Video marketing is just as important to your Search Engine Optimization (SEO) and brand awareness as the content written on your website. Honestly, it could even be more important. Current trends show that video consumption has never been higher and the value it brings to your business cannot be overstated. That’s why we’re sharing 3 Reasons to Add Videos to Your Website, along with some helpful tips for creating content that speaks to your audience in an engaging way.
Why should I use video on my website?
Video is how consumers absorb content on the internet and your business should be prepared to take advantage of the opportunity that video offers. Statistics show that viewers will stay engaged longer with video than with playback, and are more likely to convert to leads after watching a video. Indeed, video allows your business to communicate with your customers in a simple but effective way.
Internet video consumption statistics
- Internet video consumption grew on average by 32% per year between 2013 and 2018. Consumption is expected to increase continuously over the next few years.
- Currently, Youtube has more than 2 billion monthly active users around the world
- 85% of Internet users in the United States consume content through online video
- In 2021, the average person watches videos online for 100 minutes a day, up from 84 minutes in 2020
- Internet videos will account for over 82% of total consumer Internet traffic by 2022
Reasons Why Your Business Should Have Video On Your Website
There are many reasons for placing one video or multiple videos on your website:
1. Improve your ranking on search engine results pages
The old adage « Content is king » also applies to videos! Although the images in the video are not indexed by search engine crawlers, the way the data is optimized on the video makes a difference.
Using keywords in the title, descriptions, and tags of the video helps improve SEO.
Optimized YouTube channel
In addition, Google owns YouTube. Having an increased presence on Google’s search engine results page is an intrinsic benefit to your business.
Create an optimized channel that hosts all of your video content, even if the video is embedded into your actual website. The channel and videos provide high quality backlinks and information to your website.
2. Show your brand, your products, your services and the personality of your company.
Video is a great way to humanize your brand and connect with your website visitors. This connection is part of building relationships and trust. People buy from companies they trust, and a video can help bridge the gap.
Videos send signals that show you believe in your product or service. Even when a video is not watched, a subconscious signal of trust is established between your brand and the viewer. This is why having a video for your services or products is a great way to create emotions within your customer base that entices them to contact you.
3. Stand out from your competition
Many businesses are still unaware of the importance of video, but that window of opportunity is closing. As more businesses realize the success of online video marketing, your competitors can take the opportunity to get ahead of you in search results and brand messaging. .
The videos will help you reach new website visitors and create a lasting impression.
Video provides a better website experience and better retention rate
A video provides additional material to static content on a website that helps provide a compelling experience for the consumer. Videos are a great way to build a lasting relationship with online visitors.
Consumers are more likely to remember your video than the content they can read on your competitor’s website. Add to that the fact that video links are easily shareable and your customers have the option to post your content on their social platforms. Take a look at HubSpot’s Twitter Video Statistics Infographic for further proof of how video and social media are interconnected.
Can I use YouTube videos on my website?
Since YouTube is owned by Google and even the second most used search engine on the internet on its own, it is highly recommended that you use this platform for your videos.
There are several plugins that can be added to your WordPress website backend dashboard to embed playlists from your YouTube channel. The current YouTube plugin is excellent because it allows a high degree of functionality and control.
What types of videos should I make?
Take advantage of all forms of video media for your business. Each type of video should have a specific message in mind. All businesses can benefit from a few options such as promotional material.
Introduction to the company
Think of this as your opportunity to tell your customers who you are, what your business is all about, and WHY they should work with you versus your competition. Think of it as a mini TV commercial, but for the Internet. Often times, a video like this is best presented on the website homepage.
Here the Coca-Cola Company takes you on an adventure just to tell you who they are!
Products and services
Advertisements and commercials are a part of everyday life, but advertising space for television and billboards is expensive. Online videos on your website and YouTube channel don’t have to be limited to a specific time slot, duration, or style.
For example, the video below is much longer than an advertisement, but provides more product detail than an industry-savvy consumer would understand and be interested in.
A customer’s personal experience with your business speaks volumes. Consumers are more likely to trust their peers’ experience on a daily sales pitch, and a good testimonial video that shows your customer will elicit a more favorable response than a photo with a caption that says: “We loved our experience with XYZ Company. “People can be quite skeptical and a video can help overcome the skepticism.
The video below provides a perspective from the owner of Triangle Imports, a Raleigh import auto repair shop who is a customer of TheeDigital. In it, the owner talks about the successes of his business and the level of working relationship he has with the marketing agency. The video is clean and crisp, yet customizable and authentic. It’s obvious to viewers that the owner’s feelings are legitimate, which is very meaningful in a world saturated with staged critics and paid actors. Testimonial videos are a great way to show how your business can help your potential customers.
Who wants to read a long instruction manual when YouTube is full of how-to videos? Answers to many “how to” questions are readily available online. Instead of giving a random amateur YouTuber more hits on their channel, optimize your business web videos to answer questions that are relevant to your business. You might be surprised at how well your videos are received and it can give your business the opportunity to attract new customers.
Examples of instructional video:
This video on how to finish drywall is a good example of an instructional video that understands the need to hold the viewer’s attention. First, the video is split into several parts so that the viewer does not have to watch a full 20 minute tutorial AND the viewer can select the video that matches their needs.
What should I avoid when creating videos for my website?
There are definitely some things to avoid when it comes to creating a video for your website. Remember, the goal is to create engaging content that elicits the RIGHT emotional response from your viewers. Here are some tips to avoid creating a video that derails your marketing strategy:
Keep your message short and simple: Make sure you can touch all the hot spots in your video during the allotted time. Don’t extend your screen time too much, as this can negatively impact audiences. If your topic is larger than your time, split the post into multiple videos. KEEP THE ATTENTION OF YOUR VIEWERS!
Don’t bore your audience! Keep your video exciting. This will promote engagement and allow you to effectively get your message across. People will walk away or leave a boring video that doesn’t grab their attention.
Shoot with a script: This will help you keep your video and post on track. Even if you are an expert on your subject, having a script will keep you focused. This will give confidence to the person in the video or voiceover and help them during filming to eliminate pauses and awkward gestures.
Don’t over-promote your business, BUT make sure you have a call to action included – Without a call to action in your video, you will lose some of the effectiveness of your message and your marketing efforts. Have your viewer end the cycle by presenting a call to action that grabs them emotionally and prompts them to take action! But be careful, don’t promote your business too much or you might deter potential customers by selling them too much. Keep the information clear and simple.
Get help adding videos to your website
Now that you understand the benefit of adding videos to your website, it’s important to get professional support to help your website grow. If you need video marketing assistance, TheeDigital can provide this solution for you.
Contact TheeDigital Internet Marketing Professionals in Raleigh, NC at 919-341-8901 or schedule a consultation to find out how your business can benefit from strategic video marketing.