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 conversions and driving traffic are not a matter of only embedding a few videos into webpages and hoping all goes well. To enable audiences connect with different products and services, different kinds of videos, formats and topics should be used at appropriate moments. Here, we discuss how you can use the right videos at appropriate moments to boost your traffic and conversions during 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 instance, apparel stores can add videos of models wearing their clothes instead of only posting photos. If your business offers services, you can use videos to explain the issues solved by your services and dive deeper into how it achieves the same.
Use How-to videos to drive traffic. How-to videos are a good way of catching viewers with the highest buyer intent. If your audience has a problem they seek to solve or an issue they would like to learn, it is upon you to show them the way. As a matter of fact, roughly one in every three Internet users confessed to purchasing products or services as a direct effect of watching how-to videos or tutorials. On search engines, videos appear in 52% of keyword searches, with 82% of them being from third-party sites such as YouTube hence the importance of optimising videos with keywords for SEO. Always have transcripts of your voice-overs and include detailed meta descriptions about any video you post.
Create product walkthroughs to make sure your users have an easy, fun and smooth onboarding process to increase the likelihood of them sticking in the long term. Before creating any product walk-throughs, it is important that you envision yourself as a first time user.
Social proof in the form of customer testimonials is a powerful way of communicating your value to all website visitors. On that note, ask several loyal customers if they would be willing to record testimonials of the business products or services.