Eleven ways to improve your bottom line with video
Drive traffic to your website
The statistics speak for themselves:
65 per cent of executives have visited a company’s website after viewing its videos
54 per cent have conducted a search to find more information about a company after watching its video
Video marketing campaigns increase click-through rates by an average of 750 per cent
Turn website traffic into customers
According to a study by Forrester Research, the addition of a video makes your website six times more likely to convert a ‘browser’ into a paying customer. In addition, comScore Inc. found that visitors who view video stay two minutes longer on a site on average and are 64 per cent more likely to make a purchase.
Improve your search engine optimisation
Search engines give priority listings to websites that host video content. However, while YouTube is the second largest search engine on the Internet, it isn’t always the most effective way to use video for SEO.
One of the best ways you can maximise the SEO benefits of video is to create a video site map. This code helps explain to Google (or any other search engine) that you have a video on your website and provides information on the content that video contains.
Build thought leadership
Online success comes from thinking like a thought leader. Online video can be used to showcase your company’s expertise regarding your product and the industry in which you operate.
Enhance your brand
A cleverly produced video can be used to represent your company’s genuine voice. Video can also demonstrate your company’s authenticity by bringing faces, voices, and personality to your operations.
Companies often have the challenge of marketing complex products in a manner that keeps their customers’ attention. Intricate products and services can be easily simplified with video.
In addition, video can help to better illustrate product use before purchase and to support product use after purchase. Video can also be used to clarify a misperception about your product or service by presenting the information in an easy to understand format.
Achieve value from events
At trade shows you have direct access to your customers but you also need to bid against your competitors for their attention. Turning your stand into a production studio where you interview partners and customers helps attract attention on the day, and provides an excellent hook for sharing your messages with the people in the industry who were unable to attend the event.
Campaign on an issue
When a public policy issue affects your industry, video can support a campaign to influence the issue. Clever videos can capture the public’s attention, raise awareness of a key issue and get people behind your cause.
Manage a crisis
If you need to get the message out to your audience quickly during a crisis, then video is often the most effective way to do so.
Showcase best practice
What better way to show off the fantastic work you are capable of than in the form of a video case study, where your clients or customers tell the business community how great it is to work with you? We can speak from experience when we say that a video case study, packed with third party endorsement, is gold when it comes to closing a deal.
At TopLine, we are currently working with a property entrepreneur who is looking to raise £2m. His business proposition is exciting, but it’s difficult to explain in a 30-second elevator pitch. So we’re producing a video in which we use animation to demonstrate how the service will work, and interview him to provide a human face to the business (we know that venture capitalists invest in people not products). We’ll be sharing this with potential investors on social networks to help attract interest from the investment community.