In today’s digital landscape, video marketing is a potent tool, empowering businesses to boost visibility, foster trust, and convert potential customers. It’s no longer optional—if you want traffic and engagement, you need high-quality promotional videos linking to your website.
Although not technically a “search engine,” YouTube is one of the most searched sites on the Internet, second only to Google. Potential customers search video-sharing sites in record numbers, over 2 billion per day. The average internet user spends 15 minutes daily watching online videos. If a picture is worth 1000 words, what is a video worth to your site?
Why Video Matters for Search Rankings
Search engines love videos and often rank them higher than other content in organic search results when adequately keyword-optimized. Suppose you want your local business or professional service to rank at the top of Google. In that case, you need to use multiple forms of media to get your message out.
When your geo-targeted videos appear in search results, you’re not just visible—you’re perceived as the local authority in your industry. This leads to increased leads, conversions, and repeat customers. Videos also appear in Google’s video-specific search feature, giving your content even more visibility.
Optimizing your videos for search engines is crucial to maximize impact. Distributing your videos across top sharing sites can boost your web presence and authority through valuable backlinks.
Building Trust Through Video
People do business with those whom they know, like, and trust. By utilizing video marketing, you are helping customers get to know you from the comfort of their own computers or smartphones. If they like what they see, they’re more likely to trust you since they can see you and your business.
Videos engage emotions and cause viewers to feel attached to you and your business. This emotional connection fosters trust between viewers and your business that text-based content cannot achieve. The video also meets people where they are: on their phones and computers, watching and deciding whom to do business with—often without reading text.
The Power of Video: Key Advantages
Video marketing offers numerous advantages that make it a powerful tool for businesses:
- Enhanced Engagement: Videos captivate users more effectively than other media forms, holding their attention longer
- Viral Potential: Compelling videos can go viral, rapidly increasing brand visibility and attracting thousands of potential customers in a very short period
- Desire Creation: Video marketing has proven to be an effective means of creating desire in its viewers
- Visual Preference: Most users prefer watching videos over reading the same information
- Emotional Connection: Videos evoke emotions, fostering attachment and trust between viewers and your business
- Demonstrated Expertise: Showcasing your knowledge through video enhances personal branding and credibility
- Direct Engagement: People want to see, hear, and know you through video
- Product Demonstration: Video excels for product reviews because you can show yourself using the product
- Expanded Reach: Access YouTube’s unique audience and expand to demographics you might not otherwise influence
Best Practices for Video Creation
Start simple and keep it strategic:
- Short Promotional Videos: Create concise, one-minute videos featuring relevant visuals, keywords, background music, and a clear call to action. Tools like Animoto make production easy, even for those without editing experience.
- Personal Interviews: A personal interview-type video for your website’s “about page” can effectively establish credibility and drive interest.
- Viral Potential: Aim for your video to go viral to speed up the process. Hubspot has compiled qualities that can make your video go viral.
- Keyword Optimization: Include relevant search terms in your title, description, and tags to help your video rank higher.
- Distribution Strategy: To maximize exposure, distribute your promotional videos to all major platforms—YouTube, Vimeo, Facebook, Instagram, and LinkedIn.
Many business owners falsely believe they must spend thousands on full-scale video production, but this is not the case. The production quality has nothing to do with search engine ranking. The key lies in delivering authentic, valuable content that resonates with your audience.
The Good, The Bad, and The Ugly of Online Video
What’s Good About Online Video:
- It engages viewers who want to know, see, and hear from real humans
- It’s ideal for product reviews and demonstrations
- It opens doors to YouTube’s massive audience, widening your exposure
What’s Bad About Online Video:
- Even viral videos don’t easily convert to subscribers
- Many people watch but don’t subscribe to your channel
- Subscription calls-to-action can be a hit or miss, depending on the execution
What’s Ugly About Online Video:
- YouTube is a different social platform, with typically younger audiences less quick to interact
- People tend to leave harsher comments when they don’t have to say it to your face
- As with all social media, anonymity can breed toxicity—focus on your message, not the trolls
Resources to Get Started
For those serious about YouTube as a platform, the YouTube Creator Playbook is an excellent tutorial for maximizing your exposure and gaining subscribers. If you’re interested in delving into the world of online video, take advantage of this resource.
Conclusion
Small businesses can significantly enhance their online visibility by strategically leveraging video marketing, building trust with potential customers, and driving sales. Video marketing’s power lies in its ability to connect with viewers personally, showcase expertise, and differentiate your business in a competitive digital marketplace.
With over 2 billion daily searches on YouTube alone, the potential audience for your video content is enormous. Creating quality promotional videos that are correctly optimized and distributed allows you to tap into this vast audience and drive significant traffic to your website.
Video marketing has evolved from a nice-to-have to an essential component of effective digital marketing strategies. Start small, focus on authentic content that provides value, and watch as your online presence grows through the power of video marketing.
