Video Marketing Statistics - 2016 and it's Benefits

Video marketing is rising at an alarming rate. Consumers connect through mobile devices and are more apt to watch a video than they are to read an extensive blog. It's important to incorporate video into all of your marketing aspects and know how they affect your audience. The following statistics are according to an article on Hubspot:

Increase in Conversion:

    • Video in an e-mail leads to 200-300% increase in click-through rate.
    • Including video on a landing page can increase conversion by 80%.
    • YouTube reports mobile video consumption rises 100% every year.


Who Uses Video:

    • 65% of US marketers plan to increase their mobile ad budgets to account for video.
    • 96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI.
    • 22% of U.S. small businesses plan to post a video in the next 12 months.

User Interactions:

    • 90% of users say that product videos are helpful in the decision process.
    • 80% of viewers recall a video they viewed in the past 30 days.
    • 36% of online viewers trust video ads.


  • By 2016, video ad spending will reach 5.4 billion.
  • Video ads make up of 35% of total online ad spending.



    • Enjoyment of video ads increases purchase intent by 97% and brand association by 137%.
    • 59% of executives would rather watch a video than read text.
    • The average user spends over 16 minutes watching online video ads every month.

As small business' become aware of the growth potential using videos in their marketing strategy, they must also know where video marketing is headed.

The article on Forbes by Jason DeMers, 5 Video Marketing Predictions to Guide Your Content Strategy offers some insight into video marketing and where its outlook in formatting and presentation are headed. Some of the projected observations are the following:

  • Videos will become shorter and more concise. " the market becomes increasingly populated with video content, the shorter, more concise entries will start to stand out more."
  • Live streaming and virtual reality will merge, and it's believed they will develop together. For businesses catering to outdoor sports, this could mean allowing your users to “virtually” attend learning sessions about safety or initial meet and greet in readiness for an excursion.
  • Videos will be used for more than just information. Currently, a video is used as a 'content medium,' such as how-to's, and tutorials. However, it's quickly spreading that video can be utilized for much more, such as face to face encounters or exercises in improving communications.
  • Videos will become more personalized. Companies are moving toward catering to individuals' particular needs and giving specific attention to those within their audience.

Your business will only grow with video marketing. With having the knowledge of the above statistics on how video marketing will affect your audience, and how videos will further develop in the future, your business will have an edge for your marketing processes and leads to your sales funnel. Contact Harness Consulting today for more information.

Five Tips for Efficient PPC Management

PPC, or pay per click advertising, is a mainstay of effective internet advertising that has benefits for the advertiser and the advertisement host alike. Under PPC, advertisers only pay for each click an ad receives. While sites hosting the ads receive payment based on the frequency of clicks. This process helps hosts gain revenue that is tied directly into audience response to the ad while helping advertisers limit ad expenditures to only those ads that get results.

However, to make the most of your PPC advertising, you need to keep a few simple PPC management rules in mind:


Not all search engines were created equally and should not be budgeted equally. An ad hosted on Yahoo will almost certainly not get the same number of clicks – or eyes – as the same ad on Google. Why is this important? When allocating funding for your ad program, you need to take this into account when determining which service will give you the greatest return on your advertising dollar. For instance, if you are running an ad on Yahoo and Google, don’t split your budget 50-50 between the sites. Your budget should reflect a realistic idea of how much cost each site will incur for the campaign. Realistically a 30-70 split should be more appropriate but will vary based on the quality or appeal of the actual ad and how efficient your search engine optimization (SEO) has been set up.

Allocate budget based on hard numbers: A corollary to the point above is to let actual conversion numbers guide your PPC advertising budget. Allow enough budget flexibility that if you see that one campaign is working better than another that you can direct more resources to that ad or ad campaign. However, all budget decisions made after a campaign is launched should be based on hard market analysis, not on gut feeling or personal preference of one site over another.



Be realistic about the challenges facing PPC advertising: Your PPC program is only as good as the management of your PPC program. There are some pitfalls that good PPC management can mitigate: rising cost of PPC due to increased competition and cost per click; managing hundreds if not thousands of keywords; the challenges of creating PPC advertisements that work in mobile browsers; and the ongoing battle with ad-blocking software. A professional, full-service digital marketing agency can help you overcome these hurdles.


Campaign Analytics is your friend: Many services such as Google AdWords can deliver very precise statistics regarding the efficiency of your campaign. Need to know which keywords are the most efficient? What time, the day of the week, or day of the month does your ad drive the most clicks? These services can extract this data for you so that you can fine-tune your ad campaign to deliver the most clicks at best time for your business – and your budget.


Don’t be afraid to narrow your niche to drive the right customers to your site: Few things irritate potential customers – and cost you lost PPC dollars – quite like a misleading ad word or SEO term that drives customers to an advertiser that is not what they seem. For instance, if your specialty is electric guitars, resist the urge to push just ‘guitars’ as a keyword. Customers looking for acoustic guitars will quickly flee your site, while you will be left holding the bag for wasted ad clicks. Ineffective PPC is a waste of the customers’ time and your resources.

At HARNESS, we offer a full range of digital marketing services designed to drive your business to the next level.

Contact us today to put our professional, full-service digital marketing experts to work for you to create the captivating content that you need to engage your customers.

Active vs Passive Voice

Active vs Passive Voice Quiz

Like many writers using the Yoast SEO plugin for WordPress, Active and Passive Voice was a new concept to me, and I didn't quite understand it at first.  Yoast was always giving me warnings that my posts had too much passive voice.  My short form articles with lots of bullet points and lists seemed to naturally trend towards the active voice. But what became especially annoying is that the better and longer I felt my writing was, the more passive my posts would become! That's why I started practicing using the Active vs Passive Voice Quiz, and finally made a break through in my understanding.

So what is the passive voice exactly?

In Passive Voice, the subject of the sentence is acted upon by the verb. Conversely, a sentence written in Active Voice has the subject perform the action stated by the verb directly.

 The builders remodeled the house to help it sell. The house was remodeled by the builders to help it sell.
The captain will give you orders.Orders will be given to you by the captain.
The biology class viewed the frog.The frog was viewed by the biology class.
Martin posted the funny cat video on Facebook.The funny cat video was posted on Facebook by Martin.
No one responded to my new sales ad.My new sales ad was not responded to by anyone.

Why does good copywriting avoid passive voice?

Articles that are well written and easy to read avoid using passive voice.  The problem with passive sentences is that it can be hard to determine who or what is acting. The result is very removed writing that also pulls the reader out of the story even if they understand what is going on.  You should avoid passive voice or anything that makes your articles hard to read whenever you possibly can.

Are there times when it makes sense to use passive voice?

There are going to be some times when using passive voice is unavoidable.  If you are writing a scientific manuscript or guide, it will be very hard to avoid using the passive voice.  There are also instances where you could easily avoid using the passive voice, but you go with passive because it sounds more like natural speech.

And using passive voice is also a technique that is commonly used to subtly avoid responsibility.  A child might say, "The dishes got dropped," when a more accurate active sentence would be, "I dropped the dishes."

How To Get Better At Writing in an Active Voice

Looking at lists of examples can be an effective way to start intuiting the pattern of active and passive voice.  It can also help to write using software like Grammarly to make your writing better.  But it didn't REALLY start clicking for me until I started practicing with quizzes based on those example lists.

Below is a quick quiz you can use to see if you have a good understanding of this concept or determine if you need a little practice like I did.

Active vs Passive Voice Quiz


Harness Consulting

Climbing Gym Marketing: Inbound Marketing Funnel

Take your business to a new level through proficient inbound gym marketing. Increase your day pass purchased, increase memberships, get your current classes to a new level of participation.


The digital marketing funnel infographic: winning new customers with marketing strategies

Inbound Marketing

Top of The Funnel

Introducing new prospects to the top of your funnel may include several methods, all of which are unintrusive but welcoming. It isn't about chasing after leads, but rather inviting those who are intrigued by your content. For example, your gym produces a video about bouldering that your site visitors who have never bouldered find interesting. They notice that bouldering is based on balance and strength, that you have a spotter close by and a thick crash pad for safety. They have considered trying climbing off and on, and by watching your video, they are highly intrigued and are interested to know more about bouldering.

After watching your video, they go to your website and fall into the top of your marketing funnel (Awareness). This video helps your prospects get to know more about climbing, and how being a part of it may support them to find a solution to a problem, or help them in a particular need such as needing a new form of exercise. These 'learners' at the top of your funnel represent 85% of your website visitors.

Middle of the funnel

About 10% of your site visitors come back as 'shoppers' to scout and learn more about your gym. While they are browsing, they find an article regarding climbing harnesses and shoes. This post goes over not only the thrill of the climb but important aspects of safety such as inspecting your harness. They become more curious and take a look at testimonials from your customers, the cost involved, the benefits, training, and everything a novice needs to learn.

Since they are close to reaching a decision, it is time to ensure that your social media portion of your marketing strategy is fully engaged. Instagram is mainly geared toward small business and will benefit your marketing. In fact, Small Business Trends posted an article stating 50% of Fortune 500 companies use Instagram for marketing. The article includes great information about the best times and days to post in order to secure the highest engagement from your audience.

Bottom Panel

The bottom portion of your funnel is about 5% of your website's inbound marketing traffic. These are the 'buyers' who need a summary to reinforce all the benefits of becoming a member. This may be a time to offer a new member promotion, or a free trial. By introducing them to the sport and by giving a brief introduction on the basics of footwork, different types of holds, and climbing with straight arms, you are able to build new climbers who are far more likely to make climbing a lifestyle

Your climbing gym is on the rise. Through inbound marketing tools such as videos, blogging, and social media, you will have great success in building your foundation in regular memberships, newcomers, and investigators.

Contact HARNESS today to get a wealth of information to assist you in marketing your climbing gym.