How Video Content Marketing Can Boost Your SEO, Conversions, And Sales
Video content marketing, or video marketing, is a method of digital marketing that utilizes video content in order to engage viewers and promote your brand1. Content marketing in its purest form is nothing but the production and online distribution of content that is educational slash informative in nature. Video content marketing takes this concept and applies it to the most popular and powerful medium of communication today: video.
Video boosts your SEO and web traffic
Search engines love video because it increases the quality and relevance of your web pages. Video also helps you rank higher for keywords, generate more backlinks, and reduce bounce rates. According to a study by Wyzowl, 31% of marketers add video to improve SEO.
Video can boost your SEO and web traffic in several ways:
- Video can increase the dwell time on your website, which is the amount of time that visitors spend on your pages. This signals to search engines that your content is valuable and engaging, and improves your ranking. According to Wistia, people spend on average 2.6x more time on pages with video than without.
- Video can help you target long-tail keywords, which are more specific and less competitive than generic keywords. Long-tail keywords can help you attract more qualified and relevant traffic to your website. For example, instead of targeting “video marketing”, you can target “how to create a video marketing strategy for 2022”.
- Video can generate more backlinks to your website, which are links from other websites that point to yours. Backlinks are one of the most important factors for SEO, as they indicate that your content is authoritative and trustworthy. Video is more likely to be shared and linked to than other types of content, as it is more engaging and memorable.
- Video can reduce the bounce rate on your website, which is the percentage of visitors who leave your website after viewing only one page. A high bounce rate can hurt your SEO, as it suggests that your content is not relevant or satisfying to your visitors. Video can keep your visitors interested and encourage them to explore more of your website.
Video increases your conversions and sales
Video is not only good for attracting visitors, but also for persuading them to take action. Video can showcase your products or services, demonstrate their benefits, and address common objections. According to Wyzowl, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
Video can increase your conversions and sales in several ways:
- Video can show your products or services in action, which can help your visitors visualize how they can use them and what value they can provide. For example, a product demo video can show how your product works and what features it has, while a service explainer video can show how your service solves a problem or meets a need.
- Video can provide social proof for your products or services, which can help your visitors trust you and overcome their doubts. For example, a customer testimonial video can show how your product or service has helped real people achieve their goals or overcome their challenges, while a case study video can show how you have delivered results for a specific client or project.
- Video can create a sense of urgency and scarcity for your products or services, which can motivate your visitors to act fast and avoid missing out. For example, a promotional video can offer a limited-time discount or a free trial for your product or service, while a live video can create a sense of exclusivity and excitement for an event or launch.
Video builds trust and loyalty with your audience
Video is a great way to connect with your potential and existing customers on a personal level. Video allows you to show your brand personality, share your story, and provide value to your audience. According to Wyzowl, 94% of marketers say that video has helped increase user understanding of their product or service.
Video can build trust and loyalty with your audience in several ways:
- Video can humanize your brand and make it more relatable and authentic. Video allows you to showcase the faces behind your brand, such as your employees, customers, or partners. For example, a behind-the-scenes video can show how you make your products or deliver your services, while an interview video can introduce the people who work at your company or collaborate with you.
- Video can tell your brand story and communicate your mission and values. Video allows you to convey emotion and passion through visuals, sounds, and words. For example, an origin story video can show how you started your business and what inspired you, while a mission statement video can show what you stand for and what impact you want to make.
- Video can provide value and education to your audience and position you as an expert and leader in your industry. Video allows you to share useful information and tips that can help your audience solve their problems or achieve their goals. For example, a how-to video can show how to use your product or service effectively, while a webinar video can teach something new or answer common questions.
Video enhances your social media presence and engagement
Video is the most engaging type of content on social media platforms. Video can help you reach new audiences, increase your followers, and encourage shares and comments. According to HubSpot, video posts on Facebook have 135% greater organic reach than photo posts.
Video can enhance your social media presence and engagement in several ways:
- Video can capture attention and spark curiosity among your social media followers and potential customers. Video can use eye-catching visuals, catchy sounds, and intriguing headlines to entice people to watch your content. For example, a teaser video can give a sneak peek of your upcoming product or service, while a viral video can use humor or emotion to create a buzz.
- Video can encourage interaction and feedback from your social media followers and potential customers. Video can use questions, polls, quizzes, or challenges to invite people to participate in your content. For example, a Q&A video can answer the questions that your followers have asked you, while a user-generated content video can feature the videos that your followers have created using your product or service.
- Video can foster community and loyalty among your social media followers and potential customers. Video can use stories, testimonials, or live streams to create a sense of connection and belonging among your audience. For example, a story video can show a day in the life of your brand or customer, while a live stream video can show a real-time event or announcement.
Video differentiates you from your competitors
Video is a powerful way to showcase your unique selling proposition and stand out from the crowd. Video can help you highlight your brand values, culture, and mission. According to Wyzowl, 83% of marketers say that video gives them a good ROI.
Video can differentiate you from your competitors in several ways:
- Video can show what makes your product or service better or different than others in the market. Video can use comparisons, demonstrations, or animations to illustrate the features and benefits of your product or service. For example, a comparison video can show how your product or service performs against your competitors, while an animation video can show how your product or service works in a creative way.
- Video can show what makes your brand better or different than others in the industry. Video can use testimonials, reviews, or awards to showcase the reputation and credibility of your brand. For example, a testimonial video can show how your brand has helped your customers achieve their goals or overcome their challenges, while an award video can show how your brand has been recognized by reputable organizations or publications.
- Video can show what makes your company better or different than others in the world. Video can use stories, documentaries, or social causes to showcase the purpose and impact of your company. For example, a story video can show how your company was founded and what inspired you, while a social cause video can show how your company supports a cause that matters to you and your audience.
Video caters to the preferences and habits of modern consumers
Video is the preferred way of consuming information for many people today. Video is easy to watch, understand, and remember. Video is also convenient and accessible, as it can be viewed on any device, at any time, and from anywhere. According to HubSpot, 54% of consumers want to see more video content from a brand or business they support.
Video caters to the preferences and habits of modern consumers in several ways:
- Video appeals to the visual and auditory senses of modern consumers, who are used to consuming information through images and sounds rather than text. Video can use colors, shapes, movements, music, voiceovers, and sound effects to create an engaging and immersive experience for the viewers. For example, a 360-degree video can give the viewers a panoramic view of a location or scene, while a music video can use songs and lyrics to convey a message or emotion.
- Video simplifies complex information for modern consumers, who are used to getting information quickly and easily rather than reading long texts or documents. Video can use charts, graphs, diagrams, or animations to explain difficult concepts or processes in a clear and concise way. For example, an infographic video can show statistics or data in a visual way, while an educational video can teach a lesson or skill in a simple way.
- Video enhances memory and recall for modern consumers, who are used to remembering information through images and sounds rather than words. Video can use repetition, association, or emotion to help the viewers remember the key points or messages of your content. For example, a mnemonic video can use acronyms or rhymes to help the viewers memorize something, while a storytelling video can use characters or plots to help the viewers relate to something.