A minute of video is worth 1.8 million words, according to Forrester Research. The question is, what should be said in those words?
In the face of skyrocketing year-over-year growth in online video traffic, consumer research has demonstrated that one thing is certain: people want video.
An accessible online video presence should be an essential part of your marketing mix by this point. However, simply having a video marketing strategy isn’t enough to set you apart from your competition. The quality of your content, however, will help differentiate your business.
The power of high-quality video marketing is immense. It can drive traffic to your site, convert leads, and pay dividends over the long term for your business. An effective targeted, high-quality video marketing campaign can have several major benefits for your business, as shown in these 5 reasons:
1. High-Quality Video Drives More Visitors to Your Website
Making clients aware of your services is the first step to closing them. It’s time for video marketing.
YouTube is the second-largest search engine on the web today after Google. Here’s the kicker: YouTube is owned by Google. Because of this, Google favors video (and especially YouTube) when it comes to indexing and ranking pages in organic searches. A video is 53 times more likely to appear on Google’s first page of results and generates 41% more clicks than a text-only page.
To enhance visibility and establish your firm as a trusted resource at the awareness stage, you must capitalize on user keyword searches. Your goal is to be seen. At this point, FAQs, educational videos, and how-to videos that capitalize on long-tail search terms can be helpful to build authority.
FAQ and how-to videos are efficient, effective, and short ways to capitalize on highly targeted long-tail searches. Suppose, for example, that “how to find an accident lawyer” or “what kind of lawyer should I hire for an auto accident” are some of the most commonly searched terms for finding an accident lawyer. If you’re a law firm, having several short FAQ videos, such as “5 Tips for Hiring an Accident Lawyer” or “How to Find the Right Lawyer for an Auto Accident” will not only answer the question directly, but you could establish yourself as a trusted authority on the subject based on your quality.
Utilizing high-volume search terms and answering questions with easily digestible and informative video content will significantly increase your firm’s visibility and trust.
2. Video Marketing Leads to Higher Search Rankings
Videos can organically rank more than once on Google, which increases your ability to attract new leads and close more sales. How? With online videos, you are not tied to a single source, and you can repurpose content across multiple channels to boost your video marketing campaign.
By optimizing videos properly, videos can rank organically on Google via YouTube, websites, and blog posts. For a single piece of video content, it is possible to rank in the top 3 search results.
If you triple the visibility of your online content, you triple the visibility of your services. Suppose you had a steady flow of FAQs tailored specifically to your target market’s questions. There is no end to the potential.
3. High-Quality Video Converts More Customers
Following the awareness phase and directing users to your website, you should further position your brand during the consideration stage. Brand videos are a great way to accomplish this.
In addition to increasing web traffic, brand videos engage, educate, and entertain potential clients with your brand’s story. Who are you? What makes you a good choice when it comes to representation? What makes you the best solution for their problems?
Humanizing brand videos is the key to their success. People will build trust and confidence in your ability to represent them as their legal counsel by connecting with you and your brand on a deeper level.
A high-quality video on your homepage has been proven to increase conversion rates by nearly 300%, and to increase the average visitor’s time on your site by two minutes.
In addition to encouraging extended contact with your brand, quality content leads to higher engagement rates and better client confidence, increasing the likelihood of your firm being hired.
4. Low-Quality Videos Hurt Brand Perception
When it comes to video marketing campaigns, low-quality video content is one of the biggest pitfalls that many firms face.
Simply put, amateur content implies amateur abilities. Approximately 62% of consumers would hesitate to purchase from a brand that published a low-quality video, according to Brightcove.
You don’t need a video marketing expert to realize that poor quality marketing leads to a poor perception of your brand and, as a result, poor campaign performance. You can actually deter potential clients from engaging with your firm if your videos are of poor quality.
Video marketing alone is not enough; you need to tailor your video message to fit your brand and align it with your overall marketing approach.
5. High-Quality Videos Can Harness the Power of Social Media
In comparison to outbound marketing, social media has a 100% higher lead-to-close rate, making it a very effective tool for driving consumers to hire your firm. Video marketing on social media (and in particular on Facebook) has the advantage of low cost per clicks and highly targeted ads.
As a result, social media allows subscribers to become more intimately involved with your brand and services. It’s one way to create continued conversation among your followers, as well as further sales opportunities, by creating a community.
While these five reasons only scratch the surface of video marketing’s potential, they provide a useful roadmap for several of the ways you can use video to grow your business.
A well-executed video marketing campaign can significantly impact your firm’s bottom line if implemented properly. Utilizing these techniques effectively can help you not only direct more traffic to your website, but also convert more visitors into clients using video marketing.
Which is easier, after all? Is it better to watch a 1-minute video about your practice, or sit down and read 1.8 million words? Video wins every time, no question about it.