The fall season is officially upon us; leaves are changing color, temperatures are dropping and the “pumpkin spice” phenomenon is in full swing. For many, the change represents a fresh beginning. For business leaders, autumn may be the best time to re-evaluate their customer engagement strategies, especially as they finalize their 2016 budgets.
Here are four reasons (supported by aggregated research from HubSpot) why businesses should consider integrating video into their customer engagement strategies this fall in preparation for a successful and profitable new year:
1. Capitalize on mobility
As of April 2015, nearly two-thirds of Americans owned a smartphone, with many of them using their devices as their primary source for Internet connectivity, according to Pew Internet. It’s incredible, then, to see that online video now accounts for 50 percent of all mobile traffic, according to HubSpot. Pew also found that 67 percent of smartphone owners use their devices to share videos. The explosion of mobility gives organizations cause to reconsider how they’re strategically using video for customer engagement--as well as for employee engagement. Consider that 75 percent of business executives watch work-related videos on a weekly basis, if not more. It’s imperative, therefore, that business leaders capitalize on the opportunity to engage with as many customers, prospects and employees as possible via mobile video while the demand is so high.
What works for us at Esna: We use video to put the answers to two burning questions at anyone’s fingertips; what we do and how we do it. Customers, partners, and employees alike can get these answers in about a minute or so by viewing our 'Done in 60 Seconds' Video Series .
2. Remain relevant in your consumers’ eyes
Just the word “video” holds a lot of influence and power for consumers and prospects. For instance, the word “video” in an email subject line can increase open rates by nearly 20 percent, increase click-through rates by 65 percent and reduce unsubscribe rates by 26 percent. What’s more, websites that include video, on average, experience an extra two minutes of “dwell time”—time customers spend on that same site—than sites that don’t. The numbers make it clear that video is a go-to method for consumers to consume, share and communicate about top-quality content. It’s up to organizations to produce video content that is engaging, attention-grabbing and shareable. Again, this also applies to your employees internally, who are also looking for immersive new ways to engage with each other and your organization as a whole.
What works for us at Esna: The videos we produce do more than tell people what we do and how we do it, they speak to our ideal customer - or who we’re doing it for. If after watching our Meetings Made Easy with Esna Agenda video, you’re laughing and also feeling like you can relate, there’s a reason for that. This video was produced with a particular person in mind; the on-the-go worker who wants to stay connected at all times and never miss a meeting even when on the road. If many of the scenarios in this video resonate with you, you may be this person!
3. Better engage, market and prospect
Fifty-two percent of marketers believe that video marketing is effective for brand awareness, 45 percent for lead generation, and 42 percent for online engagement, according to HubSpot. This should come as no surprise, as 78 percent of people watch videos online every week, and 55 percent watch online videos every day. Consider the impact an organization can have from an engagement, marketing and prospecting perspective by producing engaging video content that speaks to its core competencies and tells its unique brand story.
What works for us at Esna: Communication through video allows us to speak in a unified voice about all of our solutions. No matter what problem we’re solving for you, we’re telling you how we do it with clarity, brevity, and a little bit of humor. Because team engagement through better collaboration is our business, and we have fun doing it. Watch our Communicate + Collaborate with Ease video to see how we relate office collaboration to pogoing.
4. Compete more aggressively:
Whether you like it not, your competitors are creating custom video content in an effort to more competitively gain market share. In fact, 96 percent of B2B companies plan to use video as part of their content marketing strategy over the next year, and nearly 20 percent of marketers found video marketing to be “very successful.” Consider the unique ways you can enhance video for customer engagement in the coming year—for instance, embed videos in text messages sent to customers in an effort to further engage them. You can send videos showing product tutorials, promoting deals and flash sales, and more.
Visit our YouTube Channel to see more on how we communicate through video. All of the creativity, energy and resources that go into creating excellent video content pays off when your business goals are achieved and, sometimes, you are recognized by the best in the industry.
We were pleased to be among the 2015 Video Marketing Award Finalists at Vidyard’s Spacecamp for Sales & Marketing Alignment.