Ask marketers and they'll tell you one of the top priorities for the year is developing and using video more effectively to meet customer's expectations. In fact, according to TopRank Online Marketing, 70 percent of marketers use video regularly and 60 percent rate video as the most effective content tactic out there. The adoption and strong approval for video content is mainly because the barriers to entry for production are lower than ever before, and because video really works to convert. It's been found, for example, that the simple inclusion of video on a landing page can help you increase conversion by 80 percent.
Although 70 percent of B-to-B marketers are using video, only 58 percent believe they're using it effectively. This can largely be attributed to not optimizing content before releasing it, and to the fact that the primary focus for most videos tends to be top-funnel goals such as awareness versus mid-to-late funnel goals like lead generation. It's possible to tie your video efforts to return on investment, but it requires taking a step back and revisiting how you approach video initiatives.