Mobile data volume is projected to increase 11 times between 2015 and 2020 due to streaming video data.
According to Cisco white papers, by 2020, 70% of global population will be mobile users and video will account for 77% of total mobile data traffic, up from 61% in 2015.
What does that mean for you?
Increasingly, visitors and prospects will expect to see mobile friendly videos on your site (as they are using mobile devices). A couple of questions to ask your marketing personnel:
- Does your site have videos?
- Are these videos optimized for mobile devices?
If your answer is no, here’s what’s likely to happen.
Visitors will leave your site. Ouch!
I didn’t make this up but is the result of a survey done by Ivodo. They report that 48% will just leave your site. Visitors bounce off on landing.
That’s losing half the traffic that you spent time and money generating.
Whether these visitors came from paid advertisements or successful content marketing, half of them will not stay on your site or read your write-ups if there aren’t any videos on the site.
The need to include video on your site is clear. So don’t just spend on generating traffic. Think about what you want to do with the traffic. Prepare a holistic approach.
Application for your business
Even if you are a non-profit organization, you need to think through this as you want newcomers.
So you spend time inviting new friends, using all your contacts, putting up special events, organizing a welcome team, but if you don’t provide content that your visitors are looking for in the format they prefer, those newcomers will leave.
So what content is your audience looking for?
And in what format do they prefer to consume this content?
- Write-ups in text format?
- Informative Newsletters with visuals?
- Audio files they can listen to on-demand?
- Or mobile friendly videos?
Bear in mind that half your visitors are busy and on the move using mobile devices. So you need to present succinct and helpful content that is easy to read on tiny smartphone screens (although these are getting bigger).
Copywriting skills no longer required?
For the writers and content marketers friends, does this mean that copywriting skills are no longer important?
You’ll still need a clear focus on who you want to serve (not everyone), a clearly defined niche (focus), good copywriting skills that is action oriented and visuals to translate that message into videos.
But just replacing an image with a video on a landing page is said to increase conversions by 12.62%.
Video explains and demonstrates; it engages the audience better. Companies are shifting budgets from spending on TV to digital videos.
Do you need to learn how to produce videos?
Yes and No.
If you are so inclined, this is doable. I don’t consider myself exceptionally technical or creative but have since produced 136 videos on the various YouTube channels, not including the ones I do for my clients and my online courses.
Yes, I did need to invest time and money to learn the skill and to buy the software. But if having videos helps my audience understand my message much better, then this is worthwhile. There’s much less chance of miscommunication and more interaction.
What if you don’t have the time or don’t want to learn another skill?
You can outsource it to those who can do this for you from the perspective of marketing. This way, they produce videos that act as a marketing tool to generate interest and engagement as well as conversion.
Video marketing covers a wide spectrum
You can focus on creating explainer videos (how to videos), not necessarily fanciful videos with cinematic effects that entertain. And you don’t necessarily need animation.
What you audience requires is an answer to their pressing question, a solution to their painful problem. Share your solution with them.
Better still, show them the answer and they will be grateful.
To do that, use screencasting software. If you want to attract leads and create engagement, then outsource production of professional videos and use these on your homepage or landing pages. This is said to generate higher conversion.
The key is to move with the trend.
If your prospects’ behaviors are changing, you’ll need to adapt or be left behind.
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