We live in an online world. Most people conduct online research for their offline purchases. Thus your company’s website serves as your showroom. Whether Business-to-Consumer or Business-to-Business, the content on your website must help buyers with their research. And, creative and factual content on your site will create credibility and trust in the buyer.

When it comes to the types of content considered most important in marketing, current research shows that video is top on the list. In fact, video ranks higher than case studies, blog posts, webinars, and infographics. This is due to the rapid rise of Smartphone and tablet penetration, along with the resulting changes in consumer behavior. The latest figures from Nielsen show that more Americans now watch video on a Smartphone than do so on a PC. In fact, the average amount of time people spent consuming online video each day increased by 23.3% in 2015 and is expected to grow another 19.8% in 2016.

Video consumption is not just for consumers. A report from Forbes found that video is becoming a critical information source for senior executives. More than 80% of the executives surveyed said they are watching more online video today than they were a year ago. And, these C-suite executives are not just watching cute cats playing a piano, three-quarters of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half watch work-related videos on YouTube at least weekly.

The ROI of video is impressive with 65% of executives visiting a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad. Forbes also found that C-suite executives are very social with their video viewing with more than half of senior executives sharing videos with colleagues at least weekly, and have received work-related videos as often. Younger executives are also very willing to share and view videos using social media.

If you’re looking to reach the C-suite, the Forbes research explained that executives like information in a mix of text and video. They were particularly interested in testimonials and many are willing to engage with longer videos.

The research from Forbes, Nielsen and the other studies mention above clearly demonstrate that your future marketing efforts must include video. Don’t miss out on the marketing opportunity video has to offered. You may think your company has insufficient marketing resources and may lack the technical know-how to create a quality video. If you are struggling with content production explore training your in-house staff or leverage third-party resources. Whatever you do, just make sure you don’t miss out on the biggest marketing opportunity of 2016.

The consultants at JLH Group take a holistic approach to your company’s marketing needs. We provide services that increase your online visibility. These services include website design and development; content creation through video production, photography, blog posting and social media management; direct mail design, printing and mailing; and email marketing. We also offer training and consulting in video production, photography, and social media. Connect with us to discuss ways we can help create credibility and trust in your website.