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We hate to break it to you, but if you aren’t already using video as part of your digital marketing strategy, you’re a little behind the ball. Video marketing is no longer an “up-and-coming” content strategy. It’s honestly not even really an option anymore if you want to move the needle in search and social. Every algorithm we can think of (and probably some that we can’t) prioritizes video content over everything else, so if you aren’t filming, you aren’t showing up.
Video marketing is actually now the #1 form of media used in content marketing – it overtook blogs and infographics two years ago. See what we mean about being behind? And it’s no wonder. As the technology gets cheaper and easier to access, video is becoming an increasingly powerful way to build brand awareness, highlight the products or services you offer, and highlight the value you provide.
Still not convinced? Read on.
Higher Conversion Rates
There are statistics all over the internet and across industries of companies seeing increased conversion rates when video is part of the equation. For example, according to WordStream including video on a landing page can increase conversions by 80% or more. This shouldn’t be surprising, video grabs attention and can cover a lot of material very quickly. And let’s face it, the average consumer is pretty lazy. They want to get all the information they need to make a decision quickly, and without doing a lot of digging.
Putting a video that explains your offer right on the landing page where you’re making said offer (or checks those boxes, and in a visually appealing way. This is probably why explainer videos are some of the most popular among marketers. In fact, the four most common marketing videos are:
- Explainers
- Product Demos
- How-Tos
- Testimonials
All of these are bottom-of-funnel content offers designed to drive a decision (aka increase conversions). And with 87% of marketers saying they are seeing a return on their video investment, it works. Looking for other ways to incorporate video into your digital marketing strategy? We’ve got you covered here.
Better Search Engine Rankings
Google has been promoting video over other forms of content for almost 15 years (hello, YouTube). That alone should be reason enough to add video to your marketing strategy. Google’s the boss, so give it what it wants. To be clear, it doesn’t impact your ranking directly. Simply dropping a video somewhere on your website isn’t going to magically launch you to the top spot in SERPs. But remember what we just said about conversions? Increasing your overall site conversion rate is a key indicator to Google that you’ve got some quality content on your site. Google likes quality content.
A good video marketing strategy also means that your creative creations will drive more traffic to your site. Google also likes traffic. Finally, people are far more likely to share video content with others than any other format. This means increased brand awareness and higher traffic to your site.
Improved Engagement
Last but not least, video content gives a face to your business and makes your audience feel like they are buying from a person, not a faceless collection of fonts and colors. People generally have an easier time making a connection when they can see your face. The best marketing messages also tell a story, and there is no better way than to show your personality, invoke emotion, and drive action than through video.
From a more technical standpoint, watching a video keeps visitors on your site longer, which means increased time on site and decreased bounce rates. These are more metrics Google likes. You get the picture.
TL; DR
Video content is always worth it. Sure, it takes time to write a script, film, and edit but it will pay off for you in the long run. (You also happen to know a friendly band of marketers that can help.) If this article wasn’t enough to convince you, then just do it because everyone else is. Nearly 90% of businesses are now incorporating video into their digital marketing strategy in some way. Now, don’t you feel silly? Ready to get started? Contact The DofM today and we’ll get you caught up with the Joneses.