Video Marketing Strategy



Austin Walk





s2-video-blogWe’ve said it once, and we’ll say it a million times. Content is king. Google (and every other search engine) ultimately cares about one thing; a positive user experience. Did their searcher, find what they were looking for on your site? Every other attribute and analytic is a subset of the answer to this foundational question. In fact, certain behaviors are tracked to measure this. Data like: The time the user spent on your site - Their interaction on your site – The number of pages they visited or things they did. With factors like these weighing so heavily in search result algorithms, these video marketing stats from across the web make sense:

• Video content can increase the chances of front page Google ranking by 53 times (Cisco)

• YouTube accounts for over 28% of all Google searches (Comscore)

• Globally, online video traffic will be 55% of all consumer Internet traffic in 2016. (Cisco)

• Retail videos on a webpage can increase conversion by 30% (EConsultancy)

• 90% of online shoppers found video helpful in making purchase decisions (Video Brewery)

• 64% of viewers are more likely to make a purchase in an online store after viewing a video (Comscore)

• 52% of consumers say that watching product videos makes them more confident in online purchase decisions (Invodo)

• Video promotion is over 6 times more effective than print and online (Atlas)

• 75% of executives watch business related videos every week and of those, 65% visit the marketer’s website after viewing a video (Forbes)

• Videos are shared 1,200% more times than links and text combined (Simply Measured)

• ‘Video’ in the subject line of emails increase click through rate by 7-13% (Experian)

• In 2012 4.6 billion people chose to watch video ads. That’s chose to watch not just an impression (Ad Age)

• Viewers spend 100% more time on pages with videos on them (MarketingSherpa)

• Landing Pages with video have up to 800% more conversions than the same page without

 So we know that video content is imperative … now what? The trick is you need fresh content, on a continual basis. The problem is, video production can be expensive. Here are a few suggestions as you start to plan your 2015 video marketing strategy:

Everybody needs a quality introduction video. Whether you’re a doctor, a geoscientist, or a local plumber, your audience wants to meet you. They want a real, credible look at who you are, what you look like, what you sound like, what you do, and why you’re better. The quality of this film is more important than the quality of any other. Coupled with your website, it’s your first impression. 

Get creative with supporting videos. Chances are you have a phone that shoots pretty decent video. Or you have a friend, or an employee has a relative that can help you shoot. Producing supplemental films, like content specific films, patient and staff interviews, product reviews, company updates, staff parties, etc. can be simple. As long as the content of these films are useful, don’t stress too much on the gear used.

Find a good editor. The ability to shoot content yourself and dump your footage on an efficient editor is priceless. Spend the time finding somebody who can transform your iPhone footage into usable video content. Chances are, they can also give you good insight into filming tricks and tips.

Be consumer minded. Nobody wants to watch a 20 minute film about what you have to say. Unless it’s KONY 2012, people will most likely get bored, real fast. Keep your shots light and engaging. Title your films appropriately so viewers understand what they’re about to watch. Put on your customer hat and ask yourself, what do I really want to see?

Don’t forget the music. The audio you chose can define your footage. We’re always amazed at the difference a good song makes when editing the same footage. Don’t be afraid to spend a little extra time finding the song that fits your film.

Trust us. Budget spent on quality video content will significantly impact your long term organic search engine ranking. If you have any questions or concerns, don’t hesitate to ask!