Video has taken over the world of internet marketing.
And it happened so rapidly that many marketers and brands are still scratching their heads and trying to figure out what happened.
To give you an idea, Facebook videos received around 4 billion daily views in April 2015.
By January 2016 that number had shot up to more than 8 billion daily video impressions, with Facebook users spending more than 100 million hours watching videos every day.
But Facebook is just one of the video platforms that have contributed to this rise.
YouTube, Snapchat, Periscope, Twitter etc. are serving more video content than ever before.
More than 100 million internet users watch online videos each day and studies suggest nearly 74% of all internet traffic in 2017 will be video.
According to Statista, the number of mobile video viewers in the U.S will exceed 150 million by the end of 2016 and approach 162 million by the end of 2017.
In short, digital marketing of any kind is incomplete without effective use of video content
Which is why video needs to be a key part of your niche marketing strategy.
And it’s not really that hard either.
In fact, it becomes really enjoyable once you get the hang of it.
In this post I’ll share a few ways you can use videos to make your niche marketing strategy more effective.
What You’ll Learn in this Post
- How to use video to build anticipation for your content
- A simple way to become the go-to guy expert in your niche
- One small tweak to increase your email click-through rate by 300%
- Using video guest blogging to feature on the biggest blogs in your niche
(P.S. If you'd like to download a free checklist of 31 blog traffic secrets click here or the image below)
Why Should You Invest in Video Content?
Because your target audience is consuming more video content than ever before.
And many of your competitors are already using it.
In fact, more than 50% of marketing professionals worldwide believe video has the highest ROI among all content types
But more than just stats, there are several other reasons why video needs to be a part of your content strategy...
Videos Bring Your Brand To Life
There’s no better way to add a strong pulse to your content and bring your brand to life than video.
It’s a medium tailor-made for brand storytelling.
And unlike plain text content, its message is much more memorable and long-lasting.
Video Gets Your Message Across Faster
Human mind processes images and visual data almost 60,000 times faster than text.
So even 30 seconds of a video can often communicate a stronger message than a 1000 word article.
Video Helps You Build a Deeper Connection With Your Audience
You’re there, right in front of your audience, looking them in the eye and talking to them directly without any barriers.
They can see your body language, hear the tone of your voice, and feel the power of your words.
Nothing builds personal connections faster.
Video Makes You Stand Out from the Crowd
Although we’re seeing a barrage of video content on the web, most bloggers and niche marketers are yet to take full advantage from it.
This is your chance to make the move, stand out and get your message across more effectively.
So how exactly can video be a part of your niche marketing strategy?
Here are a few ideas to get you thinking.
1. Boost Your Blog’s SEO by Making Video a Part of Every Blog Post
What happens when video meets a high quality, super actionable and detailed blog post?
The core philosophy behind all Google search algorithm updates is to help users find the most useful and high quality content at the top of the SERPS.
The combination of video and text means richer content, which is a strong signal of quality for Google.
According to SEJ, embedding relevant videos in your blog posts makes the content well-rounded and more appealing to search engines.
It also keeps users on your site much longer, reduces the bounce rate and boosts dwell time, which is another strong relevancy signal to Google.
It’s no surprise that top marketers like Brain dean embed their own YouTube videos in almost every blog post.
The surge in online video consumption has also given rise to Guest Vlogging.
Several leading brands such as HubSpot, Inc., The Huffington Post etc. encourage video contributions. Entreperneur.com even pays video contributors.
Landing on any of those sites (or any other high authority site) means strong backlinks and exposure to a much larger audience.
Bryan Harris used a video pitch to land a guest blogging opportunity on HubSpot. In fact, the pitch was so good that HubSpot’s editor wrote about it in a separate post
There are several ways you can create relevant videos for your blog posts.
The best option, of course, is to get in front of the camera and explain some the key points of your post in 2 to 3 minutes.
Chelsea did a super useful step by step video creation guide to help you get started.
If you’re camera-shy, use a screencast tool with a simple PowerPoint presentation.
Another smart tactic is to use videos for bonus tips.
For example, if your article is about “17 Quick Ways To Lose Wait”, you could add a bonus video tip that’s not available in the text content.
2. Engage Your Audience and Build Your Brand Image With Facebook Live
It has only been a few months since Facebook rolled out its live stream feature to all users.
But it has been so successful, it’s even threatening the market share of YouTube.
It has given common people the power to share live moments with their friends and followers.
This has resulted in a 94% increase in video content generation by Facebook users.
Several studies have noted that Facebook algorithm gives more organic reach to live videos.
So it’s not surprising that people are spending almost 3x time watching Facebook Live videos than the recorded ones.
So how can you take advantage from this as a niche marketer?
In my opinion, Facebook Live is one of the best things that could ever happen to niche marketers.
It gives you direct access to your target audience and allows you quickly establish yourself as an expert by holding daily/weekly live Facebook sessions.
Share knowledge, invite questions and help you audience solve their problems.
Research shows that niche video marketing is twice as effective as compared to generalized non-targeted campaigns.
In his last Niche Site Challenge Update, James shared how Facebook Live sessions allowed him to build an engaged audience and generate a lot of buzz around his travel blog.
But there are so many other smart ways marketers are using Facebook Live to their advantage.
For example, Kim Garst uses live videos to build anticipation for her webinars.
Just an hour or 30 minutes before her webinar, she would go live on her Facebook page and start engaging with her audience.
This allows her to pull in more people when she kicks off her webinar.
This strategy also works well because people are 10 times more likely to share, comment and like live videos as compared to blog posts or text social media updates.
Michael Hyatt uses another smart technique.
Just before publishing a new blog post, he’d go live in peak hours and share a few of the points from his post.
Once the audience is fully engaged, he’d share the link to his blog post where people could read the full thing.
You can also repurpose your best blog content for Facebook Live videos.
For example, if “12 Ways To Instantly Boost Your Blog’s SEO” is your most popular post, why not deliver the same content in a Facebook live video.
You could use the same strategy on Periscope, Snapchat or any other live video platform.
This gives life to your older content and helps you draw in more people to your blog.
3. Boost Conversions by Adding Video To Product Reviews
If you’re running an affiliate based product review site or an e-commerce store without video content, you’re missing out on hundreds or thousands of potential sales.
Video product reviews allow buyers to see the product in action do a much better job at convincing people.
90% of users find product videos helpful while comparing different products.
A study by ComScore indicates that 64% buyers are more likely to buy a product after watching a video review.
Zappos saw an immediate 30% increase in their sales after adding videos to their product pages.
Even much smaller niche affiliate product review sites are now making video reviews a part of their content strategy.
I found this really good example while doing research for this post.
The video shows different variations of the product in action and demonstrates the different ways it can be used.
This, of course, gives the buyer a much better understanding of the product.
4. Sky-Rocket Your Email List Engagement by Using Videos
“Money is in the list”
We’ve heard this a billion time.
But what if the people on your list never open your emails?
What if they never click the links in your emails?
What if they simply ignore your emails?
Trust me, those are fairly common problems.
But video is the new solution to all of them.
According to HubSpot, including a video in your emails and indicating it in the email subject can increase open rates by over 200%.
According to Salesforce, including a link to video content in an email increases the click-through rate by almost 300% and reduces subscriber opt-outs by 75%.
The easiest way to embed a video in an email is by using a snapshot of your video and linking it back to the original video hosted on YouTube or your website (if you're using a reliable hosting service that can handle it)
Use some introductory text your email and encourage your subscribers to watch and share it with their friends.
It’s also wise to keep your video shorter than 5 minutes, and even mention it in your email, to keep your audience engaged till the end.
5. Use Videos To Power Your Sales Pages
Selling online heavily depends on the level of trust between you and your target audience.
If they trust you, persuading them becomes easy.
If they don’t, getting them to pay becomes impossible.
Video builds trust much faster than text since the buyer can actually see you talking directly to him.
Your words, facial expressions, and body language all contribute to making your argument much more convincing.
This is why sales pages with at least 1 video have a significantly higher conversion rate.
According to Kissmetrics, an effective sales page is incomplete without at least 1 video at the top that speaks directly to the buyer.
Peep Laja, ConversionXL, tested two sales pages with the same design and text copy.
But one had a lot of text + video, the other only had text.
The video landing page saw 45% more conversions.
The test also found that videos work better on sales pages when placed above the fold and are auto-play enabled.
This, of course, can vary from one page to the other.
But the main idea is simple.
Videos do a much better job at building trust and selling stuff online.
6. Use Powerful Video Testimonials To Sell More Products
Fear and uncertainty are the biggest purchase barriers that hold online buyers back.
Smart marketers counter this by showing social proof of their product’s success, often in the form of testimonials and recommendations from past customers and partners.
But since we're not living in a perfect world, many marketers are even prepared to use fake or doctored testimonials to boost their sales.
Buyers know it, which is why even a slightly formal or overly promotional testimonial can make you look suspicious.
Once again video comes to your rescue.
Videos immediately reduce buyer friction, build trust and allow your prospects to see the person recommending your services.
Here’s a good example:
Studies suggest that video testimonials are routinely watched for 100 seconds or above.
That’s a lot of time to make an impression on your prospects.
(P.S. If you'd like to download a free checklist of 31 blog traffic secrets click here or the image below)
So When Are You Shooting Your First Video?
Seriously, it’s not as hard as you think.
Don’t hold yourself back just because you don’t have a high-quality DSLR camera.
You can start implementing this post even with your smartphone camera.
Start with whatever resources you have and gradually upgrade as you move forward.
The era of digital video content is already here.
Delaying your participation any further will only result in missed opportunities.