web content writing

Video Marketing: Top 6 Reasons It Is Essential

There are statistics and numbers left, right and centre showing that video marketing is much more effective than marketing without video. These are pretty convincing for some time now, and they just sound right. It is amazing, though, how many online “marketers” still haven’t heard about it, or still haven’t really got the message in that they still don’t know how to apply video (properly).

Initially, let us look into the major facts making video marketing such an effective selling tool. I discovered the following list of pretty straight-forward top-6 facts here plus the additional list further down to the bottom, both hammering home the basic idea and making you get the message right away:

  • Companies from A like Apple to Z like Zappos, the online shoe retailer, use video extensively; Zappos, for example, makes product demo videos for every one of its shoes, and their video team produces more than 2300 videos per week
  • Why? Because, according to another set of Zappos data, the company’s conversion rate grew by between 6% and 30% for items that included product demos. In addition, site visitors who viewed a video prior to buying a shoe were 52% less likely to return it
  • Stacks & Stacks, the online kitchenware sellers, reported shoppers to be 144% more likely to purchase from their site after watching a product video compared to those who didn’t
  • Companies and brands from Adobe to Adidas, Volkswagen to Amazon continue to shift their online marketing strategies aggressively toward online video
  • According to internet research company comScore, users share more than 700 YouTube videos using Twitter every single minute
  • You will be using video in the marketing effort for your business — not because it seems “cool” but because your audience is demanding it

It’s pretty obvious that marketing for your business can’t afford to ignore online video marketing. So, why video?

  • Search for video on YouTube is serving as the second largest internet search engine
  • YouTube scores an overall third among the most visited websites in the world
  • Video shows up on page one of current “number one” popular search engine Google
  • A single video is worth 1.8 Million words
  • According to comScore, 45.4% of online users view at least one video online per month
  • The average user is exposed to an average of 32.2 videos in a month
  • Over 100 Million people watch online video every day
  • According to comScore, viewers spend 16 minutes and 49 seconds per month on average watching video ads
  • The average website visit without video is 50 seconds
  • The average website visit with video is over 5 minutes
  • 73% of sellers say they would promote their listings with someone using video to market their item
  • An Australian marketing group reports that real estate listings with videos receive 403% more inquiries than those without videos.

Top Five Tips for Marketing with Video

It is not a secret that Video is one of the best tools there is for both internet and traditional marketing campaigns. Video is quickly gaining popularity among businesses. Statistics show significantly higher levels of visitor engagement, significant increases in conversion rates, and improved search engine optimisation results when video is used in marketing activities.

Companies both large and small have a huge need for quality content. Content was king since the very beginning of commercial internet use, now it’s not “just content” anymore but Video Is King, meaning that content with related video scores the highest.

A well-produced video can be just the thing to catch the attention of your website visitors or prospective customers in a brick-and-mortar setting .

The following five tips explain how to use video to improve SEO for internet selling and draw in more customers both online and off:

1. Pre-Production: Draft an actionable plan containing a list of reasonable and achievable goals for your video before you start shooting it. When working with a pro, ask them to incorporate these marketing goals at the pre-production stage and shoot in accordance with them. Time is money (for both yourselves and your video producer), and this greatly saves on unnecessary footage before it is even produced. Targeted content with a solid call-to-action does the trick. You want to take viewers to the next step of the sales funnel.

2. Create high-quality videos: not necessarily hiring a big-time production firm (expensive), but have your video shot with a few simple techniques in mind in order to not have it bounce (viewers leaving after a few seconds, bad for SEO rankings) and, that way, do more harm than good. Only start after solid pre-production (your own goals written down, properly transferred to video pro’s shooting plan), avoid long-windedness and slow-moving storylines. Make sure that state-of-the-art equipment is used (you want a production pro knowing their job, using the right lighting and other equipment to come up with well-produced HD video footage to be made into a brief clip, ideally less than one minute in total length.

3. Host your videos on your own domain: while YouTube or Vimeo and similar hosting sites may seem convenient for hosting videos, they will not let you have the benefit of increased web traffic to your own website. To tap into YouTube’s high visitor traffic, consider having your video pro extract an introductory video and post this with a brief text description and a link to the full video on your own domain (or have your video or marketing specialist do it for you). This will increase your visibility and drive visitors to your own site, and that’s where you want them to be (not YouTube)! On top, include share buttons for your videos, blog posts, and other content to give others the opportunity to amplify your reach.

4. Optimise your videos by adding meta descriptions: search engines cannot see but need to get an accurate picture of what’s in your video. Be sure to only use terms of what is actually in your video to avoid viewers quickly moving on (counted as bounces and damaging your rankings).

5. Use social media to get more traction from your video by distributing it across social media channels: when the above is done, don’t stop here but get more bang for the buck by also posting the video on all of your social media sites for your audience to re-share and enjoy.

We can help you to effectively use video marketing for both your online or traditional business and increase website traffic and customer conversion rates. Our business-friendly priced packages cost significantly less than the benefit they provide. Check out our video production services or get in touch with us for a free quote.