You probably know how important it’s become for businesses to incorporate video into their marketing strategies. The latest data shows that 86% of businesses are now using video as a marketing tool (up from 63% over the last 3 years). Maybe you’re already using video on social media. But what about using video content on your website?
With so many different types and genres of video content to create, it can be difficult to figure out which ones you should create for your website. Especially since a video marketing strategy for your website will probably vary from your social media video marketing plan.
We’re here to get you started with some ideas on videos to create for your website — ones that will work for basically any brand or business.
If you’ve never used one before, explainer videos are essentially exactly what they sound like. They’re short videos (typically less than 2 minutes), often animated, that are used to explain something about your brand or business. They can focus on one small piece of your business or explain the overall mission or application of your business.
It’s usually a good idea to use your explainer video to let your target audience know how and why your business can help them. It doesn’t have to dive into specific products (that’s a different video that we’ll get to in a second), but should instead focus on the overall “why” of your business. How can your business improve the viewer’s life? Why do they need you?
Because of the wide focus on your entire business that’s inherent to an explainer video, your website’s homepage is a great place to embed this type of video. To get the best SEO impact and to pack a visual punch, try to place your explainer video “above the fold” on your homepage (meaning a visitor shouldn’t have to scroll down to see the video).
This is where we get to the more narrowly focused video type that we mentioned above. Think of your product/service videos as the more specified sister of the explainer video. If your explainer video is giving your target audience an idea of why they need your brand as a whole, the product and service videos will give them a more detailed look at why they need the products or services that you offer.
The statistics show that video content is extremely effective when it comes to pitching your products or services to your target audience. 72% of customers said they would rather learn about a product or service by way of video. And 79% say they’ve been convinced to buy or download a piece of software or app by watching a video.
A video that demonstrates or highlights your product/service can provide a more vivid look at your offerings than a simple image paired with a well-written caption ever could. If you don’t want to shoot a ton of video content, you can always do an overview of your product line or the services that you offer. But the best way to use these types of videos on your website is to shoot an individual video for each product/service and embed each video on the landing page for that specific offering.
One of the best types of videos to create for your website is a company culture video. These types of videos are fantastic because they actually serve two separate purposes. On the one hand, you can use a company culture video to expose your target audience to the personality, emotion, and humanity behind your brand. The truth is, people don’t want to buy from some faceless corporation — they want human connection. And company culture videos can help you show the humans that make up your brand and the culture you’ve created, ultimately spreading brand awareness.
On the other hand, it’s important to remember that not every video on your website should be solely about converting visitors into buyers and increasing revenue. You also want to focus on your viewers who could be future employees. Company culture videos are perfect for attracting new talent to your company and showing viewers why your business is a great place to work.
There’s a reason why even major brands use customer testimonial videos — they work! Pay attention the next time you’re watching TV. You might be surprised at how many commercials and advertisements involve customer testimonials. Even Disney uses customer testimonials in commercials for their parks.
The fact is, consumers don’t always trust companies. But they do tend to trust other people. According to studies, 72% of customers say positive testimonials increase their trust in a business, and 88% trust testimonials from strangers as much as recommendations from friends and family.
The social proof provided by customer testimonial videos is unmatched. Try creating a few and embedding them on a handful of landing pages throughout your website. Or you can create a section on your website that’s dedicated to customer testimonials.
While similar to customer testimonials, a case study video is the more professional and data-heavy relative to the customer testimonial video. Case study videos are essentially visual versions of written case studies. The idea is to take a specific client or case and highlight how your company came in and solved their problem or challenge.
A case study video can include a mix of talking heads from clients and employees/team members, footage of your work, B-roll, and statistical graphics and text. Case study videos are a great mix of the human side and the factual side and are especially useful if you’re a B2B business (corporate clients typically like to see case studies as proof of your expertise).
Try creating a section of your website that can act as a home to all of your case study videos. If you don’t have enough of them yet, you can also embed your case study videos on other landing pages, like a product/service page or a relevant blog post.
If you haven’t created any yet, which type from this list are you going to choose to get started? Tell us in the comments!
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