FIGARODIGITAL.CO.UK
5 KEY VIDEO CONCEPTS Video brings visitors to your site
1
According to Cisco, by 2018 video will account for 79 per cent of all search
Video Marketing In 2016 businesses have moved on
Point Plan:
from asking why they should use video. The question now is how to use it
strategically. Sophie Rayers, Director of Marketing, EMEA & LATAM at
Brightcove, explains how video can help meet business goals
that web pages with video are 53 times more likely than traditional web page ranking. Since only the most avid researchers venture past the page ranking is highly desired. Google’s algorithms change constantly, but tend to favour their own YouTube videos when ranking single assets. Their website rankings, however, are determined by time spent on site, which demonstrates that people found valuable information there. The trick to bringing viewers to your site is creating a blended distribution strategy for your videos that allows Google to list your and bring people to your site for content and experiences that you
own and control. Video keeps visitors on your site 2
Once viewers are on your site, you want to keep them there ingesting content
that leads them through the customer journey from engagement to conversion, retention and advocacy. Video has been shown to increase time on site by over 100 per cent. Combine compelling video storytelling with branded customer experiences. Using branded video portals to combine content into a larger story is one easy way to increase retention and site SEO. Adding interactivity to your videos
also increases engagement and leads to a better customer experience.
Video converts 3
Video not only gets people to your site and keeps them there for longer, it converts
viewers at double the rate of as contacting sales or purchasing onsite. Savvy marketers construct the customer journey by placing videos next to conversion buttons, such as video within an order module.
Video gives you deep insights 4
analytics such as impressions, total views,
play rates, device types, operating systems, and referral systems. Video such as engagement rates. A low engagement rate means the audience abandoned without ingesting much content, and a high engagement rate lets you know the video content matched the viewer need and most of the video was watched. Compare this information to a visitor downloading a PDF. You don’t know if the person read the PDF or if they are interested in receiving related content. When rich video analytics are fed into a marketing automation platform, they give you a viewer and what to send that person to take them to the next stage of the buying journey.
72 annual sourc e guide 2016
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