According to a 2014 Google study*, 70% of B2B buyers watch a video on their path to purchase, and its influence will undoubtedly have increased since then.
This statistic alone could be persuasive enough to get you to invest but if you’re still on the fence, here are seven additional reasons to convince you to take the plunge.
- People prefer to do business with people, and video is a great way to humanise your team.
Many clients would prefer to discuss their needs with a familiar face, not a website algorithm or email address, so consider using video to help build and maintain your client relationships by putting a friendly face to the name.
To plan a short introductory video to your team, consider using this video brief.
- Video is easy and increasingly inexpensive
A smart phone and a video hosting account is the minimum you’ll need. In our recent ‘How to create videos’ webinar, our guest speakers shared lots of tips on which free and inexpensive tools to use, as well as free guides to help you get started.
- Video makes it easier and quicker to choose you
Which broker website is going to be more engaging? The one with lots to read - or the one with the charming presenter chatting about the great reasons to use your services? Most people prefer to sit back, look, and listen.
- Video sells you and what you do
You know exactly how important trust is to making a sale - and video helps you build it, fast. To gain greatest advantage, keep your focus on reinforcing the benefits to customers. People trust people who they believe have their best interests at heart.
- Video makes the mundane, memorable
Take for example the process of making a claim. It’s often the moment when clients discover the true value of buying from a broker. Capturing this on video brings into sharp focus what you do and the value you deliver.
- Video gets niche customers to take notice
When video marketing was expensive, businesses had to target large swaths of customers at once to get the most out of their budgets. But the decreasing cost of video production now gives you room to produce niche videos for specific buyer personas.
- Video makes your website sticky
Video doesn’t just tell you; it also shows you. This is the difference between passive and active engagement, which means that people are held on your site longer - and are therefore more likely to be convinced to pick up the phone.
If you still need to be persuaded further, have a look at your website’s daily bounce rate. How many of those who only stayed for a few seconds could have been engaged by your video, and quickly converted to a customer.