As you most likely know, content is king when it comes to online marketing. In fact, the success of an inbound marketing campaign depends largely on the quality and effectiveness of your content marketing efforts. When it comes to creating content, you should make sure that video is an essential component of your strategy.
Over the last few years, marketers have quickly realized the importance of video and the impact it can have, which is why they have been designating substantial parts of their marketing budget to professional video productions. The following are some of the reasons why you should make video production a prominent part of your marketing plan:
Video Helps Create a Strong Brand Identity
Storytelling is commonly accepted as the best way to engage an audience, and video is the best way to tell your story. There are several reasons for this – first of all, it’s much easier to watch than to read. The human brain processes visual information 60,000 times faster than it can process text. Secondly, it’s easier to become emotionally connected to video content than it is to written content.
In addition to being able to get your story across more effectively with the use of video, it’s much easier to get your company’s unique personality across, which contributes to the identity of your brand. For example, consider an interview with your company’s leaders. If this video has a more serious approach, this may create an identity that is more professional, whereas a more casual approach may create a more laid back identity.
The content of your video productions can also help to create a strong brand identity. The use of interviews, Q&A’s and behind the scenes footage can show audiences the inner workings of your company, making your brand more relatable.
Video Provides More Brand Exposure
If you’re trying to generate more awareness of your brand (which should be one of your main marketing goals), then increasing brand exposure through the use of video is one of your best options. The following are four reasons why video production will help increase your brand’s exposure:
1. Video content is highly shareable
Consumers are much more likely to engage with video content than any other type of content. They do this by sharing, liking or commenting on videos posted on your site as well as on social media. When even a single follower likes, shares or comments on your video, it increases the chance that their respective social media circle will see the video on their feed as well. In fact, this is one of the ways that content often goes viral.
2. Video content helps with SEO
Because video content is so shareable, it will help improve your site’s search engine ranking. Why? Because search engines like Google identify social signals and external links as an important factor in determining your site’s credibility as well as search engine rankings. Not to mention that video content is much more likely to make the front page of Google than written content.
3. YouTube is a search engine
When you think of online video content, odds are you think about YouTube. However, YouTube isn’t just a site where you can post videos – it’s actually both a social channel as well as a search engine. Not only does YouTube boast over a billion users, but YouTube’s search engine is the second most used search engine in the world behind Google. As you can imagine, posting video content on YouTube can be an excellent way to increase brand exposure.
4. Video content helps drive mobile traffic
Considering how many people use their mobile devices to scour the Internet, drawing mobile users is extremely important, and video drives a significant amount of mobile traffic.
Video Improves Conversion Rates
Numerous studies have proven that the use of video can help boost your conversion rates, whether it’s the click-through rate of email newsletters that use video or the conversion rate on landing pages using video.
Why is this? It’s because consumers simply trust the use of video more. For example, the use of video for case studies and customer testimonials is much more effective at building trust than written versions of those types of content. This is because video is in itself a form of social proof – professional video productions can only be produced by legitimate businesses with the resources to be able to produce them.
Video Is Extremely Versatile
You can use video to create all kinds of different content. Video can be used to provide consumers with step-by-step guides and tutorials, product or service demonstrations, company overviews, product reveals, Q&A’s with industry leaders, interviews and much more.
Not only can you use video to create all kinds of different content, but once you’ve created your video content, you can get a ton of mileage out of it. For example, you can post your video content to different pages of your website, whether it’s your homepage, landing page or blog. You can also post your videos to various social media channels in addition to sending your videos out to your email newsletter recipients.
It’s not too difficult to see why video marketing should be an important part of your marketing plan. Poorly produced video content won’t have the marketing impact that you might hope for, which is why it’s important that you outsource your video productions to a reputable video production company. Doing so will ensure that the quality of your video productions will go up substantially, thereby putting your company’s marketing strategy in a much better position to succeed.