As a business owner, you need to understand the importance of video in your online marketing strategy. YouTube video has become the go-to source for Internet users when they need information on a product or service. The following is an overview of the use of video in your business’ marketing and how it can affect your rank on search engine results pages.
The Rise of the Online Video
Views of videos online have soared astronomically in the past few years. It is estimated by Cisco that by 2017, video will make up 69 percent of all consumer Internet traffic. In 2015, consumers spent 39 minutes each day watching videos on mobile devices. If your business is not yet making videos to market to your clients, you should consider implementing them into your strategy.
Interesting Stats Regarding Video In Marketing and Branding
In case you are not yet convinced that video is a very important part of a business marketing plan, the following statistics may help you better understand just how beneficial it can be:
- More than 50 percent of marketing experts worldwide say that video has the best return on investment. (Source)
- Those who view video are almost two times as likely to purchase over those who do not view your video. (Source)
- Including the word “video” in email subject lines help increase open rates by 19 percent while click thru rates increase by 65 percent. (Source)
- Between April and November of 2015, average daily video views on Facebook increased from 4 billion to 8 billion daily. (Source)
Videos You Should Include In Your Marketing Strategy
In general, there are a wide variety of video types you can incorporate into your business. You can make vlogs, Vines or just a demonstration video on how to use your product. However, there are three standard video types you should have on your channels to get your video marketing started off on the right foot.
- Videos That Explain What You Are Selling
One of the first videos you need to film is one that explains your product or service, what it does and why your customer needs it. This is the ideal time to show how your product works or how your service is beneficial to your clients. If you have developed a new piece of exercise equipment that you claim works certain areas of the body better than what is currently available, this is the perfect opportunity to demonstrate how it works.
Another type of video you should include is testimonials. This is especially important if you are in an industry with many competitors. Hearing from a satisfied customer may help sway a potential customer in your direction over your competition.
- A Branding Video
In this video, you are going to focus on selling your brand rather than selling a particular product. You can still include your product in this video, but this video should look more like a commercial. It will provide a feel for your brand’s identity and character. It can help demonstrate your company culture. For instance, if your company works to reduce your carbon footprint while manufacturing your products, that may sway some viewers who have a similar philosophy.
How Video Can Impact Your Rank On Google
Keep in mind that online advertising mediums garner traffic differently. For instance, just because your YouTube channel is getting amazing traffic, it does not guarantee you are going to get the same amount of views on your website. However, it will help increase your rank. This is due to the fact that your YouTube viewers have the opportunity to click on the link back to your website after they have viewed your video. While you may not get a click for every view, you will get some traffic back to your site, helping your rank steadily increase.