Digital Marketing

Why Use Video in Your Marketing?

5 Solid Reasons You Should Use It and 5 Tips to Make it Awesome

If a picture is worth a thousand words, then video marketing must be worth a million. It’s one of the most important marketing trends of 2020 and a quick and easy way to get your message across to your audience! According to HubSpot, 90% of customers say it helps them make buying decisions. (That’s reason 1.) But believe it or not, there are so many more reasons to use video in your marketing.

2. Google Loves It

Since Google sets the direction for being found on the web, what Google loves we all do, right? Google’s algorithm shows a preference for websites with video content. In fact, your website is 53 times more likely to reach the first page of a Google search if it has a video, according to VideoExplainers. Aberdeen adds that organic traffic from search engines gets a 157% boost from video.

And the reason we all do what Google loves – it works. Websites that have videos see 41% more search traffic, according to an Aberdeen study shared by HubSpot.

There are so many reasons why Google loves it.

Videos are Sticky

Videos keep people on your site longer, up to twice as long according to Lemonlight. This lowers your bounce rates – a Google identifier of a good page.

Videos get “Votes”

Pages with videos get almost double the linking domains, Lemonlight says. As we all know, quality backlinks are another indicator to Google that your page is a goodun. 

Ok, so Google and all its bots and algorithms love video but guess what – people do too.

3. Video Marketing Connects

Video creates an emotional connection and, of all methods, drives the most leads. After watching a branded video on a social platform 64% of consumers will make a purchase, Tubular Insights found. 

Plus, can help to nurture leads, according to Marketingsherpa, and as HubSpot points out, the average conversion rate for websites with video is almost 2% higher than those without.

4. You Can Double Dip

Having videos on your website and in your YouTube channel is like double dipping with search results. Hmmm… double-dipped Tim Tams, double-dipped Cherry Ripes and double-dipped strawberries – who doesn’t love double dipping?

With video marketing, it means getting your video in the search results twice, and that sounds almost as good. The video on your website will boost your webpage results (if in doubt see above) and appear as a YouTube result.

Plus, if that isn’t enough, Alexa has proclaimed Google and YouTube to be the top two sites on the web, respectively. Appearing high on the results of the two top websites can only be a good thing.

5. It’s Social

Video also gets love on social media, with posts with video receiving 48% more views. Plus it gets seen more, with social video generating 1200% more shares, both according to a HubSpot report.

Great, so there’s no doubt that video is a great addition to your marketing overall, but what about our favourite marketing method? Good news! Video works great in email marketing too.

What About Video in Email Marketing?

Just like with your website and Google, using video in your emails can boost your email results too!

Including a video in your email can lead to a 300% increase in click-through rates, according to Wistia. Also, using the word “video” in your subject line can increase open rates by 19%.

We know! We know! Video in email is controversial. Embedded videos are supported by very few email platforms and that’s led people to say it’s best to avoid video in email altogether, but I don’t agree. 

There’s an easy workaround to embedding a video in your emails and that’s including a thumbnail with a link to the video. This is made even easier with the new drag-and-drop video editor in Vision6. 

I think this is even better than embedding a video in your email and here’s why.

  • This gives you a way to track your analytics. See how many people clicked, and depending on where your video is, how much it was watched.
  • You can send your readers to your YouTube channel, where they could end up bingeing your videos and subscribing!
  • You can send your customers wherever you want. After all, isn’t that the point of email? If you want to direct customers to your website, simply create a nice landing page with the video, other relevant information and a clear call to action of what you want them to do.

5 Tips to Make Your Video Awesome

1. Start With Goals

Consider what you want to achieve well before you even get the camera out. Consider your overall marketing strategy and what part video can play to help you achieve this.

2. Make Sure it Works on Mobile

It’s a mobile world, and we’re all mobile girls (and guys). If your video doesn’t work on mobile you’ll be missing out because over half of video content is viewed on mobile, according to WordStream. Plus, as an added bonus, 92% who watch a video on mobile will share it!

3. Get Your Money’s Worth

Think of all of the places you can use your video, so you can get the most mileage from it.

  • Emails
  • Your website
  • YouTube
  • Other video platforms (Vimeo, etc), and
  • Social media.

It’s a good idea to consider this before you start filming, so you can address any channel requirements from the beginning.

4. Make Videos Bingeable

Consider how you can keep people watching video after video on your channel or on your site. This builds your awareness and as an added bonus, can boost your rankings with YouTube or Google. 

One idea is to break a larger video into a series of smaller videos. Or end your videos with offers for more information in a different video and be sure to make it easy for watchers to find it.

5. Give Them What They Want

Make sure your videos are providing information that your customers want. Solve their biggest problems or give them info that will help them do their jobs. If you’re looking for ideas on what types of videos you can create, check out our post with 11 ideas of video content to create.

There you go. Five reasons why you should use video marketing and 5 more tips to make it awesome. Now get the camera out and start smashing your marketing goals with video.

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