(4) Get creative Video has been tipped as one of the top content marketing strategies this year having been proven to dramatically increase conversion rates and social reach/engagement. Adelie Studios reported that businesses which use video grow their revenue 49 per cent faster year on year than those that don’t use video. The report also identified that websites using videos have a conversion rate of 4.8 per cent which is nearly double the conversion rate of those which don’t have any videos on their website (2.9 per cent). Beauty salons have the opportunity to publish one of the most popular forms of videos, the “how-to”, searches for which have increased by 70 per cent year on year. These can be varied, from hair up videos to make up tutorials to nail art how to videos. Of course you don’t want to give away all your trade secrets, but could dedicate videos to recreating part of the looks, such as the perfect smoky eye, etc. Brides are likely to search for make-up artists or salons who offer bridal make up so having a video, with a keyword optimised title and description, on your website showing your skill level will help convert a viewing into an enquiry. Videos also make fantastic social content and receive 1,200 per cent more interaction than text and images combined, meaning a shared video may lead social users to your website.
The written word is still important, however, so make sure blogs are a factor in your strategy.
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