Video is 53% more likely than text to appear on the first page of a search and big brands are all starting to use video as way of increasing SEO.
Where your site ranks is directly correlated to the amount of quality engaging content you produce and how often people share it.
Google is focusing more on quality and relevant inbound links to your website from authoritative sites. Google is also indexing more social content from sites like LinkedIn, Twitter, Facebook and tying it to the authority of websites. Video content is very social and views grew across the social networks by 40% in the first quarter of 2012.
Ok these facts and stats are well known in the worlds of marketing and digital media, but for businesses the most salient question is “so how can video convert browsers into buyers, and if you can demonstrate this then we’ll give it a shot?”
The goal with video content marketing is to empower and inform your customer, listen to how they view your service or product, engage with your customer and make changes for the better.
Your customers are discerning consumers of content. The aim should be to build a community of like minded consumers and provide them with the quality content they deserve. If they are helped and their lives are enriched by your content, they are more likely to convert to your brand and even become loyal fans.
The case for using video as a tool as opposed to say tv advertising or banner advertising is that it is inherently engaging and sociable. It’s a matter of being creative with the budget and using the tools that already exist to help deliver the video to the right customers and in a way that increases the likelihood of them buying into your products and services.
Here are some great case studies:
http://www.philips.co.uk/ – has 5 videos on its homepage promoting products essentially, but the videos include artist endorsements, cases of Phillips Corporate Social Responsibility, Calls To Action and other links.
Citrix have started their own branded TV portal and create How To videos, Product demos and all sorts of entertaining stuff; check this employee out (he’s great) – http://www.citrix.com/tv/#videos/4572
Inuit have created video testimonials, product demos and a high production value promo, and uploaded them onto their youtube channel to great effect – http://www.youtube.com/user/IntuitUK
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