A survey carried out by wyzowl shows that 86% of businesses use video as a marketing tool, and 93% of those who apply video marketing practices say it’s an integral part of their overall marketing strategy.
Embedding videos directly into your official website is one of these practices. With this practice, you can build brand awareness and educate your customers about your products. Moreover, website video content can help you increase your search engine rankings and drive more traffic. Many companies don’t optimize their video content, so you can gain a competitive advantage if you incorporate relevant keywords into the titles, descriptions, and tags of your videos.
There’s also the aspect of enhancing the user experience. People tend to better remember the visual content than the textual ones. In addition, you can trigger customers’ emotions with the right kind of content and let them contact you through your website.
So, how to use the video content on your websites to get the best results? That’s what this article is all about.
Identify Your Goals
Don’t add video just to have fancy content on your website. What value do you want your videos to bring to your business?
Before creating the content, think very carefully about your objectives. Each video you add must have a specific message in line with your goals.
Pick a Suitable Type of Video that Fits your Goals.
You’ll find explanations on the most efficient video types below, so you can choose which of these are more suitable for your business goals.
An Introductory Overview of Your Business
Use videos to explain what your business does. Business introduction videos show what’s your business is all about and provide a general overview of your products or services. You can also add content to explain why prospects should prefer you instead of your competitors.
If your business involves complicated products or services, you can consider adding explainer videos to your website. As a rule of thumb, they’re very short, digestible types of videos that explain complex processes. They make your audience aware of their problem and how your solution help to solve it.
Testimonials and Case Studies
One of the best ways to convert your website visitors into buyers is to show them what other users say about your solutions.
In testimonials, customers tell their personal stories about your business. Customer testimonial videos are more powerful tools than text-based reviews. Moreover, they show real customers that your website visitors can hear and see; that’s why they’re more convincing.
Case studies are very similar to testimonial videos but more comprehensive. They showcase how a specific problem can be overcome thanks to your business. You can use a combination of multiple testimonial interviews, explanations of your experts on possible solutions, and show data and graphs to summarize hard facts about how to fix the problem.
How is your product used in real-life? Show it through step-by-step product demonstrations. Demo videos can be applied to highlight product benefits and you can also add frequently asked questions and troubleshooting sections to the demo videos. The main function of these videos is to accelerate the buying cycle. They’re also a great way to free up your sales reps’ time. Besides using prerecorded demos, you can also broadcast live conferences.
Instructional or How-To Videos
Tutorial videos are a great way to engage your audience. A how-to video or an instructional video can show your prospects how to complete a task in a logical order. These can be very similar to product demos; however, in this case, the focus is on educating the viewer rather than highlighting the features of your products.
Thought Leadership Videos
Thought leadership videos include interviews with industry leaders, webinars, live conferences, etc. They are mostly shot as talking-head videos where an expert speaks directly to the camera and delivers educational content. You can also consider adding fireside chat videos where experts answer common questions related to your business. Presentations and keynote speech videos are also thought leadership videos.
Publish Videos at the Right Place on Your Website
Another way to approach video marketing through your own website is to think in terms of website pages. You can place videos anywhere on your website. However, since the visitors have different motives for visiting different types of pages, where they watch the videos will have an important effect on achieving your business objectives.
Always consider how to incorporate different types of videos into a matching type of website page. For instance, while demo videos are more suitable for product and service pages, thought leadership videos may better suit blog articles.
Landing pages are another important component of your website. They are specifically designed to attract leads and boost sales. So, a video landing page aims to convert visitors into customers via video content. In order to realize this goal, you can mix and match many of the video types mentioned above.
Recommendations for Best Practices
Finally, let’s take a look at some tips to create the best video content experience for your site’s visitors.
- Keep your videos short.
- Create engaging and captivating content.
- Use attention-grabbing thumbnails for your videos.
- Take accessibility into account.
- Don’t overpromote. Instead, educate your audience.
- Use scripts to make the production process more efficient.
- Keep a consistent style throughout your website.
- You can incorporate a series of videos that educate the viewers to increase the engagement time, hence the chances of turning them into customers.
- Always consider adding a call to action to prompt users to click on other links on your website.
Publishing video content on your website is essential to a video marketing strategy. You have so many variations at your disposal, so choose the appropriate type to reach your business goals. And always remember to provide engaging content while at the same time educating your audience.