From traditional TV commercials to live videos on Facebook, video content plays a fundamental role in your customers’ lives for decades.
Users consume video content more than ever before. The average person will spend 100 minutes every day watching online videos in 2021.
Precisely because of that, video content and your website go hand in hand.
Here are several benefits of videos for your website.
Improving your Website’s Organic Rankings
Quality video content benefits your SEO strategy on so many levels.
Boosting organic website traffic and CTR
Most of your customers consider outbound marketing strategies downright annoying. Inbound marketing practices, such as content marketing, are far more natural and user friendly.
When users are looking for information related to your industry, products, services, or company, they will search for helpful content pieces. Statistics back me up on that. For example, did you know that content generates more clicks than PPC? Namely, 71.33% of searches result in a click on an organic result on the first page.
That is where videos shine as the most engaging content form. They grab users’ attention and entice them to click on your website. Given that, it is not surprising that over 80% of all traffic will consist of video by 2021.
Increasing user engagement
Engaging and quality video content will also boost user interest and maximize your dwell time. When users spend more time on your website and interact with your content, this sends positive signals to Google and encourages it to rank your site higher.
Generating quality backlinks
Backlinks are still among Google’s most significant ranking signals. Fortunately, video content is a powerful backlink generator.
According to some recent statistics, 92% of people share videos they have watched online. That increases the visibility of your content. The goal is to get noticed by authoritative bloggers in your niche. If they find your video quality enough, they may want to link back to it from their blog.
To get the most out of your video SEO strategy, you should:
- Add keywords to your video titles and descriptions to boost their searchability.
- Include video transcripts to help Google understand what your content is about.
- Promote video content as a part of your SEO strategy via email, social networks, guest blogging, etc.
Conveying Brand Story and Evoking Emotions
Videos are a perfect opportunity to build a consistent narrative around your brand. By using them in brand storytelling, you can create compelling stories that convey your company’s personality and values.
That is an opportunity to show the human side of your brand. Videos build trust with your target audience and forge an emotional connection with them.
Educating and Informing Customers
Today, customers expect brands to provide quality, helpful, and engaging content. That is where videos step in. They focus on building trust with customers instead of promoting products.
The idea is also to create informative and original video content that educates your target audience. It should teach them something new about your industry and provide straightforward tips on solving real-life problems.
For example, this could be an interview with a thought leader. While it provides your audiences with immersive one-on-one experiences with big industry names, for you, that is an opportunity to brand yourself as a credible figure.
Or, you could create a helpful tutorial on your website. The goal is to address customers’ common problems and help them solve them. For example, if you are a tennis coach, you could start creating helpful tennis training tutorials and how-tos.
Always make sure your video content is helpful. Once your audiences notice the value of your videos, they will be more willing to do business with you.
Research studies found that video content helps 90% of customers make shopping decisions.
Namely, one of the major problems online shoppers face is that they cannot view or feel your products in person. They rely on product photos and descriptions. That is where video can help.
To build trust with your target customers and describe your product thoroughly, you can create 360-degree videos. VR technologies are booming, and many brands are using it to provide an impeccable customer experience. These immersive video types emphasize your product while giving a customer more autonomy. They can pan around the room via their phones to view the product from multiple angles.
Explainer videos are also a superb way to give prospects a quick understanding of what your company does. An explainer video is a concise, visually appealing, and highly engaging piece of content on your website that familiarizes a customer with your business and products/services. Instead of wasting time reading long-form articles about your company, a customer can get business or product information in a few minutes.
That is an opportunity for you to provide deeper insights into your product features and, eventually, boost sales.
Providing Strong Social Proof
In today’s hypercompetitive digital marketing landscape, customers do not trust brand content anymore. They rely on peer reviews. Studies found that customers trust online reviews as much as recommendations from friends and families.
In addition to traditional product reviews and ratings, many brands ask loyal customers to write a sentence or two about their products. However, you can take customer testimonials to a whole new level by using testimonial videos.
They are particularly popular for service businesses or individuals, including SaaS companies, graphic designers, web designers, digital marketers, etc.
When creating testimonial videos, put the spotlight on your existing customers and their experiences with your brand. That way, you will show the human side of your brand and gain customer trust. Seeing that people just like them are purchasing from you, your prospects will make buying decisions faster.
Over to You
Video content has been gaining momentum over the past few years. When used strategically on your website, it can boost your rankings, increase user engagement, build trust with your target audience, and enhance sales. I hope these tips and insights will help you.
How do you use video content? Please, share your experiences with us!
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.
I'm SEO specialist and certified Adwords consultant. I have been working in Search Engine Marketing for over three year. In addition working in SEO, I love writing about the subject and contributing to forum discussion in forums about various aspects of Search Engine Optimisation from link building to content development. Read more about me here