How to Use Video to Improve Conversion Rates

Businesses that start using online video content marketing as part of their daily sales and marketing process stand to gain significant tangible benefits across their entire lead generation and sales cycle. Benefits include ranking higher on search engines, a higher amount of qualified leads, more engagement during the sales process, more time spent on your website, and increased brand awareness, to name a few.

If one of your marketing goals is increased search engine rankings (SEO), Google and other search engines put more search engine ranking value on online video. The more marketing videos you have, the higher up on search engine rankings you can get, which makes it easier for prospective customers can find you. Consumer behavior quickly reveals the power of online video on increasing lead conversion. Immediately after viewing a company’s video, buyers are 40 percent more likely to visit a company’s website or contact a company via phone (eMarketer, Jan 2011).

Your website video production will also help you to nurture those leads and make them more sales ready. Website videos let decision makers research your company on their own time and still get a direct communication from you. The end result is that they more clearly understand the value proposition of your business, who you are as people (build relationships), and how your product or service will fit their needs.

Sales videos can also be used in deals that involve multiple decision makers and have a long sales process (six months or longer). The goal of these business-to-business sales videos should keep multiple decision makers engaged with the sales team by giving them examples of your firm’s skill sets and capabilities—just like many do now with white papers and case studies. Busy decision-makers will appreciate your online sales video production because it will be easier, and quicker, for them to gain the insight they need in a more personal presentation.

Video content marketing means creating engaging web video content for different parts of your marketing and your sales process. If you already have brochures, white papers, case studies, and website content, these are great areas to start looking at producing online video content to feed into your marketing and sales process. Marketing with online video should be an integral piece of your overall sales process.

But what types of videos do you create and what fits best into your daily sales and marketing routines? Check out the below video to find out what type of content makes for the best online videos for your company.