Video marketing is just as important for your search engine optimization (SEO) and brand awareness as the written content on your website. Honestly, it might even be more important. Current trends show that video consumption has never been higher and the value it provides to your business cannot be overstated. That’s why we’re sharing 3 reasons to add videos to your website, plus useful tips for creating content that speaks to your audience in an engaging way.
Video is the way consumers are absorbing content on the internet and your business should be primed to take advantage of the opportunity that video provides. Statistics show that viewers will stay engaged longer with video than with reading and are more likely to convert to leads after viewing a video. This is because video allows your company to communicate to your customer base in a simple but effective way.
Internet video consumption stats
Internet video consumption has grown on average by 32% annually between 2013 and 2018. Consumption is expected to grow continually within the next few years.
Currently, YouTube has over 2 billion monthly active users across the world
85% of internet users within the U.S. consume content through online video
In 2021, the average person watch online videos for 100 minutes every day, an increase from 84 minutes in 2020
Internet videos will comprise more than 82% of total consumer internet traffic by 2022
Three compelling reasons why your business should have video on your website
There are many reasons for placing a video or several videos on your website:
1. Improve Your Rank on the Search Engine Results Pages
The old saying, “Content is King” applies to videos too! Although the footage in the video may not be indexed by search engine crawlers, the way the data is optimized on the video makes the difference.
Using keywords in the video title, descriptions, and tags help provide an additional SEO boost.
Optimized YouTube Channel
Additionally, Google owns YouTube. This is a built-in advantage for your company to have an increased presence in Google’s search engine results page.
Create an optimized channel that hosts all of your video content, even if you have the video embedded on your actual website. The channel and videos provide high-quality backlinks and information about your website.
2. Show Off Your Brand, Products, Services, and Company Personality
Video is a great way to humanize your brand and connect with your website visitors. This connection is part of relationship and trust building. People buy from businesses they trust, and a video can help bridge the gap.
Videos send signals that show you believe in your product or service. Even when a video is not watched, there is a subconscious trust signal being established between your brand and the viewer. This is why having a video for your services or products is a great way to create emotions within your customer base that triggers them to contact you.
3. Stand Out From Your Competition
A lot of businesses are still out of the loop on the importance of video, but that window of opportunity is closing. As more companies become aware of the success of online video marketing, your competitors may use the opportunity to get ahead of you in search results and brand message.
Videos will help you reach new website visitors and create a lasting impression.
Video provides a better website experience and retention rate
A video provides supplemental material to the static content on a website that helps to provide a compelling experience for the consumer. Videos are a great way to build a lasting relationship with online visitors.
Consumers are more likely to remember your video than the content they can read on your competitor’s website. Add in the fact that video links are easily shareable, and you have an opportunity for your customers to post your content across their social platforms.
Take a look at HubSpot’s infographic on Twitter Video Statistics for additional proof of how video and social media are interconnected.
Should you use locally hosted or YouTube videos on your website?
Since YouTube is owned by Google, and even by itself is the second most-used search engine on the internet, it is recommended to use this platform for your videos however, if you want to integrate video in the background, you will need to host them locally.
What types of videos should i make?
Take advantage of all forms of video media for your business. Each type of video should have a specific message in mind. There are a few options that all companies can benefit from using as promotional material.
1. Introduction to the Business
Think of this as your opportunity to tell your customers who you are, what your business is about, and WHY they should work with you versus your competition. Consider this as a mini TV advertisement, but for the internet. Often a video like this is best presented on the website’s homepage.
Here, one of our clients, Derby Cottage Clinic, explains who they are and what they do.
2. Product and Services
Commercials and advertisements are an everyday part of life, but advertising space for TV and billboards is costly. Online videos on your website and YouTube channel don’t have to be restricted to a specific time slot, length, or style.
Here, one of our clients, Maze, wanted a lifestyle video to showcase their new rage of garden furniture.
Here, one of our clients, D-Fly Group, wanted a modern teaser video to launch their new electric scooter.
3. Customer Testimonials
A customer’s personal experience with your company speaks volumes. Consumers are more likely to trust their peer’s experience over a sales pitch any day, and a good testimonial video that shows your client is going to elicit a more favorable response than a picture with a caption stating, “We loved our experience with Company XYZ.” People can be pretty skeptical and a video can help overcome the skepticism.
Who wants to read a long instruction manual when YouTube is full of tutorial videos? Answers to a lot of questions for “how to …” are readily available online. Instead of giving a random amateur YouTuber more hits on their channel, optimize your company’s web videos to answer questions relevant to your business. You may be surprised at how well your videos are received and it can give your company the opening to attract new clients.
Four things to avoid when making video
There are definitely things that should be avoided when it comes to making a video for your website. Remember the goal is to create engaging content that causes the RIGHT emotional response to your viewers. Here are some tips to avoid creating a video that derails your marketing strategy:
1. Keep your message short and simple
Make sure you can hit all the hot points in your video during the time allotted. Don’t overextend your screen time as it can negatively affect viewership. If your topic is broader than the time you have, break the message down into multiple videos.
2. Don’t bore your audience!
Keep your video exciting. This will help engagement and allow you to effectively get your message across. People will zone out or leave a boring video that doesn’t grab their attention.
3. Shoot with a script
This will help keep your video and message on track. Even if you are an expert on your topic, having a script will keep you focused. This will provide confidence to the person in the video or doing the voice over and will help them on during filming to eliminate awkward pauses and gestures.
4. Don’t overcook it and make sure you include a call to action
Without a call to action in your video, you will lose some of the effectiveness of your message and marketing effort. Ask your viewer to complete the cycle by presenting a call-to-action that grabs them emotionally and causes them to act! But be careful – don’t over promote your business or you could turn off potential customers by selling to them too much. Keep the information clean and simple.
To find out how video could help your website and business, get in touch.