We asked a group of marketing experts and small business owners to tell us what they believe is the most effective way to use video on their websites.
The answers are varied and some of them are even surprising.
Work Sample for Web Design
Rafael Romis
CEO
Weberous
The video we employ on our site is actually the entire background of the site and we do this to help capture visitor’s attention. Weberous has a kind of “water” theme to it and when you land on the site, you’re immediately greeted by the site of a couple of goldfish swimming by (real ones, not animated). We’ve been told by clients that this video background played a part in them choosing us for their own web design because it’s an immediate example of our capabilities and leaves a favorable impression.
Customer Retention
Serhat Pala
Co-Founder
Barkily
While video can definitely be used to generate leads, it can also be useful after you’ve captured a sale. If you have a product or service that needs to be demonstrated to be fully understood, a video is useful for that.
Although not related to a website, you can also use videos in your follow-up emails to customers. These can be exclusive videos that only customers receive, which makes them seem a little more special than a public video. These are good for customer retention and word of mouth advertising.
Introduction to Upsells
Bryan Clayton
CEO
GreenPal
Placing your informative video on the confirmation page, confirmation email, or after you have collected your visitors information is an optimal place to use video. At this point your visitor and potential customer has expressed enough interest to where the odds of them watching a video are 10 times more likely as compared to when they visit your webpage initially.
A video at this stage of the customer on-boarding can be highly effective in clarifying what your customer can expect next, and more importantly, to introduce any potential upsells. After we implemented an explainer video in our confirmation email and confirmation page we noticed customer support inquiries about questions on what to expect next went down 30% and sales of additional services went up 15%.
Tool for Capturing Visitors’ Attention
Jonathan Razza
Senior Director of Emerging Technologies
Liaison Technologies
Using a video background on the above the fold section of the home page can captivate end users and lessen your bounce rate. Let’s face it, everyone loves a good video! To keep your end users on your website longer, you need something that pulls them in and makes them intrigued and a video does just that! So why not implement a solid video to reel in your users and keep them on your page from the get-go.
A Way to Save Money
AJ Saleem
Academic Director
Suprex Tutors Houston
The advantage of video is that you can actually save on the human labor part of your company. For example, we have been trying to push the video on my potential clients because we can avoid paying for tours of the school.
A Way to Announce Contests
Shayla Price
B2B Content Marketer
Video is effective for announcing contests and giveaways on your website. Instead of having customers read the details, your team can create an original video series to explain contest details and notify winners. The brand message is more impactful when your customers can see and hear your excitement.
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An explainer video will take your real estate business to the next level.
Personal Branding Tool
Travis Johansen
Video Producer
Provid Films
In regards to real estate video marketing, since we do a lot of real estate agent profile videos, the number one use is in branding and lead generation.
In today’s real estate market certain types of homes are selling fast. The hardest part for agents in this environment is to actually win the listing against other agents.
One way we’ve seen real estate agents effectively use video to gain new listings is through their branding videos that differentiate themselves as unique, competent, and more importantly, comfortable to work with for home sellers. In 60 seconds of web video, the potential customer watching the video ad on Facebook can get the feeling of the agent’s personality and it really warms up those leads from just cold lead to a comfortable conversation.
When that video showcasing the agent’s brand is cross marketed through targeted ad campaigns on social media like Facebook’s new lead campaigns and Youtube ads directing viewers to landing pages, agent’s can see dramatic jumps in their number of warm leads on a monthly basis – all pointing back to their profile video.
SEO Instrument
Kent Lewis
President
Anvil Media
The most effective way to use video on your website is as follows:
- Embed videos throughout your website, as it improves engagement AND rankings in Google
- Specifically, start with the home page, the most visited section of your website
- Incorporate videos into blog posts to enhance the experience and create more context around the videos (for Google)
- Incorporate videos into your case studies and success stories… customers tell your story better than you, with greater credibility
- Incorporate videos into your testimonials from customers, partners and peers
- Incorporate videos into customer service/FAQ sections to streamline customer support
Teaching Apparatus
Jeff Moriarty
Owner
TanzaniteJewelryDesigns.com
Another way to use video is to teach. This shows trust in your company. For example, in one video we showed what goes into cutting the gemstones customers are purchasing.
A Device for Pitching Clients
Luke Bastin
SEO Manager
TinderPoint
One of the most innovative ways we have used video is to make it the cornerstone of our proposals process. We decided to make proposals the centrepiece of our marketing strategy and to base the proposal content around video.
In practical terms, this meant researching the prospect thoroughly and identifying their needs, pain points and the solutions we had which could benefit their business. Allied to this, we are a digital marketing agency and we would therefore use screen capture technology to show actual examples of our work with analytics of how this had helped other clients of ours similar to them.
As you can see, video is an excellent tool for accomplishing a lot of varied tasks. One of the best kinds of videos you can utilize is an animated explainer video. And, we know just the place to get a great deal on one. Click here to schedule an appointment with WizMotions to see how we can help you make the perfect business video.
"The video looks great, thank you!"
