Il est bien connu que le marketing de contenu est un moyen efficace pour gagner en visibilité et démontrer son expertise sur un sujet donné auprès d’une audience qualifiée.
L’une des formes de marketing de contenu qui prend de plus en plus d’importance est le vidéo marketing. En fait, selon les statistiques de Wyzowl, 86 % des entreprises utilisent la vidéo comme outil de marketing. Parmi elles, 82 % estiment que le vidéo marketing est un élément important de leur stratégie.
La vidéo progresse rapidement et atteindra de nouveaux sommets plus tôt que nous le pensons. Cette tendance est alimentée par le fait que 83 % des entreprises estiment que le vidéo marketing leur procure un bon retour sur investissement (ROI).
Dans cet article, nous allons examiner ce qu’est le vidéo marketing, et vous expliquer en quoi il est important dans la promotion de votre business.
Le vidéo marketing, qu’est ce que c’est?
Le vidéo marketing est l’ensemble des usages de la vidéo à des fin marketing. Il est devenu de nos jours une stratégie indispensable pour promouvoir une marque, un produit, un service ou un message et surtout pour séduire les internautes et les convertir en leads qualifiés.
Lorsqu’il est bien réalisé, le vidéo marketing sensibilise efficacement votre public à propos de votre marque et contribue à accroître l’engagement sur vos plateformes préférées (YouTube, Facebook, Instagram etc.)
Il existe de nombreux types de vidéo marketing :
- La vidéo interactive,
- Les vidéos immersives,
- La vidéo personnalisée,
- les stories
- Le Webinar
- Les Vlogs,
- Le live vidéo…
Voici cinq raisons pour lesquelles le vidéo marketing est plus important que jamais.
1- La vidéo vous aide à décrire mieux votre produit :
Le contenu vidéo est un moyen efficace pour aider les acheteurs potentiels à s’informer sur un produit. En fait, selon WYZOwl, 94 % des spécialistes du marketing affirment que l’utilisation du contenu vidéo par les utilisateurs a contribué à améliorer leur compréhension du produit ou service qu’ils avaient l’intension de l’acheter.
Les clients n’achèteront votre produit que lorsqu’ils comprendront ses fonctionnalités et comment il pourra les aider à résoudre un problème ou satisfaire un besoin. Il n’est pas surprenant que le contenu vidéo soit largement utilisé par les entreprises de tout genre, car ils savent très bien que l’élément
visuel les aide à mieux expliquer leur produit et par conséquent très convaincant pour les acheteurs .
2- La vidéo constitue un bon retour sur investissement (ROI):
83 % des personnes interrogées dans le cadre de l’enquête WYZOwl affirment que la vidéo leur offre un bon retour sur investissement. cependant, il est nécessaire de souligner que le retour sur investissement sur vos vidéos dépend de plusieurs facteurs, notamment la manière dont vous avez organisé votre stratégie et le degré de qualité de vos vidéos.
Parmi les freins qui peuvent retenir les petites entreprises de se lancer dans le vidéo marketing c’est justement le temps, l’argent et l’effort qu’il faut y consacrer. Mais dans la réalité la production vidéo n’a jamais été aussi accessible qu’aujourd’hui, avec les nombreuses applications et logiciels qui se trouvent sur internet, la création vidéo est devenue plus rapide et moins gourmande en terme de budget.
Aujourd’hui, chacun de nous possède dans sa poche une caméra de haute qualité sous la forme de smartphone et avec des solution logicielles comme VideoScribe et Doodly vous pourrez créer des vidéos attrayantes avec le un coût moindre. De cette manière vous dépenserez moins dans la production de vos vidéos et obtiendrez un retour sur investissement positif.
3- La vidéo est un support flexible
Quelles que soient les objectifs de vos stratégies marketing vous trouverez toujours un support vidéo qui convient le plus à votre entreprise.
Si YouTube est la plateforme la plus évidente pour lancer ses vidéos, d’autres canaux existent et ne sont pas de moindre importance, voici quelques-unes des options que vous pouvez utiliser :
Les stories :
La plupart des plateformes de réseaux sociaux, notamment Snapchat, Facebook et Instagram, vous permettent de publier des stories.
La particularité de ce type de vidéos est qu’il est rapide, éphémère et bon marché, car elle les stories sont généralement spontanées et s’adressent directement à votre public. Mais pour en tirer le meilleur parti, vous devez essayer de construire une communauté sur les réseaux sociaux.
Les Live Vidéos :
Les live vidéos se sont développée ces dernières années, avec des géants du secteur comme Facebook, YouTube et Twitch, qui permettent la diffusion de contenu en direct. Selon Facebook,
les Stream vidéos obtiennent six fois plus d’interactions que les vidéos classiques.
Les webinaires
Les webinaires sont un excellent moyen d’utiliser la vidéo pour interagir directement avec vos clients potentiels. Ils peuvent être utilisés pour exposer des produits en direct, répondre à des questions spécifiques que
les clients peuvent se poser sur votre produit, ou pour enseigner au public quelque chose sur votre secteur d’activité, ce qui vous permet d’affirmer votre autorité en tant que spécialiste dans votre domaine.
Des logiciels comme GoToWebinar ou Livestorm permettent aux entreprises d’organiser facilement des webinaires.
4- Les vidéos sont un excellent moyen pour optimiser son référencement naturel (SEO)
Il vous est sans doute déjà arrivé d’entrer une requête sur un moteur de recherche et soudain des vidéos apparaissent sur la première page et attirent tout de suite votre attention. Pour faire de même pour vos vidéos il faut cibler dés le téléchargement initial de vos vidéos les termes de recherche les plus utilisés par les internautes.
Voici un exemple concret. Lorsque vous entrez la requête suivante: “comment remplacer la batterie de mon Samsung”, Google affiche avantageusement trois vidéos en haut de page au-dessus de la section “Autres question posées”, mais surtout au-dessus des résultats de recherche ordinaires.
Vous pouvez remarquer que Google donne la priorité aux contenu vidéos avant tout autres type de contenu. Dans ce cas, si vous concentrez votre effort sur le vidéo marketing, et que vous ciblez avec précision les bons mots clés, vos vidéos se placeront surement en tête de page de recherche et vous aurez plus de clics, plus de trafic et pourquoi pas de davantage de conversions.
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