video marketing
Video marketing is becoming increasingly common, as the technology to make it becomes more and more accessible. Today, high quality videos can be produced for a fraction of what they used to cost. Some businesses are still hesitant to embrace video marketing as the major resource it is. Both product and service videos increase conversion and video has a great return on investment. Video marketing adds dollars to your bottom line.
Video marketing: Product videos boost conversion
Product videos greatly increase conversion. There are competing studies, but most agree that the impact of videos on conversions is north of 50% increase over previous totals. When you’re selling online, you have to remember to appeal to the senses. Online shoppers can’t touch your products; they have no information for their senses. Video presents a richer visual experience than looking at static pictures. It’s much easier to imagine how cloth feels when you see how it moves, for example. Providing details helps cement the decision to buy.
Video marketing: Service videos cement authority
Products aren’t the only pages that could use a video. Service videos establish trust with the audience. If you keep your videos informative, interesting, and showcasing your corporate culture, you can gain the respect and trust of your audience. This increases the odds that they’ll choose your business. Put as much thought into the staging of your videos as the content and you’ll telegraph your desirability to your potential clients.
Indirectly boost your search engine rankings
Video marketing has a long shelf-life. As long as you devote a portion of your video marketing budget to content that stays relevant, you can recoup the cost of production—and then more. The boost to authority and conversion alone can help. However, video marketing helps your business in more ways than direct conversion. While conversions drive money directly to your bottom line, video can help you get more leads to begin with.
High value content is key to successful search engine optimization. Most people focus on keywords and meta descriptions. These areas are essential to success, but adding a video to your page can do almost as much to send your page to the top spot in Google. A top level video has been reported to increase the likelihood of claiming a front page spot on Google by a staggering 50 times.
Find where your message goes wrong
Videos include a metric that will directly allow you to know where you’re going wrong with your messages. You can measure bounces, drop-off rates, and average number of times viewed to figure out how your message is doing. For example, if you lose a third of your viewers before the two-minute mark of your video, you can quickly change the video to something more relevant. Streamlining and tweaking your content based on these metrics (and others) will allow you to refine your core message into something people will actually pay attention to.
Video marketing is more accessible than it’s ever been. Bringing product or service videos onto your pages will increase conversion, but it can do more than that. Refine your message and boost search engine rankings at the same time with video marketing.