Are you using video effectively to market your business? Want to discover the best kinds of videos to make and the best times to present them?
Different types of video should be used at different times to help your audience connect with your products and services. A new prospect has much different needs than an established customer.
In this article I’ll share seven ways to use the right type of video at the right time to increase traffic and conversions throughout the sales cycle.
#1: Increase Conversions With Product Videos
Since website visitors are anywhere from 64% to 85% more likely to buy a product after watching a video about it, create short promotional videos that show off the main benefits and features of your products and put them on your website.
For example, if you have an apparel store, instead of just posting photos, add a video of a model wearing your clothes. If you offer a service, use video to explain what problem your service solves and how it goes about doing so.
PadMapper created an animated video that explains the service well, and with a light and humorous tone.
Produce the video yourself, go with an agency or use tools such as Wideo or PowToon to create an animated video. Don’t be afraid to be creative and take some risks.
Video doesn’t necessarily mean setting up a shoot and filming. A lot of great videos are just repurposed product images. Just insert photos into a cool template with nice transitions and text, and add some background music or other audio.
#2: Drive Traffic With How-to Videos
How-to videos catch viewers with prime buyer intent. They have a problem they want to solve or something they want to learn. It is up to you to show them how to do it. In fact, nearly 1 in 3 Millennials say they purchased a product as a direct result of watching a tutorial or how-to video about it.
Come up with and share uses of your product. For example, explain to consumers how to tie a tie or show home cooks how to make certain recipes for your ingredient. Don’t try to sell your product in this type of video, just focus on instructing your audience.
The Home Depot creates how-to videos for projects. Of course, after the video piques customers’ interest, a shopping trip to get the supplies is in order.
Videos appear in 52% of Google keyword searches and 82% of them are from YouTube, so remember to optimize your video with keywords for SEO. Write detailed meta descriptions about your video and add transcripts of your voiceover. Just like with written works, produce great content that inspires people to engage with your videos.
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