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Content marketing is still the name of the game in 2018, but standing out with great content is not as easy as it used to be.
With millions of blog posts published every single day, businesses can no longer rely on their company blog to supply the inbound traffic and leads they need.
The solution? Investing in video content.
Many companies are pivoting away from text-based content marketing and taking steps to improve their video marketing game, and for good reason. According to a report by Cisco, in 2021 as much as 81% of global internet traffic may be video-based. Here is what you should know about the benefits (and downsides) of investing in video content, as well as the best ways to start using it in your business, web design, and sales funnel.
The benefits of investing in video content
There are plenty of positives to including video content in your strategy. Below we’ve detailed the many great reasons why your business should be investing in this type of content.
Increase your conversion rates
Websites that use video content boast an average conversion rate of 4.8%, which is pretty high compared to the 2.9% conversion rate of websites without video. Plus, when it’s used as a part of a wider content marketing strategy, you can generate more leads, which gives you a bigger number of potential customers to convert. The people who find you because of your visual content are already primed for conversions, which makes the job of your sales team much easier.
Boost brand awareness
Consumers would much rather learn about a product by watching a short clip than read a blog post or consume other forms of text-based content. Video content is eye-catching, snappy, and provides instant gratification for the user.
Marketers see a 54% increase in brand awareness when they start using video content as a part of their marketing strategy. So, if getting the word out about your business is your main focus right now, then you should definitely invest in this type of marketing.
Improve your SEO
Google loves visual content, too. Companies who use video content get an incredible 41% more visitors from organic search traffic than companies that don’t.
If you are operating a niche business, then SEO-aware video content is a great way to drive relevant traffic to your website and help you own all the relevant niche-specific keywords words. While blogging is another great way to do this — vlogging and video content will actually help you expedite the process.
Build video content into your website to help drive traffic: if you’re an online pet store, then you can include videos answering questions about your pet products, offer pet-care tips, share animal awareness videos, and even curate crazy pet stories. Or if you are running a local accountancy practice, you can create video content on the latest tax regulations, startup guides, or financial ‘how to’ explainers to position yourself as a friendly voice of reason. This works in a number of ways: it keeps visitors on your site for longer, which helps you to rank better on Google. Plus, adding keywords to video titles, descriptions and alt text also helps with on-page optimization.
Include a video transcript and break it down into mini blogs and soundbites.
If you can improve your SEO game enough, you may not even need to spend any more money on paid advertising in the long run. It’s a win-win.
Help users understand your product
Business who use explainer videos or how-to guides reported that this content helps their visitors understand the product much better.
Why is that so important?
If your prospect understands exactly what your product does and who it is for, you will have an easier time guiding them to the “Buy” button on your website.
Moreover, if your product is not the right choice for them, they will be less likely to waste the time of your sales team with a call that ends up going nowhere.
In fact, 81% of responders reported seeing an increase in sales after incorporating explainer video content, and 53% said their support calls were reduced. The better your customers’ understanding, the more efficient your sales team will be at getting them to buy it.
Improve your operations
Not all video content has to be customer-facing. If you want to increase efficiency, you can also use it to support internal operations, such as your employee onboarding process. Don’t make your new employees read through a twenty-page manual — show them an entertaining video instead! Plus, if you create content around your company culture, it could double as an effective recruitment tool as well.
Increase social media reach
If social media impact is your goal, look no further than video content: it’s a versatile marketing tool, perfect for social media. Facebook has become especially video-centric in the last couple of years, and Instagram Stories and Snapchat are also great places to informally promote your products or services too.
The downsides of using video content
All of that sounds great, doesn’t it? The biggest downside of creating video content is the upfront investment it requires, both in terms of time and money. While it possible to use just your iPhone camera to create engaging content online, professional-looking video content will often require a much larger investment.
For example, if you want to create an “About Us” video for your homepage, you have to think about how much you are willing to spend. Pre-production costs (scripting, location scouting, props), production costs (lighting, sound, shooting) and post-production costs (editing etc) all add up quickly.
But as we know, if video content is done well, there are many benefits to your business. So if you want to rise above the competition, you need to start thinking about how to incorporate high-quality content using your available budget.
How video content can fit into your business
48% of marketers are planning to add a YouTube channel in their marketing strategy next year. However, YouTube is not the only way to go.
You can start by creating a “Welcome To Our Company” short piece for your landing pages. Or you can turn one of your monthly Q&A blog posts into a vlog and publish it on your company website.
Some examples of video content include:
Product demos and reviews
Vlogs and interviews
Don’t forget about simpler forms of video content either — the filming features in Snapchat and Instagram are really easy to use even if you are just starting out.
People also tend to expect simpler video formats from Facebook Live events, as well as webinars. If you are just starting out, those platforms are perfect for you. Just prepare your talking points, set up a camera and go!
Video content is definitely an investment you need to make if you want to boost your marketing strategy. But it’s wise to take into account the initial investment. While you can hire a camera guy and an editor for cheap, you have to remember that high-quality content will be a far more successful part of your marketing strategy that poorly-made content.
If your business does not currently have the bandwidth to produce effective video content, you can absolutely start small. Posting behind-the-scenes videos on Instagram stories can go a long way when it comes to building brand awareness.
What did you think of our video content post? Let us know in the comments below.
Victoria Greene is a branding consultant and freelance writer. For tips and news in e-commerce, marketing, and design, check out her blog, Victoria Ecommerce. Victoria loves to help store owners get the best return on their e-commerce businesses.