Have you ever looked for a product or service and checked out a video before making the decision to purchase it? Have you thought about using marketing videos on your website? If so, it’s a great idea!
Videos make the content more engaging, shareable, and therefore – lead to more conversions.
You can use video marketing for a plethora of purposes. From building customer rapport to promoting your brand, services, and products – video marketing is a fantastic way to connect with your customer base.
For these reasons and more, video marketing is a great way to increase your website’s success. So once you’ve settled the website by using the best website builder in the market that allows lots of content to be posted, you can get right to work.
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Why video marketing is important to your website’s success
There are many reasons why video marketing is important to your website’s business.
- Video Marketing Boosts Sales and Conversions: Videos on your landing page can increase conversions by up to 80%. Product explanation videos increase sales by up to 74%. These are hard numbers to argue with and ones that could be turning points for your business.
- There is a Great Return on Costs: 83% of businesses that use video marketing strategies have seen fantastic returns on the investments within the first few months to a year when combined with positive sales. This is great news because video production isn’t easy or cheap. But the pay-off is well worth it.
- Google SEO Adores Videos: Google owns YouTube, so as soon as you begin uploading videos to YouTube, they will be available in a relevant Google search.
Additionally, your website is 53% more likely to show up on the first page of Google if you have videos embedded on the website. Make sure that you optimize your video descriptions for SEO as well for the best results.
- Videos Appeal to Mobile Users: Did you know that about 90% of customers watch videos on their phones or tablets? It’s convenient and is an entertaining way to pass the time. These same viewers are about 1.5 times as likely to watch ads or product videos on their phones than users watching TV or using a computer. That means they’re more likely to buy your product or service.
- Videos Help to Build Trust and are Great for Social Sharing: Whether the focus of your video is to engage the audience or promote your business or a product, you need to be able to ignite emotions while fostering trust.
While some potential customers are skeptical of promotional videos, it’s possible to present your brand and products in a conversational form with an individual, approachable feel.
The thing is, social sharing predominantly relies on entertainment value. This is because people are more likely to share emotions rather than facts with their friends and family. Creating fun, entertaining videos will encourage social sharing and will increase traffic to your website.
How do marketing videos on your website work and how do you use them?
First things first, getting started is fairly simple. Your brand will create videos that are meant to promote your company, products, and services. They will also help to drive sales and engage your customers when they visit the website.
Video marketing, like any other kind of marketing strategy, is driven by data. You’ll want to utilize your analytics and metrics tools for your website to track customer engagement. Additionally, there are some other steps you may want to take to develop your marketing strategy.
- Designate a budget for your videos and invest in the equipment needed. Whether you plan to put out weekly or monthly videos, or whatever schedule you decide on, you’ll need certain things. Get some decent video and sound recording equipment, great editing software, and a video editing team together.
- Tell stories, connect with your customers and audience. Storytelling has always been a great way to engage people, whether they’re new to your website or are repeat customers.
- Keep it interesting. Not all stories are engaging, but all stories can be made to be engaging. Think about what kinds of things will attract your audience and hold their attention.
- There are no set lengths for video marketing videos, but there are suggestions. The general rule, however, is that the shorter the video, the better it will hold your audience’s attention for the duration.
- Publish your videos everywhere. Embed them on your website, upload them to YouTube, post them to all of your business social media accounts. The more coverage you have, the higher the chance that you’ll draw attention to your website.
Once your video or videos are up, be sure to analyze them. Track statistics and metrics, ask your customers what they enjoyed most from your video. Use this information to determine what videos of yours do the best, and pinpoint why for future videos.
The best places to use marketing videos on your website
So now that you know all about video marketing, what do you do? Where should you post these videos, specifically where on your website should they go?
On your home or product pages
Your website background doesn’t have to be static and uneventful. Many companies have browser-sized, reactive videos as the background to their home page. It’s pretty cool and is a good way to grab your customers’ attention from the door.
Instead of a boring, regular, static home page or product page, you can use a video to convey a fun story or product demonstration. Here’s an example of a great product video from our customer LittleBits:
Post your videos on your sale pages
The best videos to post on your sales pages, besides product or service demonstration videos, are social proof videos. These are videos that relay client or customer testimonials about their experiences with your brand and the products or services you offer.
Seeing and hearing a satisfied, happy customer in a video is one of the best things you can invest in or do for your business.
Team videos on about pages of your site
These aren’t just to boost sales, but they can help oddly enough. People, particularly new customers, want to know who’s behind a brand or product. They want to be able to trust you and your team. What better way to build that trust than by showing your visitors exactly who you are and what you’re about at the office?
These don’t have to be scripted, they can be entirely natural. Capture employee commentary, clips of what a workday is like, pride in what the employees do, anything. Here’s an example we created for our own team:
Explainer videos can also go on your homepage
Two videos on one page? Absolutely. These are different than the background videos mentioned earlier. These videos will help to make your brand and website stand out from the rest as a unique contender in your niche.
Explainer videos will generally be positioned further down on the homepage. Their mission is to give your audience an immediate sense of what your brand is and what problems your products or services can solve.
Your website should have a video library
Remember that a lot of your viewers will be viewing from a mobile device of some kind, and will prefer watching videos to having to read descriptions or information. Having a video library will make it easy for these users, as well as other video-focused consumers, to find videos for certain products, testimonials and more.
This should be an organized and searchable portion of your site that is easy to navigate and use. Here’s a great video by Bloomberg that they published on their video library homepage:
Types of video marketing
There are many ways to use videos on your website. There are also many different types of videos you can use in your video marketing campaign.
- Demo videos
- Branding videos
- Event promoting videos
- Interviews with experts or leaders
- Customer testimonial videos sometimes called social proofs
- Case study videos
- Educational and how-to videos
- Explainer videos
- Fun, animated videos
- Live events and behind-the-scenes videos
- Q&A and responsive videos
Each of these video types has its own uses and place in your video marketing campaign for your brand and website. You should explore each to see where each would suit your needs on your website, and which kinds of videos you may be able to omit.
There is a lot of information about video marketing for your website. No matter your business model, niche, or customer base, you can use video marketing for nearly anything.
There’s no arguing how effective video marketing is, either, with such impressive numbers for conversions and returns on investments. Additionally, the ability to increase your standing on Google by uploading the videos to YouTube and embedding them on your website, along with using proper SEO, is something that you shouldn’t pass up.
Ready to continue your video marketing journey?
Explore our report for all the best practices & insights you’ll need to easily navigate the video marketing landscape.