If you are in doubt about whether you should invest in a video for your website, read on. Online video can help to:
1. Drive traffic to your website
Just look at these key findings from a Forbes | Insights document published in 2010 in association with Google:
Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
Executives can be receptive to video advertising. Overall, executives notice ads that run alongside videos, and many are comfortable watching in-stream ads. Video-friendly younger executives are more comfortable with these ad formats.
The social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.
And that’s not all. Google loves video (after all, it owns YouTube) and will give listings which contain video extra “Google juice”, ensuring that those websites enjoy higher rankings in organic search results. In fact, most of the major search engines give priority listings to websites that host video content. The chances of getting a page one listing on Google increase 53 times with video (source: Forrester Research, 2012)
So, whether your clients are executives, retail consumers, patients, B2B, B2C, service or product-oriented, within your organisation or external, loyal or impulsive, small or large, adding a video will increase traffic to your website. When you add an attention-grabbing video to your website, not only does it fetch traffic to your website and increase the number of targeted visitors, it also increases your site’s SEO rankings.
Web pages which feature a video are significantly more likely to appear on the 1st page of Google’s search results. Interesting and engaging videos can also be shared with ease with your friends, family and online contacts, giving it the potential to go viral. One of the best examples of a video that generated a massive amount of backlinks is the “viral” video from DollarShaveClub.com
If your video gets shared, it creates new links back to your website, increasing traffic in a way that text content just can’t.
2. Turn website traffic into customers.
Organizational housewares e-tailer StacksAndStacks.com reported that visitors were 144% more likely to purchase after seeing a product video than those who did not. Even if your video can’t match that amazing statistic, a video landing page, product video or explainer (introductory) video can engage your customers, keep them on your website, and lead them towards a purchase. According to a study by Forrester Research, the addition of a video makes your website six times more likely to convert a browser into a paying customer. Meanwhile, comScore Inc. found that visitors who view video stay an average of two minutes longer on a website and are 64% more likely to make a purchase.
3. Become influential
A thought leader is a management term for a person or an entity that is recognised by peers for having progressive and innovative ideas. Being a thought leader, innovator or influencer can considerably enhance your business: according to Fast Company Magazine, “Successful organizations that exude thought leadership attract and retain customers, drive revenue, and get invited to all the best parties.” Communication is vital for the thought leader in any sphere, and video provides an excellent way in which to share ideas and build a sphere of influence. Just think about the huge influence gained through the TED talks. Check out this TED video by Chris Anderson: How web video powers global innovation:
4. Enhance your brand.
Your online presence is equivalent to brand awareness. Most marketing experts now agree that how you present your brand online is the 21st century equivalent of your first meeting with a customer. Online video is becoming increasingly important when it comes to brand management. Videos are more likely to be pulled into search engines like Google, and they provide an opportunity for your company to position itself as a thought leader in the industry. Videos can serve plenty of purposes: they can entertain, inform, or motivate people to take action. Video is still an excellent way to get your company in the eyes and ears of your customers. Why? Videos are easy to share and embed on social sites like Twitter and Facebook, and video analytics provide an easy way to determine your reach and impact. According to Huffington Post, businesses of all sizes and scale can benefit from video marketing. Posting branded videos relevant to your niche is a very effective way to promote your business, drive traffic to your website, and get your brand noticed in front of a targeted audience.
5. Support sales.
Video can help to illustrate or demonstrate products and services before a customer makes a purchase, helping to guide customers to the right choices, thereby ensuring high levels of post-sales satisfaction. Video can also be used to support the product or service after sales, through the use of training and instructional video, not only ensuring that the customer is using the product correctly, but also potentially saving hours of telephone or 1 to 1 support. Dr. James McQuivey of Forrester Research underscores this concept in his research, which found that one-minute of video equals to 1.8 million words. In a single frame, therefore, a video can deliver the same amount of information as three pages of text.
Wondering how to incorporate these ideas into your own marketing campaigns? Here are a few important steps to keep in mind:
Hire a professional, local company to shoot your product videos. You want all the benefits of proper lighting and setup. Sorry, but your digital camera won’t cut it here.
If demonstrating a product, show the product from several angles. Show how it’s put together and zoom in on its best features.
Look for ways to involve your brand evangelists in the making or marketing of your products.
Focus on getting more mileage out of your videos by segmenting them for different geographic areas, different shopper demographics or other groups.