The Secret to Double (Almost) Conversions: Online Video Marketing

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“Pictures came and broke your heart/Put all the blame on VCR”

You probably recognize this line from the 1979 hit single by The Buggles entitled: “Video Killed the Radio Star”. The song came like an anthem, a foreboding theme to introduce the new generation, the Generation Y, or what some would call Generation MTV.

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Video sourced from YouTube

Pictures may have been “Radio star’s” heartbreaker, but to marketers and advertisers, it’s anything but.

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Courtesy of MTV

Visual content has been a constant fixture in the digital era because:
1. Humans are wired to be visual creatures. According to Social Science Research Network, 65% of humans are visual learners. Also, 90% of information that comes to the brain is visual. As a result, visual data is processed 60,000x faster.
2. It just works. Tweets with images got 18% more clicks, 89% more favourites and 150% more re-tweets compared to those without. Videos increase conversions by 86%.

Currently, videos are already driving 50% of users to the Internet; and by 2016, online video will be responsible for most of the internet traffic worldwide.

The numbers don’t lie. Content is king and videos are its crown jewels.

Now the question is: “Do I have a dedicated campaign to promote my brand/product/service using video?”
If yes, good for you! You’re on the right path. But for those of you who are still figuring out the how’s, what’s, when’s, and why’s then read on.

Videos are as SEO-friendly as it could get.

In one of our previous articles, we discussed how search engines like Google are changing the way you get found. One of the ways they are also improving their search results is to put a premium on videos because they provide more informational “bang-for-the-buck”.

online-video-marketing

If you rely heavily on SEO, listen to what the Google Webmaster Guide is saying about this:
“Often the best results are online videos, and Google wants to help users find useful videos… Every day, millions of people find videos on Google search, and we want them to be able to find your relevant video content.”

Additionally, online videos from hosting sites such as YouTube are ranking high in search results. For example, this search query for Ray Ban Wayfarer Original Rare Prints yielded results with videos right after the more keyword-relevant Ray Ban online shop and e-Bay.

online-video-marketing

More and more case studies confirm: video is a ranking factor.

An analysis carried out by Conductor and Invodo on the top 100 online merchants by annual revenue (based on the 2014 The Internet Retailer Top 500 ranking) revealed that among 100 merchants, only 16 have more than 10,000 pages with video. And these 16 online retailers are consistently ranking in search, while the others are scraping the bottom of the barrel.

This suggests that many e-tailer companies are still largely unaware of the advantages of online video marketing to their discoverability. If only they realized how video SEO can give them a leg up against the competition, then they would be able to generate more leads and therefore, more sales.

Convinced yet? Learn all the tips and tricks on how to start with your online video marketing campaign and video SEO in our next blog. Watch out.

Kevin Joshua Ng
Kevin Joshua Ng
Kevin is Content Marketing’s humble scribe. He has no doubt in his mind that Content is still king and he will serve it ‘til the day of his demise. He’s known to lurk around the walls of social media, thinking and writing. So follow him on the BuiltbySF blog and on LinkedIn, Twitter.

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