If you’re a small business owner, you’ve almost certainly heard the adage “content is king” to emphasize the critical nature of content marketing. you should certainly be including video in website design, which is good content marketing as well. Additionally, while written content is helpful for a wide variety of people, visual marketing is an even more successful tool for increasing interactions and activities.
Forrester Research extends the adage “a picture is worth a thousand words” by stating that a one-minute video is equivalent to 1.8 million words. Given that 46% of people who view a video advertisement on a business website act because of their watching, it makes sense to incorporate video into your marketing approach. Read more about the value of video.
Reasons why you should incorporate video into your business website:
Improve Your Google Rankings
The “dwell time” of visitors to your website is one of the elements considered by Google’s algorithm for search rankings. This is also known as “long clicks vs. short clicks.” The premise is that if visitors are spending significant time on your website, it must provide high-quality content. An engaging video is an excellent method to attract — and maintain — visitors’ attention.
Businesses that incorporate video into their websites typically enjoy the increased engagement, click-through rates, and conversion rates. Indeed, 80% of people who watch a video advertisement will recall it a month later, and 12% will purchase the product featured in the advertisement.
Demonstrate Your Brand’s Individuality
People increasingly shop, work, and communicate online in today’s digital world. While this is convenient, it decreases the frequency with which we put faces to names. To humanize your brand, utilize video to establish a connection with your audience that is as near too face-to-face as feasible. Because our emotions drive our decision-making and behaviors, the use of both music and moving visuals appeals to all our senses.
Utilizing video to demonstrate your brand’s personality helps website visitors better understand who you are and what you stand for—which helps establish trust in your business—and the emotional connection is one of the reasons buyers return. Its a great source of video marketing, read more here.
Distinguish Yourself from The Competition
Without a doubt, video is a critical component of content marketing and will only continue to grow in importance. Consider the following facts:
90% of internet consumers report that watching a video about a business’s product or service helps them make a purchase decision.
Sixty-five percent of executives who watch work-related films visit the company’s website following the viewing.
64% of visitors to a business’s website are inclined to purchase a product after seeing a video.
Video-enhanced real estate listings receive 403 percent more inquiries than those without video.
However, because less than half of firms presently utilize video in their marketing — a figure that is expected to climb to 64% shortly — you still have an opportunity to differentiate yourself from the competition by utilizing this effective marketing technique. Utilize it to welcome newcomers to your business, respond to website visitors’ questions, or simply to make them laugh—all while leaving a pleasant and lasting impression.
Make Available Video Testimonials
Credibility is critical for every firm, whether it is new or established. A fantastic method to establish credibility is to quote actual customers who have purchased your product or service and are pleased with it. This is often referred to as social proof, and it occurs when a peer—either someone you know personally or someone with similar needs—recommends a product.
In one research, a restaurant raised its sales by 20% simply by putting “our most popular products” alongside a few meals on the menu. Social proof is also a factor in the success of many television shows: synthetic laughter causes others to laugh as well.
Mobile Users Should Be Included
If you’ve ever attempted to read a lengthy article on a relatively small Smartphone screen, you’re aware of how slow it can be—even on responsive websites. Receiving the same information via video can significantly simplify the process for the typical individual, particularly in today’s world of short attention spans. Given that video viewing on mobile devices has surged by 532 percent in the previous two years and that 40% of people prefer visual information over plain text, it makes it logical to give customers what they want.
Provide a Demonstration of Your Product
Occasionally, your product requires a somewhat more detailed explanation, for which a demo film is far superior to a textual description. Buff’s versatile headband is an excellent example of a product demonstration film. Given their product’s versatility, it makes sense to inform prospective buyers of all the possible applications.
Videos enlighten everything. They depict a genuine human being with a genuine personality, and if you’ve done your homework, that genuine human being will resemble your target demographic. This fosters a sense of trust and relationship between your viewer and your business. Your audience will have the impression that you understand them and are communicating directly to them.
By including a video on your website, you demonstrate to your prospects that you believe in your product or service enough to demonstrate it in several dimensions. It is a straightforward method of conveying your company’s message to the consumer. By transparent, I mean that business-to-business videos leave little space for interpretation and direct your message directly to the consumer.
Practical & Entertaining
Video is not only more transparent than text but also more convenient. Consumers can now obtain information while still being entertained. Numerous brands are adopting this technique for their video strategy.
Consider the phenomenal success of Dollar Shave Club in 2012. Their video marketing plan was to educate people about Dollar Shave Club, and it was much fun. Dollar Shave Club received 12,000 sign-ups for their product within 48 hours of the video’s introduction.
Boost Search Engine Rankings
Thanks to Google’s 2007 introduction of Universal Search, the algorithm used by Google to rank the results greatly favors videos. To be more precise, websites with video content are 53 times more likely to rank higher in Google’s Search Engine Results Pages (a.k.a SERPs).
Utilizing video on your website benefits your search engine in a variety of ways. They increase click-through rates, increase retention, and help create backlinks because people are more likely to share videos than share text documents.
Therefore, who wants to boost consumer trust, develop useful and interesting content, improve their search ranking, and eventually increase conversions?
Now that you understand the value of video on a company website keep in mind that you’ll want to share your videos on YouTube, Vimeo, and all your social media channels to maximize visibility. Include concise titles and keyword-rich descriptions to aid in their discovery, and you’ll be well on your way to increasing engagement, click-through, and conversion rates!
You can read more into how important video is on a website here.