Simply throwing together a video and putting it on your site doesn't magically generate qualified leads and exponentially boost sales. Using videos on your website requires foresight and knowledge of what works.
The statistics regarding the positive effects of using video on your website abound.
Here are some cold hard facts about the impact of online video
- Including a video on a landing page increases conversion rates by nearly 80%
- Consumers are 64% more likely to buy a product online after seeing a video
- According to YouTube, video consumption doubles each year
- 90% of users say product videos help in making consumer decisions
- 92% of video watchers share videos
- 1/3 of online activity is spent watching videos
Top 10 Ways for Using Video on Your Website
1) Product Videos.
Short promotional videos that show off a product increase conversions. If, for example, you operate a dog-grooming service, replace your pictures of fluffy poodles and well-groomed collies with a short video of beautiful, happy dogs with their smiling owners walking through a well-manicured park. A good product video conveys emotion that pictures and words cannot.
2) How-To Videos.
What if you could show your target audience a video of your product's most enthusiastic customer using your product? That's just one of the benefits of a how-to video. How-to videos drive traffic to your site and attract individuals ready to buy. You don't need to pitch your product in a how-to video. You don't need to. Because how-to videos are often found through search engines, be sure to optimize it so your target audience finds it.
3) Product Walk-Throughs.
Strengthen your brand with new customers by on-boarding them with a walk-through. The key to a good product walk-through is thinking like a new customer. What struggles might this person have? What explanations would serve a new customer? Include the walk-through video link in a welcome email and you'll have an enthusiastic customer ready to tell friends how great your company is.
4) Video FAQs.
Placing videos in your FAQ section reduces the number of complaints or requests from confused customers. Videos that address frequently asked questions can be used as a replacement or in addition to text responses.
5) Video Testimonials.
Some buyers require social proof before buying. Because you receive financial gain every time someone buys your product or service, you have an incentive to sell more outside of simply helping someone. A happy customer, one who receives no financial compensation from you selling a product, willing to give a testimonial proves that your product or service is, indeed, as great as you say it is. The key to making a testimonial video, of course, is finding a loyal customer willing to do it.
6) Landing Pages.
What does a user see when he or she comes to your landing page. If he or she sees a video, you've just increased your conversion rate. Put the video above the fold and make the thumbnail attractive.
You can interview employees. You can interview industry leaders. You can interview yourself. Individuals are more likely to buy from people they know, like, and trust. It's hard to trust a faceless, non-human entity. Interviews help customers see the human side of a company. When done well, they are unscripted, genuine, and natural.
8) User Generated Content.
You know you've created a successful brand when you get users to create videos promoting your product or service. Regardless of how good your product is, however, customers aren't going to randomly start making videos highlighting your product. You'll need to incentivize them with a challenge, give-away, or #reallyawesomehashtag.
9) Grand Opening or Presentation.
It's time to release a new product line or new service and you need to promote it. Just do what companies have been doing for years, have a grand opening (without the streamers and clowns). Your "grand opening" video can take the form of a series of product launch videos or a mix between a how-to and a promotional video.
10) Video Blog Posts.
If videos engage individuals more than text, then why are there still so few videos in blog posts? Take a look at your blog and identify a few posts that might benefit from a video.
Pixel Fish Digital Marketing understands what works when it comes to video marketing and video content. They understand that a video marketing strategy needs to be customised for each business. Contact Pixel Fish Digital Marketing and discover how they can help your website generate more qualified leads and drive sales.
Keen to read more of our blogs on Videos? Here are a few.
10 Common Website Video Mistakes To Avoid
How to create a great promotional video for your business website