Give Your Customers and Leads What They Want: Video
There are two things you need to know about producing a video for your company, The first is that, according to Digital Sherpa, your website is 50 times more likely to appear on the first page of a search engine if it includes video. The second? You don’t have to produce an Emmy Award-winning video to drive sales (although in our case we do both). Your online marketing strategy should include video. Her're four reasons why:
It’s up-to-date technology
Written content is great, but the ability to publish the written word to the Internet has been around for over twenty years. There’s a reason that Twitter came out with Vine, and Instagram added video. Video is a large part of the Internet's future. Whatever product or service your business offers, you want your customers to know that you stay with the times. Video marketing is one way to do that.
Videos are sexier, clearer, and quicker
Why do you read about your favorite NFL team in the newspaper? Because you want to get ready to watch Sunday’s game! Video is the main event! Don’t give your customers an appetizer when they’re looking for an entrée. Another major advantage that video has is its ability to communicate tone, visuals, audio, and effects. These things are what give your business a soul. Also, Millennials and Generation Xers don’t want to read your blog for five minutes when they can get the same amount of information from your competitor in a 30-second video.
Videos go viral
There's a reason that there is a Wikipedia page called “Viral video” and not one called “Viral blog post.” This isn’t to say that quality written content can’t be readily shared on social media and elsewhere, but video has more viral potential. We’ve all heard the phrase “the book was better than the movie,” but the more important question is: which was shared more? I think you know the answer.
First off, YouTube is the second largest search engine in the world behind Google. And, video is viewed by Google’s algorithm as richer content than written content. In fact, according to Dr. James McQuivey of Forrester Research, one minute of online video content is “worth” 1.8 million words of online written content (That’s 2,250 800-word blog posts, for all you content marketers out there). Last, you are still able to optimize keywords using video despite video itself not being in "written" form. YouTube (and other video sites) allow you to add titles, descriptions, and tags which will give your site’s ranking a major boost online.
Your customers are waiting for your video. Will you give it to them?
Brian Overson is the Marketing Associate at StoryTeller Media + Communications. StoryTeller is an inbound marketing agency based in the Twin Cities of Minneapolis and St. Paul. Brian blogs about inbound marketing, social media and digital content strategy. Find him on Twitter @brianoverson.