What would you rather do: watch a two to five minute video about a product or business, or read multiple webpages or websites to find the same information? Pressing play on the video seems much more time-efficient, particularly when you consider that Dr. James McQuivey of Forrester Research says that one minute of video has the value of 1.8 million words. That’s the equivalent of 3,600 typical web pages. If you are not utilising online video marketing, you could be losing up to half of your potential clients.
So, what exactly is online video marketing? It’s any online marketing activity that involves video! Most medium to large businesses already have an online marketing plan, but if it doesn’t include online video marketing, then your company is probably missing out on valuable new business.
We recommend the following online video marketing methods to improve sales, expand your reach on the web and improve your prospects’ overall user experience.
Add an Explainer Video to the homepage of your website
Getting the attention of potential clients is like running a marathon. Thankfully, an explainer video does most of the running for you. According to unbounce.com, after the company Work.com added an explainer video to their homepage, they increased conversion rates by 20 percent. Imagine hooking an additional new client for every five that visit your site just by adding an explainer video!
Why do explainer videos work? Explainer videos capture your audience’s attention and send them a valuable message about your business or product and why your audience should take the next step. A good explainer video keeps your audience entertained while educating them and will also have a strong call to action at the end.
Create a YouTube channel and generate interesting content
YouTube has a captivated audience ready and eager to devour your online video marketing. YouTube users watch over 6 billion hours of video each month—that’s almost an hour for every person on Earth!
We recently worked with Riot Art & Craft to develop a 12 episode YouTube TV series centred around an art-loving, craft shop attendant named Ricky Riot. The captured audience racked up 400,000+ views within the first 12 months; drove new customers into stores; and Riot Art & Craft sold countless craft kits due to the show. For more information on this example of YouTube content marketing, see the full story of Ricky Riot here.
Hit your target audience while they watch YouTube videos with YouTube In-Stream Advertising
Advertise on one of the most watched video websites in the world with in-steam advertising to reach YouTube’s more than 1 billion unique monthly users. In-steam advertising ads are the advertisements played before, during or after the videos. Businesses are only charged when the watcher views the video for more than 30 seconds. Viewers like the ads better than traditional TV ads, because they can be more targeted and they have the ability to close it when they get bored. For a beginners guide to YouTube Advertising, click here.
Find relevant phrases in Google Universal Search results that show videos and optimise your YouTube videos
Your video has an 11,000 to 1 chance of reaching the top of Google results when you don’t optimise it. Those odds aren’t great. Find phrases in Google that show videos from YouTube. Then, create and optimise your videos for these phrases. We recently did this for a client of ours, Safety Dave. Read about his fast ride to the top of Google & YouTube and how we got him there.
Produce video testimonials of happy clients praising your brand and embed them on your website
Prospects want to know that your business is successful and are interested in what your existing customers have to say about their experience. It builds trust and credibility at a vital part of the sales process. You can put video testimonials on your website’s home page or on a separate testimonial page. Basically, you want as many people as possible to see them. So, don’t be shy.
Online video marketing is a powerful, information-packed medium with the potential for building brands and reaching new consumers. So, step in front of the camera and let your video transform how billions of online video watchers view your business.