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Video Marketing and SEO

Video is another way to build great SEO for your website properties and gain visibility to your customers. Believe it or not, video is fairly unutilized when it comes to building SEO. While other brands concentrate on other media buys, those who are already using video are reaping the rewards of better rankings.

Don’t underestimate the power of video when you’re marketing your brand. YouTube is the second-largest search engine in the world – second only to Google. Which means that if you don’t have any content on YouTube, you’re missing out on a great opportunity to be found and be seen.

Becoming Interactive

Websites such as YouTube allow you to add tags to your videos, and when they’re embedded elsewhere, search engines (such as Google) see this as a positive thing.

Users can do a lot when you offer them video. They can share on other social networks, like video, comment on the video, and even embed it elsewhere. Overall, these social aspects of video will help your content – and your website – rank better. You’ll be building organic links, and there’s always the possibility that your videos can go viral. 

Video Also Increased Conversions

The ultimate goal of every marketing effort is to increase conversions. Video is a natural and powerful way to do this. Research has shown that video can convert 60-68% more than any other type of media.

Not sure where to start? An explainer video can help you explain who you are and what you do, or simply introduce your product to the world. Or, drive new leads to your landing page where they’ll be converted by a powerful landing page video.

Increase Engagement / Visitor Duration

Reduce your bounce rates by catching your website visitors’ attention with video. Video is great with keeping users’ attention, and interaction helps pique their curiosity about the rest of your company’s products or services.

The Online Publisher’s Association research showed that 80% of users recall watching a video ad in the past month. An amazing 46% of those video watchers also took the desired action, such as looking for more information on the video marker’s website.

Using video on landing pages makes users much more likely to fill out a form, “like” a page on Facebook, or follow you on Twitter. They’re also more likely to remember your product next week and take action in the future. Video helps your prospects get to know you, and because of that, they’ll want to keep track of your happenings. You’ll get more leads, and you’ll have more conversions from those leads. It’s a win-win.

Calculating ROI of Video

The return on investment calculation for video is tricky. How do you measure goodwill, link backs, and follows on Twitter from one video?

Luckily, with marketing analytics, you can measure video engagement via your marketing or social media software analytics. Marketing suites such as SalesForce sell plugins that can give you these metrics, and more. This will directly illustrate to you after a person views your video. If you’re not ready for this type of software yet, you can also keep track of your weekly analytics via social platforms. Twitter, Facebook, and YouTube have some pretty decent analytics.

Basic Signals to Look for:
  • Increased subscribes and likes on your video channel
  • Increased engagement on your video channel, such as comments and shares
  • Increased list subscribers, Twitter followers, and Facebook fans
  • Increased leads and inquiries from prospects
  • More people mentioning your brand or sharing its videos and images
  • More sales, especially if you’re running a promotion and the video is part of this

If you’re not sure about your ROI, talk to the person who does marketing for your business. In many cases, a good CRM or marketing automation solution can help fill the gaps and give you a great overview of what’s happening when you put out a video. Many marketing firms already have this software installed, so you won’t have to spend tons of money on licensing.