How does video content help SEO and generate leads?

In the 1980s video was proclaimed to have killed the radio star. Roll forward forty years, and video is an incredibly powerful and effective addition to online marketing strategies. Video can help businesses to stand out from their competitors and attract the attention of their target audience. Additionally, it is an effective tool for increasing the SEO value of your business's website.
Integrating video into your digital marketing strategy doesn’t just make you down with the kids, it also brings several major benefits for your business:

·       Video increases customer knowledge

Video is simple, quick, and direct and yet it is the most powerful way to deliver a huge amount of information to potential customers. It’s an information powerhouse, but most importantly it is memorable. Viewers retain 95% of a message compared to 10% of the same information delivered in a text format. 

In today's fast-paced world where time is scarce, business video content can be easily consumed by viewers at their convenience and from any location. Video is a highly effective form of digital marketing offering endless opportunities for audience engagement and connection.

How to use video production in content marketing

1.   Explainer videos

An explainer or "how-to" video is a short film used to explain various aspects of a business. It can be used by service-based businesses, brick-and-mortar stores, or e-commerce websites to explain their products, services, or processes.

2.   Tutorial videos

Tutorial videos provide helpful information for users. They include details on product descriptions, how products solve challenges, and maintenance tips. This is just the beginning, as tutorial videos offer many other benefits as well.

When it comes to video production and content creation, explainer videos are advantageous. They don't need to be complicated. Your audience is looking for quick and easy-to-understand information, and visual guidance.

3.   Introduction videos 

An introductory video is highly effective at delivering the message. If you are a new company, targeting an audience unfamiliar with the business, or releasing new products or services. People like to see the face behind the brand, the company culture and its values.

4.   Process videos

If you regularly having the same conversation with different customers to about the processes of your business, a walkthrough video is the solution. It’s a great way to articulate and demonstrate information without overly complex walls of text. Whether you physically walkthrough the process or choose animation, a process video is a time saving, more meaningful and can be repurposed across your other digital marketing platforms.

Tips to create a video for digital marketing

Video content is an effective digital marketing tool allowing potential customers to see your business as more than a company - human and approachable. The video needs to use the business graphic design elements, capture the spirit of the brand, your team, and their work, so consider the following:

An appealing script:

An engaging script helps to keep the video on topic and ensures you address the key points in the right order. Structure is important - introduction, challenge, solution, and most importantly a strong call to action. Avoid jargon and long sentences like the plague!

Natural presentation:

Try to relax in front of the camera - a robotic or wooden performance does not represent your personality or business. Introduce gentle brand appropriate humour, remember the people watching will be the people who you deal with so be natural!

A punchy length:

The benefit of a scripted video is you are not able to waffle. It’s very easy to feel nervous and just keep on talking. Viewers want a short, succinct answer to their query, so that means videos need to be 1-3 minutes with key information clearly addressed in the first few seconds.

Video statistic #1: according to Cisco, 82% of all consumer website traffic will be made up of online videos.

·       Video increases your business’s reach

Video options are given for 70% of search results and yet video remains unchartered water for many businesses. Competition is intense to rank high on Google for blog posts, articles, and white papers. It's an opportune time to create a custom video production for your company, and fill the gap in the market.

Businesses gain increased visibility through tutorials, product reviews, explainer films and video brand campaigns. But how can you use films?

1.    Embed into your website design to engage visitors and give your site another SEO boost as visitor duration is another metric search engines rank sites by.

2.    Include in e-mails – who wants to read a wall of text when they can watch a video short? Video in e-mail increases the click through rate from between 200% – 300%, generating leads ripe for sales conversion.

3.    Upload to YouTube to take advantage of their 2 billion audience figures. Write SEO content for the description of each film to help it to be found by viewers searching for content in your niche.

4.    Share across your social media platforms: get your brand visible!

Video statistic #2: SEO leaders Moz state digital content that includes video has three times the number of backlinks in comparison with text only posts.

·       Video increases conversions

Creating a business film is not a vanity project; it’s an investment to bring a high return to your business. Video is an opportunity to talk directly to consumers and influence their buying decision. The more videos you publish to help and educate the viewers and present your brand’s personality, the greater the emotional connection. Consumer buying behaviour is emotion led, emotions drive sales.

Video statistic #3: according to research by Hubspot, a video on a landing page increases conversions by 80%.

·       Video increases trust and credibility

A great concern for people buying products or services online is security. How do they trust the business will deliver what they claim? When viewers see the face behind the business or can see films of customer experiences and testimonials they are reassured about the credibility of the business. Unscrupulous companies fake written testimonials and reviews, but a genuine video of satisfied customers and clients is near impossible to forge. Trust and credibility generate sales.

Video statistic #4: viewers spend on average 100 seconds watching a client testimonial film – ten times longer than skim reading 10 written reviews.

People have busy schedules, and in this fast-paced world, video provides a convenient way for them to learn more about the services and products you offer. They can see 3D renderings of products and hear testimonials in a format that is easy and quick to access. Video production is a cost effective, unique and creative way to market your business.

Digital Presence is a Christchurch SEO and web marketing agency. We specialise in helping businesses like yours reach their full potential through web design, online marketing, and content wizardry. Learn more about how we can help your business grow with a free no-obligation chat.