5 Reasons Why Video Should Be The Star of Your Content Marketing Strategy
If a picture is worth a thousand words, just imagine what a video is worth!
In fact, one could argue that video is THE most important asset in a company’s content marketing strategy. Whether it’s content for your website, Facebook, Instagram, Pinterest, Twitter, Snapchat or YouTube, the content that can boost your real estate business from extra to star is video.
(And by the way, we’re not talking Ridley Scott or Steven Spielberg here. We’re suggesting simple, straightforward but good quality. Some folks even feel that the hand-held feel may be more effective than overly slick productions.)
That said, if you’re in the real estate business, but not in the business of video content, you’re probably missing out on one huge marketing opportunity. Just get a load of these recently published statistics:
- YouTube reports mobile video consumption rises 100% every year.
- Unbounce reports that including video on a landing page can increase conversion by 80%.
- 90% of users say that seeing a video about a product is helpful in the decision process.
- According to Online Publishers Association, 80% of users recall a video ad they viewed in the past 30 days.
- After watching a video, 64% of users are more likely to buy a product online, according to ComScore.
And if that’s not enough to get you going, consider this: 87% of online marketers use video content, according to Outbrain. Wherever you fall on the video spectrum, here are the top five reasons why video must be the foundation of your content marketing strategy.
1. FINDERS ARE KEEPERS WITH SEO
No question, video content will improve your SEO. According to Comscore, adding a video to your website can increase the chance of a front page Google result by 53 times. (Of course, that’s assuming you are doing SEO right!) Your video’s naming convention is an opportunity to improve your search rankings. Highly descriptive keywords trump cool marketing lingo titles when it comes to better search ranking better search ranking. For our residential and commercial real estate clients, Simply180 uses multiple platforms to find ideas for relevant keywords.
2. BETTER BUYER ATTENTION & ENGAGEMENT
To paraphrase the esteemed H.L. Mencken, “Nobody ever went broke not underestimating the attention span of the American public.” Videos have been proven to deliver more buyer attention than any other inbound content marketing medium. According to the Content Marketing Institute, consumers of video are about 10 times more likely to engage, embed, share and comment on video content than blogs or related social posts. Understanding that buyers start researching and comparing neighborhoods long before they look at listings, you need to, above all, offer valuable video content about your community or the local area, not your company.
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3. MORE VIDEO DISTRIBUTION CHANNELS
In case you haven’t noticed, the distribution channels for online video content online have shifted drastically over the last 18 months. Facebook is getting more daily minutes watched than YouTube; Snapchat’s daily views are now in the billions; and video on Twitter has taken a one-to-one branding to a whole new level. Why? New technologies, once reserved for video pros are now available to all of us marketers, allowing cost-effective production and creating new distribution platforms for inbound content marketing.
4. THE EXPONENTIAL POWER OF SHARING
Remember, as a kid, you were told how nice it was to share? Well that message has obviously stuck with us adults. It’s human nature to share content to help drive others’ perceptions of them as funny, helpful, or as an in-the-know early adopter. It’s a rush to be the first to share great content with the people that they feel it will interest, therefore earning them social credits. In that vein, part of Simply180’s market research and video development strategy is to identify the human needs and emotions our client’s products/services fulfill or reinforce.
The video production and sharing strategies we use for our clients are designed make the target audience want to watch and share with their network of friends, family and business associates. And, of all types of content, videos have the most potential to reach an even larger audience outside your target market.
Finally, keep in mind that you don’t need a big budget, celebrity endorsement or bouncing babies to make it all work. Videos we’ve produced or marketed for clients with the greatest shareability are the ones that tap into a target audience’s basic wants and needs.
5. IMPROVED CONVERSION RATES
Now we’re really getting down to the bottom line: video converts more customers. Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. In a benchmark report from Demand Metric, almost 70% of B2B marketers are using video in their inbound content marketing mix, budgets are increasing, and 82% of B2B marketers reported success with video marketing initiatives. Video has become such a powerful communication medium that just using the word video in an email subject line can have a positive impact on open rates and overall success of an email campaign!
HOW TO CAST VIDEO IN A STARRING ROLE
In just a few short years, video is projected to account for nearly three quarters of all internet traffic. The real estate industry has many applications for video content. It’s just a matter of identifying which are in sync with your marketing strategy.
If you don’t have the expertise or staff to get serious about video, it’s good to know that you have an experienced video marketing partner in Simply180. We’ve been producing short- and long-form video for all types of digital marketing channels with significant success. We’ve scripted and produced video commercials, turned a data-laden reports into powerful video infographics, created attention grabbing video invitations to promote events, and converted customer case studies into authentic video testimonials.
Now, we invite you to visit our client portfolio to see us in action and sign up today to get Simply180 Insights in your mailbox. Each week we share fresh ideas, case studies and tips so you can build more meaningful connections with your customers.