The most popular businesses online appeal to the major senses sight (photos, text) and sound (music, dialogue). In the last few years video has become increasingly popular on the web. The statistics say it all, currently a third of all online activity is spent watching video! And by 2017 it is predicted that video will account for 79% of all consumer generated traffic. Many businesses have already started picking up on this trend and producing their own videos and as a business you really should too, you don’t want to miss out on reaching all those extra viewers.
I’ve placed videos throughout this post to help you understand how online brands use video marketing to a huge advantage.
Video is not merely another form of content, it is a culmination of image, text, and music intended to function together for a common goal. It’s very important to first define the objective and what you want to achieve before getting started towards making the video.
Well, here are a few ways video marketing can benefit your business.
1. How video marketing can boost SEO
Did you know that YouTube video SEO also counts towards web search results? So this makes our opportunities to view far greater than web search alone. An active and well optimized YouTube channel has every chance of appearing in Universal Search results. That strategy alone should be worth using video SEO.
Ranking on the Google’s first page is an SEO’s top priority, so it is difficult to ignore the 2009 Forrester study that says “pages with video are 53x times to rank on the first page of Google search results.” Yes, that study is five years old, but the point remains – Google SERPs prioritize video results.
2. Adds the “Sticky” factor to your website
Did you know that the average attention span online is 8 seconds? You can have people leaving your domain after viewing a single page, which increases your bounce rate but this will hurt your site’s SERP ranking, not to mention people leaving isn’t the best way to sell a product. Video is the easiest way to make people stay.
You can get more ‘Page Authority’ this way, as the user’s dwell time will increase, which makes the search engine know that your content is more relevant to the topic, hence increasing your page authority.
3. Increase your searchable footprint
While video can dramatically increase your website’s visibility on the major search engines (Google, Bing, Yahoo), few businesses understand how to take advantage of YouTube, the world’s second largest search engine.
Depending on your marketing objectives, your videos can live either on YouTube or on your website. For SEO related purposes, its best advised to make the best out of your efforts on hosting the video on your domain and If your video is on YouTube, you can increase your brand’s visibility in search fairly quickly, but the traffic will go to YouTube. But if your video lives on your website, the traffic goes to your site, but it takes longer to build up your rankings and traffic.
4. Videos can stir emotion.
The reason video is more persuasive than other types of content is the human brain requires emotional input to make decisions. And no technology is better at conveying emotion than video. Unlike text or images, video adds the emotional factor to your content. Which gives you the chance to stick onto the customers mind.
In fact, studies show that over 80% of people say they are more likely to buy a product after watching a video about it.
5. Engage your audience
Through a video, you have a few mins of one-on-one time with your customers. Use this to show them the problem you’re tackling and use it to simplify your product.
Take these few mins that you have with a customer and tell them why you’re different from your competitors. You can entertain and engage large audiences while building brand awareness through videos.
Hubspot, a leading online B2B brand has upto 544 videos on its YouTube channel. It keeps its audience engaged with a good mix of both promotional and useful content. Here’s the link to their YouTube channel .