For Chicago Cubs fans who have waited their entire lives to see their beloved team in the World Series, now truly represents a magical moment in time. Eyeballs across Cub Nation are sure to be glued to TV sets across the country for the next several days to see if the “Billy Goat Curse” can finally be broken.
But hold on. If we’re talking about attracting a lot of viewers, there may be an even bigger feel-good story than the Cubs that people can’t ignore: Video. Because when it comes to engaging an audience, video marketing has the compelling stats to contend for the title of ROI Champion.
Telling A Great Story – Faster
The story of a team like the Cubs takes a while to materialize over the course of a 162-game season and beyond. Did we know that the Cubs would get to the World Series back in April? Nah. We had to see them play through several months to know just how good they were.
We got to know the “characters” of this team, through events like Kyle Hendricks’ surprising emergence and “Grandpa” David Ross giving his all in his final season. The story wasn’t told overnight, that’s for sure.
Video doesn’t require 162 days to tell a story. Companies are finding a compelling story can be communicated in just a few minutes.
Plus, unlike World Series viewers, many of those who are absorbing brand videos aren’t just watching. They’re purchasing. According to KISSmetrics, people who watch a video have up to an 85% chance of making a purchase afterward.
If you want to increase your opportunity to enjoy conversion numbers like that, remember to have a strong call-to-action at the end of your video that clearly connects to a destination that reflects the story your viewer just absorbed. Too many marketers make the mistake of producing a great video that sends the viewer to a website home page. Is that the exact content that the viewer is looking for? Probably not.
Drought of 108 Years?
Sorry. Video Is Winning Every Season.
YouTube reports mobile video consumption rises 100% every year. If we look back on 2015, we can see that over half of mobile traffic came from video.
By the year 2020, we’re going to live in a world where there are more phones (11.6 billion) than people (7.8 billion) based on Cisco’s Visual Networking Index forecast (VNI). That same year, over 75% of the mobile data traffic in the world will be – you guessed it – video content.
So the momentum of marketing through video will only grow stronger every year from here.
Obviously up until now, the Cubs have known all about bad seasons and bad luck. Consistent winning has rarely been associated with this franchise. That is, until Cubs management fully committed to developing its minor league system over several years and making some very savvy trades such as for Jake Arrieta.
But as hot as a team can be one year, the next it can go cold and miss the playoffs. Something Cubs fans know all too well.
How Is Video Marketing Like A Great Farm System?
When the Ricketts family bought the Cubs and promptly dedicated themselves to developing young talent in the minor leagues, they knew the road to success might take several years. Even though 100+ loss seasons, they stuck with the gameplan of stocking the farm system with promising players just waiting to be called up. We’re seeing the fruits of that labor today in the World Series.
If you want to “stock your system” with video, commit to creating a series of videos to be posted on your website, social media and elsewhere. Over time, you’ll have enough videos to post them in a video library on your website, giving your company’s brand greater depth and positioning your business as a resource of extra value.
Shooting just one or two videos? That isn’t filling the demand queue fast enough. Invest the time and resources in such a library of videos and watch the “stickiness” of your website grow – after all, an average Internet user spends 88% more time on a site with video according to Mist Media.
Thanks For Sharing
Video and visual content producer Invodo finds that video is the undisputed King of sharing in the online world – to the tune of 92% of mobile video consumers sharing videos with others. In this sense, people who watch and then share your videos can quickly move to the status of being your next advocate or ambassador.
We see this all the time in the World Series among Cubs fans who have to share special moments on social media like Kyle Schwarber’s extraordinary return to the plate after a devastating injury in the spring or a home run by Addison Russell. This isn’t the kind of “share” that the casual fan may make compared to a fan who bleeds Cubbie Blue.
Still, even the World Series, as grand as it is, is still a finite window. For your own brand, there is a window of opportunity to communicate your product’s benefits on video all year round. There is no “offseason” in Marketing.
The more you incorporate video marketing into your efforts on a consistent basis, the more you increase the likelihood that a piece of video content will be shared, which could make an initial sales conversation even smoother. And that kind of longevity may outlast even the worst of Billy Goat curses.