10 Ways to incorporate video into your content marketing strategy
May 16, 2018
One of the fastest ways to improve your content marketing is to add video.
Video gets results like nothing else. In fact, it’s so compelling that including video on a landing page can increase conversion by 80 percent. Companies that implement video into their strategy get 41 percent more web traffic from organic search than their peers who don’t.
So how do you get results like that? How do you incorporate video marketing into your current content strategy? We’ve got ten tips to help you bring your content strategy into the present.
Tip #1: Embrace video marketing on the Home Page
Do you want to show visitors that you recognize the value of video as soon as they arrive on your website? Incorporate video in your home page design. People are more likely to purchase a product or service if they see it in action— a whopping 90 percent of users say that they find product videos to be useful when it comes time to make a decision about which product or service they want to purchase.
Tip #2: Create an About Page Video
What better way to introduce yourself and your team to prospective customers than an “about us” video? This is particularly effective among Millenials. They’re more interested than previous generations in getting a clear understanding of the culture of the companies they do business with; they want to know that they share a similar viewpoint and a commitment to the issues that are important to them.
Tip #3: Add Video to Your Landing Pages
As we said before, incorporating video in your landing pages yields big results. A simple video captures the attention of users, leading to 80 percent higher conversion rates than landing pages without video. Quality videos will draw your target audience to watch a video for a longer duration which will also help boost your website’s domain authority.
Tip #4: Use Video in Emails
The average person receives 121 emails every day. Close to 50 percent of those emails are considered spam, so we’ll estimate that most people get around 60 relevant emails per day. How do you stand out from the crowd? Video.
Embedding an engaging, entertaining video to your email will capture the attention of your audience like nothing else. In fact, some companies have recorded an improvement of 8x increase on click-through rates, open rates, and engagement through the use of personalized video emails in their outbound email strategy. Similar to sending an email with the customer’s name featured in the text, video personalization adds an extra touch that helps build trust and create a connection with your brand.
Use personalized video to:
Extend a personal invitation to an upcoming event.
Share news about a new feature or product.
Send a general thank you to returning customers.
Tip #5: Video Testimonials are More Effective
You’ve probably heard the saying, “Don’t tell me— show me.” Nowhere is this more appropriate than when you’re sharing glowing reviews from satisfied customers. Sure, you can ask them to write up a paragraph or two, but filming the customer testimonial will better convey their delight more than words ever can.
Tip #6: Use Video to Increase Social Engagement
As customers scroll through their Facebook feed, what better way to capture their eyes than with a video? Whether it’s a quick tutorial on how to use one of your products or a video sharing your company’s vision, video is far more likely to get attention than a photo or plain text.
All the likes, votes, views, shares, and comments, also serve as a public unpaid endorsement of the value and quality of information shared in the short video. This shines a positive light on your company!
Tip #7: Explainer Videos Give Customers Insight Into Using Your Product or Service
To you, your product or service is simple. After all, you’ve been working with it since it was just an idea. But to your customer, it might be more complicated or intimidating, which could keep them from placing an order.
Creating an explainer video that will give your prospective customers some insight into what sets your product apart from the rest, as well as a quick tutorial on how to use it. This will allow them to buy with confidence.
Tip #8: Video Improves Your SEO
Every content marketer knows the importance of search engine optimization, or SEO. Similar to incorporating carefully-researched keywords into your content helps boost your site to appear higher on the search engine results page (SERP) posting your video on YouTube will accomplish much the same thing but to greater effect. Google loves video, so you’ll get preferential treatment for posting on YouTube, a Google service.
Be careful not to leave potential customers on YouTube. Use your online videos as a funnel for new prospects to find your website by incorporating an effective call-to-action.
If you plan to host your video directly on your website, you’ll have the ability to edit the metadata read by Google and other search engine crawlers. This gives you an opportunity to improve your website’s SERP ranking plus you keep traffic on your site.
For improved page search engine ranking, make sure to include:
Metadata for video title - Help catch attention.
Metadata video description - Make it easy for search engines to determine how your video relates to other content.
Optimize your videos for mobile viewing.
Upload video sitemap to Google Search Console.
Include the video transcription for even better results.
Tip #9: Video is Perfect for Time-Sensitive Promotion
If you’ve got a promotion that’s running for a limited amount of time, it’s important to grab your customers’ attention quickly. Video will get your message across faster than anything else; you can embed a video in your e-newsletter, send a quick email, or post it on social media— whatever makes the most sense for your particular audience.
In developing your video marketing strategy, consider creating videos that will perform well on different platforms but also as social media ads.
Square video ads tend to outperform landscape-formatted videos.
Make sure your social video has a clear call to action.
Create a narrative video; they generally have a lower cost per click.
Tip #10: Video Lets You Engage With Customers One-on-One
Technically, you’re talking to EVERYONE in your audience through video, but it feels far more intimate than a rote email. Do you want to explain a new feature of one of your products? Address an issue that might have arisen? Discuss some ways that your product or service could be used that might not naturally occur to them? Video allows you to speak directly to your customers, with no confusion about tone. Additionally, you control the pace of the type of content, emphasizing the points you feel are most important. You have ultimate control over the message.
Are you ready to make your content marketing strategy more effective than ever by incorporating video or taking it a step further to develop video marketing campaigns? Next Thought Studios can help. We’d love to talk with you about it. Contact us here or give us a call at (405) 689-5486 to discuss your video needs today.
Janelle Bevan, M.A.
Janelle has produced and project-managed a wide array of videos ranging from corporate commercials to long-form documentaries. While completing her Master’s degree at the University of Oklahoma, she served as the graduate assistant to the department chair for Creative Media. Janelle has worked with many nationally recognized organizations, creating documentaries for the National Association of Broadcasters, designing and editing instructional videos for the Federal Emergency Management Agency, and producing the 2015 Broadcast Education Association awards show in Las Vegas. Janelle is a six-time Telly Award winner and won a 2016 Emmy for her documentary featuring a collaboration from three executive producers of AMC’s The Walking Dead. Janelle served as NextThought’s Director of Post-Production and Media Management and helped facilitate over 1,000 videos during her time at NextThought.
NextThought creates custom training and eLearning content for top organizations. Our team of learning designers, animators, and production experts partner with companies that deeply care about the growth and development of their teams.