Video content isn’t anything new; but please understand that right now…video is the wave and it’s time to jump in. Video marketing is certainly not a tactic to be taken lightly.
In fact, YouTube is now the second largest search engine on the web and while video marketing is frequently an afterthought, its value demands a front-runner position in your content marketing plan.
If you haven’t incorporated video into your content marketing plan yet; you could theoretically grab a camera and start shooting and the views and clicks will start rolling in and you’ll soon be reaping the benefits, right? Well, not really.
The main requisite is deciding what you’re actually trying to do with all these videos. Uploading video to your website for the sake of it isn’t going to improve your marketing.
If you’re just getting your feet wet with video, a great place to start is by learning why you should be utilizing video content, what kind of videos to create and some placements that you can use to increase your conversion rates.
Time after time, video has been proven to produce conversion-boosting benefits. Don’t you think you’re due to take advantage of the medium and use it to grow your business? If so, let’s get started!
1. Improved SEO
First off, utilizing video in content marketing efforts will without a shadow of a doubt improve your SEO. In fact, adding a video to your website can increase the chance of a front page Google result by 53 times. Of course, that’s when its done the right way.
2. Stronger Consumer Attention
Video have been proven to demand more consumer attention than any other medium. And while we’re in the midst of what some might call a content-overload for consumers, capturing and retaining attention remains the absolute key.
3. Higher Engagement
We’ve heard over and over that visual content is the key to great engagement. Video is no exception in the least. So when you’re considering what types of posts to schedule on social networks in the coming weeks, think video. Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.
4. More Video-favored Technology
With the increased consumption of video and the resulting rise in production and automation, technologies are leaning more and more towards favoring the video-marketer.
Consider Facebook’s addition of the auto-play for example. It’s hard to argue that a status update or link to an article demands as much attention as a video in your newsfeed.
5. Greater Optimization Opportunities
How much of your latest blog post did readers consume? Did they re-read parts of it? Did they just skim or come back to it later and read it again? Did they share it with friends and family?
The truth is, it’s pretty hard to answer these questions on text-based content. So where are you placing these videos? Here are a few places to add your videos to help bolster engagement and further optimize existing pages on your site for example.
Here are some great placements for your marketing videos to boost your conversion rates:
Use Videos On Your Product Pages
Whenever you’re buying a product online, it’s often difficult to get a solid feel for how the product really works or what it really looks like, even when there are high quality photos. Face it, tangibility is still a deciding factor for a majority of potential customers.
Take a pair of sneakers you may have been eyeing for example. They may look pretty slick in the photos, but how do they really look when you’re walking around in them?
You can of course look up a plethora of photos or you can simply find a clean video that depicts a model walking in the shoes. This alone can give you better understanding of how they will look on your feet—a vital piece of information that could convince you to go through with the purchase.
So does it work? According to one study, 73% of consumers say that they are more likely to buy a product after watching videos that explain how it works.
Use Videos On Your Landing Pages
Large campaigns where prospects are being funneled to a landing page are a great example, as there are a number of reasons why adding a video is a good idea.
First and foremost, if your traffic is coming from a rather broad range of sources you may subsequently have a large number of cold leads who have never heard of your product or brand before. A video can bring that additional human element, educating prospects about your business and providing reassurance that you are trustworthy.
Landing page videos also allow you to get your message and intent across quickly, which is vitally important.
According to one study, videos are also more memorable than text, with viewers retaining 95% of a message when they watch it in a video compared to 10% when reading it in text.
Of course the real reason you want to include a video on your landing page is that it can increase conversions up to a staggering 80%. Now those are results anyone can get behind.
Use Videos to Capture Leads
Using videos to encourage conversions via shopping carts or lead magnets is one strategy, but don’t think for a moment you can’t just utilize the videos themselves to generate leads.
These days, it’s rather simple to insert a sign up form at a key moment in your video.
An analysis was conducted by Wistia of over 15,000 videos using its Turnstiles feature and found that an email capture form placed in the first 10-20% of the video achieved conversion rates from 38-43%.
For the best results, you need to create a compelling introduction to your video, then introduce the email capture form. If you leave your prospects wanting more, they’ll only be too eager to enter their details. Digital marketing Jedi mind tricks indeed.
Use Video Testimonials
Society is a powerful force; and so is the status quo. This is telling when you realize how social proof is a powerful persuader, and 88% of consumers trust online reviews as much as personal recommendations.
But what’s even better than an online review? A a simple video testimonial! Video is a powerful and intimate medium that can help you convey an authentic message about your product or service that is far more effective that an online review.
Video testimonials conveys that you have a deep connection to your customers, and that your service was so good, that they’re willing to go above and beyond to recommend you. Check out these video testimonials from Omada Health for a quick glimpse at what you can have for your business. Powerful stuff.
Using a Video on Your Homepage
Finally, but not the last application of the medium we have the video you place on the home page of your company’s website. Homepage videos are a little controversial to some, and while they can boost conversion rates up to 80%, there are quite a few caveats when using a video on your homepage.
The first thing you need to be sure of is that the video doesn’t distract users from the CTA. Avoid annoying pop-up videos at all costs, over-the-top autoplaying videos and background videos if whenever possible.
Instead of being the main attraction, your video should bolster the claims you make on your homepage. Also make sure that your homepage video doesn’t slow down your page load times or affect your user experience.
6. Higher Retention Rates
65% of viewers watch more than ¾ of a video, which is exceedingly more than we can say about textual-based content. So if you have a message to get across, video might be the way to go.
7. Better Email Click-Throughs
You slaved over that email copy for days, even burning the midnight oil to make sure it’s perfect. It has to be since it contains important information for your customers! But does it resonate? Will it drive results? Will recipients even read it? Enter: The Age of Video. The use of video in emails has been shown to double click-through rates. More effective emails? Yes please!
8. Rise in Accessibility
While creating a video used to take many months and many thousands of dollars, the production of great video content has become much more affordable in the last few years. Technology and the rise of agencies that service business has allowed for video content to be created with most business budgets.
9. Stronger Emotional Connections
Video is the most powerful way to evoke emotions online. It’s truly King because it offers an array of attributes above and beyond traditional content like tone of voice, face expressions, and music, just to name a few.
While you may not have feel the immediate need to run out and buy a product from an emotion-filled video, they will likely be at play later on in a more subtle and subconscious way The implanting of these emotions and notions on a subconscious level plays it role in the overall decision making process as well.
Evoking emotion in marketing has been proven to positively impact consumer decision-making, even in B2B markets.
10. Increased Conversions
The number one reason for using video in your content marketing plan? Easy; video converts more customers. Simple, right? Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. Need we say more? It’s time to add video content to your marketing strategy today!