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Video & Inbound Marketing - How They Work Together

Lisa Hoover
By Lisa Hoover - February 02, 2018

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Marketers are always looking for ways to attract audiences. Finding innovative ways to communicate brand messages and generate leads is what their role entails. Video marketing has passed the "up and coming" mark, but there are still a lot of brands who aren't utilizing the power of this type of content. Video's potential to attract and convert customers is one of the most effective options available. It can make your messages more dynamic and transcends almost every channel. It's cost-effective and can generate a massive return on investment for those who aren't afraid to operate on the cutting edge.

Videos are versatile because they afford companies creative options to entice consumers with content that is powerful without overwhelming them with information. It allows viewers to put a face to the company which achieves better personal connection and inspires brand loyalty. There is a lot of flexibility in terms of implementing video into your marketing plan and if you want to monetize your marketing efforts, you will include them in your strategy.

To solidify our point, here are some quick and powerful facts:

  • 51.9% of marketers claim video has the best ROI
  • 85% of people want to see more video content from the brands they love
  • 69% of people have purchased a product after watching a video about it.
  • 72% of consumers say they want to use videos to learn about products or services
  • 83% of users would share a video with friends or family

Video Adds Value to Email Marketing Campaigns

Your email campaigns are a vital communication tool between you and your target consumer. It's one of the best ways to get your message out there and increase lead generation. One reason for having videos in your email marketing campaign is the ability to increase your click-through rates. Videos overall are more engaging than graphics and other images, so plugging them into your email marketing campaign increases the chance of your consumer clicking on the post. Email marketing, in general, shows a higher return on your investment. For every $1 you spend on your campaign, you can expect an average consumer spend of $38. That alone outperforms Facebook which is still the number one social platform available for marketers to connect with consumers. By embedding videos in your emails, you maximize on the opportunity to generate revenue.

Smart marketing also requires brands to occupy formats their consumers are actively engaging in and using it as a way to communicate effectively. There are an estimated 246 billion emails sent every day, and over half are read on a smartphone or tablet. In fact, we can blame the smartphone as one of the reasons why video is becoming so popular. With easy access to the internet, people can consume more dynamic information within seconds. To be omnipresent, companies must utilize this trend to engage, attract, and delight their customers.

Improve Social Media Engagement with Videos

Using video on social media is one of the most influential tools your brand can utilize. We've talked before about the power social media video content has on website traffic with 64% revolving around the viewing of video content. Research states that 44% of shoppers find videos are influential in their decision to purchase a product because it has the option to deliver an attractive and concise message about brand awareness and promotions.

It should be noted that not all social channels are created equal. If you want to improve the chances of engaging the right audience, choose your social platform wisely. YouTube is the king of video. Because Google owns it, having a YouTube channel will increase your search ranking. This platform also makes it easy to embed videos into your website or email campaigns, because it compresses the file down to a usable size. A win-win.

A surprising contender for video and social media is Twitter. Over the years, Twitter has upped its game making it more compatible with hosting videos. Most users are on Twitter for quick, digestible information so keep these videos short. The best all-rounder is Facebook. With 2 billion active users, it outperforms YouTube by .5 billion monthly. There are over 100 million hours of video watched every day on Facebook, making it a top player in the game of social media.

Improve SEO by Adding Videos

There are many different ways videos can improve your website's SEO and traffic. Your site is the face of your business, and by implementing video into your content strategy you are improving your chances of converting leads into customers. A compelling video coupled with an authoritative message increases trust. Strong messages impact consumers the most and increase the chances of having your content shared. When your videos are shared peer-to-peer, you create links, which is a reputable way to climb higher in Google's search rankings.

A video is another way to diversify your content. If you are looking to introduce new products or articulate brand culture, nothing will outperform a video. One way to present this organically is through your blog. When you embed a video on individual pages, like blog posts, you organize your content and make it easier for search engines to crawl. Additionally, you can provide a transcript of your video on each page to improve SEO rankings. By embedding videos from your YouTube channel, you reduce lag time because videos are already compressed, and you improve your chances of impressing Google. As we previously mentioned, YouTube is owned by Google, and they love keeping things in the family.

If you’re looking for help aligning your video and SEO strategies, we’re here to help! Contact Horton Group today.
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