If a picture is worth a thousand words, a video must be worth millions. More online video content gets uploaded by internet users in a month than the 3 major U.S. TV networks have created in the past 3 decades combined. As the total number of websites, apps, and screens in front of us continues to grow, it becomes increasingly difficult to cut through all the noise to get your message heard. This is why there are so many reasons to pursue a digital marketing strategy that includes a healthy amount of video content creation.
How Video Marketing Can Contribute to Your Sales Growth
- Improves conversions
- Increases Marketing ROI
- Increases customer lifetime value (CLV) by building trust
See the Magic of Video Marketing
Video marketing has the ability to engage and retain leads and customers in ways that text can simply never achieve. Pictures are more powerful than words when it comes to generating leads and increasing brand awareness. However, if you consider the power of video marketing you’ll find evidence that it is one of the biggest Internet traffic drivers available in visual content marketing, including V-blogging
Video content marketing is the future of social media marketing and overall Internet marketing. Every month, viewers of YouTube see over 3 billion hours of video combined, and video content is responsible for 33% of all activity online. YouTube marketing and video marketing, in general, are stellar lead generation tools and can do wonders for your conversion rate. The Online Publishers Association found that 80% of surveyed users could remember a video advertisement they watched online in the previous month and that 46% of them responded to a call-to-action after viewing that ad.
Visual Content Marketing: On the Rise
As the world of online marketing continues growing, there is the opportunity for your company to grow, too! ReelSEO reported that 96% of B2B organizations use video in their digital marketing campaigns in some method and 73% of these reported positive results to their ROI. According to ComScore, the average user spends over 16 minutes watching online video ads every month, which is why around 65% of digital marketers in the U.S. are increasing their mobile video advertisement budgets.
You don’t want to be left behind, somewhere in the last century. Broadband high-speed Internet connection and a faster, more reliable mobile service demand you join the video revolution. You probably can’t afford not to!
Retaining Your Viewers and Converting Them into Paying Customers
Users who enjoy your video advertisements will nearly double their intent to purchase, and their brand association increases by an astonishing 139%! Combining video with a full-page ad is shown to boost user-engagement, and including video on your website’s homepage usually improves your conversion rates by up to 20% or more. Even more impressive, however, is the fact that including a video in an introductory email you send out will increase that email’s click-through rate by between 96% and 300%! Visual media is truly engaging and persuasive and can become a tactic to improve your Marketing ROI.
Read: How to Measure Your Return on Digital Investment
Since the average person stays longer on a site infused with video than they stay on static websites, it’s no wonder that 22% of small businesses in the U.S. are planning on posting a video sometime in the next year. Of those surveyed, 76% of marketers are increasing their video marketing on sharing platforms like YouTube and Facebook. According to Forbes, 65% of business executives who visit a target website after watching a video, and 39% of them actually will call a vendor after viewing sales video. This is all largely related to the statistic that viewers retain 95% of a message when watched in a video compared to 10% when reading it in text. If that isn’t compelling enough, just remember half of the executives who learn about your product or service in a video will seek further information.
Producing Your Online Video
With today’s technology, it has become much easier to supply your inbound marketing strategy with video content creation than it has been in years past. Every smartphone and tablet, as well as most laptops, come with integrated video camera capability, allowing anybody to opt into this visual revolution. At the same time, there are higher-resolution options that abound like never before. For only a modest sum, business owners could invest in their own video equipment, such as a GoPro or a drone equipped with cameras. The GoPro Hero 6 is the newest addition to the family, complete with a touchscreen, voice control, and waterproof capacity up to 33 feet. For drones, the Phantom 4 has become a technological success, with indoor and outdoor precision hovering, an automatic braking system, and visual tracking in case of GPS signal loss.
There are a number of online software tools to edit and produce video content right from your own computer. Beginners can start off with programs such as the standard iMovie software that comes with any Mac computer and is known for its extremely user-friendly and simple interface with multimedia editing options but has an upgraded version with a wider selection of options. DaVinci Resolve is one of the best video editing tools online, with a free version for beginners and a paid option with more complex editing, calibration, and post-production tools. There are also programs geared more towards professionals such as Adobe Premiere Pro, which is popular with many professionals and is frequently used by television studios, and Final Cut Pro X, the standard for post-production and video editing that even allows for editing of 360-degree footage and 3D effects.
Professional Video Production
A professional quality digital video is available at our fingertips if we’re willing to learn the software and do the editing ourselves. With statistics reported on Forbes such as the average user spending 88% more time on a website with video, it would be viable to see a strong ROI from allocating marketing funds towards a professional video development specialist. It could make all the difference when trying to build video content that drives new traffic to websites and landing pages. As your inbound marketing strategy goes, promoting your brand or service on YouTube Advertising and Facebook Ads remain a surefire method of increasing retention and conversion rates.
Size Matters: Shorter is Better!
The Jun Group discovered that people tend to share videos that are only 15 seconds or less 37% more often than they share videos between 30 to 60 seconds in duration. The completion-rate of half-minute in-stream mobile video ads is an astonishing 88.3%, but video advertisers prefer pre-roll ads (video advertisements that play before the desired content) by a margin of 3 to 1 since they have the highest likelihood of being watched to completion.
Another important consideration, according to Google, is that 4 out of 5 viewers will click away rather than wait when experiencing a slow connection or high network traffic. And while 20% of viewers tend to click away from some videos in as few as 10 seconds or less, a full 60% of viewers will watch videos for over a 2 minute before clicking away while 45% stay watching between one and two minutes. For some reason, users of the iPad generally tend to watch much longer than average viewers, more often staying with their content for up to 5 minutes.
V-SEO: Why Video SEO can catapult you to the top of Google
Video SEO, or V-SEO, is the process of optimizing a video’s metadata content so that search engines can understand what your video is about and who it might be for. Addition of video to a website is already intelligent SEO because of video’s ability to retain an audience compared to a static website. But as part of an inbound marketing campaign, you can take SEO further. The average browse time on websites by users is a mere 4 seconds. The power of video marketing, however, keeps a user engaged for an average of 2.7 minutes, according to various studies. Nearly 3 full minutes of visitor retention is a huge improvement over only a few seconds by any rational standard.
Optimizing your v-SEO
V-SEO utilizes the power of video to captivate and retain an audience by ensuring a video’s metadata is as relevant as possible to what real people are actually searching for on the web. When visitors find your website through a search engine such as Google, a visitor’s time spent after clicking through is tracked to determine how good the search result is.
By keeping your audience far longer with video, you’re telling Google to keep raising your SERP rank for whatever the visitor searched for to find you. Time spent on a website is measured as relevance. This tells Google and other search engines that you are delivering valuable content that should be promoted above websites where the user quickly returned to the search results to try again.
Using Captions and Transcription
Video should ideally be captioned as well as transcribed into text within the HTML document. This isn’t always practical, but both are important in order to optimize and grow your audience. Some of your audience will likely not hear the audio of your video, either from lack of access or due to default settings. Many videos on Facebook, for example, play with their audio muted by default, and videos with captions of the words being spoken are watched for a much longer duration than non-captioned video.
Promoting Your Inbound Marketing Videos
It has also become easier than ever to promote your video. A savvy inbound marketing agency relies on the breadth of social media applications in use today to disseminate video content on an unprecedented scale, letting quality content spread over lower quality content with the power of viral sharing. Studies have found that a whopping 92% of people who watch videos on their mobile device will share videos with friends and followers. With YouTube users watching more than 3 billion hours of video per month, you’re sure to grow your audience and potential clientele by effectively marketing your video content on the biggest sites like YouTube and Vimeo, as well as on the major social networks including Facebook, Instagram, and Twitter.
Live streaming on Facebook is becoming an increasingly popular tool for video promotion. More and more marketers are realizing the importance of embracing SnapChat as well since it is rapidly spreading in use and popularity. By optimizing your V-SEO and paying attention to production quality, keeping it short and to-the-point, and leveraging the power of social media, you can experience a stunning ROI by investing in a top-notch inbound video marketing strategy!
This year, it is forecast that video content will drive 69% of internet traffic. The future is visual. It only makes sense that visual content should become a marketing strategy in its own right. Knowing how users consume information gives a business a definite edge: by crafting the message on an attractive medium, you can seamlessly take your lead generation to the next level - closing.
How to Promote Your Videos
AdWeek gives us some great examples of how to promote video content online
- Optimize your metadata - including titles, subheadings, tags, and text
- Tap your personal social networks for subtle sharing to your friends, family, and colleagues
- Don’t underestimate the power of video sharing sites (such as YouTube or Vimeo)
- Reach out to other bloggers that often cover similar topics to your article
- Share your videos in specific niche communities, forums, and groups for targeted interactions