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How videos drive website traffic to boost online marketing objectives

Posted by Adam Hyland

The internet is crowded, and it’s only going to get busier. This year, global internet traffic will be 64 times the volume of the entire web in 2005. Getting your website noticed, therefore, is a difficult task. Not only do you need to attract visitors, but you must be able to hold the attention of your audience and show that you can provide the solutions to their life challenges and problems, and that makes it even more difficult. Content marketers need to come up with fresh, innovative, interesting and entertaining ways to attract visitors to their content, and the current trend seems to be the use of video.

The stats show that many internet marketing agencies are already using this method. A study by Software Advice in 2012 found that of 155 marketers surveyed, 85% were using video in their online marketing strategy. A report by industry experts Cisco also shows some staggering stats, predicting that 69% of all global consumer internet traffic will be video by 2017 (80% by 2019), with the number of videos doubling to 1.5billion this year. They reveal that it would take you 5million years to watch all the video content that will cross the internet each month in 2019. Even if you filter out the overwhelming number of videos featuring cats doing funny things, that is still a lot of video content.

It’s no wonder business and brands are getting in on the act. Nielsen claims that 64% of marketers expect video marketing to be the major player in their online marketing strategies, with more than half seeing it as the best format for increased ROI.

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According to this blog by mavsocial, online engagement trackers comScore say 45% of internet users watch at least one video per month, and are exposed to 32 in that time. The number of internet users who watch video every day is now 100million, while 90% of shoppers say video plays an important part in their purchasing decisions. They also mention that the Online Publishers Association found that 80% of internet users recalled watching a video ad on a website they visited within the last month, of whom 46% either searched for more information, visited the company’s website, or purchased the product featured in the ad.

Convinced yet?

Why is video marketing so effective?

  • Video is perfect for inbound marketing because it attracts visitors by providing useful and relevant information in an interesting and captivating way. Even if you write a short, to the point blog of 800 words, chances are not everybody will read to the end. More people will however watch a two-minute video to the end. It is summed up best by Forrester Research, who say ‘a minute of video is worth 1.8million words’.

  • Videos have stickability. People who watch them are more likely to stay on your website longer, which increases your SEO, and helps in the conversion process.

  • Videos have shareability. Posting videos means you tap in to the YouTube and Facebook platforms, which have audiences of over a billion every day.

  • Videos are memorable. Internet users are far more likely to recall a video than some text, as the stat above from the Online Publishers Association tells us.

  • Videos are demonstrative. Not only do they provide valuable information for the consumer, but they can show how your product or service actually works. Some 57% of consumers say they are more confident about purchasing a product after they have watched a video about it.

How to post effective videos that will attract your target market

As with all online content, you need to optimise your videos for effective online engagement that will help you reach your digital marketing objectives.

  1. Always consider the audience you are trying to reach and ensure the video is not only relevant to them, but engaging and compelling. You have a ten-second window to draw viewers in, and 20 seconds to make them decide they want to stay. According to Visible Measures, desktop users have an attention span of around two minutes or less, while mobile users stay a little longer, around 2.4 minutes.
  2. Be creative and make your content great. It needs to offer solutions and provide useful information, but you can also engage viewers with interactive elements like quizzes and surveys.
  3. Promote your video posts across multiple channels as you would your written content. Make it easy for users to find and share it. Create a user-friendly video section where your users can easily search and view your content. Try to focus on creating a separate landing page for each of your videos, rather than embedding several into a single page.
  4. Keep mobile in mind. According to Ooyala, a tenth of all video plays happen on mobiles and tablets, and it's an increasingly important segment.
  5. Optimise your video content for search. Use transcriptions, allow embedding for maximum shareability and inbound link opportunities, host the videos on your own domain, use keywords and noticeable titles, give full descriptions, and use tags.

Videos are a great way to attract visitors to your website because they offer interesting and entertaining content in an easily digestible format for your target market. If you want to stand out from the crowd and reach your online marketing objectives by increasing your visitor and conversion rates, you need to optimise your video output and make use of your entire digital dashboard to reach and engage with your target market, and if you do this, you will start to reap the rewards.

 

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Author:

Adam Hyland

Adam Hyland


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