social media how toAre 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.

use video to drive traffic and conversions

Discover seven ways to use video to drive traffic and conversions.

Listen to this article:

#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.

#3: Onboard Users With Product Walkthroughs

Ensure your users have a smooth, easy and fun onboarding process, and they are likely to stick with you long-term.

Before you get started, put yourself in the shoes of your first-time users. Choose the most common use cases of your product and do a screen recording. If you’re on a Mac, you can easily do it in QuickTime. Windows users can download something like Screenrecorder.

BuzzSumo created a fantastic walkthrough video for new users to get acquainted with their product.

Go through the use case slowly and clearly, and narrate the process. Send out the link to your onboarding video in your welcome email or direct a new user to it from the sign-up page.

Onboarding is one of the most critical parts of your relationship with your users, so make the most of it.

#4: Cut Down on Customer Service Cases With Screencasts

Just as screencasts can help onboard your users, they may also be used to reduce the number of customer service calls you receive.

Rather than use text for FAQs, create videos with answers to your customers’ most common questions. It’s a way to establish trust and credibility. Plus, many people learn better visually.

These videos can be as long or short as they need to be. NatWest bank did a simple Vine video to explain how to change account preferences.

Upload these screencasts to your FAQ page and have the links ready to send to any customers who call or email for assistance. Don’t worry too much about making it professional. Just be thorough and genuine, and your customers will thank you.

#5: Create Social Proof With Testimonials

As P.T. Barnum once said, “Nothing draws a crowd quite like a crowd.” Showcasing customer testimonials is one of the most powerful ways to communicate your value to a website visitor.

Ask some of your most loyal customers if they would be willing to record a testimonial for your business. If they are local, invite them to your store or office, or meet them with your camera gear. You can also set up a spot at an event and approach customers there. Have them describe their experience, as well as what problem your product or service solved.

This Becker Professional Education customer is heartfelt, professional and effective.

If recording testimonials from your customers is not an option, ask them to do a brief video on their smartphone and either upload it or send it to you.

#6: Increase Sales With Video Ads

Online video ads are currently the most effective online ad medium, and 72% of ad agencies say that online video ads are as, if not more, effective than TV advertising. Video has a click-through rate that beats normal ads by a factor of three.

Create video ads for your product and upload them to YouTube and Facebook. You can even do short videos for Vine and Instagram.

Dollar Shave Club received tremendous views and response from their ads.

Use video cards for extra emphasis on YouTube and promote your video ads on Facebook. Be sure to use the most precise targeting possible, so you don’t waste your advertising money on views to the wrong audience.

#7: Retarget Website Visitors

One of the most powerful ways to use video marketing is for retargeting people who visited your website or YouTube channel, but for some reason did not convert.

On Facebook, create a custom audience for retargeting visitors from your front page or a specific product page. On YouTube, start a new campaign and create a video remarketing list. Then choose which YouTube video to promote, as you would when starting a video campaign.


Video is everywhere today and a lot of marketers are seeing great results.

There are many types of videos you can create for effective marketing that drive traffic and conversions for your business. Focus on your company’s strengths, and find ways to showcase them via video to current and potential customers.

What do you think? Are you using videos as part of your marketing plan? What types get the best response? Have you had success with video ads? Please share your thoughts and experience in the comments.

how to use video to drive traffic and conversions

Tips for using video to drive traffic and conversions.

Tags: , , , , , , , , , , , , , ,

Get Social Media Examiner’s Future Articles in Your Inbox!

Join 465,000+ of your peers! Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (56 pages, 90 charts)!

More info...
  • Any thoughts about viral videos and those video marketing that optimizes their videos to become viral?

  • ibrahim mshelia

    I’m interested

  • Fun read. I love it whenever video marketing get the recognition it deserves. I’ve always believed in a (greatly produced) video’s ability to be quickly viral and market your brand. It drives traffic, conversions, engagement, and eventually… PROFIT.
    Anyway, I think DollarShave and OldSpice should get a mention in here. 🙂

  • Marlene44845

    I q­ui­t m­­y 9-5 job and at this moment I make $85 hourly. …Wonder how? I’m working online! My previous job wasn’t so pleasurable for me ,so I decided to try something different… After two yrs…I can say it was a best decision I ever made! Let me show you what i do…

  • Great article, very helpful. I love the customer walkthroughs. We were thinking of doing some How-To documents for our website, but I think a walkthrough video may work better, thanks for the idea.

  • Diana Steinberg

    YouTube is the most popular video sharing site in the world. People watch over 6 billion hours of YouTube videos per month. For that reason, it is important to note that when using video to drive traffic and conversions, merely uploading videos to YouTube is not the way to go. Companies must make a channel to house all their video content to be most effective, and it should be customized for compatibility with other online accounts.

    In addition, viewers are more likely to engage, share and comment on video content than written blogs or related social media posts. As for increasing sales with video ads, while you can simply place your ads directly on YouTube, consider ways to maximize the ad’s impact and reach by featuring some outtakes from the ad or even behind-the-scenes content.

  • Priscilla

    Get paid 90 dollars every day for working on the net from comfort of your own home for several hours daily… Get paid each week… All what is required is a computer, connection to the web, and a little spare-time…

  • Corey Barker

    I’d like to chime in as I worked on one of the videos listed above as an AD. Great video takes time and effort. Rarely does a great idea just come out of the air. It takes strategy, creative ideation and just the right approach. Then and only then will your video have a chance to be truly successful. Going viral is another story all together. Sometimes we don’t know why something became so popular or what it was about a video that made people want to share it. With the example of “Dollar Shave Club”, they’ve made a great effort to produce videos that are consistent, funny, yet still deliver on the promise that their is an easier way to buy your razors. If anyone is interested in producing video like the above please contact me and I can walk you through how our production company approaches projects like these. Please feel free to add me on LinkedIn or email me directly Until then folks…that’s all.

  • Today, the web is social and connected. It’s not inactive like most websites tend to be. As such, a site can no longer sustain as its island. Gone are the days where Video advertising campaign used to boost traffic temporarily that consists of placing most important to include your leads as many times as necessary within a business.