketing content.

Wistia graph on time spent on webpages

But wait, it gets better.

User signals are one of Google’s many, many ranking factors.

Basically, if the search engine thinks people like your webpage, that page stands a better chance of ranking in the top 10.

And the more time someone spends on a page, the more likely Google is to conclude that people are enjoying your content.

So adding videos to your site can actually improve your rankings.

7. Warm Up Cold Leads With Video Profiles

This one’s for all you service businesses:

Choosing a lawyer, or a dentist, or a realtor is a big decision with long-term consequences.

Typically, customers are going to choose a representative they believe will do a fantastic job, and with whom they have a positive connection. Someone who’s on the same page as them.

But how do you communicate your expertise and demonstrate your personality before you’ve even met your prospective customer?

Simple: with a video profile.

Video profiles allow you to showcase your credentials and character in a way that helps people get to know you without actually speaking to you.

In turn, that makes them more likely to hire you.

8. Build Excitement For Live Events

Live events aren’t cheap.

According to Zen Media, the average conference booth costs an eye-watering $42,000.

Yet, according to Bizzabo, more than half of marketers struggle to demonstrate that events deliver a positive ROI.

Imagine spending all that time and money organizing an event, only to come away with no leads or sales.

Clearly, if you’re in the events industry, hosting an annual event, or appearing at a conference, you want to drum up excitement ahead of the big day.

And as we’ve already noted, video marketing is a highly effective way to generate demand.

What better way to persuade people to buy a ticket than showing them a video of last year’s event?

Failing that, give people a flavor of what to expect by creating testimonial or trailer videos.

9. Generate Demand Ahead Of A Launch

Whether you’re launching a new business or introducing a new product, video is a fantastic way to drum up excitement and build demand before it hits the market.

Video marketing gives you a wealth of demand generation opportunities.

In fact, according to Demand Gen Report, video is one of the top tactics for top-of-the-funnel demand generation.

Demand Gen Report research into B2B lead generation tactics

So what should your demand generation-based videos look like? Try:

  • Using influencer marketing to reach thought leaders in your niche and encourage them to review your product
  • Running content partnerships with high-profile industry websites
  • Posting teaser videos on Instagram Stories
  • Announcing produce giveaways
  • Creating product demo videos

10. Establish Yourself As An Industry Thought Leader

“Thought leadership” isn’t just another marketing buzzword.

It’s an effective way to establish yourself as a trusted expert in your niche.

Indeed, Edelman found that 47% of buyers say thought leadership led them to discover and buy from a challenger brand, while LinkedIn discovered that most senior executives spend at least one hour a week reading thought leadership content.

Edelman-research-on-thought-leadership

All of which means it’s no surprise that 53% of marketers told LinkedIn they’re increasing the proportion of thought leadership in their marketing strategies.

We already know that video sees higher engagement than other content types, so video makes a lot of sense as a thought leadership format.

Positioning yourself as an industry expert can effectively become a way to passively generate inbound leads.

Once people know you’re a genuine authority in your niche, they’ll be itching to work with you.

11. Leverage Storytelling To Sell Your Products

Storytelling is a great tool for building an engaged audience and driving sales.

Indeed, research published in the Journal of Brand Management shows that consumers who engage with brand stories are:

  • More likely to describe the brand in positive terms
  • Prepared to pay more for the brand’s product

Video storytelling is a highly impactful way to explain complex concepts in simple, jargon-free terms that your audience can relate to.

Additionally, people are much more likely to remember a message if it’s in a story format, even if the message is a heavy sales push.

Pro tip:

Storytelling isn’t about listing all the features and benefits of your product. It’s about creating product videos that explain how you help your target audience solve a common problem.

12. Enhance Your Brand Awareness With YouTube

YouTube processes three billion searches a month, giving it a larger search volume than major search engines like Ask, Bing, and Yahoo.

In fact, YouTube is the second biggest search engine in the world, with a presence in more than 90 countries and 80 different language options.

By posting SEO-optimised video content, you stand a chance of hitting the first page of YouTube’s search results. That allows you to reach a vast audience and direct them to engage with more of your video content, or even to click through to your website.

That’s exactly what HubSpot does with the final few frames of this video on how to build more backlinks and improve your search rankings — just check out all those calls to action:

HubSpot end screen example

All of which makes YouTube an amazing platform for lead generation.

13. Resonate With Your Customer Avatar By Telling Your Brand Story

It’s never been more important for brands to stand for something.

If you only exist to make money, that’s going to be a big turn-off for your audience — particularly it you’re trying to reach younger demographics.

According to 5WPR, 83% of Millennials believe it’s important for the brands they buy from to align with their values and beliefs, while 65% have boycotted a company over its stance on an issue.

Research shows the value of communicating your brand story in storytelling videos

Once again, video content is the perfect solution here.

By creating videos that speak to your brand values, you can demonstrate exactly why you’re the right brand for your target audience.

14. Humanize Your Brand With Live Videos

As the old sales adage goes, people buy from people.

In other words, as humans, we’re more likely to engage with and respond positively to a “real person” than a faceless brand.

That’s why Elon Musk has nearly six times as many Twitter followers as Tesla.

Video — and, in particular, live video — is a fantastic way to humanize your brand image by putting a face to the name.

We can see this from the rapid growth of so-called livestream e-commerce, where thought leaders, influencers, or celebrities sell products or services via live streaming.

In the US alone, livestream sales reached an estimated $11 billion in 2021 — a figure that’s expected to triple over the next three years.

So what should your live video content look like?

Well, there are lots of options, such as:

  • Posting work-related videos to give potential customers a behind-the-scenes look at your company
  • Presenting a live webinar to discuss a common pain point for your target audience
  • Running question-and-answer live streaming sessions

How To Get Started Creating Marketing Videos

You’ve read all about how the use of video in marketing can help you generate more leads and sales.

But there’s a problem:

When it comes to creating high-quality video content, you don’t know where to begin.

Fortunately, there’s a solution.

With Viddyoze, you can create stunning videos in minutes, even if you have absolutely zero technical experience.

That means you can unlock the potential of video marketing immediately.

All you need to do is login to Viddyoze’s online app, choose a video template, and customize it with your branding and messaging!

Sign up to Viddyoze now and start creating the videos you need to skyrocket your annual revenue.

Viddyoze


Looking for more ways on how you can use video marketing to grow your business? Check out these hits from around the Viddyoze blog:

Joey Xoto profile picture
Joey Xoto

Hey, I’m Joey! In 2015, I co-founded and bootstrapped Viddyoze. Since then we’ve helped over 250,000 businesses create exceptional marketing videos, without needing any technical experience whatsoever – all thanks to our powerful automated video creation engine.

My core skills include marketing strategy, video production, and tech business leadership. I also host a podcast with my business partners called “Just 3 Clicks” where we talk about the lows and highs of bootstrapping an 8-figure business.

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