The first page of the search results page (SERP) is not what it used to be. Most of us have gotten used to seeing ads on the top of any results page, and organic results right below them. But that’s not always the case these days.
Google (and other search engines) are changing the rules of the game dramatically. Organic results that marketers were struggling for are getting lost among ads, featured snippets, and media. Big G is taking away the chance to get traffic from websites and trying to show the answers to the searcher’s questions on Google itself, preventing them from visiting these websites. It looks like a robbery to any content marketing team, but so far works well for the searchers.
So what do we do in the face of SERP defeat? Well, there’s still a way to get to the top of page 1 without the risk of being edged out by more enticing (to Google) results — creating video content.
But first things first:
Zero-Click Searches are Changing the Game
The thing is, fewer people will click your links. According to recent research, 34.4% of all desktop searches result in no click. On mobile, 62.5% of users never click on search results.
So, what’s the solution here?
A few recent developments have accelerated the trend toward
Video marketing might be your
YouTube Videos: Wading Through Search Clutter
Luckily, there is another search engine in town: YouTube. YouTube is the second biggest search engine on the
On YouTube, your videos can avoid
Videos to Boost Conversion
A good video with a
According to Udemy’s research, there are five elements to a highly effective sales or promotional video. Here’s a primer:
- It expresses the benefits of your business or product
- It establishes your credibility as a brand
- It explains how your product or service works
- It qualifies your audience by explaining and elaborating on its target audience
- It effectively uses a call to action
Do your best to keep your videos under the
Hey, but what should those videos feature? What can you show to increase sales? Here are some ideas:
Your product! The simplest but the most effective way to use videos for
Education. This may sound obvious, but people use things. And sometimes they use them the wrong way, regardless of what the instructions might say. Some dry clothes in a microwave, some hammer nails with a cutting board — history knows many
The Types of Videos we Trust
Videos that feature
To make a sale, you have to earn your potential customer’s trust. One of the best ways to do that is to have you, the brand owner, appear in the video to convey your expertise and make a good impression. In this case, you should strive to come across as trustworthy, credible, and likable.
Your video’s picture and audio quality should feel professional. Polish does wonders to establish your brand as one that goes the extra mile, whether that’s through upgrading your equipment or just being creative with your backgrounds and camera angles. If every part of your video represents you well, your video will make a good impression on your viewers. If the video comes across as sloppy or impersonal, it might be more of a turn off than a turn on for those interested in your brand.
Animated videos can do well too. However, it highly depends on the product. For serious or professional products like construction equipment or heavy machinery, it can feel a little strange to have a cartoon selling the product. But if you can’t create a great video in which you appear and don’t want to hire a spokesperson, animated videos are an excellent option to consider.
Video as the Product — Video Beyond Marketing
While videos can bring your marketing game to the next level, they aren’t just for marketing. Videos can be products too.
If you have a product that lends itself to education, think about how your video strategy might include a
For example, if your product is sportswear, you can attract new customers with fitness or yoga courses. If your classes play well and get lots of followers, you can sell them too! Or they can become a nice gift for large purchases. Either way,
The Сhallenge with Video
The biggest challenge with video is the simplest one: creating them.
While anyone can point a camera and press the record button, it’s significantly more challenging to make a video you are actually proud of. To succeed, you might need costly video, audio, and lighting equipment and/or expertise in using them. You’ll also need a good place to shoot your film. Plus, many people don’t like being on camera. And while you can outsource written content, it’s much harder to outsource
All these challenges might act as barriers for many
Purchasing Videos or Online Courses
Most people are familiar with
If you decide to educate your audience and build
This path will require time and monetary investment. However, it will take your online business to the
Suppose you just need a couple of simple promotional videos to boost your home page’s sales conversion rate or specific product pages. In that case, you can outsource your video creation to a
Fiverr works by recruiting people with video production skills for an agreed upon price ahead of time and then letting them work their magic. If your anticipated promo video is short, sweet, and simple, Fiverr is an inexpensive and often effective option. You can hire a freelance video creator for as cheap as a dollar every ten words.
How to Find Balance Between Branding and Sales Videos
When asked whether they want branding or sales as the goal for their video marketing, most people enthusiastically say they want both. But branding and increased brand awareness doesn’t always immediately lead to increased sales. Is it possible to marry these different pieces of the marketing pie?
Yes. But it will require strategic thinking and wise distribution. This means you will have to create different types of videos and divide them between traffic channels.
The best practice of that strategy is to educate where people are and convert near the product. For example, upload your branded educational courses to YouTube and add promotional videos to your product detail pages on the website.
On YouTube, many of your videos will be seen by people coming across your brand for the first time. These are cold leads. Cold leads often don’t buy right away. They need some warming up (hence the name!). If you have an aggressive call to action, it might be too much too fast and turn people away from your product before they even really know what it is.
On the other hand, a great educational series on YouTube might get people to spend a significant amount of time with your brand. In this time, they gain valuable information from your videos and build trust and affinity toward your brand, without feeling like they are just being sold a product.
Once people trust your brand, they may visit your website to learn more about what you have to offer. That’s when a more sales and
This is a common practice for many brands, but it’s up to you to decide whether it’s for you at the moment or you need some more time to get ready.
The new Google way — to show answers on the home page, has created a phenomenon of
But the concept of video itself is not enough to win the game. Your brand’s videos have to be short and engaging — and look professional. Filming good videos can be complicated, especially if you don’t have the necessary equipment or skills.
Fortunately, if you choose to add videos to your marketing armory, you have an option to hire professionals to help you. But get ready for another tough decision — the purpose of the videos. You can boost sales by demonstrating your products from all possible angles or build strong relationships between your brand and potential customers by answering their questions and educating them.
Both ways are worth trying, and there’s no wrong answer. But one thing is for sure — the time to make a move to video marketing has come.