The TL;DR August 11, 2020
This week we’re discussing using video marketing in eCommerce, ways to use case studies in your marketing, and SEO signals and ranking factors to know. Did you miss last week’s edition? You can find it here.
7 Product Video Stats Marketers Need to Know
Though settling for photos and graphics may be the most cost-efficient setup, producing videos to showcase your product is much more effective. See how these video marketing statistics prove its importance and read more on HubSpot.
- Video is the #1 content type used by marketers to sell products and services. Video has passed blog posts as the top content type for the first time ever.
- More than half of marketers invest in some sort of product-related video. Additionally, one quarter of marketers invested in product promotion videos and about one fifth invested in product demos.
- 73% more visitors who watch product videos will make a purchase. It’s simple – videos for your products prompt more purchases.
- 92% of marketers who use video say it’s an important part of their marketing strategy. And knowing it was 78% in 2015 shows video’s value and worth.
- 71% of consumers prefer video over other marketing content. Video creates a clear communication to your customer, who is more likely to spend their money on something they understand.
- 87% of Gen Z prefers branded videos or ads that show someone talking about a product. Consider video-based ads, demos, tutorials, unboxings, or video reviews from influencers.
- 55% of consumers use videos for purchase decisions. Video is a platform where you can simultaneously share product info with your consumers and gain their trust.
15 Important Ways to Use Case Studies in Your Marketing
Case studies should be one of your top forms of content as they capture your brand’s version of success. Use one of these following ways to incorporate case studies in your strategy and view more details on HubSpot.
- Use a case study template to create PDFs for emails or downloads. This decreases the amount of time you spend creating and is useful in both sales and marketing.
- Have a dedicated case studies page. If you don’t already have a webpage exclusively meant for hosting your case studies, you should make one yesterday.
- Put case studies on your home page. Ways you can do this include having customer quotes or testimonial or a CTA to view case studies.
- Implement slide-in CTAs. A slide-in link to a case study on a product page would be beneficial without the annoyance of a pop-up.
- Write blog posts about your case studies. This is a great way to expose your case study to your audience rather than hoping they stumble upon it on your site.
- Create videos from case studies. People are more likely to watch a video than they are to read a long content form.
- Use case studies on relevant landing pages. A great way to push these pages is by strategically placing customer quotes on landing pages.
- Post about case studies on social media. Add case studies to your list of publications on LinkedIn or update your cover image on Facebook/Twitter showing a happy customer.
- Use case studies in your email marketing. Case studies are well suited for email marketing, especially in an industry-segmentable list.
- Incorporate case studies into your newsletters. This is another way you can capture the attention of customers and prospective clients.
- Equip your sales team with case studies. Reps should be able to look to your content to address stages of the buyer’s process.
- Sneak a case study into your email signature. Include a link to recent work in your signature as another way to direct traffic to your site.
- Use case studies in training. Sharing case studies during the on-boarding process will help your newest employee understand and believe in your brand.
- Include case studies in your lead gen efforts. Customize your pitches with examples of recent work that relate to the lead you’re after.
- Create a bank of evergreen presentations. Consider having a bank of content that anyone in your company can access and build case studies quicker.