The fact that video content serves as an excellent marketing strategy isn’t new. What is, however, is the increasing relevance of video content among marketers and consumers alike. Thanks to the “new normal”, CEOs are more comfortable getting in front of the lens, to humanise the brand.
Marketers are increasingly turning to videos for promoting their products and services on webinars, YouTube, landing pages and other platforms. Marketing videos help to introduce potential customers to brands and build long-standing relationships with existing clients.
According to this study, businesses — on average — publish 18 marketing videos in a month. This data point highlights the significance of videos and the great value they bring to marketing activities. What does this mean? If you are still not using videos, you’re missing out.
From proven ROIs to personalisation, here are the top five reasons marketers should use video content in 2021. Read on:
According to this data, video content provides a fillip to consumer engagement. Users spend about 88% more time on a website with videos. While one reason for this is that users prefer watching videos over online catalogues or reading long-form copy, another is that video content makes it easy to retain information longer.
To turn viewers into prospects, remember to include a logical Call-to-Action (CTA) based on the intended next step. It could be visiting a landing page, filling up a form, following you on Facebook, signing up for a demo, or downloading a white paper or a case study.
Ease of Tracking
Video content lets marketers know the number of times a video has been watched, the count of partial or full views and the leads (if any) that it has been able to generate. Tracking individualised results with video is revolutionary vis-à-vis text. With software to track consumer journey, users can measure the efficiency of every piece of content on their websites.
A study conducted by HubSpot revealed that 65% of executives visited a marketer’s website after watching their brand’s video. This tells us that top-quality videos that can successfully engage consumers and pique interest can generate increased traffic to your website.
This is important, considering click-through rates and traffic are crucial Google ranking parameters. Therefore, the more the number of clicks and traffic your videos get, the higher the chances of your website ranking in the SERPs (Search Engine Result Pages).
Another reason behind improved SEO is that videos are responsive across various devices. Look at YouTube or Vimeo, for that matter — they are optimised for mobile devices and can fit most screen sizes and shapes. This indeed helps you reach out to a storied audience.
According to this report, including video content on a landing page can increase chances of conversion by as much as 80% or more! Why does substituting an image with a video improve conversions? That is because, with videos, consumers can get a more detailed description of the products and services on offer.
With more engagement comes the ability to retain the core message. More importantly, users tend to repose faith in a brand after viewing a smart marketing video. And it isn’t surprising that trust does lead to more conversions. Simple!
Videos are, arguably, the most versatile form of content out there. Have come up with a new product? Create an explainer or a ‘how-to’ video focusing on its features and the value it can bring to your consumers. Left wanting for credibility? Make an interview video with an expert. Want to personalise? Include a consumer’s story as a case study that can help others connect on a more personal level.
There’s never a situation that cannot do with a good, compelling video.
While thinking about including video content in your digital marketing strategy, make sure to loop in your marketing team and discuss the budget and desired ROI. Importantly, to maximise the benefits, think about the kind of videos that will work for your brand personality.
Do Not Forget:
- Transcribe the video script – Google bots can search content more accurately that has been transcribed in text from audio.
- Optimise the videos- Add relevant titles, meta tags, subtexts and descriptions.
- Writing scripts for marketing videos requires a good understanding of both – the creative side of video marketing as well as the subject matter understanding of your business. If you are looking for a content agency that can help you write crisp and creative content for video scripts, LexiConn might be able to chip in. Talk to our content experts to know more and to put your ideas into motion!