Creating a video marketing strategy isn’t just about improving engagement rates and driving traffic – even though those are two significant benefits. Because of increasing rates of mobile device usage, videos are quickly becoming a matter of user experience too.
According to Recode, YouTube CEO Susan Wojcicki recently spoke at the Code/Mobile Conference and revealed something interesting about her network’s users. It turns out that half of all YouTube content is viewed on smartphones, tablets and other mobile devices.
This news goes to show how video content can be used to reach a wide variety of prospects and leads, no matter what technology they’re using to see marketing materials. If at least half of all YouTube videos are streamed on-the-go, brands don’t need to worry about responsive design and mobile site building – at least as far as their video strategies are concerned.
Using video marketing to improve navigation and calls to action
Here’s a good example of using videos to improve user experience and ensure a site is easily navigable: One Brafton client in the employee management industry wasn’t seeing the engagement and conversions it wanted. We produced a series of videos that focused on debunked common HR myths, but there seemed to be a bottleneck between organic traffic and conversions.
Our solution was to put clickable calls to action within the videos themselves. That way, users who had traveled to the client’s site via organic search wouldn’t bounce away after a video was finished. They could click on the link, no matter what kind of device they were on, to get deeper in the sales funnel and move toward converting.
Understand where (and how) your customers browse
It’s one thing to lose touch with a general audience, but the money audience is even more important to business goals. If prospects watch videos, on YouTube or otherwise, they need to be directed successfully back to the website. By making sure they can interact with more content and develop even closer relationships through video marketing, companies reduce the risk of letting them slip through their fingers.