How To Sell Your Boss On Video

In five years will you be reading this article… or watching it?

Before we go forward, let’s rewind one decade. George Bush was just starting his second term in office, Lord of the Rings was just released, and you were trying to convince your boss to get a “real website”.  Chalk it up to the marketing guru of the day claiming that this “online, click-through brochure fad” would pass.

Fast forward back to today and video faces the same growing pains. Your friend’s company has been using video marketing for a few years and seen great results. You’re ready to take the leap into this brave new world but still need that extra little umph to push your boss over the edge.

Here are five business reasons you can use to convince your boss that video should be a top priority for your organization:

1) The SEO Benefits
According to Search Engine Watch, videos, properly submitted, are 53 times more likely to generate a first page Google ranking than traditional SEO techniques. That’s because YouTube is the second most powerful search engine on the planet with Google, it’s owner, taking first place. YouTube has over 1 Billion (that’s with a “B”) users and, guess what, they’re active! The number of hours people are watching on YouTube each month is up 50% year over year! What’s even more astounding is that every day people watch hundreds of millions of hours of video on YouTube and generate billions of views. That’s every day

If that’s not enough, a post by Jeremy Scott at REELSEO claims that videos in universal search results have a 41% higher click through rate than their plain text counterparts. Why? Because search engines (like Google) work really, really hard to have what they call a “mix of content displayed in search results (aka: blended search results)”. Basically that’s just fancy talk for saying that there is a disproportionately high ranking for videos because of the push for multi-medium representation in searches. 

2) High ROI
52% of Marketing Pro’s across the globe credit video as the type of content with the highest ROI. Possibly the largest reason is because of video analytics. Marketers are able to learn exactly how many people watched the video, at what time(s), for how long, if they went to the associated websites after, and much more.

Not to mention the fact that video is infinitely replicable. Once created, reaping the ROI, SEO and other benefits need not end or cost more. Viewership can be purchased to an extent, but much of the success in video marketing results from organic growth. That’s some ROI you can take to the bank!

3) Your Audience Will Remember You
Humans are really good at remembering complex data for short periods of time. Most marketers are well aware of this… it’s why we’re pounded with an estimated 5,000 ad’s every day (that’s approximately 11.52 per second. Ouch!)

Because of how our minds work and that heavy volume of content pushed our way each day, it is vital that advertisers capitalize on methods that are accessible and memorable. According to Social Media Learning, people remember 20% of what they hear, 30% of what they see, and 70% of what they hear and see. Do you know what that translates into? Leads. Sales. Monies. Boom.

4) Social Media Will Love Ya!
Social Media is just plain better with video. In fact, the B2B Demand Generation Benchmark IndustryView reports that most respondents prefer video over white papers, case studies, and even live demos with reps. How many respondents? 93%.

Want the kicker? That survey was compiled by marketing automation giants Eloqua,, and Software Advice. You can read the blog post with all the details and, you guessed it, a video here. The takeaway? Video isn’t just part of social media, it is the primary driver of it. No video equals lower conversion rates, higher click-throughs, and lots of sadness.

5) Your Customers Watch It
Think about it like this:  if your customers aren’t watching your videos, they’re very likely watching your competitors. By 2016, online video users are expected to double to over 1.5 Billion. Let’s go one more year into the future — by 2017 video will account for 69% of all consumer internet traffic.

Alright, back to modern day. Right now, 76% of Marketers plan to add video to their sites… that makes it a higher priority than Facebook, Twitter and blog integration. Why? Because the aforementioned are pointless without content to push.

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About the Author
Jake LeVoir is the Director of Sales at Slate and Main. He has built a career on helping organizations grow by developing engaging video campaigns that drive consumer traffic and increase brand awareness.

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