There’s no denying that video content is the leading trend on the rise in the digital marketing game right now.
However, not all video marketing strategies are created equal. Video marketing content with high-quality production produces tangible SEO results and increases your bottom line. It needs to be something that people want, and enhanced with SEO just like written content.
When you connect quality media with topic-driven content that effectively communicates with your target audience, you’re bound to see results. Let’s break it down.
5 Reasons Video Marketing is the Golden Ticket in 2017
Today’s Technology Favors Video
According to Statista, in 2017, there are an estimated 4.77 billion mobile phone users worldwide, and an estimated 2.53 billion of those are smartphone users. That’s a lot of screens. This smartphone boom has provided users with the ability to search for information at any point during the day or night.
Instead of constantly swiping through long form articles and reading material that interests them, the immediacy of search has let to a boom in video consumption. Video plays on mobile devices mean that there is no reading or swiping to learn. They can literally just let the video play and capture the same information.
This is why you’ve seen an exponential rise in social platforms like Facebook, Instagram, and Snapchat introduce more and more video products in the past year. Consumers are now accustomed to videos explaining everything from delicious dinner recipes to car repair tips and tricks, and your company should not be missing out on this video marketing opportunity.
People Connect to Video
Video allows you to appeal to the emotion of your audience in a way that text is limited. With the use of continuous imagery, music, and an authentic message, videos allow you to identify and speak directly to your specific audience’s wants and needs. You can also easily articulate the brand and values of your company culture with video in a way that is difficult to accomplish or prove with text alone.
Think about it like this: When videos go “viral,” what is it that typically drives that peer-to-peer sharing? It’s not the brand that’s being shown. It’s not the topic of the video. It’s always the way that people are reacting to what they are witnessing. That connection is what video content has that written blogs and still graphics can’t replicate.
Search Engines Love Video Content
Google and other search engines are well aware that consumers favor videos right now. That demand is one of the reasons why video content boosts your SEO significantly. In the eyes of Google’s algorithm, content that people want adds to the authority of your website, and the increased organic traffic is a result of the shareability of video content.
There’s another factor that comes into play. It’s that people are searching for video content specifically. What do we mean by that?
Google is the largest search engine on the planet. Following them isn’t Yahoo or Bing. That position is actually reserved for YouTube, and it just so happens that Google owns YouTube. What a coincidence. Using Google to search for information is just like using YouTube to search for information. When a result comes up that YouTube would rank for, it ranks on Google’s SERP as well.
Increased Customer Conversions
Because videos allow for a deeper, clearer, and faster connection with viewers than text does with readers, video allows you to explain things more easily and more thoroughly in a concise and valuable package that is easy to consume. A welcome video on your home page, for example, gives you the opportunity to showcase your core values, brand identity, and services all in one convenient package.
People engage with video content more regularly, which means that they convert more regularly. This is likely the reason statistics show that video content turns customer leads into customers.
Great Return on Investment (ROI)
Videos that are embedded on your website from their hosting position on your branded YouTube channel are great for ROI. For one thing, videos on YouTube are now immediately able to send traffic to your site (many times from an interested buyer). And since you have to pay for neither the hosting or the bandwidth of the video or player, all the traffic is still free.
For another, a video has the better opportunity to explain a concept your target customer base is seeking answers for than a blog post. While search engine algorithms may like blog posts because they can analyze and contextualize the phrasing, video actually reaches the key decision makers at a company. A common tactic for many video marketing strategies is to let the blog content bring in the customer, but let the video sell them.