You may think making videos is complicated, expensive or unnecessary for your business. Of course that is very wrong! The truth is, any business can benefit from using video to its marketing strategy. Especially now that the internet is getting faster, and people tend to like videos more than other presentation media. And here are five compelling reasons why videos are great for marketing your business.
1. Video Increases Sales and Conversions
Given the way businesses continue to embrace video marketing, it’s clearly very profitable. Case studies have shown that using video on a landing page can lead to a significant increase in conversions, up to 80%. These results are not specific to any industry, amplifying strength by simply changing a single factor.
Videos can also drive more sales. It doesn’t matter how well a business describes its product in writing or shows it off in a good photo, but when it comes to demonstrating the product using video, video easily trumps these two forms of media. The experience of being able to watch someone use or test a product is much more attractive to the average consumer than any other presentation.
Of course it makes a lot of sense, if images alone increase sales and conversions, then receiving visual video information in a dynamic way will definitely increase consumer activity.
If you’re not sure how to apply video to increase sales and conversions, try these basic strategies:
- Place the video near your product sales.
- Share your video on multiple social media to grab the attention of social users.
- Optimize video playback for mobile devices because so many smartphone users and most video lovers use this device.
- Create a video in short and simple time, not too long because the average viewer starts to lose interest after a few minutes.
2. Video Increases Engagement
Have you ever come across a video that catches your eye so much that you can’t take your eyes off the screen? Very few people say no. Whether the video is entertaining or uplifting, the strong visual stirs the audience’s emotions.
A good video will grab the viewer’s attention in a way that text or images can’t. It’s clearly proven that most people can easily process information from videos better than any other type of media. People remember what they watch on videos far more than what they read or hear.
In fact, one of the best parts about video content is how easy it is to consume. Because of this, video marketing can be more trusted to reach even the laziest consumers who refuse to read product descriptions, reviews or testimonials. This is an added benefit because they will be more likely to buy your product or service immediately if your ad is good and contains a CTA.
What makes a video interesting? Consider using these common tactics:
- Make your video thumbnail attractive. Many people will see videos that they are not interested in if they are curious about the thumbnail.
- Tell a story. While you don’t want to get too long or elaborate, a good story will have the viewer thinking about what’s coming next, which is your chance to use a well-placed CTA to answer that question.
- Put goals first. Don’t make a video that confuses the viewer, make a video that’s completely clear and includes your goals.
3. SEO friendly videos
When it comes to video content, YouTube videos is the most popular platform on the web. Fortunately for marketers is that YouTube belongs to Google, and hardly any internet marketer is more familiar with optimizing content for the Google web search engine. And the same thing happened to several other search engines.
Video marketing makes it easy to apply previous SEO knowledge. Title, headline, description, and keywords Anything SEO friendly that you normally use in blog posts can be used for titles, video descriptions and so on. Better yet, Google prioritizes video content, we can prove that in search results, Google often shows pages containing videos, 50 times more likely to rank top than written content in Google search results.
More importantly, the ability for videos to “explode” or go viral is very likely. Having videos go viral can garner tons of traffic, backlinks and other SEO related needs in a much easier way than tactics like posting guest posts to popular blogs.
To get additional SEO from your videos, use these tips:
- Do keyword research. Even though YouTube is owned by Google, the two platforms operate differently. Understand the competition on both platforms. Use a keyword research tool to find good keywords for the competition.
- Embed videos. This not only helps your page rank, but also keeps visitors on your site lingering on your site.
- Avoid clickbait. Short-term rewards may be good, but many platforms prevent this and penalize marketers for doing so, which hurts their rankings. It also tends to lead to a negative reputation among viewers.
4. Versatile Videos
Videos can do more than just sell, sell, sell. As video marketing grows in popularity, businesses are coming up with increasingly creative ways to get their message across, whether it’s to increase engagement, build brand trust, or capture quality leads.
Are you promoting a new product or service? Create a video demonstration. Do you need to explain complex concepts in no time? Create short educational animations. Is your business trying to build a reputation as a community leader?
Most of the social media platforms allow video playback. While video marketing can be effective on its own, it produces better results when combined with a broader content marketing strategy, especially since videos can contain static text and images, which makes them ideal for repurposing existing text and images as video content.
For best results, make sure to match the type of video to your goals. Some of the most useful videos for marketing are:
- “Explorer” videos: These videos are meant to be fast and informative, and they’re good at encouraging potential customers to act with new information. Lots of animation and feature animated stories or whiteboard backgrounds.
- Brand videos: These are high-quality productions focused on building brand awareness and capturing the company’s mission, culture, vision, etc.
- Product demonstrations: Instead of telling potential customers about the main features of your product or service, you can show them live via video.
- Testimonials: Showing customers who have successfully used your business’s products or services is a classic and valuable marketing tactic.
- Landing page videos: Placing a short video on your landing page will attract visitors who ignore your written copy. It’s best to include a call to action (CTA) at the end for this reason.
- Event video: If there’s a popular event (e.g., music festival, parade, or conference) that is relevant to your business, you can film parts of it and edit it down to a brief highlight with a marketing message. This allows you to hitch a ride around the event.
5. Video Builds Trust
An invaluable part of content marketing is building long-term relationships with customers. People love to share videos, and that includes sharing videos from their favorite brands. Build trust through entertaining or informative videos encouraging customers to seek out your business. By triggering an emotional response, you invite viewers to form a connection to your content.
The value of trust-based marketing extends even further. Think about the popularity of YouTubers and other social media influencers who are make a video. These elite consumers can initiate and have a conversation about your product or service. If you can earn their trust, you can also earn the trust of their thousands, hundreds of thousands or even millions of followers. Such approval is a serious seal of approval.
In addition, in the realm of the e-Commerce business, cultivating trust is a must. Regardless of how much progress has been made in cybersecurity and secure payment methods, many people still feel uncomfortable making online purchases, fearing scams and other types of scams. A well-made, informal marketing video can relax them a bit and increase their confidence in making an online purchase.
Consider a few things when creating videos to build consumer trust:
- Target audience. Who is the typical audience you are trying to connect with?
- Target emotions. What specifics do you want viewers to feel when watching the video? What will they have to feel when it’s over?
- Humanize the brand. Does your video connect with viewers on a personal level through the story?
The world of marketing is changing rapidly. The widespread internet access and the popularity of social media are increasingly changing the strategy towards content marketing. In particular, video marketing has become a powerful tool for reaching millions of potential customers, as well as maintaining a relationship with the current one.
While it may seem too complex at first, advances in technology have made video marketing an affordable option for most businesses. There are also many video marketing tools available. Businesses can increase sales, conversions and engagement with a variety of video content that is SEO friendly and builds trust.
With a little knowledge, creativity and the tips in this article, any business can implement a video marketing strategy with success.