Video has become a major marketing channel. More and more people are saying that it’s the way they want to consume content. Why scroll through a long blog post or text-heavy web page when you can instead watch a quick, visually-engaging video and get all the information you need?
As consumers’ attitudes towards video shifts, it’s up to you to meet that demand and give the people what they want! There are tons of great opportunities to incorporate video all throughout your marketing efforts, from social media to your website.
Here, let me walk you through five of the most effective ways to add video to your website experience.
1. Share Your Mission
You started your business because you’re passionate about what you do. But sometimes that passion appears diluted when you try to write about it. If you’d like to share your mission and value proposition with your audience, why not do it with a video?
You can include this front-and-center on your home page. A mission video is a great way to grab attention and immediately begin to build trust. When visitors to your site can see you speaking with conviction and commitment about the work that you do to help your customers solve their problems, they feel an emotional connection to you and what you’re saying.
2. Explain Your Benefits
No matter what it is that you’re selling, a video can help you clarify the benefits of your products or services. Plus, while everyone else is relying on words (and perhaps still images) to showcase their offerings, you’ll stand out from the crowd with a video.
Video is certainly beneficial if your business does something that’s complicated or technical. Say, for example, you’re a B2B software company who provides data analytics for retailers. A video can help you quickly and easily share what your product does, why data analytics matter, and what data can do to help your prospects solve their business problems.
Even if your product is more straightforward, video can give you an edge of the competition. Take, for example, Anthropologie’s line of wedding wear, sold under their BHLDN label. They include videos in many of the product descriptions for their wedding dresses. The 10-second clips show the models moving around in the dresses, and give brides-to-be a sense of how the fabric looks and moves on an actual person. Anthropologie clearly understands that choosing a wedding dress is a costly and emotional endeavor. The video makes it a little easier for prospective shoppers to picture what the dress would look like on the big day.
3. Spread Industry Knowledge
You know that content creation is a key component of establishing your presence as a thought leader and expert in your industry. If you’ve owned your business for a while, you’re hopefully in the habit of creating regular blog posts (and maybe you’ve even taken things a step further and designed some hub pages to share all your incredible content).
But even if your blog posts are filled with nuggets of wisdom and incredible advice, sometimes your audience wants to consume information another way. Video can help break up the monotony of your blog by injecting some bold visuals into your posts.
Plus, with video, you can get a lot of content bang for your buck. Filming a three minute video on a topic you know well takes hardly any time at all. If you have your phone on-hand and a basic mic hooked up, you can create a pretty professional-looking clip in minutes. Get that video transcribed, and you can turn that content into another blog post, or break it up and share quotes from the video on your social media—there are so many other uses for the content! With video, you can get multiple forms of content in a fraction of the time that it would take to write even one traditional blog post.
4. Highlight Your Team or Customers
I’ve already touched on a few other ways that video can help to build trust with your audience. Creating videos featuring your team or customers is another important way to inspire faith and confidence in your brand.
Videos that introduce your team make your customers feel more at ease. They can see a bit of each employee’s personality and charm, and grow to feel like this employee is someone who is personally invested in creating great customer experiences. It’s a trust-building element for any company, but it’s an especially great tool if you run a service business where technicians are dispatched to clients’ houses. Creating a video with each technician, where they introduce themselves and share something about why they do what they do, makes people feel a bit more at ease about welcoming them into their home. Your technician becomes a familiar face, rather than a total stranger in a uniform.
Video testimonials build trust from another angle. When potential customers watch a video about how you solved an issue for your existing customer, there’s an instant flash of recognition. That prospect sees themselves in your customer! The person in the video has had the same problem and found great success by entrusting your company to solve it for them. Video allows you to build an emotional connection between prospect and happy customer in a way that a written testimonial couldn’t.
5. Tackle Frequently Asked Questions
We’ve all scrolled through FAQ pages, scanning for the information we really want and then glazing over by the time we finally find it, bored to death by a solid wall of text.
Video can turn your FAQ page from informational slog into something far more fun and engaging. FAQ videos are an opportunity for you and your team to show a bit of brand personality. Ask a handful of employees to get involved with answering questions, so that there’s variety on the page. And try to unite the videos thematically in a way that ties in with what your business does.
If you’re looking to keep prospects and customers engaged on your website, video is a great way to do it. There are a number of ways to incorporate video into your messaging and marketing, and doing so can help you build trust with viewers and stand out from the crowd.
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