The Digital World has evolved to become increasingly more visual. Just look at Digg.com, one of the most popular content aggregator websites out there. Comparing old Digg vs. new Digg, you can see how new generations are consuming media in a more visual way. Even Facebook’s new Timeline should be a good indicator of this transformation.
This isn’t a new concept, and most of you reading this will probably already be using Video in some way or another. But the real question is.. are you you using video properly? As a summary to a recent video by Distilled SEO, I hope to help you answer this question and shed some light on how to properly use Video for Marketing.
Start With a Goal-Driven Strategy
This sounds like something so basic, yet so many people don’t do it.
- We need to make a Video!
- What should we do a Video about?
- How should we make the video?
- Where should I host and distribute my video?
- We need to improve “X”
- What’s the best way to this?
- Video is the best solution.
- Choose best Video type & distribution.
4 Goals & Strategies of Video Marketing
In Digital Marketing, there are generally 4 different goals to consider when pursuing video, which are as follows:
1. Rich-Media Google Listings
Rich-media listings on Google are the listings that appear with an image in the description.
The reason these are so coveted is because they result in a higher Click-Through-Rate (CTR), meaning it is more likely that searchers will click your listing (even if it’s not in the #1 spot). In order to achieve Rich-Media Listings, you have to host the videos on your own site, meaning you can’t just upload it to YouTube and embed it on your website.
A great success story for this, is Kurtz and Blum, a law firm from North Carolina. After creating 53 videos, which cost them under $4000, they were able to achieve Rich-Media Listings for 51/53 of the videos, which resulted in an increase of monthly website traffic by 14%.
2. Attracting Links & Social Shares for SEO
If you are familiar with Search Engine Optimization (SEO), you know that one of the most important ranking factors, is the quantity and quality of links that point to your website. (If you’re lost, see our Intro Guide to SEO)
By hosting videos on your own website using a program like Wistia, rather than uploading them to YouTube, you force people to link to your website rather than linking to YouTube. If your video goes viral, all these links will significantly impact the rankings of the rest of your pages, since the overall SEO strength of your website will be increased.
3. Increasing Website Conversions
Conversions on a website, are basically “achieved goals”. These can be anything from purchasing a product, to filling out a contact form.
Video can help to achieve these goals by providing a visitor with more information about a product or service, or helping to answer a question about a topic so that they can feel more informed when making a purchase or requesting a quote. This is called Conversion Rate Optimization (CRO).
A good example of this can be seen with appliancesonline.co.uk which includes video reviews on each of their product pages. They describe all the pros, cons, features, etc. so that it’s like you have your very own customer service rep describing each product for you.
The results of using these videos is quite phenomenal. Visitors who watch the videos are 100% more likely to convert into a sale and on average spend 9.1% more than visitors who do not watch the videos.
4. Increasing Brand Awareness
Consider that YouTube is technically the second largest search engine (more popular than Bing or Yahoo!). So if increasing Brand Awareness is the goal of your video, then this is the platform that you want to use. Rather than hosting it on your website, you will want to upload it to sites like YouTube and Vimeo to capture their audiences. You can always embed the video on your own website, you just won’t get the Rich-Media Listings.
A great example of creating brand awareness through video is DollarShaveClub.com, which made the following video for $4500. The video resulted in 12,000 immediate customers and has since racked up nearly 10 Million views. I’d say that’s a good investment.
Executing the Strategy
Quality videos can be made in a number of ways, but it’s important to pick a video type that matches the goals and strategies listed above. If you want to sell products, then product reviews are probably your best bet. But if you’re looking to break into a new market or create buzz around a new campaign, then you’ll likely want to create something more fun and creative that connects with the average person.
Whatever you decide to do though, always make sure you start with the proper strategy and treat Video as a means to an end.