As the digital marketing industry becomes an important part of business, finding ways to differentiate yourself from the competition will have to be an increasingly important and strategic goal. It is worth noting that one of the most powerful and important ways to achieve this is the use of video marketing .
While this may sound overwhelming at first glance, the reality is that there is a growing number of digital marketing companies that specialize in high quality audiovisual production for their digital marketing efforts.
Beyond that, the benefits of videos are increasingly compelling for businesses.
Here are five examples:
Customers trust videos more than text blocks.
Studies have shown that videos generate more trust in customers than text blocks or infographics . This has a logical explanation because the costs of producing a video would discourage an unscrupulous spammer or website publisher from creating them. Some studies indicate that more than half of consumers feel more confident when considering a purchase decision when there is a high quality video on the page . Think about the impact this can have on your conversion rate and you will begin to understand why video is becoming so popular.
Videos are also able to present a compelling business case faster than reading. Instead of allowing visitors to read or browse any part of the page they choose, a video can be hyper-focused to address the specific points you need to get your message across as quickly as possible. By doing this through a video, visitors to the page will quickly know if they want to continue reading or not.
Video increases conversion
Videos leading to improved conversions are not just a hypothesis or theory: they have been supported by a number of in-depth studies by marketers. Videos are great because they allow visitors to stay on a page longer. This means that users are more likely to click on another link once, or before, the video is complete, increasing engagement and the likelihood that they will convert their site navigation into a sale, registration to a mailing list or anything of value such as a lead.
Many people prefer to just watch a video instead of reading a long block of text about your business or product. While it is important to have text available to those who want to read it, videos are more likely to facilitate visitor engagement. Therefore, they are more likely to stay on the page to learn something interesting or fascinating about your business or one of your products, which, in turn, will lead to higher conversions.
The video is great for SEO.
Google has long understood that users love video. As a result, Google highly rewards websites that offer videos . According to Google, websites that have high quality videos can often outclass websites that would otherwise be more authoritative.
Beyond the direct benefit that Google gives to web pages containing videos, there are other secondary benefits. Google tracks how long visitors stay on a specific page on your site, as well as the overall length of their presence on your site. If these visitors watch a video for several minutes, this will mean a longer average time on the site, which Google tends to reward by increasing the ranking of pages.
Videos also increase the likelihood that a visitor will click on another page . As with the duration of the visit, Google tracks the number of pages a visitor clicks on before leaving, so it’s an additional way for a web page to embed a video . You can track this information in your analytics software to see how visitor traffic flows after watching a video.
Video consumption is even higher on the mobile platform.
Most experts agree that mobile devices are the devices where videos are most often viewed . Given that a growing majority of the population uses smartphones more than personal computing devices, such as a laptop or desktop, it makes sense that videos are most often seen on mobile . This number is set to grow dramatically in the months and years to come, so be always on the lookout for mobile optimization when generating videos for digital marketing purposes.
One of the best ways to make video work well for mobile platforms is to design the video to work with or without sound. Mobile users often watch videos either in crowded places where they don’t want their volume to disturb others, or in situations where they simply can’t hear the sound even if they wanted to. By adding subtitles or making the video text easy to read, you can significantly increase the engagement of mobile users.
Mobile video marketing is the key to the future.
The type of video you create may vary depending on your business. Some companies like to create an introduction, elevator speech style videos, and that is certainly a viable way to do it. Others like to create demonstrations or product introductions, especially for a product that is new in a category or that creates or expands a category. The key is that the video must be fast, which means that attention is captured in seconds and a clear reason for watching it is established within 10 seconds of departure. Without this, too many potential viewers will simply move on to the next stage.
It is also important to remember that the content must be optimized for mobile devices. While the adoption of adult smartphones is approaching 100% in France (with other countries not far behind), it is important to create content that looks at least as good on mobile as on a laptop or a larger desktop screen.
The end result is this: digital marketing video content continues to be one of the best ways to differentiate your website and brand from others on the Internet. If you make an effort to create high quality video content, it will pay off many times your initial investment. Don’t be afraid to take the step towards digital marketing videos!