It’s no secret that video is great for marketing your business. In fact, it’s fast becoming the go-to form of content for marketers across the globe. Loom Account Manager Thom Popejoy explores what makes video content so valuable to businesses and advertisers in 2018 and beyond.
In a world where people are constantly bombarded with sales messages, the competition for a viewer’s attention is at an all-time high. Ads have made their way into peoples’ pockets, with more internet users browsing the web on their mobiles than their desktops. This competition for attention presents a challenge for anyone who wants to market their business online.
So, if you’re asking yourself: How do I present my message in a compelling way? How can I get it seen & heard? Look no further than video, the most popular online media form today.
Marketing videos have become ever-more commonplace on the web. According to Wordstream, 72 Hours of video are uploaded to YouTube every 60 seconds – that works out as nearly 104K hours of video going onto YouTube every day!
Thankfully, the demand is there for this content. The high consumption of online video represents a key opportunity for businesses. For those who want to increase brand awareness, website traffic and conversions, videos should be treated as a top marketing priority.
Not convinced? Let’s have a look at some key facts that explain why videos are such a valuable tool when it comes to engaging today’s audiences online.
It’s clear that video can be a valuable tool for online marketing. However, a common misconception among businesses is that it’s best used as a branding tool rather than a website traffic generator.
But the truth is video can be used successfully for both branding and traffic acquisition, making it an extremely diverse and rich marketing tool for businesses.
For example, videos can be used:
To generate traffic, the trick is to use video strategically within the consideration phase of a user’s buying journey. Social media is one area where this can be effective. Successful videos at this stage of the funnel will send high quality, engaged traffic to your site that is more likely to convert.
Aside from traffic and awareness, video has also proven to be highly effective at pulling people from the consideration stage into the conversion phase on the sales funnel.
In fact, in Hubspot’s Ultimate List of Marketing Statistics for 2018, they state that using videos on landing pages will increase conversions by 86%. A further stat from Buffer shows that companies using videos in their marketing have 34% higher conversion rates than those that don’t. Furthermore, according to Animoto, 96% of viewers find video helpful when making purchase decisions online.
While it’s clear there’s a correlation between video content and conversion, simply placing a video on your website isn’t enough to guarantee better results. You need to ensure your video content speaks to your audience in a compelling way that results in a conversion.
So, when making your videos, you need to consider if your video:
Once you have the perfect video crafted and have considered the pain points of your audiences, you should be in a good place to reap the benefits.
In addition to using videos on social media and landing pages to drive awareness, traffic and conversions, they can also be searched for on Google. This presents another potential source of engaged viewers who can discover your video.
So, if you want users to find your video organically, upload it to YouTube. Why?
General keyword research can be used when you upload your video content to YouTube. By applying some of this basic SEO optimisation to your video’s description, title and meta data, your video content is far more likely to reach audiences who are searching online – creating a whole new audience for your video.
In addition, videos with a high CTR (click through rate) on YouTube will send a positive signal to Google around their popularity and usefulness. This means that if your video has a high CTR Google is more likely to reward it in the SERPs, helping your video to rank organically and gain extra visibility.
Top Tip: Create and upload a transcript for your video using your priority keywords. Google’s crawler bots will read the transcript, titles and metadata to understand that video content. If you can optimise supplementary text using effective keyword research, Google will favour your video in the SERPS.
Put simply, video content can do three things very well: deliver brand awareness, drive traffic, and help to assist conversions.
If you are a business struggling to get engagement on your content, using video will help you in these ways:
Our team of digital marketing experts can help you make your video work harder online. Get in touch with our team at [email protected] or give us a call on 0117 923 2021.
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