Video is a versatile content medium that marketers, bloggers, and business owners use in a variety of ways, but did you know it could be a major catalyst in your search for increasing conversions? Many companies are finding that video, when used onsite to complement products, leads to direct increases in conversions.
The Power of Video
Video is the most powerful content medium around. It overwhelms the brain with visual stimulation and is able to reach people in ways that written text cannot. In fact, Forrester Research suggests that one minute of video is worth 1.8 million words. That’s a pretty powerful statement and shows exactly why leading brands and marketers are focusing in on video as the ultimate conversion driver moving forward.
4 Strategic Ways to Use Video
If most marketers are aware of the value of video, why is it still being underutilized? The reason is that only a small fraction knows how to successfully integrate video into their onsite strategies. So let’s take a look at some specific things you can do to properly leverage video on your site in the coming months.
1. Include Explainer Videos on Product Pages
Do you sell products that are complicated? Do you offer a service that’s unique from what competitors are selling? By integrating an explainer video into a product page, you can make sure customers know exactly what’s being offered.
Check out the TYME video channel to get an idea of how this works. TYME, which sells a unique hair iron, uses videos to show customers exactly how the product works and what sets it apart from the competitors. It plays a critically important role in driving conversions.
2. Drive Traffic With How-To Videos
Sometimes you just want to engage prospects and drive traffic to your website. In these instances, it can be very helpful to create how-to video content and publish it on third party platforms – such as you social media profiles.
How-to videos are fantastic because they give viewers actionable advice, while indirectly pushing them to your website to purchase one of your products. This how-to video from Ace Hardware is a good example.
3. Build Trust With an “About Us” Video
Trust plays a major role in driving conversions. If customers don’t trust your brand, they aren’t going to purchase products from you. Understanding this, you can build trust by publishing videos on your “about us” page. These videos can explain who you are, where you come from, and what your company’s goals are.
Digital marketing agency Huge does an exceptional job of producing brand-side content that drives trust. You can see a couple of specific examples on this page of their site.
4. Collect Leads With Extra Content
You can also use video to collect leads. This is primarily done on social media or landing pages and works in tandem with a conversion form that requires a user’s contact information in return for access to the video.
In order to successfully collect leads using this method, the video has to be considered worthy of attention. In other words, it can’t just be a basic video. There has to be enough value to where a user is willing to provide their email address. Behind the scenes type of content tends to work best.
5. Tap Into the Power of Video
Video is too powerful not to leverage. You could spend 100 hours a week writing content for your blog, but it’ll never pack the same punch as 10 minutes of good video. Every business has different conversion goals, but you can (and should) find a way to utilize video in your funnel.