Search and you will find…Video
Google, Yahoo and Bing are search engines that gives a higher priority rank to video content when conducting a web search; so if you are mandated with improving your clients search results, then you need to include video in your digital marketing mix. If you had any doubts about adding video to your marketing efforts—pay attention— because online video is proving to be one of the most powerful marketing tools available, when it comes to getting your clients into search results.
In fact, according to Search Mojo’s, Video Saved the Marketing Star: Amping up Search with Video Content report, videos received a 41% higher click-through-rate on search results than text content. On top of this, the report found that videos are 53 times more likely to generate a 1st page Google ranking than plain text.
Business-to-business marketers are already jumping on the video marketing bandwagon, with a recent report entitled 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, finding that B2B use of online video has surged significantly in the past year. Currently, 73% of marketers use video as a content marketing technique— a rise of 18% in the past twelve months.
Need more convincing?
According to a recent study by Forbes, 75% of executives watch work-related videos on business-related websites, at least weekly. Just over half of executives watch business related videos on YouTube at least weekly, and 65% visit the marketer’s site after viewing the video.
Further stats indicate that, of the 6+ billion mobile subscriptions worldwide, 59% prefer to watch video than read text on mobile devices. Meaning, more than three billion people prefer online video to reading text. You can quickly begin to see just how important video marketing is, in today’s world.
Google + YouTube = Video Marketing Success
Many people think that YouTube is merely the platform for home videos and music covers, but in reality, it is so much more. YouTube is actually the second most popular search engine in the world, behind Google; together they account for 85% of the world search engine market share.
For this reason, having a YouTube channel with product reviews, demonstrations, how-to’s or other videos, is crucial. But how long should your video be?
Recent reports on video consumption habits have revealed that short-form videos are growing hugely in popularity. In addition, short form videos are the future for small businesses. An AOL study further corroborates this, showing that videos under 10 minutes, are the best length for roping in potential customers, resulting in 25% higher brand recall and a 42% rise in purchase intent.
It is considered a best practice to create short-form benefits driven product demonstrations/ videos and incorporate them into email campaigns and blogs posts.
And don’t forget, in 2012 video was displayed in over 70% of Google’s general search results. When you consider that Google, Bing and Yahoo all currently incorporate video into their search results, you can see, that it is more important than ever, to make the most of video content Marketers who understand the importance of video marketing reap the rewards sooner than those who don’t.
Binoculars photo from Flickr by gerlos.