Video is a powerful marketing tool, but it's often underutilized. Videos can be entertaining, informative, and educational, and when done properly, provide marketing value in three primary areas:
- Establishing Trust: Well-produced videos provide an engaging way to bring your company culture to life, demonstrate a product, or establish credibility. Businesses from corporations to nonprofits can benefit from customer testimonials, which are powerful ways to build trust with your audience.
- Search & Discovery: That's right—video can improve your search rankings. YouTube is the world’s largest video search engine, second only to Google in terms of volume. Additionally, since videos can be shared through social channels, they give you an opportunity to drive traffic virally. If you're hosting your videos on YouTube, be sure you have a catchy title, tags, and descriptions full of keywords (YouTube even has a handy keyword tool to help you out). By properly optimizing your video for SEO, your content is 53 times more likely to land on the front page of a Google search (Forrester, January 2010).
- Conversion: Whether you’re a nonprofit or an online retailer, adding videos to your site gives you the opportunity to engage and activate your audience and influence consumer behavior. Retail site visitors who view videos stay two minutes longer on average and are 64% more likely to purchase than other site visitors (Comscore, August 2010).
Check out more promising statistics for video marketing at Invodo. Then try on your director's cap and roll camera!
We're working with several of our clients to develop and implement video strategies. If you're interested in exploring the possibilities of video, drop us a line at firstname.lastname@example.org.