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Video and Inbound Marketing in 2017

Posted by Adriane Simon on Nov 9, 2016 4:52:25 PM

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Video Marketing in 2017

 

As we mentioned in our overview of HubSpot’s State of Inbound 2016 report, marketing with video is going to be YUGE in 2017 and beyond! Let’s talk about why.

Video Marketing Captures Prospects’ Attention

People just love watching videos: prospects tend to watch videos more than they will read a blog post and simply putting the word “video” in the subject line of an email can increase its open rate by 19 percent and its clickthrough rate by 65 percent. It also can reduce the number of people who unsubscribe to your list by 26 percent.

HubSpot itself has compiled 31 “must know” statistics regarding video marketing. Here’s just a sampling:

  • YouTube has reported that video consumption via mobile devices grows more than 100 percent each year.
  • Viewers are 64 percent more likely to purchase something online after watching a video.
  • For B2B companies, fully half of your C-suite prospects will look for more information on your product/service after watching a video.
  • More than 90 percent (92 percent) of people watching a video on a mobile device tend to share it with others.
  • One-third of all online activity is spent watching videos.
  • Enjoying a video increases a viewer’s “purchase intent” by 97 percent. A viewer’s “brand association” also grows by 139 percent.

How Video and Inbound Marketing Work Together

Inbound marketing is all about providing engaging, informative content your prospects need to help them meet a goal or overcome a challenge. You provide this content via blog posts, free e-books they can download from your website, newsletters you send them, and so on. Much of this content currently is in written format and video is another form of content to offer to your prospects. (Written content won’t be going away because, as mentioned above, many people will go looking for in-depth information after viewing a video and in-depth videos can be long and expensive to create.)

More Reasons to Engage in Video Marketing

It’s not just people craving video: Google and other search engines love it, too – which means better search results for you.

Google gives special treatment to video and images in its search results. Key in a term (particularly one that starts with “how to”) and your search results page will have what is known as “universal search results,” which includes links to web pages as well as to videos.

For example, take a look at the screenshot below. The search term is “how to knit a sweater,” and you’ll see some brief instructions at the top, followed by links to webpages. But notice the video thumbnail three results down from those instructions. That link also is “above the fold” of the search results page: you’ve just beat out more than 31 million other results.

The reason? There are still far fewer videos online than there are written blog posts, so you have far less competition to beat, thanks to Google’s special treatment of video.

But Wait, There’s More Goodness When it Comes to Video Marketing!

Even if your video doesn’t make it to the top of search results, people tend to click on its link more than they do to “regular” web pages (Making it pretty much perfect for broadcasting via your social media channels. That video thumbnail draws the eye to it and that “play” arrow on the video just compels people to click it!

What’s more, the more people click on it, the more Google takes note and starts ranking your thumbnail even higher in search results because those clicks are “validating” your video in the eyes of Google. It’s a wonderful feedback loop!

A Few Video Creation Tips

  • The video screenshot that appears in the thumbnail matters: aim to have a human face in that thumbnail and make sure the person is looking friendly and approachable. (Faces get more clickthroughs.)
  • Where do you place keywords? In your video’s sitemap, so it’s wise to create one. Place your keyword in the following tags: Title, Description, the video’s URL, and the thumbnail’s URL.
  • Place the video on the top of its page on your website and make sure it’s easy to see (it’s not tiny on the page).
  • Yes, it’s a lot easier to create the video, post it to YouTube and then use that link. But you’re losing good SEO mojo and giving it all to YouTube because the URL will go to YouTube, not to your site. (Take a look at the screenshot above and notice that the link goes to the video creator’s website, not to YouTube.)

 

Inbound marketing is all about your prospects, their wants and needs. Giving them what they want in the form of video is a great way to get what you want – their business!

 

 

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Topics: Inbound Marketing, Content Marketing