Video Marketing - An Essential Tool?
You’re probably already familiar with the virtues of written content and images. But what if I told you that videos can be a valuable addition to your marketing strategy and search engine optimization (SEO) efforts?
According to a recent survey, a whopping 92% of marketers who have integrated video into their strategy say that it’s a crucial aspect of their campaigns.
And it’s not difficult to see why.
While in the past marketers were somewhat skeptical about the utility of video marketing, nowadays the power that can be harnessed through video cannot be denied.
Let’s talk about the value of videos for small businesses and how they can take their websites to the next level.
What Is Video Marketing?
Video marketing is the practice of integrating videos into your marketing strategy. Just like written content, videos are created with the purpose of growing brand awareness, attracting traffic and clicks, and ultimately, increasing your audience and the number of sales.
For a small business, that is a valuable component and – some would argue – essential to its growth. Content that can be created for the purpose of video marketing can range from ads to presentations of products, services, of the company, etc.
Why Is Video Marketing Important For SEO?
Did you know that videos can significantly contribute to your SEO efforts? Videos are optimized for SEO, just like any other type of content.
That means that when users search for the keywords you use, and your video pops up alongside hundreds of pieces of written content, they are more likely to click on a video than they are to read an article.
For your website, that transforms into user retention, and increased clickthrough rate, as well as significant growth in shares and backlinks.
Videos represent high quality, engaging content that audiences will organically be attracted to. Text-based content isn’t likely to disappear, but video content is highly attractive, so the more high-quality, genuinely interesting videos you create, the more likely you are to obtain an increase in traffic naturally.
And since you’re making the effort of creating video content, you also must make sure you are maximizing its potential and utilizing it to the best of its capacity.
In practical terms, that means making sure you are putting out the best videos you can create. Some things you should consider are video & audio quality, updating descriptions and titles on all your older content, and remembering to share on all your social channels.
Storytelling & User Experience
Believe it or not, videos also enhance user experience on your website. When people land on your page, you want to grip them with something engaging and exciting. Written content and photographs can do that, but the video does it even better.
Especially when it comes to storytelling, nothing can beat the qualities of video. Whether you’re creating an ad for your small business, or just a video explaining your services or a run-of-the-mill process, the experience of learning this information in video form vs. reading it enhances user experience and helps with retention.
Easy to Share
Of course, the other main benefit of video content is how shareable it is and its increased potential of going viral, or just reaching larger audiences. Video content is easier to consume, because it’s more engaging and requires less effort on the part of the viewer, vs. reading text.
Also, it’s lively and dynamic, and it easily retains the viewer’s attention, making it content that is ripe for sharing. It’s an especially good strategy to post video content on social media pages, in order to give it the best chance to fulfill its potential and reach as many people as possible. That creates excellent results for your backlink profile. The more the video gets shared, the more your site will be linked.
How Can You Take Advantage of Video Marketing?
Now that you’re familiar with video marketing, what can it do for you and your company? How can you take advantage of video marketing and integrate it into your strategy?
As I mentioned, creating videos as content for your website not only pays off, but is recommended. They should be published alongside other forms of content, of course, but do not underestimate the popularity and potential of video content.
Especially for posts where you explain something, consider choosing video over text. “Show, don’t tell”, is a critical concept of film narrative that you should be incorporating into your own storytelling. Any concept, process, or explanation you need to illustrate can be served better through video than through text.
Product Reviews, Unboxings & Demonstrations
When you have a new product or service to show off, having someone create content featuring it and its benefits can really pay off, in terms of consumer trust. Most people check reviews before making a purchase, so it seems natural to ensure that this kind of valuable resource is available to customers. The unboxing niche is extremely popular on YouTube, so you might consider tapping into this.
It should come as no surprise that marketing through video can be more effective than other traditional forms of advertising. A video ad is more compelling than any copy you can write and any photograph you can come up with.
According to statistics, user retention grows with two minutes for each person accessing your site when they watch a video, and the likelihood that they are going to make a purchase grows by 64%. That can translate into a significant boost for your conversion rates.
Remember the Marketing Hub
The notion that there is social media and there are websites but these are somehow separate is not good.
A small business website has to be at the core of everything you do in terms of marketing, promotion, attracting new business and keeping customers informed.
If a picture is worth a thousand words, then video is even more valuable and can express so much more, and in a comprehensive way. This medium is not only perfectly suited to marketing, it is now essential, particularly thanks to its value to your SEO campaign. If you’ve never used videos in your marketing strategy before, you will no doubt discover its value as attractive, high-quality, sharable content that can grow your business.
This article was generously written exclusively for CNL, by Diane Brookes from broadbandsearch.com