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The Value of Online Video Content: Part II

The Value of Online Video Content: Part II

Do you want to separate yourself from competitors in the tire and automotive service industry? Intrigue your audience with online video content and put yourself above the competition. Is video helpful in the decision-making process for your potential customers? Do online consumers find videos helpful in making their buying decisions? Will a consumer looking for more information watch a product/service video? Yes, yes, and yes! 

Recent statistics show that 90% of your target customers will build better brand awareness and connections with your business through video content. Video strengthens user trust and value in your brand, products, and services. In addition to these facts, 90% of users also believe that video content helps to guide their purchase decision. Simply put, watching a video is the best way to understand a specific function of a product or service, which is critical when it comes to tires and service. Imagine being able to show your customers how a specific tire can decrease the odds of hydroplaning on wet roads by adding a video of that tire driving through a few inches of water. Seeing is believing, and video content gives you the power to let your potential customers see your offerings in action. 

I know what you’re thinking, “All of the information in this blog post and in Part I of The Value of Video Content is great, but where do I begin?” This is where we answer that question and help you get your feet wet in the ever-growing world of video content. Save your happy dance for later, it’s time to get down to business- to help your business. 

YouTube is currently the second largest search engine, directly following Google. YouTube reports that mobile video consumption increases by 100% every given year, and 72 hours of video are uploaded to their social site every minute. That is 4,320 minutes of new content every single hour. How do you make your brand’s videos stand out and increase traffic to your YouTube channel?  How do you make your videos reach the most potential customers possible? How do you get individuals to click “Play”?  Let’s begin.

Consistency Is Key

According to Pixability, the best performing and top rated YouTube channels regularly publish large quantities of content on a set schedule; approximately 78 new videos per month! Now, we’re not saying that you have to match that level of content, just that you should post consistently to set expectations for your viewers. Consistency is not only important in how often you upload and share your content, but how consistently you brand your video content is also vital. Titles, tags, and descriptions (or metadata), are almost as important as the content itself. Maybe you have a branded intro that all of your videos open with. You need to find the appropriate amount of branding to make your presence a success. Success in YouTube video marketing is best met by focusing on the audience you want to specifically target. 

Video Quality

Online videos can be created by just about anyone today. Video production professionals, as well as twelve year olds, can all have YouTube accounts. Lesser quality videos get viewed just as often as higher quality videos, however, don’t be too lax on the quality of your published videos. If a video has poor quality, 62% of consumers are likely to have a negative outlook on the brand associated with the video. Your videos don’t need to be ready for the big screen, but they should look like you care about your viewers, and they should always create a positive brand image for your business. 

Keep Community In Mind

Know who your target audience is! You want to sell tires and automotive services to consumers in your geographic region. A video explaining how-to bake and decorate a cake will not attract your target audience. However, if that cake is in the shape of a tire or life-like automobile, this may be content worthy. Use your judgement and think of what will be relevant and interesting to your audience, as well as what will bring your brand to mind. Your online video community is following your channel or social media account to gain information and content about your business and what you have to offer, so don’t confuse them.  

Producing videos only for audience members who are highly engaged may seem to have its limitations, but it is proven to help in the success of video marketing. Keeping the most engaged audience members in mind is important. The best performing YouTube channels have a large spectrum of video content and content categories to appeal to all segments of their target audience. Basically, stay within your range of products and services, but offer something for each of your potential customer segments. 

Videos can include product information, brand news and updates, special occasions in the industry, holiday greetings (don’t forget social media holidays, i.e. Sibling’s Day, Dog Day, Best Friends Day, etc.), how-to videos, and so on. The possibilities are endless. Get inside the head of your consumers and audience members. What will make them want to view your videos? Don’t be afraid to ask. Send out a survey or ask customers at your shop about what they look for in a good online video or YouTube channel.

Value For Your Website

Including video on your website, whether it be on the homepage or built into your catalog of tires or services, can have many benefits for your site. Search rankings, user experience, brand trust, value, and credibility all improve with readily available website video content.  All of your YouTube videos could be embedded into your website, but which ones are going to help your brand the most and drive positive ROI results? Well, what does your website feature or offer information about? How can you make it more powerful? There is strength in online video content. Fifty-nine percent of people would rather watch a video explaining how-to check something on their vehicle rather than read about it. According to Dr. James McQuivey of Forrester Research, just one minute of video is worth 1.8 million words, or about 3,600 average web pages. 

Videos deliver whatever message you choose in a timely and engaging manner. Is winter approaching? Make a video guiding customers to get their vehicles ready for winter weather, or a video showing them how one of your best-selling snow tires can help them battle winter road conditions. This could guide them through the doors of your shop when winter driving conditions come about. Having visual answers to the common questions your business receives available in the videos embedded to your website will increase your site traffic and encourage users to regularly visit. On average, companies in the tire and automotive industry using video on their website had an increase in web traffic from searches by 41%, in comparison to those who did not use video. Organic traffic from search engines, or non-paid search results, increase by approximately 157% through the use of video content. What about actual purchases? After viewing a product video, 40% of consumers said it increased the likelihood that they will purchase the product.

Videos in Email? What?

Do your marketing emails get opened and viewed? Do your audience members click on links to get to the landing pages on your website? Including a video on a landing page can increase the conversion process from email to your website by a sky rocketing 80%. Simply include the word “video” in the subject line of your email. According to Syndacast statistics, this will push your open rates up by 19%, reduce the amount of unsubscribes by 26%, and will increase click-through rates by 65%. Want to boost these three metrics for your marketing emails? Try including a play button over a thumbnail image to make viewers want to click and watch the content, within the email itself. 

Let’s Get Social

Social media is another vital part of building your brand’s video presence. The amount of shares driven by social video is 1,200% more than shares for text and images combined. Facebook is quickly growing on the video charts. Now, you can share your YouTube videos on your business’ Facebook page or you can natively upload them.  A native video upload means you upload the video itself to Facebook, instead of sharing a link to the video on your page. Both methods help your video get shared, but there is power in originality. This means that native video uploads to Facebook have ten times the reach compared to sharing a YouTube link. About 70% of marketers claim any type of video sharing on social media can help conversions rates [better than any other content].

The bottom line is this; don’t fall behind on current times, and don’t underestimate the power of video content for your business. Online video content is growing every minute. Video is here to stay, so jump on the bandwagon, and take advantage of this internet marketing opportunity. Start with a few videos and go from there. You won’t be sorry. Just follow our “How-To” tips!

Categories: Social Media and Blogging, Internet Marketing, Websites

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