Video may have killed the radio star, but the use of video in your marketing strategy will only bring life to your brand and bottom line. It’s no secret that consumer preference is leaning increasingly more toward visual information over text. The average consumer lives in the same fast-paced world as you, and you’re well aware of how quickly we expect any subject to grab our attention before we keep scrolling.
This need for instant information is enough to ensure that video marketing is part of your strategy; but in case it’s not, let’s take a look at 3 reasons that video marketing is imperative to your success.
Google Loves Video Marketing
As marketers, the first request we often get from bosses and clients is to raise their Google presence, to get the company website to appear atop that Google search. That standard of metric seems to be the most accurate gauge of success for those who work outside of marketing, so I know I’m not alone when I say I’ve painstakingly studied those coveted Google algorithms.
While nobody has been able to unlock that magic and ever-changing formula, I can tell you that placing videos on your website increases the amount of time your viewers stay there… which Google loves. That Google algorithm might be incredibly complicated, but the basic formula of website + videos = Google love is as basic as it gets and should be your first response when your employer asks you to get them more recognition on Google.
Law Firm Video Marketing is Here to Stay
Online consumers watched 18 hours of online video a week, and that was before the pandemic, which forced us to look within the borders of our own four walls for fun and inspiration. Most of that information and entertainment was found online. We suddenly became reliant on services that allow us to work and learn from home.
Who else watched YouTube on a loop to learn to bake bread or to turn your new prison into a palace? There’s another reason we all flocked to video for these how-tos, and that’s because video is so easy to consume, which makes it the perfect tool to learn and discover, especially in a world so limited on face-to-face interaction. We don’t need Sur La Table in person—we signed up online. But, what’s changing now that businesses are starting to re-open and more folks are venturing outside of their homes?… Would it surprise you if I said nothing is changing?
Some say this trend towards visual was inevitable as technology evolved, and some say our society is now accustomed to consuming and sharing information online because it’s been our sole source of connection over the last year. Either way you want to look at it, the bottom line is that video is not only here to stay, but it’s only getting bigger. Keep that in mind when launching those new products and services.
Video Marketing is Social Media Marketing
Facebook. Instagram. Twitter. Snapchat. TikTok. What do all of these have in common? Yes, they’re all social media platforms, but for purposes of our conversation here, the common denominator between these 4 wildly popular and vastly different platforms is… you guessed it: video.
While Snapchat and TikTok began their ever-changing lives as video social media platforms, Facebook, Instagram, and Twitter caught on quickly and added video stories to their user experience. With Instagram’s launch of Reels last fall, we’re seeing that big players in the social media game are diving head first into the video ecosphere. Why? Because people love video. They love to watch it, and more importantly, they love to share it.
Reels was its top priority.
Over 3.5 billion (billion, with a B) people use social media to gain and share information. That’s nearly half of the world’s population. Video is dominating the social platforms, which is just one more reason you should be targeting your client base with quick and catchy videos.
As you go to plan out your next marketing campaign, if video isn’t an initiative, then I encourage you to ask yourself why not. Zoom and our devices have made it even easier to record a quick video series and turn it into value-packed content for our audiences. And tools like Canva have made it easier to then take those videos and make them consumable and branded.
If you’re ready to get serious about your digital marketing this year, then book a call with us to learn more about how we help lawyers and professionals become recognized and sought after leaders in their industries and practices.
If you know you need more video marketing but need some help with user engagement, understanding hashtags to optimize sharing, or are worried you’re posting too much, we have you covered with tips and tricks to make the most of your social media presence now that you are on-board with the importance of video marketing.
