6 Reasons Why You Should Be Doing Video

October 1, 2016
Photo Credit: 
Lumafox Creative

In 2017, video has gone from a nice-to-have to a must-have.

Video has become the newest marketing frontier.  Here’s how you can leverage video for your own brand:

1. Video is a Staple for Brand Marketing

Digital Video has gone beyond viral marketing; brands are utilizing video through the entire customer experience and infusing it with their brand identity.

Highly successful brands solidify their customer relationships through engaging content from beginning-to-end. They begin by creating video campaigns on social media or online advertising to funnel customers to a landing page. Once there, video increases conversions with product demo videos or video testimonials. They follow-up to increase repeat user engagement with recovery cart strategies with personalized email marketing tailored to a customer’s shopping experience. The key to marketing success is leveraging video throughout the sales funnel, not only at the top.

2. Multi-channel Video Distribution is Critical for Brands

Video is everywhere. Brands no longer need to rely on platforms like Youtube to distribute their video content. Brands can now easily and quickly create custom video channels on multiple social media platforms. Multiple social platforms make it easier to engage with multiple demographics of followers on Facebook, Twitter, Instagram, Snapchat, LinkedIn, and much more. The importance of multi-channel video marketing has even lead to an explosion of cross-channel publishing applications. While creating quality rich media content takes commitment and focus; multi-channel video publication is an extremely powerful marketing tool to reach large market segments and engage them.

3. Powerful Video Analytics

 The ability to track real-time individual user engagement with video analytic tools is incredibly powerful. They allow marketers to see beyond demographic information and see real-time user interaction with video content that measures minutes watched, re-watched, and any drop-off rates. Analytics can help uncover insights, provide information for customization and drive action. All this information helps a marketer understand how their investment in video effects lead generation, their sales pipeline, and revenue production.

4. Videos Improve your SEO 

Improve your search engine optimization with video. Adding a video to your website can increase the chance of a front- page Google result by up to 53%. The presence of a video itself effects the most important SEO ranking factor: Content. Creating a quality mix of rich media sends signals to search engines that your site contains content relevant to search requests.

As consumers demand more video, video will rank higher and higher in search requests. Additional value can be added using keyword labels providing necessary information to search engines that help identify videos as relevant to search results. Search engines look for relevant rich metadata in the HTML markup of a video with title, file name, description, and any searchable tags. Tailoring these tags for Facebook OpenGraph, Schema.org microtags, and Twitter card tags can increase SEO results even more.

Additionally, videos on social media increase traffic to your website. When creating a video campaign add a call to action such as "Learn more", "Buy now" or other actions to prompt a user to follow a link to a landing page on your website. 85% of customers are likely to make a purchase after watching a product video! Funnel in more traffic by allowing customers to embed and share content on their own website and that will create inbound links for more new customer traffic back.  It’s a win-win.

5. Your Competitor already has a Video

And why wouldn’t they? The statistics speak for themselves: people report that they like watching branded video content, they are more likely to share it than text-only posts, ‍and video doubles email click-through rates. Even 71% of marketers claim video conversion rates consistently out-perform all other marketing content with 52% of marketing professionals naming video as the type of content with the best ROI (eMarketer).

It's no surprise then that 76% of marketers say they plan to use video to boost their brand awareness campaigns.  Digital video content is so effective that 96% of B2B companies are planning to use video in their content marketing over the next year. These statistics speak for themselves; video is an investment worth making to keep from being left behind.

6. Video Marketing Works

Statistics show video marketing works. The Online Publishers Association stated that 80% of users recall watching a video advertisement in the past month and 65% of those video viewers watched more than ¾ of a video. Of those videos watched, a whopping 46% of those took some follow-up action, such as looking for more information or visiting the advertiser’s website.

It just proves that video is here to stay. Nearly 60% of all digital impressions are now driven by visual content. Video is the marketer's medium of choice to stay relevant and get results. We believe in the effectiveness of video marketing and know that you will too.

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