7 Reasons to Use Mortgage Marketing Videos

  • Posted by: Steve Parnell
mortgage marketing videos image

If you’re not using mortgage marketing videos, you’re missing out on one of the biggest trends of 2018. Here are the top seven reasons why it’s important.

Cisco predicts 80% of consumer internet traffic will originate from videos by 2020. Kleiner Perkins proved we’re almost there. In 2017, video content made up 74% of internet traffic.

Not convinced yet?

Mortgage Marketing Institute conducted a similarly supportive study. In it, audiences demonstrated a 75% better retention rate with videos than with text.

Videos on landing pages increase conversions up to 80%. Videos in emails increase click-through rates by 90%.

If these statistics haven’t convinced you, then read this article. We peppered it with enough statistics to prove to the stodgiest naysayer that video is the obvious 2018 marketing trend.

If you haven’t already jumped on the bandwagon, now’s the time. Read on, and we’ll explain why.

SEO Benefits of Mortgage Marketing Videos

Videos rank high in search results. Google now favors rich media and prominently features videos in its SERPs. You’re 53% more likely to show up on page one of the SERPs if you have a video embedded on your website.

Google also owns YouTube. 73% of U.S. adults use YouTube regularly in 2018. It’s used more often than any other social media platform. It also happens to focus on a single type of content: video.

The nature of videos also increases the time visitors spend on your site. This is called “dwell time,” and it’s an important factor in Google’s latest algorithm. Increased dwell time equals increased SERP ranking.

Longer exposure also builds trust and improves your branding awareness.

To succeed, optimize your videos. Create attention-grabbing titles and descriptions. Add backlinks to your website, product pages, service pages, or landing pages.

Give your audience a clear route to the next step in their buyer’s journey.

Your Mortgage Marketing Videos Can Appear on All Digital Platforms

YouTube, Facebook, Twitter, Snapchat, Instagram, Vine, Tumblr, LinkedIn. Nowadays, every social media platform offers video. You can embed them on homepages, blog pages, service pages, landing pages, emails, and texts.

Introductory emails which include videos receive a 96% increase in click-through rates.

90% of information consumers watch videos on their mobile devices. Mobile device users feel a personal connection to brands seen in videos. They feel the connection 2x stronger than television viewers. And 1.4x stronger as desktop viewers.

Consumption of YouTube videos on mobile devices grows over 100% each year.

Last year, Facebook’s video viewership doubled, from four billion eight billion views per day. Facebook also launched its picture-in-picture feature. They’re opening up new options.

Now’s the time to take advantage of the new video infrastructure. Add it to your next mortgage marketing campaign.

ROI

Video equipment is inexpensive. People use smartphones, digital recorders, laptops, desktops, and tablets to film their experiences. If you want to stay low-budget, the ubiquitous recording devices make it easy.

If you have a greater margin in your loan marketing budget, you can hire pros. Bargain-basement prices start in the hundreds of dollars. Expert, television-worthy videos can cost up to hundreds of thousands of dollar.

If you know your audience and have the budget, it’ll pay off.

A recent study by Wyzowl found 57% of online consumers bought a product after watching a video demonstration.

65% of decision-makers visit a marketer’s website after watching their branded video. 39% contact vendors directly.

Combining audio and visual can dramatically improve your branding awareness. Retention rates for visual information are roughly 10%. For audio information, it’s roughly 20%. When you combine the two, it jumps to 80%.

That’s massive bang for your buck.

According to HubSpot, the following is also true. Adding a video to your emails can increase click-through rates by 300%. Embedding videos in your landing pages can boost conversion rates by 80%.

On the Rise

Mortgage Marketing Video usage is on the rise in 2018.

This year, 81% of businesses use videos as a marketing tool. Last year that number was 63%. Also, 65% of those who don’t use video plan to start this year.

Still not convinced? Take a look at the stats below, gathered by Wyzowl in December of 2017:

85% of businesses consider video an important part of their marketing strategy. Last year, it was only 82%.

95% of consumers have watched explainer videos to learn more about a product or service.

81% of consumers who bought a product or service were convinced by the brand’s video.

72% of consumers would rather watch a video than read the corresponding text.

Short-Form Videos

You have many avenues for presenting your videos:

  • YouTube
  • LinkedIn, Pinterest, Facebook, Twitter, and other social media
  • E-publications (ebooks, whitepapers, etc.)
  • Traditional media (television, etc.)

Some platforms are better suited to long-form videos, such as YouTube and television. Others lean toward short-form, like Twitter and Snapchat.

43% of consumers watch short-format content daily.

Consumer’s attention spans are growing shorter. It works in your favor. It means shorter, less costly videos and higher ROIs.

Digital marketing trends for 2018: when you create your micro-videos, shoot for 6 seconds or less.

Trust

Well-made videos can help you form stable, long-term relationships with your customers. A good video increases the time your visitors spend with your content. Greater exposure builds trust.

96% of consumers think videos are helpful when they make purchase decisions online. 58% consider companies more trustworthy when they produce videos. It’s a quick, inexpensive way to turn leads into buyers.

Also, YouTubers are some of the most powerful authorities you can use to promote your brand. Don’t leave them out of your loan marketing strategy.

Social Shares

Read these statistics from the 2017 Social Media Marketing Industry Report. 61% of social marketers will use live streaming video services (Facebook Live, Periscope, etc.), and 69% want to learn more about it.

75% of marketers plan to increase their use of videos. In fact, creating videos placed first in areas that marketers wanted to learn most about.

Additionally, social networks are actively encouraging video content by adding new features. Facebook created 360 Video, Live Video, and Lifestage. Instagram produced 60-Second Videos and Instagram Stories. Twitter came up with Periscope.

The market is primed for video. Are you?

Building Your Video Mortgage Marketing Campaign

What do you do from here? That’s a great question.

First, take a look at your present strategy. Can you filter funds from another marketing category into videos? If not, are you willing to increase your marketing budget?

Remember, you need not invest much. A few thousand dollars placed strategically will create a huge ROI.

Take a minute right now. Read this article on creating a modern marketing strategy. It’ll guide you.

Before this night is out, you’ll have a solid outline for your next marketing campaign.

So long and good luck!

Author: Steve Parnell
Steve is a mortgage marketing maven, he has a professional and educational background in mortgage origination that started in 1983 then in 1999 he began his journey into online marketing by developing 2 successful client generation websites. Steve is uniquely qualified to help you STOP chasing mortgage leads and truly build a mortgage origination business. Reach out, lets talk, you will surely go away with a feeling, at the very least, that this guy knows what he is talking about and can help me.

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