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Why Video Should be a Key Player in Your Digital Marketing

Video can still be seen as the new kid on the block when it comes to digital marketing, this doesn’t mean you should underestimate its power and success. We saw a huge increase in video towards the end of 2017 and there are no signs of this slowing down, with 2018 set to be the year of video. You may still be doubting the usefulness of video and may think video isn’t for you, but we can assure you – it is and here are the reasons why.

Boost your Conversions and Sales

The main aim for most businesses is to increase conversions, whatever your conversion may be. This may be a sale, a phone call or even just a sign up to your newsletter, whatever the conversion is this is what your business wants to achieve. Video can help you massively with increasing your conversions.

Vision is our most dominant sense and video really plays to this advantage, people are much more likely to be interested in content when it is extremely visual. With this interest comes a level engagement that is hard to recreate with a chunk of text, whether this is relayed as conversions or just as a discussion created. A video will keep the user’s attention for that length of time, so they’re spending more time on your website and the longer people stay on your website and are looking around the more likely they are to convert.

The largest connection between video and a boost in conversions is videos used for product explanations and ‘How To Use Your Product’ videos. Videos showing products and explaining them to the user boosts the sales of that product because they can see it in action and they will know what to expect. They feel like a risk has been alleviated by watching this video.

Generate Trust

There needs to be a certain amount of trust between you and your customers in order from them to convert, especially when buying a product or service from you. A video is a perfect way to generate this trust, a high-quality video shows the user that you are a legitimate company and your products are tried and tested. This will help the user along with their buying journey.

Some studies have shown that more than half of consumers feel more confident when purchasing from a company after watching a video. It gives you the opportunity to tell consumers everything you want them to know about your company and your products, a video doesn’t allow the user to skim read like they can with text.

Mobile Friendly

In 2017, we saw a mobile revolution with a massive increase in the number of consumers browsing on the go and this shows no signs of slowing down, only increasing. Experts state that videos are watched on mobile devices more than any other device. This is why all videos need to be optimised for mobiles, don’t miss out on this massive chunk of the market.

With videos being watched on the go increasingly more, people are tending not to use the sound from a video, as they are in public places. Sub-titles on videos are a great thing to add, this allows people to watch the video in silence but the message of the video is not lost. A lot of people wouldn’t watch a video if there were no sub-titles, especially on social media.

Benefit Your SEO

We’re always looking for new and interesting ways to benefit SEO on our websites and when done correctly, video can be a great help to a site’s SEO. A video is proven to increase engagement with that page or post, Google loves to see positive engagement because it shows that users like your content. Video is a highly shareable form of content, it can be shared across social channels and websites alike, this will generate a certain amount of high-quality inbound links.

When users spend a longer amount of time on your website it shows Google that they like your content and that your website is informative for the search term they used. A video will increase this time simply by the time it takes for them to watch the video. The longer time a user spends on your website, the more Google will trust your website so the more likely Google is to rank your website higher.

There are so many reasons that you should be using video in your digital marketing and these are just a few. It can be intimidating to know where to start with video but we can assure you, once you start you just won’t stop.

If you have any questions regarding using videos for your marketing or you just don’t know where to start with video, get in touch with us and we will be more than happy to help.

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Tierney Crocker
Tierney Crocker is part of the Digital Marketing team at WNW Digital, involved in all aspects of digital marketing and social media. You can email her at tierney@wnwdigital.co.uk

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