Video marketing may appear too expensive and complex for marketers to implement, but there is no doubt about the benefits this marketing tactic brings to the table. Numerous studies and statistics prove that video marketing is one of the most effective ways to promote a product or service.
Let’s look at some of the stats that prove this fact:
According to Facebook’s best-practice guide, posts including a video generate about 100% more engagement than the average post.
These stats clearly prove that video marketing is a valuable marketing strategy for today’s businesses.
A video is one of the best and most persuasive of all marketing tools as it’s capable of delivering large amounts of information quickly and in simplified form to your audience. Simplified messaging attracts people to your website or social channels. A high-quality informative video with the right call-to-action can turn a viewer into a customer; this ultimately boosts your business’s revenue generation.
Here is a list of various ways you can generate leads through online video marketing:
1. Create Video-Embedded Landing Pages
A website has proven to be a powerful marketing tool for most businesses. But there are a huge number of websites trying to attract eyeballs and competing with your site for search rankings and viewership. There were nearly 850 million websites in December 2013 and the number is going up every day.
When it comes to attracting visitors and turning traffic into conversions, the landing pages on your website play a significant role. Designing an attractive landing page will help you achieve your goals easily. Your landing page has about 8 seconds to make an impression on a visitor. So, how do you grab a visitor’s attention and make him stay longer on your site?
Video is the answer.
Great landing pages explain exactly what your company does in a brief amount of time and video is a great asset for accomplishing such a task. According to reports, using video on a landing page can increase conversions by 86%.
GE, for instance, took off all the text-heavy mission statements from its website and replaced them with videos of examples of the company’s work instead. Many of these videos have achieved 2 million views, and make a potentially dull corporate website look more appealing.
Video-embedded landing pages will amaze your visitors and make them stay longer on your page, allowing your brand message to sink in. Videos also help in raising the trust factor significantly.
The main goal of your landing page is to convert a visitor into a customer. So, don’t forget to add call-to-action to your video. It could be permanently visible, shown at strategic times during the video or presented at the end.
2. Creating Product Description Videos and Sharing It on Social Channels
Online users who view a product video are more likely to convert as compared to users who simply view an ad. The use of product description videos will help your business boost sales as users feel more informed and confident of their purchase.
It makes sense for product descriptions to be turned into informative and engaging videos. The goal is to sell with these product videos. So, make sure you are showing off what the product can do and why customers should purchase your product. It’s vital to clearly show the benefits of the product within the video.
Ensure the duration of video is short. Include product close-ups and show your products in a good light. Including relevant tags and adding keyword-rich engaging headlines will make sure your videos appear higher in organic search results and are found by more people.
Video content is the most commonly shared content on social networks. So, do not neglect social media and be sure to promote your videos across multiple channels. If you want to fully realize the potential of a video, you must make it easy for users to find and share it.
3. Embedding Short Video Replies to Customer Queries
Often, when a follower or a customer questions a brand about its products or services on social platforms, the reply is sent in the form of texts or links to the right page with answers. But why not use another way of replying to your followers – with a video. Visual replies are more engaging and their very nature allows the recipients to understand them better. You can even integrate call-to-action in videos to leverage video replies for marketing benefit.
Warby Parker, for instance, uses video in unexpected ways to double the response rate and truly connect with followers. It replies to people on Twitter with video responses. The companies’ followers frequently ask questions about the color, size and/or shape of a particular frame, and instead of just responding to them with a tweet, the brand creates a video that shows the difference between two frames.
4. Creating Content Videos and Posting on Your Brand’s YouTube Channel
Video blogs (also known as vlog) is a blog that’s primarily made up of video content rather than text. It is a great way to showcase brand character and everything that it stands for. Vlog helps improve traffic to your site and boosts conversions for your business. Video blogging essentially helps you build connections with your viewers like no other blogging format. Dell’s video gallery is an amazing example of this.
Creating content videos and uploading them on your website is not sufficient. You should post these videos on video sharing sites such as YouTube. Since YouTube is the second largest web search platform, it is a no brainer that you should invest your marketing dollars in a branded YouTube channel to market your business. Moreover, the most recent statistics on YouTube are mind-blowing: Over 6 billion hours of video are watched each month on YouTube. YouTube is also a great way to garner social signals for SEO.
There are many different types of business video content that you can post on your YouTube channel such as explainer or tutorial videos, webinars, how-to videos, interviews of industry experts or people working for your business, instructional videos, videos that talk about your company, etc. Take a cue from Dell to develop your video marketing strategies.
High-quality interesting videos will attract subscribers to your channel. Post regularly on this platform to maintain your channel feed.
5. Posting Video Testimonials on Your Website
Testimonials validate your claims and instill confidence in prospective customers. A written testimonial is a powerful marketing tool, but a video testimonial is more powerful than text when it comes to influencing shoppers. Video testimonials seem more genuine to prospective clients than written reviews.
Consumer-generated video testimonials on your site will help build better customer relationships. You can empower your own customers to be your best marketers by integrating their testimonials into your site.
Ensure the video testimonial feels authentic, is interesting and delivers a relevant message. Let your customers say what your product has done for them or about the great service you delivered. People will love to listen to what your existing customers think about your company and then make a decision whether to buy your product from or not. Capturing a video testimonial from a customer humanizes your company.
Rogaine, for instance, includes customer testimonial videos on their website allowing visitors to see what other customers are saying about their products.
Analyzing: Measuring Video Marketing Efforts
One sure-fire way of knowing whether your video marketing is working or not, is to track different video metrics. Some video metrics are obvious such as total views, unique views, average time viewed, and so on. Other important, but not so common, metrics are play rate, sharing, video SEO, content details, etc. You need to analyze all these metrics to gain insights into what appeals most to your customers.
While tracking these metrics, if marketers notice there is an increase in bounce rates, sharp drop-offs in video views or if visitors are ignoring their website or call-to-actions, they should immediately change their video marketing strategies to get better results for their efforts.
Analytics track which videos keep people’s attention longer, which ones lead to more customer conversions, and which are the most shared. You can also identify influential customers by tracking how many people have turned to online buyers after watching a customer testimonial video. The more powerful voices can then be included in future marketing campaigns.
Video is becoming a powerful tool for modern businesses and if you are not using it you are missing out on endless opportunities. Cisco predicts that by 2015, at least 90% of all Internet traffic will be video. That’s why it is important for all businesses, big or small, to embrace video marketing in their marketing strategies right now!