Video marketing offers multiple benefits to your business:
First, website videos help improve your organic ranking with the search engines. According to Forrester Research, “..video increases the chance of a front page Google result by 53 times.” Video is indexed right away by search engines, as opposed to web pages which may take months to be indexed. More and more I am seeing videos pop up in the organic listing of a Google search.
Second, a well made video will improve conversion rates on your website. What I mean by improving conversions rates is – that the percentage of visitors who make a purchase, fill out a form, or make a donation will increase. Internet Retailer states, “… visitors who view product videos are 85% more likely to buy than visitors who do not.”
Video has a tremendous ability to tell your story. Therefore, placing a video on your website can be like having a salesman working for you 24/7. Except this salesman has the ability to handle an unlimited amount of customers all at once. This is probably the most compelling reason you should be using videos for your business, but instead most business owners are focused on the glamour of driving more traffic to their site with a YouTube viral video. Check out the homepage of Cactus Mailing who uses a unique video to help sell their direct mail postcards.
Let’s think about it. As business owners we spend a lot of money and resources to drive visitors to our websites, but for what reason? What do we want them to do once they are there? In some cases it is make a purchase, or fill out a form, or something else.
Now, if for every 1,000 visitors to your website you can get 20 to do what you want them to do…then you have a typical 2% conversion rate. So if you want to double your conversions what should you do, spend more money to double the number of visitors? Instead, wouldn’t you rather increase your conversion rate to 4% without spending twice the money? That is what video can do for you. If you would like to read more about it you can Download a Video Marketing Case Study.
Third, another benefit of video is that it can get you on YouTube. Yes – the stats are in and YouTube is the world’s second largest search engine next to Google. So if you want to increase your chances of being found, you need to get listed on YouTube. Except you can’t get on it unless you have a video. Seems pretty simple.
Web videos provide multiple marketing benefits to your business
- Videos can get you a first page Google listing
- Video on your website can increase your customer conversions
- Your video can be uploaded to YouTube - getting you on the second largest search engine
My Bottom Line Recommendation - Get started creating product videos to upload to YouTube. This will help your search engine ranking. This is something most companies can do in house inexpensively. When you're ready to incorporate video on your website, for lead and sale conversions, seek out the help of a professional firm. Look for a video marketing firm that specializes in creating conversion videos.
What are your experiences with online video?
Rick Kranz is a Video Marketing and Inbound Marketing Strategist. He is the President of OverGo Studio, a NY based firm specializing in Online Video Marketing and Inbound Marketing Techniques.