If you’re a digital marketer, video needs to be in your content repertoire. No longer an alternative content medium reserved for the creatively inclined, video has proven itself to be a high-converting, vital component of a successful digital marketing strategy. According to Hubspot, 87% of online marketers use video content and 96% of B2B organizations use video in their campaigns.
How can performance marketers take advantage of this great creative resource? Whether you’re a publisher looking to drive traffic or a merchant trying to improve sales, a smart approach to video content could be the boost you need to take your marketing strategy to the next level.
Why should you invest your valuable time and resources into video content? It can be tempting to stick with tried-and-true content mediums, but neglecting video is leaving money on the table.
Video content converts. Landing pages with video content have been shown to yield up to 80% more conversions than landing pages without video. If you are struggling to get customers to stick to your landing page long enough to convert, enticing video content could be the solution you need.
Video content is great for your SEO ranking. As mentioned above, it’s a great tool to get visitors to stay on your pages for longer periods of time. This lowers bounce rates and increases click rates, both of which boost your site’s SEO. Video content is also very shareable, making it a strong potential source of high-quality backlinks to your site.
Well-produced video content puts your brand at the top of your audience’s mind. According to Hubspot, a customer who views and enjoys a video ad will see an increase in brand association of up to 139%. And it’s not just customers – business executives prefer video content to text.
Mobile video consumption has skyrocketed in the last few years. With cross-platform optimization becoming increasingly important – more than 60% of digital media consumption happens on mobile devices, after all – video content can help you engage the valuable mobile traffic segment.
Watch for Roadblocks
Of course, the vast benefits of video content do require resources in order to be obtained. While the video production process may seem daunting, scoping out challenges is the best way to meet them head on and budget your time and manpower accordingly.
The learning curve
Video and multimedia content takes time and expertise to produce. However, don’t despair just yet if your content team doesn’t have an audiovisual whiz! There are a number of cost-effective video production and learning tools available, such as the free Vimeo 101 series or online courses from Udemy. If you don’t have a video expert on your team, a small time investment in learning basic techniques and best practices will be well worth the return: high quality content.
Video production requires equipment; however, don’t assume that you will need to blow your budget on a full deck of professional production equipment! There are a number of cost-effective ways to get basic video equipment – a DSLR and a standard microphone should be more than enough for simple productions. If you’re still not convinced and want to prove the viability of video content before purchasing your own equipment, video equipment rental services are an excellent option for testing the waters.
Check back next week for part 2 of our affiliate marketing and video series: Crafting Your Content.