Video marketing is an often overlooked part of a well executed digital marketing strategy. While we are all accustomed to watching video online, much of that tends to be for entertainment or education and not for business. If you are a business thinking about getting started with video marketing on your website you are definitely at an advantage.
Video can be really intimidating. For starters, it is often difficult to come up with ideas for videos. On top of that, most people think that there is a ton of equipment needed or that everything should be produced by professionals. While there are some instances where professionals can make a big difference (especially explainer videos and animations), there is a ton that you can do with video, even on a limited budget.
Here we put together five ways that you can get started using video on your website. In a future post we will go over ways to get started producing videos for your website and some great resources to get you started.
Explainer videos are short videos that introduce your company and your product or service. Explainer videos have really good engagement and, if done correctly, can significantly impact your conversion rates. The best explainer videos tell a story. A couple of great examples of explainer videos are Dropbox, which is an animated explanation of the product, and Zendesk, which tells a great story of how the service helps businesses solve their customer service problems. Hubspot talks about their company culture and how their product is different. Explainer videos are a great addition to any homepage.
Testimonials are one of those things that, almost every web marketing professional will tell you, you need to have on your website. Testimonial videos can help to get your message across a lot better because prospects can hear from existing customers in their own words. It’s also much more engaging to listen to a customer than to read a quote from a customer.
Video can be a great way to demonstrate your product to your audience. This is especially true if you have a complicated product, but can also be helpful in showing off your product or service in a way that writing simply cannot. Do you sell software or a web based service? Take some screenshots, put it to a great soundtrack or describe what’s going on. If you are a manufacturer, show the product being made. There are a ton of creative ways to show off your products to your prospective customers.
Video blogging is another great way to use video on your website. When adding video to your website you should also be thinking about SEO. Video has tons of great SEO benefits and can help you rank higher in searches than written content alone. It is important to maintain a video sitemap. If you are using WordPress this is best done using the Yoast Video SEO plugin. Beyond the added SEO benefits, adding video to your blog can help you to increase engagement on your blog and increase visitor loyalty.
Adding customer service videos to your website is a great way to cut down on your customer service costs. Instead of having to walk everyone through common problems, why not add a video FAQ section instead? Obviously there is an upfront investment when putting together videos but this is often outweighed by the decrease in customer service related calls. If you get asked the same question about your product or service on a consistent basis then putting together some video FAQs will most likely pay off.
The key to adding video to your website is to get started. Whether you are hiring an outside agency or doing it yourself, there are a ton of ways that video marketing can improve your marketing mix.