We talk a lot about social media marketing and how to incorporate video, but that’s not the only way you should be using video for your business. Video on your website is just as (if not more) important as video on social.
In the basic sense, video on your website helps increase traffic, conversions, and sales.
How can video help increase traffic?
Having video on your website will help your page stand out in search results. This is because of featured snippets. When someone googles a keyword that is linked to your video, your listing in the search results will include a featured snippet. This means there will be a thumbnail from your video with your listing. So even if you don’t rank in the top three of the search results, your link will stand out and attract clicks.
Google’s algorithms are increasingly prioritizing websites with video content. By including video on your page, you’ll drive 157% more organic traffic from search engine results pages. As a bonus, you’ll also lower your bounce rates – people spend over twice as long on a page with video than without.
How can video help increase conversions?
Video gives you a boost in ranking, so more people see your website and more people click on your links. If they’re met with more quality content, then they’ll want to stay on your page. While conversion goals vary by business, having a video on your landing page can increase your conversion rate by 80%. Video is entertaining, visual, and a great tool to convert leads.
Here are some tips for creating video that will help increase conversions:
- Use a thumbnail image with a person to increase the play and conversion rates of your videos.
- Insert a lead capture form in the first 10-20% of your video.
- Make your video short and immediately entertaining.
- Use video to put a face to your business. This helps build trust and encourages your leads to convert faster.
How can video help increase sales?
While it’s hard to argue that all these link clicks and conversions actually lead to sales, we’ve seen that video does have a positive effect on customers’ buying decisions – which means the same effect for your business’s ROI. One in three millennials say they bought a product after watching a how-to video about it. Users who engaged with video were more likely to sign up for the site’s platform hosting plan than those who didn’t watch. And 96% of people surveyed by Animoto said videos were helpful when making buying decisions online.
Video isn’t just for social media. Using it on your website offers many opportunities that can bring even bigger success for your content marketing strategy. Sure, it takes time to create and implement a strategic video component, but now you can explain why the investment is worth it.
Here are some takeaway tips for getting your video to rank in search engines:
- Create compelling videos that people want to watch and share.
- Curate playlists that people will want to use to guide their viewing.
- Upload the video to YouTube, and then embed the video on your website.
- Get other people to embed your videos to drive more view time to them.
- Promote the video on other channels (social media, email, etc.).
- Optimize your videos for SEO and implement the metadata for the videos you create.
If you’re looking for more tips, check out our other blog posts here!