By now you know the value of a value proposition, but what if that branded statement could increase your lead conversion?
There’s nothing wrong with a good old-fashioned, written value proposition (probably nested somewhere in your “About US”). Much like print, written word has its value in today’s marketplace. But the best business practices for growth in a changing world mean adapting to your customers.
Log-in to Facebook and scroll through your feed for a minute. Go ahead, I’ll wait. Notice a pattern? Video, video, video, photo, video, political rant. The fact is visual content is shared more often on social media than any other information.
Global communications company M Booth and media measurement and analytics company Simply Measured put out an infographic highlighting a few key stats on the high engagement of visual content. Here’s a quick breakdown:
- On Facebook, videos are shared 12X more than links and text posts combined.
- On Facebook, photos are liked 2X more than text updates.
- 42% of all Tumblr posts are photos.
- On YouTube, 100 million users are taking a social action on videos every week.
- Photo and video posts on Pinterest are referring more traffic than Twitter, StumbleUpon, LinkedIn, and Google+.
Let Them Fall In Love
Honestly, it’s not enough that people are just watching your video, you want them to fall in love with your business values and product.
In an article published by Psychology Today, internet users love video. That’s because the majority of internet browsing is a passive engagement. That’s a good thing.
“When we watch a video, we become immersed in it and create an empathetic connection with the screen. If you want your visitors to fall in love with your content, it makes sense to deliver it via video. That’s because it’s much easier for us to become emotionally attached to something we watch in a video than something we read in an article."
If you’re still not sure that video is the right medium for a value proposition, check out this research outlined by Media Mobz. In the article, they explain how video creates rich content that is shared more, captures more leads, drives more leads to conversions, and maximizes your marketing investment.
Never forget this. I know it can be numbing at times viewing the safety industry through spreadsheets and budgets, but at the end of the day it’s about making sure working people get home safe. You have an incredible message to deliver that text alone can’t communicate. Look, the numbers show the value of turning your value proposition into video content, but even more you get to be a voice in the world that says what really, truly matters: the people.