Let’s get one thing out of the way. If you’re in business, you should have a website. Curiously, though, there are still some folks convinced they can get by simply with active social media pages. Who needs a website when there’s Facebook, Instagram and YouTube, right? Wrong. Sure, social media platforms are critical elements of small business marketing today. A website, however, is a huge part of your branding and marketing infrastructure.
With that said, video is an essential component of any small business website if it’s going to resonate with visitors. Informative or entertaining blogs and eye-catching photographs are equally necessary. Without video, however, your website can have the look and feel of a digital flyer. Just think for a moment about what most people do with flyers.
The video format caters for audiences less inclined to read blog posts. That’s important to consider given that audiences are made up of all types with different preferences in the content that’s of interest to them. All the current surveys mapping the Internet landscape are revealing increasing preferences for video content among online browsers. It just makes sense to try to capture more audience share by making video a major part of your content mix. Think about it this way; you’re not diving into video because it’s something you want to do. This is a format more audiences are keen on, so it’s in your best interest to cater to that demand.
Additionally, videos are an excellent tool to drive increased traffic to your website. If you’re a blogger trying to boost the revenue earning potential of your web presence, video is definitely going to be one of your best allies.
When it comes to awe-inspiring power of video, we’re just getting started. Here are just a few ways video creates a more dynamic and memorable experience for browsers on your website.
Making every page on your website count
There are many websites out there that stick very closely to the so-called conventional look. There’s your home page, about us, our blog, services, videos, and contact us etc. So at least there’s a video page in there and that’s great. However, that’s like partitioning your own website according to audience preferences. It’s far better to have both readers and viewers feel welcome on every page of your website.
The not-so-subtle reality is, video is increasingly making it’s presence felt across the digital landscape. Many of us consume lots of news online. We keep up with scientific journals, or follow celebrity news through blog posts and articles. In many instances, these articles have videos embedded either directly in the articles or on the web pages where the articles are posted. Businesses and bloggers don’t want to lose out on the growing demographic of video viewers. As such, video has become a staple for many web presences.
So a website may, for example, have a page listing the services and costs of a roofing company. Such a list might seem like a perfectly useful breakdown of services to a potential customer, but it might feel rather bland and uninspired to other browsers. If, however, that list was accompanied by a short video expanding on the types of services laid out in text, this would be an ideal way to capture the attention of those more inclined to watch video content. The same principle can be applied to all your website pages as anything that can be written can be spoken on video.
If you’re using a website as part of your marketing strategy you might as well cast a net wide enough to account for people who consume their content in different ways. You’ve already written the text, it won’t take much out of you to tweak it for a simple video script.
Putting video content on all your website pages makes your web presence mirror more accurately what people want to see. It helps you maximise each page of your website allowing for a better impact with visitors.
Creating an experience for your website guests
Many small businesses are moving away from static websites, opting for the life-giving, punchy impact of video. Video content, when added to the mix of written blog posts and photographs creates a memorable, three-dimensional experience for visitors.
As hinted at earlier, some of your browsers are likely to consume the same content in a video format more readily. Audiences are made up of people with different backgrounds and tastes, some of whom, have shorter attention spans. Packaging your small business messages in different ways on your website caters for those differences among your audience.
There’s a good reason for that. Video has a more interactive quality to it than bare text or photos. The medium engages the brain through more of the senses; both the eyes and ears. The moving images on your website are what will entice visitors to stick around on your website. They will stoke their curiosity about who you are and what you can offer them.
Here’s a point that bears repeating: Video won’t eliminate the need for blog posts on your website. Likewise, pictures will always be a feature of an enticing web presence. The addition of video to your blog posts and generally useful customer information will create a more diverse content ecosystem within your website .
Video content is the ideal way to enhance the experience of visitors to your website. Happier browsers are more likely to become loyal customers or followers, and that’s what you want.
Video lends itself to stories
Somewhere along the marketing brick road ‘selling’ became a bad word. It’s the bogeyman whose name dare not be spoken around customers increasingly wary of being exploited. The truth is, at the heart of selling is good storytelling. This is what video does to incredible effect. It has the capability of reeling audiences into a story with which they feel connected. That’s the superpower of the format: the ability to make viewers feel like they are more than a mere sale by inviting them to share in an experience.
Video marketing doesn’t merely tell the viewer about a product, its cost and how they can get it. With video, viewers can be shown that you understand their difficulties or needs. You can let them know your product or service can help them. Video allows you to name the need or problem in a way that echoes viewers’ frustrations or desires. All that’s left to do is identify your solution.
Imagine, for a moment, you have a company that’s developed a pet hair removal device. This remarkable gadget, or gizmo if you want to be more technical, cleanses furniture, floors and curtains of cat/dog/lemur hair. The device was inspired by your frustration with your daughter’s pet dander allergies.
One night, you sat bolt upright in bed with the idea for ‘Furget It’! (we’re not married to the name). This device effectively removes pet hair from most surfaces, including the pets themselves. A short video chronicling the creative spark that led to your anti-fuzz marvel is sure to hit home with pet owners cursed with runny noses.
That’s the storytelling versus selling technique; something video marketing does quite effectively.
Video is made for the mobile user
More people are using mobile devices to consume their content. Moreover, as these devices continue to be relentlessly innovated, they offer the consumer bigger high-definition screens. Smartphones with advanced screens with a ‘cinema-quality’ experience probably aren’t being made with the reader in mind.
Short-form videos, therefore, find a natural habitat on mobile devices. They are easily digestible bites of entertainment and information for audiences increasingly leaning towards content they can view quickly and move on. Deploying video to engage more mobile-dependent customers is just good marketing sense.
With video and the mobile user, it’s all about meeting the customer where they are and giving them information in the format they prefer.
Boost your Google rankings with video
Video boosts the Google-ability of your website. And no, Google-ability isn’t an actual word, but then ‘google’ as a verb didn’t exist in a dictionary before 2006. So, Google-ability may yet have its day. This form of content is a key component in getting your brand found in a competitive landscape.
Video content works like a beacon or a lighthouse, guiding online travellers along rocky coastlines and hidden shoals of the cluttered internet environment. It guides them right to your shores where your brand lives.
Videos will help make your website more detectable in the vast, ever-expanding cyberspace. Here’s a point we don’t mind repeating – what you want in a website is more people lingering in your digital domain for as much time as you can squeeze out of them. Video outperforms all other types of Internet marketing content in capturing and holding the attention of browsers.
The more time visitors spend watching your videos and generally knocking around your website, the more your profile grows with search engines. Google interprets long browser visits as a sign your website is rich with appealing content. You, therefore, enhance your ranking in Google with videos on your website.
As a small business jousting with others in a similar field to make your name, video helps you put that name in the running by boosting your visibility in the search engines.
A more dynamic website with video
What you’ve read here merely scratches the surface of the power of video to boost your website’s performance. Even when considered from a purely practical standpoint, a small business with a video-free website just isn’t living up to its full potential. Video marketing engages customers on their terms. It brings life to your website and shows browsers a measure of respect. You are proving to them that you’re willing to give them information in a format they prefer.
A website infused with video, coupled with your social media pages, will help you mount a formidable online presence. This energised format will raise your exposure and establish you as a major player in your field of expertise. These are the tracks on which your business success will run.