3 Reasons Why Leasing Brokers Should Start Using Video

Here are 3 reasons why vehicle leasing brokers should include video in their content marketing plans

It's no secret that video content has well and truly exploded over recent years, and in fact, video content will make up over 80% of all online traffic by 2021, according to Cisco. Now, the idea that video content is an excellent marketing tool isn't a new one; however, what is new is its increasing importance to consumers, which makes it an extremely valuable tool to add to your content marketing strategy!

1. Improve Your Website's SEO

You may already be familiar with the phrase "content is king"—well, this applies to video too. Including video in your online marketing efforts will undoubtedly help with your website's SEO, provided you are doing it correctly.

To help you get the biggest ROI, we've outlined 3 SEO tips to help you properly optimise your video content:

• Keywords, Descriptions, and Meta Tags: If you're creating your own video content, it is important to choose a carefully thought-out name and description to go with it. This is your opportunity to utilise some of your target keywords. Remember to use phrases and keywords your users will actually search for. This may sound obvious, but many videos miss out on better search results by having poorly optimised titles.
• Implement Rich Snippets: Just as you should in other areas of your website, it's important to implement rich snippets and structured data for your embedded videos. This not only helps search engines better understand your video content but also allows search results to include thumbnails and descriptions, giving your website a better appearance in the SERPs.
• Video Transcripts: Although Google and other search engines can parse some content from your video, they'll have a hard time extracting it all. To help your videos have the biggest impact on your website's SEO, transcribe them. A great way to do this is to tie them into a blog article. This way, you can use keywords from your video in a text-based format alongside it, which Google will definitely pick up. The best videos to tie into blog articles are often how-to’s, explainer videos, and reviews.

Pro Tip: If you're uploading videos to YouTube, it's a good idea to include some backlinks to the relevant pages on your website within the video description.

2. Increase Engagement and User Retention

Video content is a fantastic way to increase user engagement and retention, especially on leasing websites. A car is often the second biggest purchase an individual will make, so it’s understandable they’ll want to do their homework before signing. This is where video content can help.

If a user has found their way to a vehicle details page, they’re obviously interested in that deal. The last thing you want them to do is navigate away in search of more information. Your goal here is to provide as much information about the vehicle as possible, and a great way to achieve this is through video reviews!

In the age of information overload, video has been proven to capture more customer attention than text-based content. Embedding video content on your website will not only help users but also increase your website's "dwell time." If you're unfamiliar with the term, "dwell time" refers to the time a user spends on your page, which is a ranking factor for search engines like Google. A higher dwell time often indicates more valuable content.

3. Increase Conversions and Sales

Ultimately, one of the main benefits of using video in your content marketing strategy is its ability to help increase your conversion rate. Don’t believe me? A report from Vidyard shows that 70% of marketers claim video outperforms other content for producing conversions, which makes sense.

Watching a compelling presenter talk in detail about a product or vehicle can greatly influence the buying behavior of your visitors, compared to reading a wall of text. Conveying the right emotion through video is a powerful selling tool and gives the user a more detailed and visual insight into the product.

Round Up

Now that you understand the benefits of incorporating videos into your website, what are you waiting for? A great way to get started is by utilising a third-party service such as Car and Driving. They provide a huge library of in-depth vehicle reviews that can be seamlessly integrated into your broker website.

For more information about car leasing websites, or if you'd just like to pick our brains, please don't hesitate to get in touch!