Digital marketing is key to gaining more online exposure and better conversion rates, and video is one of the most powerful content marketing tools that you can use to sharpen your competitive edge.
As one of the most powerful forms of content mediums compared to others such as images and written text, website video content has rapidly grown in popularity due to its strong reputation for propelling conversions. Adopting a good video strategy for your website can encourage many more leads, but it has to be done right.
However, don’t fall into the trap of thinking that placing any old video on your website is going to cause conversion rates to soar.
Here are some do’s and don’ts to keep in mind when using video on your website.
Do: Educate
The ability to give people what they value is what makes a video successful. Research has found that people tend to prefer videos that provide educational resources and teach them something useful. Because of this, you should focus on videos that meet people’s needs and provide them with information, rather than solely on converting watchers to customers. If your video is solely focused on ‘getting that click’ then it’s going to reflect just that by being all about you and your product, you and your service, or you and your brand – not about the viewer. If you’re not sure where to get started, it’s worth investing in professional video marketing services.
Do: Keep It Simple
If you want to place an introductory or educational video on your website’s homepage, it’s important to keep it simple and to the point. A video that’s got too much information in it, or is going to take up a lot of time to watch will have the opposite effect to what you’re hoping for.
To make sure that your video isn’t too complex, keep these guidelines in mind:
- Steer clear of using jargon-heavy language and use layman’s terms
- Focus on the benefits that your brand offers and any other key points that you want to make
- Come up with a video that focuses on one problem, one solution and one call to action
DO: Add Subtitles
Add subtitles to your videos! Videos are often viewed without sound not only on social media platforms, but also on websites. With subtitles you can still convey the content of your video. Use Type Studio to add subtitles automatically for free. If you run your website in multiple languages, you can also translate your video into different languages.
Don’t: Set Your Videos to Autoplay
Autoplay might seem like a good option at the time, but it rarely is. When you set your website videos to autoplay, you’re more likely to annoy your users than entice them to buy your product or service. People like to be in control of their own online experience, and using autoplay robs them of that; you’re effectively forcing them to watch your video, whether they want to or not.
Don’t: Use a Video Just Because It Looks Good
If you’re looking to add a video banner or background to your website, then make sure that it adds value to your site content, and you’re not just using it because it looks good.
Video backgrounds and banners should enhance the main content of the webpage, rather than distract from it. When done right, you can even use one to help describe your product or service, an experience, or atmosphere.
Adding a video to your website can create more interest, engage your customers and make it easier to demonstrate what you have to offer. Keep these do’s and don’ts in mind to enjoy the best results when uploading a video to your site.
