What Is Video Marketing And How Can It Help My Business?


Everything you need to know about video marketing and how it can help your business meet and exceed goals.

Video marketing, at its most simple, is the use of video as part of the marketing process. While most big brands have had video marketing strategies for decades, today’s consumer expects videos as part of their online shopping experience. Because of this, video is more important to the sales process than ever before, and can help improve everything from social media engagement, to conversion rates and website SEO. It’s no wonder why video marketing has become a $135 billion industry. 

It’s not just marketers that love videos, over the past few years video has become the customer’s #1 most requested type of content from a business. If you are still wondering if video marketing is right your your business, read on. 

What Type of Content do Consumers Want To See
Chart via Hubspot.com

What is Video Marketing?

Video marketing spans across multiple marketing concentrations, including sales, digital marketing and content marketing. The goal of video marketing ranges from driving awareness, to increasing engagement, and closing a sale. 

For some, video marketing means posting engaging videos on social media that raise brand awareness, while others will use videos to better explain a product on their ecommerce site to increase conversion rates. Others will use videos as part of their content marketing process, helping drive website traffic via rich snippets on Google search results and improved SEO. 

Why Use Video Marketing At My Business?

If the stats above were not enough to convince you to give video marketing a try for your business, here’s a few more:

  • 68% of marketers say video has a better return on investment than Google Ads.1
  • 94% of businesses plan on continuing to use video marketing in the next 12 months.2
  • 100% yearly increase in worldwide mobile video consumption.3
  • 95% of information from videos is retained, vs. 10% when reading text.4
  • 1200% increase in video sharing vs. text and images combined.5 
  • 80% boost in conversion rate from video.6
  • 300% increase in click through rates when video is added to email.7
  • 71% of people watch more video today than they did last year.8
  • 260% increase in time spent on page when there is a video present.9
  • 72% of people would rather watch a video than read about a product.10

The Downsides To Video

In contrast to the long list of positive aspects of video marketing for business, there are few downsides to including video as part of your marketing process. These downsides include:

  • The Cost: While significantly less expensive today than it was a few years ago, video still costs more than images or text to produce and distribute. Thankfully, video’s ROI is typically better than text or images. 
  • Potential to be Disruptive: When used incorrectly, video can disrupt the user’s natural flow in a negative manner. Avoid disruptions like unwanted sound, slow loading and long length videos. 
  • Lack of Translation: Automated tools exist to translate text to different languages, on demand. No such tool currently exists to replace video voice over, meaning you limit your audience to the language of the video. 

How Video Helps With Social Media

Using video offers your business an unfair advantage on social media. Instead of being limited to short bits of text or virtually text-free images, businesses are free to convey as much information as they want via videos on social media. That doesn’t mean you should cram your video full of text and information, though. People tend to like simplicity, so focus on what’s important and let the video tell the rest. 

Speaking of letting the video tell the story; do just that. Social media viewers are less interested in talking heads and would prefer to watch visually interesting videos. This is where you share your product glamor shots, action shots and results. Social media videos should show your brand in its best light. 

Keep in mind that most social media users don’t enable audio on videos, so be sure to include descriptive text and subtitles. The same does not hold true for other video mediums, such as YouTube or Websites, so for best results you’ll want to create your video with social media in mind from the beginning. 

How Video Helps With Content Marketing

Content marketers have long been singing to the praises of video. Not only does including SEO-optimized video on your landing page increases page one Google rankings by up to 530%, it also helps improve conversion rates by up to 80%. Given that the vast majority of content marketers are heavily focused on improving conversion rates and SEO, it’s hard to ignore a tool that does exactly that. 

Just as social media videos require a specific formula for success, content marketing videos must follow a formula as well. First and foremost, make sure that your video content matches the keyword focus of your landing page exactly. This will help with video SEO. Next, focus less on imagery and branding and instead focus on answering the question which brought them to your web page. The answer could come in the form of a product demonstration, a video infographic or talking head explanation. 

Finally, every content marketing video must contain a call to action. Be sure to encourage your audience to take an action such as to request more information, add to cart or other conversion type. If your video streaming provider offers CTA or email collection on videos, this is a great place to use one. 

How Video Helps With Ecommerce

The statistics speak for themselves: Consumers are 1.9x more likely to complete an online purchase after watching a product video. Additionally, 73% of consumers are more likely to convert after watching a video of a product in action. It’s hard to believe that adding a video to an ecommerce product page would have such an effect, but it’s true. If you’re not already adding videos to your product page, you’re missing out. 

As is the going theme of this document, your ecommerce videos will be different from your social or content videos. Here you want to focus on explaining your unique selling point, giving a product demonstration, or just showing your product from many different angles. Though in this situation, any video is usually better than no video, so if all you have is the video you made for Facebook, go ahead and add it to the product page. Chances are it will help. 

Remember, people would much rather watch a video than read a web page. That means your ecommerce product video should include relevant statistics and information that will help your customer easily collect the information necessary for conversion. 

For example, if you are selling a handbag, the video should show the dimensions, materials, available colors, and the bag being worn/used. If you are selling a bike, a good video would show close up video of important components, as well as action shots of the bike in its element. 

How Video Helps With SEO

Video has become a fantastic SEO tool. Google now gives video results significantly more search result real estate than any other medium. By including properly-formatted video metadata, web pages stand a 530% better chance to rank on page one of Google search results, and conversion rates increase by an average of 80%. If you follow SEO best practices, your website stands to see a significant increase in website visibility and ultimately, a boost in free, organic search traffic.

Before you think that your web page will soar to page one of Google simply by including a video, there are a few things to keep in mind. In short, the first step is to make sure that your video’s content matches your page’s content. Next, you’ll want to create an engaging video thumbnail. Perhaps it’s an animated preview of your video, or a hand-made thumbnail with text and graphics. Finally, use video schema markup to make sure that search engines can understand the contents of your video. 

Video Marketing Can Help Your Business Meet And Exceed Goals

Video has become an important part of the marketer’s toolkit. With its wide range of applications for businesses of all types and sizes, from improved content marketing and SEO, to conversion rate boosts on landing pages and ecommerce. If you’re on the fence about trying video for your business’ marketing, give it a try. You will be pleasantly surprised with the results.