Marketing is crucial to the success of any business. Proper marketing can place your business on a pedestal in your niche.
In the digital age, marketing has taken various forms. There is social media marketing, email marketing, and video marketing, to name a few.
Video has been growing as a popular mean of consuming content online. It has also been one of the best forms of marketing, producing the best Return on Investment (ROI).
With all this in mind, don’t you think your business should have a video library?
Just hold on to that thought, let’s have a look at why you should consider Video in your overall marketing strategy.
Why You Should Consider Video in Your Marketing Strategy
As stated earlier, more people online are/prefer to consume content in video format. What this means for you as a business is, if you don’t have video content, you’re losing out.
Research also shows that users have a very short attention span. Most people don’t want to read super long articles about products/services.
“Today, people would rather watch a short video on YouTube or use a Video On Demand (VOD) service. VOD is a testament to how important video is to a business. Let’s have a quick look at this service and what it tells us about video consumption online.”
A Quick Look at Video on Demand (VOD)
Video on Demand has grown sizably from a marketing strategy to a business model. The way VOD is implemented will differ from business to business.
Some businesses will offer this service to subscribed users only, we’re looking at you Netflix!
Others offer it to only logged in members while some businesses have it free and available to everyone online (cough, YouTube, cough).
VOD shows how much people care about videos. Services like Netflix and Hulu have grown to behemoths today as most users prefer to consume content in video format (and a lot of it at once as well).
Stats show that video consumption is just going to grow year after year. As a company, you need to take advantage of this.
One of the ways, you could do this is by having a Video Library.
What is it? We hear you asking, let us explain.
What is a Video Library?
The easiest way we can explain a video library is that it’s like having your own (in-house) YouTube – just like your own branded video channel.
It’s a repository where all videos related to your business are kept. You can keep your testimonials, case studies, brand videos and more. A video library contains a collection of videos fully owned, controlled and managed by your business.
Here are some few use cases to help you understand how you can utilize a video library.
Use Cases for a Video Library
You might be wondering, does my business even need a video library? How will we even use it? The good news is, we have some few use cases to help you get started:
- Testimonials
You can use a video library to store testimonial videos. Testimonial videos are important as they help build trust for your business to a potential customer.
Research shows that video testimonials convert better than text testimonials. People trust other people.
Video helps add to that trust and makes the testimonial personal.
- Video Blogs
You could convert your current blog posts into videos. You could also just make some vlogs on the inner workings of your company from time to time.
As we said earlier, more people online prefer video content over all others.
With that in mind, your business should try to fill this insatiable hunger by converting articles into video content.
This way, you get to open up your information to a new batch of people. It’s also easier for you as you’re just repurposing the same content.
By doing vlogs, you make your company more relatable to the general public. It builds more trust as people see the faces behind the brand. It makes your brand feel less like a corporation and more like a brand for the people.
- Instructional Videos
If your business is a SaaS (Software as a Service) or if you offer a product online, you can use a video library for instructional videos.
“Instructional videos are always important as they make the onboarding process easier for customers. It’s also a way for your business to showcase the product to customers.”
These are just some few use cases that come off the top of our heads. There are a lot more ways to utilize a video library.
You can even use it internally to help onboard new employees and much more.
At this point, we hope you don’t need much convincing. Just in case, let’s add a nail to the coffin, here’s why you should use a video library.
Why Your Business Should Have a Video Library
At this point, you might be thinking, well why do I need a video library anyway?
What benefit might having one provide my business? The answers to your questions can be found below:
- SEO Benefits
As a business owner, you understand how important it is to rank on the first page on Google. SEO is an important marketing strategy for many businesses in today’s digital age. Videos offer plenty of SEO benefits directly to your site.
You might be asking why not just upload the video to YouTube or Facebook?
It’s because the SEO benefits the video brings remains in these sites and don’t flow back to yours.
For starters, having a video library can improve time on site (the number of time users stays on your site) which is used as a positive signal by Google.
On top of that, when proper internal linking is utilized, it can help improve the user experience, which again is a positive that can help you rank higher.
- Video Content is Growing in Popularity
More need not be said, we have talked about this, quite a bit in this article. People prefer to consume content in video format.
As a business, you stand to lose out on this group if you’re not implementing video and don’t have a video library.
- Easier Onboarding and Sales
A video library makes the process of onboarding new employees and sales easier. It’s not the be-all-end-all solution.
You can add videos relating to your company’s branding guidelines, HR guidelines, sales process, how the product works and much more.
“All this content can be consumed internally to help your team understand the company better. On the other side of the coin, a video library can house all your testimonials and tutorials.”
For a potential customer, this makes it easier for them to understand the product and its use cases. It also helps build trust via the testimonials.
- Better Control of Your Content
With a video library, you own and control the content in that library. You decide when it’s disseminated, what is for the public and what is internal.
You can also decide who gets to see the content; everyone paid users, logged in users, the choice is yours.
In addition, you don’t have to deal with constant policy changes that other companies might make. For instance, many creators/video publishers on YouTube have been having issues with the platform.
YouTube has constantly been shifting the goalpost on what is acceptable content (to appease advertisers). You won’t have this problem with a video library.
Conclusion
Video libraries are crucial in today’s digital age. As a business, you need to strongly consider adopting one. It locks down content and makes some business processes easier. A video library is definitely the way to go for businesses in the market today.
