Creating high-quality video content can hugely improve your audience engagement, boost your Google ranking and increase sales. In this blog, we discuss why incorporating video into your website is important if you want to appeal to a modern market and compete with other brands online.
The Online Buying Experience
When looking at the current consumer market, there has been a dramatic shift towards people shopping online rather than heading to their local high street stores to shop. Why? Because shopping online offers an entirely different browsing and purchasing experience that is often more convenient. Customers can:
- Shop from the comfort of their home & at any time of the day
- Quickly and easily compare similar products from different brands or suppliers
- Access honest reviews from other customers who purchased the same product
But one thing online shopping doesn’t allow consumers to do is see the product in real life. That’s why videos are an invaluable tool for digital marketers and something that customers expect to see when they shop online. When people intend to buy something, particularly something of high value, they want to know that it’s exactly what they're looking for before parting with their money. Research shows that after watching a video about a certain product, people were much more likely to buy it than if they hadn’t watched a video. Why is that?
Videos not only showcase a product or service, but they also present information in a way that is engaging, easy to share and most importantly, easy to digest. Videos enable you to:
- Offer customers a 360° & up-close experience
- Demonstrate how the product or service works
- Highlight & talk about the technical elements
- Show how your product or service is better than others
Let’s take a look at an example of a video that showcases a product/service effectively:
This is a video that we created for one of our clients, Sweets in the City, to advertise their Letterbox Treats product. So, why is this video effective?
- It shows people the name of the brand & product name clearly
- It demonstrates exactly how to order and personalise your order online
- It shows the complete product & how it will be delivered to you
After watching this video, the potential customer has everything they need to make an informed decision about their purchase.
Another great way that video can be utilised in digital marketing is in explaining and providing information in a visual way that sometimes words and text cannot convey in an engaging manner. In the video below, we provide information on 'composite decking vs plastic decking' for UK composite decking supplier TimberTechUK.
Here you can see a comparison of the two types of decking board with important information spoken in a voiceover. Providing a combination of both visual and audio elements that make what would be standard text information, a lot more interesting to take in and understand.
SEO Video Benefits
While creating videos to advertise products can greatly increase sales, this is not the only way that video can improve your business.
Search engines like Google consider videos to be ‘high-quality content’. Used correctly, videos can dramatically boost your rankings. When bots crawl your site and come across this ‘high-quality’ content, you can expect that your site will receive a ranking boost, moving you closer to that all important #1 position. Some examples of videos that add lots of value to your site include interviews with experts, reviews or gifs - to name a few.
Google often shows a selection of video results (a video pack) close to the top of page one in response to a particular search term or query. That’s because Google wants to give its users the best possible experience, and some users will find a video response most useful.
For example; someone searching ‘how to change a tyre?’ might want to see somebody changing a tyre and talking them through the process rather than reading a long article or trying to piece together a series of images. To get maximum SEO benefits from your video content, you should:
- Ensure your video is high-quality and relevant to your business/product
- Target relevant keywords in your video title
- Write a detailed meta-description that also incorporates relevant keywords
In recent years we have seen a huge increase in the number of social media platforms such as Facebook and Instagram, incorporating new and interesting ways to share video content. Learning how to harness the potential of features such as; Live videos, stories and Instagram TV etc. will be key to long-lasting customer engagement in the future.
Sharing entertaining video content on social media platforms can also broaden your customer outreach exponentially. We’ve all seen a funny or interesting video online and tagged our friends or shared it with our own followers. Think about how this same principle can be applied to your digital marketing efforts - create original, eye-catching and entertaining content with your product, service or brand at the centre.
How can we help?
If it isn’t already apparent, incorporating video into your digital marketing efforts is very important if you want to remain successful in the current climate. At Designer Websites, we offer a number of services that will help you bring your brand to life including, videography, drone footage, 360ۤ° video and street view.
Click the buttons below to have a look at these services in more detail, or give us a call on 01446 339050 and we'll be happy to discuss your ideas & give you a quote - free of charge!
Videography > Drone Footage > 360° video & street view >