Video is a powerful marketing tool that demands full time-bound attention from your audience.
From explainer videos to creative video ads, more marketers are using video marketing today.
People are more perceptive to marketing videos than text and image based content. In fact, the word video increases open rates by up to 19% in email subject lines.
That’s a cute little piece of statistics for entrepreneurs and online marketers.
Advancement in internet infrastructure has dramatically improved connection speeds, allowing seamless streaming of HD web video on both desktop and mobile. Video is now a necessary form of engagement for big brands and small businesses alike.
This video marketing guide outlines the benefits that your business can reap by taking advantage of this highly interactive form of marketing.
Why Video Marketing is Precious
There are multiple benefits in well done video marketing.
a) Video Increases User Engagement
Reading text is an active experience where you have to choose your speed, and take in the content at your own pace.
It’s easy for your audience to skim through text and decide which sections they are interested in. But video gives users little freedom in terms of consumption. You either watch a full video, or you lose attention somewhere along the way and stop watching.
Watching video is a passive experience. When someone hits the play button, they have given their consent to be shown something. They don’t have to dig in themselves or ‘skim’ through the content like you’d do with text and image based content. This way, video tends to be more engaging. More so, the amount of information that can be shown in 1 second worth of video content is much more than what can be read in the same span of time.
By creating videos that achieve an instant emotional engagement, marketers can foster engagement and thus increase conversions.
b) Video is Great for Branding
Since a video is more interactive and personalized, it’s great for branding. Viewers can recreate the experience of being face to face with someone, much better than with image, text and audio. Using video marketing, you can show the human side of your business through physical and verbal expression.
Online video is also an effective and cost-friendly way to indicate professionalism and brand quality. If your business has the time and skills to produce high-quality video, then it will be perceived as being a legitimate organization with a genuine interest to provide a great service.
c) Video Helps with Ranking
Since search engines love video, content that has video often ranks more prominently. Your video marketing campaign can help with the following goals:
i) More traffic via rich snippets
Google sometimes inserts thumbnail images in their search engine results pages (SERPs) for web pages that contain videos. Such results tend to attract higher click-through rates as compared to standard web page results. This demonstrates how ‘video rich snippets’ can be a superb way to increase traffic to a particular website. Marketers can draw more traffic from the SERPs by including video in their content and implementing respective technical mark-ups.
ii) Link building
Links are a core metric through which search engines determine the authority of a website or webpage. Pages that contain mixed media types (text, images and video) tend to generate more inbound links than plain text or image-text-only pages.
By including video in your website content, you increase the probability that other blogs and web pages from around the web will link to it.
iii) Improve conversions
Since video content increases engagement and trust, it’s an excellent way to drive better conversions, especially on commercial pages. Nowadays, videos have become extremely popular in the e-commerce world. People will be more convinced to buy a product if they have seen a video in which the product is featured. Use video to increase conversions in any of your lead generation or sales pages.
iv) Video search engine presence
After Google, YouTube is the second largest search engine in the world. It is important to cultivate a presence on the most popular video marketing platforms (YouTube and Vimeo). Just like it helps to rank on Google, you also want to rank on these video platforms, towards increasing brand awareness, sales, and referrals.
Validating your Marketing Videos
Video is an integration of text, image and music towards a common goal. Most marketers make the mistake of thinking of video as merely a type of content. To create a video, you need to start with an idea. If you find yourself converting content into a video, then it’s an indication things have gone awry in your creative marketing process.
Answer the following questions to validate your video creation.
Would this content lose something if it was just text and image?
Have it in mind that the effectiveness of your video marketing campaign depends on the ability of your video content to create an instant emotional connection. If your video wouldn’t lose anything if it was just text and image (like with a typical blog post), then this is an indication it’s not the right fit for your video marketing campaign!
Does the idea require aesthetic and conceptual engagement?
If the idea/content you have in mind requires a visual element in order to be interesting – this is an indication that it could work as a video. On the other hand, if you realize that you’re including the visuals as an afterthought, then this is an indication that the idea is not optimal for a video.
It takes a lot of time and effort to create a top-notch, viral video. A great video is determined at the planning stage before production starts. Follow this 3-point approach every time you have to produce a marketing video.
o Plan – video marketing should be just one facet in your overall marketing plan. Think of it as an engagement tactic that’s meant to support your key goals. Whether you are looking to increase brand awareness or boost conversions, think about what your main goals are. These should guide the creative process of coming up with ideas for a suitable video.
o Produce – once you have a verified idea (using the two questions above), it’s time to create your video. This is where you think about who your target audience are. You also need to think about your production budget. Video production costs vary from a few hundred to tens of thousands of dollars, depending on the kind of content and quality you’re looking for. If you can’t produce the video yourself, find a freelancer or company that will bring your idea to life.
o Promote – if you created a great video already, this should be easy. People are going to share a video that they think is awesome. Focus on where your target audience hangs out, and show them your content. Think Twitter, Facebook, LinkedIn, YouTube, and Google+.
This informative guide equips you to get started with video marketing. 45.4% of all internet users watch at least one video in a month. There’s no reason why you shouldn’t be making use of video marketing to advance your business interests.