Why Web Videos are Essential for Digital Marketing


Technology changes quickly and so does consumer behavior.  So it’s no surprise that the ever-changing landscape can make it tough to successfully market to your target audience. However, if you own a website, you know that digital marketing is vital for bringing in new customers.  Companies spend a large amount of money each month on SEO, paid search, social media, etc. – all to gain a better presence on the web.  But once potential customers find you, how will you get them to convert?  Web videos are the fastest-growing form of media in the world.  They are credited for more than 60% of website traffic and more than 65% of top internet retailers use them to grab the attention of their customers. If you’re not taking advantage of this marketing gem, let’s take a closer look at why you should.


Videos Improve Your SEO Campaign

Videos are popping up in the search engine result pages more and more these days. People like watching videos – from news to funny clips – which is why search engines are presenting more videos to provide a user-friendly experience and keep up with the ever-changing trends.  When producing a video, incorporate interesting content, relevance, and use appropriate keywords that will help set you apart. How-to guides and demos are always heavily sought after. Other tips include using transcripts, enabling user comments, and creating a video sitemap so that not only users can find you, but search engine spiders as well. These elements will help to substantially increase your chance of being indexed on the first page of the search results to reach a larger audience.

Web Videos Can Build Customer Loyalty

The average internet user stays on a given website for less than one minute, so every second truly counts. A clean and aesthetically pleasing web design is fantastic but it isn’t enough anymore. Incorporating a video with an attention-grabbing title and an interesting look and feel can triple the length of time a customer stays on your site and this lengthened stay will help build customer loyalty. Not to mention, videos allow you to connect with your potential customers on an intimate basis, which only helps gain their trust.

Web Video – Along with Digital Marketing Costs Less

Traditional marketing requires external platforms such as television, print publishing or radio in order to reach consumers. This often requires a long and costly process that can reduce the amount of advertising a company rolls out. Web video is cost-effective and that’s a huge selling point. In fact, a 2012 study by HubSpot found organizations that use inbound marketing have a 61% lower cost per lead that those relying heavily on traditional marketing.  Therefore, if your company sells a product that needs to be explained or demonstrated, a web video offers the user-engagement advantages while keeping the cost at a minimum. Your website is your 24/7 salesperson, so having a video that drives home the benefits of your product makes your sales-pitch that more effective.

The internet is a part of everyday life in countries worldwide and people are much more comfortable now hopping onto their computers to surf the web. Information is more accessible than ever and consumers are all over the web for everything from shopping to news and entertainment. It’s essential to have an online presence.  A digital marketing campaign can get you in front of your customers and a web video can get them in the door.  Incorporated together, they can set your business up for success.

Pat Walton works for a Chicago video production company that targets small to mid-size firms. During his free time, he likes to dabble in photography and snap photos around the city.


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