The broad scope of video marketing means that treating it as just one aspect of a content marketing campaign is a mistake.
Rather, marketers should try to integrate it into all elements of the customer journey.
As VidQ Head of Marketing Mark Robertson has said: “online video is the Swiss army knife of internet marketing
. It really can be used all over the customer lifecycle, whether it’s customer service, marketing, or even recruitment.”
If we start at the beginning of the customer journey, video’s stimulation of both visual and auditory senses makes it a powerful way of capturing the buyer’s attention
To use the Swiss army knife analogy again, videos cut through to the buyer much quicker than written content.
We process visuals much quicker than we do text, meaning we understand and retain a video’s message
much better. In fact, according to Forbes
, the average viewer remembers 95% of a watched message, compared to just 10% for its written equivalent, helping marketers explain complex concepts
much easier. They also spend 88% more time on a page with video.
A higher understanding and retention rate makes it much more likely that a viewer clicks that precious ‘buy’ button, either in that moment or the next time they’re shopping.
They’ll probably also share the content with a friend
if it’s funny or memorable, helping to boost brand exposure without the company needing to do any extra work.
Then the process repeats all over again, leaving the company with a repetitive sales cycle generated for the cost of a single marketing campaign.