Website selling is all about getting your customers to follow the buyer’s journey and responding to your calls to action. As Michael Litt, founder of Vidyard says, “The play button is the most compelling call to action on the web,” making video a vital part of your marketing funnel.
For many business owners, creating and posting video content can seem like a daunting task. The good news is that there are some easy ways to incorporate video into your marketing strategy that will increase your sales and benefit your customers.
Direct benefits of video marketing
Data from the past 20 years has shown a staggering increase in the way consumers use video in their everyday lives, and the numbers don’t lie.
Surveys regularly show that a majority of consumers would like to see more video content from their favorite brands and 4 times more people would rather watch a video about a product than read about it.
So not only do consumers prefer watching than reading, but video has been shown to increase visitor engagement, keep visitors on your site longer, increase brand awareness, and build trust with explainer videos that answer your customers’ questions.
Ways to use video on your website
Start with simple intro videos it’s great but don’t stop there. There are a variety of ways to showcase what you do in a fun and engaging way to build your brand and enlighten your audience.
- Highlight the corporate culture
- How-to videos and tutorials
- TED webinars or mini-conferences by thought leaders in your industry
- Product presentations
- Interviews with industry experts
- Vlogs (video blogs)
- Live Events
You can also use animated how-to videos to showcase your product solution and educational videos to establish yourself as an industry expert and personal guide on your customer’s journey.
Most sales teams will have an ideal customer journey mapped out from the start with weaknesses and product benefits highlighted every step of the way. Introducing these elements into the video will help build brand awareness and customer confidence early on.
Tips for getting started
You can add video content at any stage of the sales funnel and see immediate results. However, it’s important to understand and organize your strategy before you jump head first into the video.
Write it down
Effective video requires scripting or, in the case of live video, prior planning and organization. You might have valuable industry knowledge to the consumer, but it’s easier to get the point across in a concise way with a script or plan.
You don’t have to script every word, but breaking down the video into easily manageable sections is a must. It should have a projected progression including an introduction, a message and a call to action.
Lighting
Lighting, if done correctly, is something your viewers won’t think about or even notice. If done badly, it will distract attention and undermine the message you are trying to convey.
An easy way to fix lightning is to shine it directly on the speaker behind the camera. This softens most shadows and highlights the speaker’s face. Ring lights in the shape of a circle or even simple desk lamps offer inexpensive lighting solutions that won’t cast annoying shadows.
Sound
Having a dedicated microphone is a must when recording business videos. Built-in microphones, like those built into laptops, will have inferior sound quality and your viewers will notice.
Graphics and technology
Engagement is one of the key elements of video marketing. A speaker speaking for the duration of a video is no longer marketing, it is a conference. Mixing up infographics, product and service showcases, and multiple speakers (with transitions) is much more appealing than a single speaker in front of the camera.
Experiment, adjust, repeat
An effective video marketing strategy is not static. When you try new ideas, they may fail or go viral. Either way, keep experimenting and adjusting video integration to find the right method for your business.
Conclusion
Using video as a marketing medium is an amazing way to educate your customers, involve them in the process, and add value to the time they spend on your website. No matter what industry you are in, video marketing can help drive engagement and sales with your target audience.
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