7 Ways to Use Video to Drive Traffic and Conversions
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.
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#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.
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.
#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.
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.