The Importance of Video Marketing in Your Strategy
If content is king, video content is the emperor. Recently, video was declared the number 1 form of media employed in content strategy, surpassing blogs and infographics.
The potential videos shouldn’t be neglected, as your competitors are leveraging it. More than 87% of marketers declared that they use video as a tool in their marketing strategy.
Why is video marketing so powerful? Let’s have a closer look at how it can benefit your business.
The Importance of Video Marketing
Video marketing should be an integrated component of a comprehensive marketing strategy.
Video advertising isn’t a new medium, it has been around since the 1940s when the first video commercial broadcasted on a New York TV station during a Yankees game.
Lets fast-forward 65 years to the appearance of YouTube. In less than a year, Google recognized the importance of video in a digital strategy and purchased YouTube for $1.65 billion. This is when video took the centre stage in marketing.
In addition to staying ahead of your competitors and keeping pace with the latest trends, your business can enjoy several advantages of implementing a strong video marketing strategy.
1. Improved Conversion Rates
People are demanding to see videos on your website or social media accounts. When they do, they are inclined to watch them. Brief and appealing videos can lead the client down the marketing funnel in less than two minutes.
2. Higher Search Engine Rankings
Google has been emphasising the importance of video content for the last 15 years. That’s the reason behind including videos on your website: it can improve your rankings. Meantime, videos can assist you in achieving a 157% increase in organic traffic from SERPs (Search Engine Results Page).
Videos are a powerful tool when employed by an SEO expert. They don’t influence the rankings directly but present your website with a better chance of improving them.
- Dwell time — The period a user spends on your website is a crucial ranking factor for Google. Attractive videos retain your potential prospects from abruptly leaving the page.
- Bounce rate — Videos can grab the visitor’s attention and encourage them to explore the website content further, hence reducing the bounce rate.
3. Enhanced Customer Connection
Videos assist your company to enhance customer service and build trust with prospects. An average user connects when they observe other people speaking to them directly.
When compared to text, a video always wins, as it’s psychologically more difficult for the user to turn off the video instead of stopping reading the text.
Videos trigger online emotional responses better than any other medium. You can leverage the tone of voice, music, and facial expressions because this marketing tool can give a human touch to your brand.
4. Powerful Brand Awareness
Videos increase brand awareness, which is an indispensable component of your marketing campaign. You can use a video to tell your business’ story, set up employee interviews, publish customers’ testimonials and post behind-the-scenes footage.
By implementing videos, you show your prospects that you share similar values. When it comes to brand awareness, a picture is considered worth a thousand words. Video maybe is worth at least twice as much.
5. Faster Journey Down the Funnel
Your audience is inclined to use videos to inform buying decisions.
Video product reviews are much more successful than written reviews. They present an honest insight into the product and offer a chance for prospects to observe how it looks and works in real life.
Embedding product videos on the website product pages also assist potential buyers in making a decision. Four times as many buyers would rather watch a video about a product than read about it. Meantime, 20% of consumers are not interested in a product if it doesn’t include a video description.
6. Increased Engagement
Videos present a high social share potential. Social video produces 1200% more shares than text and images together. Meanwhile, videos on a Facebook page improve user engagement by 33%. Just employing the word “video” in the email subject line can increase the open rate by 13%.
Shareability and word-of-mouth marketing work together. By ensuring your content is more shareable, you’re attracting a broader audience and presenting your audience with the opportunity of becoming your brand ambassador.
7. Greater ROI
According to this survey, 89% of marketers declared that video marketing provides a good return on investment. With the budgets that businesses invest in marketing, a better ROI can be a critical factor in the decision-making process.
Considering all the advantages and statistics, if you leverage the power of video marketing, your ROI of the campaign can grow remarkably.
How Video Marketing Can Help Your Business
If you are convinced of the importance of video marketing and you are ready to implement it in your strategy, these tips may come in handy.
Be Real — Not all videos destined for your marketing campaigns should be produced professionally. On the contrary, amateur videos seem more real, hence creating a stronger connection with the audience.
Keep It Sweet and Short — To achieve their purpose, videos don’t need to be long. On the contrary, viewers don’t fancy longer videos. Most successful videos for marketing campaigns don’t exceed 120 seconds.
Communicate— Customers appreciate being talked to. Customise your video by speaking directly to the viewers. Reach out to them with a “You” and demonstrate why your message is addressed to them personally.
Improve SEO — Your videos should follow SEO practices with their tags, descriptions, and transcripts. Although videos aren’t the most powerful SEO tool, when optimised, they can influence a campaign’s success.
Concentrate on the First 10 Seconds — The first 10 seconds of a video are the best opportunity of retaining the viewer’s attention. So put them to good use. These seconds should be enough to approach the pain points of your client and suggest a solution.
Apply Closed Captions — Around 85% of Facebook videos are being watched without sound. The rest of the videos share similar statistics since most people won’t allow the sound to distract them from other activities. Besides, closed captions optimise your videos for the disabled audience.
Leverage Video Marketing Today
If video marketing still isn’t an integrated element of your campaign yet, it’s time to leverage its potential. The increased ROI of this strategy can help your business enjoy excellent marketing outcomes.
If you want to know more about video marketing and how it can help your business, don’t hesitate to reach out to us today. At Ever Digital Marketing, we provide high-quality video marketing services carefully tailored to your business needs.