These days, with razor-thin profit margins and economic uncertainty everywhere, most businesses are looking for a marketing “silver bullet,” something that they can use to solve all of their problems while also increasing leads and sales. Unfortunately, no such silver bullet exists, and if a marketing company tells you otherwise, you should run away as fast as possible.
Any reputable marketing firm will aim for strategies and tactics that provide the client with the most bang for their buck. With all of the recent changes to the way that the major search engines rank their search results, the tool that is quickly distinguishing itself in this arena is using video to boost search and marketing results. For search engine ranking results, video is as close as you can get to that silver bullet.
Consistency is key, especially when talking about your company’s brand. Like Facebook and Twitter, YouTube is a great platform to build your brand and increase awareness. What makes YouTube unique is that it provides users with content that is much more visually appealing and engaging.
You can also personalize your YouTube Channel with your company’s logo and contact information, and have outbound links to your website and other social profiles. By creating this ‘circular’ path between your social networks, current and potential customers will be able to find you where they are spending a majority of their time, and your message will be consistent across all channels.
Additionally, video provides a channel to further engage with your current and future clients, and to establish your company as experts in your field. Forbes Insight reported that 75% of business executives who were surveyed said that they watch work-related videos. Simply put: Videos provide a wider, more engaged audience.
Whether your business is B2B or B2C, by using video your company will have a more diverse audience, who will be much more engaged with your content. Your target market will expand, as the reach for YouTube videos is far greater than any image or website.
On average, videos engage viewers for 1.5 minutes, as opposed to 8-10 seconds for other types of media, and videos are far superior in communicating the intended message to the viewer.
The largest benefit that video can have to your online marketing efforts is by using video in your search engine optimization. Google owns YouTube, and gives videos a boost up the search rank because, as mentioned, they are much more unique and engaging. Additionally, your video and your website will work in tandem to improve their search rankings: when a video is linked to a website, it improves the rankings for the website and also for the video.
In fact, if optimized correctly, videos are 53 times more likely to be found on Page 1 than just a website. By properly researching keywords and tagging the videos uploaded to your channel, each video will be 53 times more likely to be found on Page 1 of Google Search, thus leading to an increased amount of traffic not only your YouTube Channel, but your website and other social profiles as well.
Companies who are not currently using video in their online marketing efforts should absolutely start – but the videos should be well-produced and full of useful information. If you or your company have never before created videos for use on your website, a good recommendation would be to seek the services of a local video production firm, whose costs can be much lower than what you’d expect.
While certainly not the silver bullet that we’re all searching for, video is definitely one tool that a smart business owner will be using in their online marketing.