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Digital marketing is taking over the way companies interact and connect with customers and potential leads. As online quickly becomes the primary means of interaction and business, companies are having to get creative and adapt their strategies to this behavior. While online marketing offers many benefits to companies, startups and entrepreneurs, it also has its disadvantages. Being that nearly all companies and businesses are moving online and building up their digital footprint, it’s possible your company and its content be lost amongst everything else. The name of game in digital marketing is optimization and google search rankings. There are ways in which companies can improve these metrics and swing them to their advantage. One increasingly popular way of doing this is through online videos.
Online videos are becoming ever more important in bettering a company’s google search rankings. They offer distinct opportunities and benefits to businesses looking to improve their online marketing strategy and grow their clientele portfolio. To reap all the benefits that online videos offer businesses, you must first familiarize yourself and your team with them. Understanding how online videos work, their production, how they vary, and how you can make them work for your business is key. As you learn more about online videos themselves, you’ll gain a better understanding of why they are so important for your business’s google search rankings.
What is an online video?
Online videos centered around a digital marketing strategy can be incredibly diverse and employ a great deal of creativity. Essentially, they are a visual and interactive way of communicating information or a marketing message that otherwise would have appeared in text or other traditional forms of marketing.
Online videos can come in many styles and genres. Depending on your industry, company, and marketing message, some styles may be more appropriate than others. Many sites have online videos on “how to” topics, product description and demonstration, and company history or storytelling. Other forms of online videos include promotional videos, event promotion, FAQs, interviews with industry experts, and new product launch/promotion. If your business offers a service as opposed to a product, you can tweak and adjust these categories to effectively market what you offer.
What are the benefits of online videos?
Once you understand what angel you want to take with your online videos, you’re ready to explore and measure all the ways they will help your digital marketing strategy. Online videos are good for your company’s online marketing strategy for a handful of reasons. In general, they have the ability to greatly improve your business’s Google search rankings. Essentially, they can help you appear higher up on the results page of Google. They do this through a series of distinct and unique benefits.
Firstly, online videos capture the audience’s attention. Not only are individuals more likely to engage with a video than they are text online, but they are also more attentive when watching a video. Capturing your audience’s attention, and retaining it, is essential in marketing. Nowadays, with the autonomy of online searching and interacting, individuals can bypass or parous through whatever content they wish. An online video locks them in and engages them better than any other digital marketing component. Capturing and sustaining the attention of your audience has the power to improve your Google search ranking. Online videos encourage individuals to stay on your website page because they are taking in the information. Specifically, users spend 2.6x more time on a company page with a video than they do on one without one. The more “dwell time” your audience spends on the page, the better your SEO rankings will be.
Additionally, online videos also increase traffic flow and pageviews. Traffic flow and pageviews increase thanks to online videos because they attract people to your website. As mentioned previously, individuals are more likely to interact with, and better absorb information from, online videos rather than text. If your website’s results are an online video compared to your competitor’s text content, your video will experience a higher click-through rate comparatively speaking. Once your online video ends, your viewer is more likely to interact with other pages on your site, ultimately increasing pageviews. High levels of website interaction and pageviews improves your overall SEO ranking too.
Moreover, online videos help with significantly reducing bounce rate. Bounce rate, while it may seem like a foreign concept, is probably something you practice on a daily basis without even knowing it. A website’s bounce rate is the rate at which individuals visit the site, and then leave within seconds after briefly scanning content for the answer. This is incredibly common with online articles, blogs, and/or website pages. Online videos help reduce this substantially because, again, they capture and retain the viewer’s attention. They are roped in to watching the video, essentially hanging on every word, waiting to hear the answer. Afterwards, they are then inclined to continue exploring the website and its other pages and videos. A low bounce rate helps the credibility of your site, ultimately improving its Google search rankings as well.
How can you incorporate online videos into your marketing plan?
Incorporating online videos into your marketing plan is important to ensure your business’s Google search rankings improve. Your business’s success will essentially be a derivative of your online marketing efforts. As we have seen, online videos are key components in having a successful digital marketing scheme.
The first step in incorporating online videos into your marketing plan is to understand your audience. Whether your company occupies a B2B or B2C space, you need to understand your clientele and who you’re trying to reach, before you go about reaching them. This also means you need to be researching your competitors and how they are using online videos to attract and interact with the market. This will clue you in to how the market is already developing, what it has seen and experienced, and what its expectations are. Once you know your audience, your competitors, and the market overall, you can move on to next phase of implementation.
You should devise a strategy for your online videos. Being that there are so many different kinds of online videos you can create and use, you should narrow your focus at first. Choose one or two kinds of online videos to start off with so you and your audience aren’t overwhelmed. You should be outlining the script, story, and purpose of the content before you get to creating it. Your online video should directly relate to your business, the industry at hand, and/or your current or prospective clients. This will create a seamless and integrated appearance between your video, your website, your blogs, and your mission. Moreover, it’ll further encourage viewers to explore other pages of your site once the video is over.
With a clear outline and direction, you’re ready to start creating your online video. If you don’t have experience with the technical aspects of the step, don’t be afraid to reach out to a professional team. They can create and deliver the exact message you want to communicate in an efficient and effective manner. Over time, you may start understanding how to create your own online videos and it will become second nature to you. Regardless of whether or not you make the videos yourself, be sure to keep including them in your marketing plan.
Online videos greatly help a company’s Google search rankings. By improving click-through rate, dwell time, reducing bounce rate, and many other beneficial components, online videos will take you to the top of the results page. Your brand image and personal brand will continue to grow and gain more and more exposure. To take advantage of all these benefits and differentiate yourself from the competition, start incorporating online videos into your digital marketing plan. You can plan, customize, and adjust the message, visuals, and purpose of the video to best fit your needs and your audience’s needs. If you run into any troubles or are unsure of how to get started, reach out to a team of professionals. They will help brainstorm ideas and deliver a final product that is sure to capture and convince your audience.