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Today, let's explore what continues to be one of the hottest trends in both the marketing and web design world—video! With Cisco predicting that video will account for 80% of all consumer traffic by 2019, it is undeniable that this trend is here to stay.
In this blog post, we’ll talk about the benefits of incorporating video into your association’s website strategy. In particular, we’ll discuss how replacing stagnant images with video will increase audience engagement, boost SEO, and drive more website traffic.
Keeping visitors engaged on your website is an important goal for your association. You want people to understand your message and feel compelled to dig deeper into your site, with the ultimate result being that they take some sort of action (make a donation, join a committee, etc.).
Video is an excellent tool for engaging your website visitors. It's a great way to quickly grab people's attention and deliver a large amount of information in a matter of seconds.
Another reason why video is so engaging is because it can be a powerful tool for stirring up emotion. Because your visitors are passively watching something (rather than the more active process of reading text) they can more easily become immersed in the story playing out onscreen. (There's actually some interesting science behind this, as explained by Web Psychologist Liraz Margalit!)
The American Heart Association's website for the Life Is Why campaign features a great video that certainly stirs up some emotions.
Be sure to use videos on your landing pages. According to a report by Vidyard, featuring a video on your landing page can boost conversions by 80%!
Another benefit of adding video to your website is the extra boost in SEO.
Video is a great addition to your link building strategy. (The idea behind "link building" is that the more often other people link back to your content, the higher you'll rank in Google.) Because video has the potential to be much more engaging than typical written content, the potential for more linkbacks is also higher!
Just incorporating the word "video" into your marketing efforts can drive more traffic to your association website. Invodo states that including the word "video" in an email subject line will increase click-through rates by 65%.
Video will also drive a lot of search traffic to your association website. An e-book by Adelie Studios says organizations that use video receive 41% more search traffic than companies that don't include video.
If so, we'd love to hear how you are using video to engage visitors and drive action. Please share your comments below.
And if you aren't already using video, that means it's time to start incorporating this incredibly powerful type of content into your website strategy!