Think about your own recent experience on brand websites and social media outlets. More times than not, do you find yourself clicking text links or video play buttons to learn more? Exactly.
The future of digital marketing is in video and not just because it has the most effective ROI of any digital element for online marketing. While it has other convincing metrics such as improved organic search visibility, boosted CTR (click-through-rate) and conversions, as well as greater likelihood of sharable content, none of those are the biggest selling point.
The biggest selling point is that video enables your brand to accomplish the biggest hurdle that companies today face: effective storytelling.
The Proof is in the Video
According to Nielsen, about 64% of marketers expect video to dominate their strategies in the near future. Small businesses are right in the game with more than one-quarter using video for their web strategy.
Video goes beyond text and allows brands to tap into human emotion. In a video, people can see subtle things such as body language, facial expressions, and other powerful images. They can hear music and words that are designed to resonate more deeply with audiences.
Studies show these cues go a long way, with about 80% of people reporting that they are more likely to buy a product after watching a video about it. Simply, video allows you to tell your story in precisely the way you want people to hear it.
Video content goes the distance for your company in so many tangible ways. Here are just a few key benefits outlined below.
Improved Search Visibility
The best part about video is the engagement factor. Since people today don’t have the longest attention span, video is the best technique to grab them. In fact, Forrester Research found that the presence of video on a web page makes it 53 times more likely to appear on the first page of Google.
Unlike static text, people can engage with video content. They can watch it, hear it, spend more time with it, and share it with others.
As more people access videos with boosted levels of engagement, search engines see these strong “indicators of relevance” and boost the search rank of your content with higher (and very lucrative) rankings. This in turn translates into other measurable perks such as:
- Increased dwell time (more time on the page)
- About three times more natural inbound links
- Between 80%-150% more unique monthly site visits
- Close to 41% higher click-through rates from the SERP
- An increased 20-30% level of conversions
Reinforced Trust and Credibility
There is nothing more powerful than human connection. Video allows you to build this bridge in a way that text cannot. With the use of eye contact, voice, and intonation, you can effectively communicate the true meaning of your message by capturing all the nuances print misses. Brand videos help you build and keep that critical relationship with your customers.
Increased Searchable Footprint
Bring all your great video content to YouTube, which is also the world’s second largest search engine. With a dual presence on your website and YouTube, you can ramp up your brand visibility quickly and powerfully if you do it correctly. Not only can YouTube help increase your rankings and your traffic, but it can also bring your brand to new unexpected places and audiences.
Make Video Production a Priority Now
Video content is a trend that is here to stay and will continue to evolve and grow. If you want to stay competitive, your brand must invest in a video strategy. Make sure you get the right professionals on board to bring your strategy to fruition. Website optimization (with a key focus on video-enhanced landing pages), proper advertising (selecting your own audience and channels over third party networks like radio or broadcast TV with less qualified prospects), boosted traffic strategies, and audience development (building with SEO or buying through PPC) are all essential for building (and measuring) ROI and strengthening your brand in this digital marketing era.
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