What is Video Marketing and Why You Need It
Quite simply video marketing is incorporating videos into your marketing campaigns whether to promote your company, product or service. Customer testimonials along with live event videos are becoming more and more popular as companies try to leverage rich media content into their marketing efforts.
Marketers can get a lot of mileage with just one video by incorporating it into all your marketing channels – from email to search to landing pages. Moreover, studies show that video can increase your Google ranking, conversions, open rates, click through rates and more.
Benefits of Video Marketing
According to comScore, the online video audience reaches 84.5% of the U.S Internet audience. In addition, average engagement levels are rising as it continues to play a more prominent role in the online experience.
Rank Higher on Google
A study from Forrester Research states that a web page with video is 50x more likely to appear on the first page of Google. Even more importantly, Google has started incorporating more video content within its organic search results allowing you to increase your exposure.
Improve Email Open Rates and Click-Through Rates
The good news is that an email subject line with “video” included results to 2-3x more opens than one without. The bad news is that email clients cannot handle videos embedded directly into emails. However, savvy marketers “get around” this issue by using an image with a play button which ultimately leads to 5-6x more clicks. One important thing to note is that you actually want to have a video on the landing page and not trick your users into clicking your emails.
Convert More Users
Whether it’s a landing page used for email marketing, webinars or search marketing having a video will convert more users. Zappos reports that product pages with video convert 6-30% better than ones without. Vidyard reports over 100% increase in conversions by using video. If you are new to video marketing start with a video that talks about your company, product or service. Then start testing it throughout your marketing channels.