Using Video to Market Your Organization

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Every successful organization has something special that makes it stand out, something that its competitors can’t or don’t do. This is its competitive advantage, which we discussed last week. It’s critical to hone in on your competitive advantage and showcase it in marketing materials. Sometimes, however, text and words can’t do it justice – this is where video marketing comes into play. Video is not necessarily new to marketing, but its value and visibility have been growing at a breakneck speed.

 

These statistics about video content do a great job illustrating its momentum:

 

  • 85% of internet users in the United States watch online videos
  • 66% of online activity is spent watching videos
  • Users watch over 500 million hours of video on YouTube per day
  • More than 500 million people watch videos on Facebook every day
  • 45% of people watch over 1 hour of Facebook/YouTube videos per week

 

And these numbers reflect its value in marketing:

 

  • Marketers who utilize video increase revenue 49% faster than those who don’t
  • 64% of consumers who watch branded social videos proceed to make purchases
  • 1,200% more shares are generated from social video than from text and images combined
  • Between 2016 and 2017, views of sponsored videos on Facebook jumped 258%

 

Great, so video is a valuable marketing tool, but where should your organization begin? Putting video content on your website is a good place to start. The reason for this is twofold: first, as mentioned above, video helps tell your brand’s story on a deeper dimension than just text and images alone. Secondly, it can help your site’s search engine optimization (SEO). People watching an engaging video on your page means they’ll spend more “dwell time” on it, which is to say more time with your page open in their browser. The more dwell time there is on a page, the more valuable a search engine will deem it, leading to better placement on results. What’s more, just the video alone will help with your SEO, dwell time aside. Featuring a well-optimized video on your site can bolster its chances of first-page results placement on Google up to 53x as compared to having no video.

 

With the evolution of smartphone cameras, your organization can film its own videos – but the potential SEO advantage might justify the investment in hiring outside help for filming or editing. Consider featuring a video tour of your facility on your home page. This will help visitors get a feel for your layout and increase dwell time on your site. You may also want to get video testimonials from residents or their families (but always remember to get permission before posting!). Additionally, you can interview staff about why they love working there. These videos can really help familiarize people with your organization and establish trust. In addition to your website, videos can also be posted on social media. Posting videos of fun events or outings can be engaging and highly sharable, which will help increase visibility. Don’t forget to invite the people who Like your videos to also Like your page!

 

Stay tuned to our blog for more industry tips and insights.