Typical Internet users nowadays spend about 88% more time on websites with videos and can account 1/3 of all their online activity to watching videos. Given this rate, the amount of time people spend engaging and watching videos will only increase as years go by. Businesses looking to capitalise on video content marketing should be aware that like anything else in the world of digital marketing, they will need to put significant effort and time into getting everything right if they are to reap any benefits. Increasing traffic and conversions is not a mere matter of embedding some videos into webpages and hoping everything goes well. Audiences are able to connect with different products and services if different videos, formats and topics get used at appropriate times. Below, we discuss how to use different kinds of videos at appropriate times to boost traffic and conversions during your sales cycles.
Website visitors have a likelihood of 64%-85% of buying products after watching product videos about them, hence creating short promotional videos is prudent, to showcase the key features and benefits of the products you offer, and placed these videos conveniently on the website. For example, apparel stores and do this by creating videos of models wearing their clothes rather than only posting photos. If your business provides services, you can create videos highlighting the problems solved by your services and how they achieve this.
How-to can be used to achieve tremendous results as far as driving traffic is concerned. How-to videos are a good way of catching viewers with the highest buyer intent. It is upon you to educate your audience if they have issues they would like to solve or things they would like to learn. In fact, research shows that about one in every three Internet users claim they bought a product or service to directly watching how-to videos or tutorials. Considering that videos appear in roughly 52% of search engine keyword searches, with 82% of them being from third-party sites like YouTube, you should always optimise videos with keywords for SEO. Ensure your videos have detailed meta descriptions and include transcripts of voice-overs.
To make the onboarding process for your users smooth, fun and easy, create product walk-throughs, which will also increase the likelihood of them sticking in the long term. It is important to put yourself in the shoes of a first time user before creating any product walk-throughs.
You can communicate value to website visitors by using customer testimonials as social proof. Ask a few loyal customers if they would be interested in recording a testimonial of the business products and services.