Video is undoubtedly one of the most popular content mediums being used by marketers right now. It has the ability to showcase your business how you visualize it and convert visitors into paying customers.
The Cisco Visual Networking Index (VNI) Complete Forecast estimates that video will account for 80 percent of all online traffic by 2021. More people are turning to video as opposed to text and other mediums because, not only is it more entertaining, it’s a quicker and more efficient way of consuming information.
But are you sure you’re using video marketing effectively to generate more leads to your business? If not, you aren’t taking full advantage of video’s potential to move consumers further down the conversion funnel. It allows your business to connect with people and persuade them to choose your brand over other options.
Interested in taking your business to the next level? Follow these three steps to use video marketing to drive traffic and leads to your site.
Take advantage of video by using gated content. This is when you hold off on giving visitors something — in this case, video content — until they give you certain information, such as name and email address.
You can do this by adding a form at the beginning of the video or once they’ve watched up to a certain point.
You might think it unusual that people would be interested in filling out their information when trying to watch videos.
However, popular video platform Wistia found that videos with gated content have a 16 percent conversion rate. And for forms that appear in the first 20 percent of the video, the conversion rate bumps up to a whopping 42 percent.
Clearly, gated content comes with its benefits.
But it’s important you do this strategically and with your audience in mind. Think about who’s going to see this video.
If they’re still at the top of the funnel — meaning they’ve only just become aware of your brand and its products — it’s probably not a good idea to ask for their contact information just yet. You have yet to earn their trust and build a relationship of genuine interest before you can move forward.
Save gated content for consumers in the middle of the funnel who are already excited about what you offer and want to learn more. They’re more likely to give out their information because they want to hear from you, and that’s what’ll grant you better lead generation.
The entire purpose of a landing page is to convert visitors and push them further down the funnel. So why not incorporate one of the most popular mediums into the equation while you’re at it?
People spend more time on a web page that has video, and one of the most strategic places you could put one is your landing page.
According to a WyzOwl survey, 95 percent of respondents reported to have watched a company’s explainer video to learn more about a product or service. By inserting informational video content in your landing pages, you’re giving visitors the information they need to know in one place while grabbing their attention.
Use video to explain your products and services to viewers. Tell them about your company’s mission and why you do what you do. Encourage them to opt into your email list and what benefits that’ll bring them. Offer them freebies in exchange for their information.
It’s all about being strategic in your approach.
If you want to move customers down the funnel, you need to lead the way. One of the best ways you can do this is with a solid call to action.
Do you want viewers to click a link to your landing page once the video’s over? Do you want them to watch another video that explains your products and services in-depth? Are you trying to get them to sign up for your newsletter?
Whatever your actionable goal is with your video, you can’t ignore adding a CTA.
Vidyard conducted a split test and found that there was a conversion rate of 21 percent for viewers who clicked on a CTA at the end of their video. Viewers who weren’t given the CTA converted at just one percent. That’s a huge difference not to take advantage of.
By adding a call to action to your video content, you’re telling viewers what to do except, to them, it feels like you’re leading the way. If they’ve watched your video, you know they already want more. Providing a CTA simply guides them where they want to go.
You can do this by physically adding it into the video itself, including your landing page URL, inserting a “Click Here” button, a thumbnail leading to another video, and more. Most video platforms allow you to insert annotations as well so that people can click your CTA whenever they choose.
Video has tons of potential to give your business the kick it needs. If you go at it with a strategy in place, you’ll know exactly what you have to do so that your video content turns into profitable conversions.
Remember to use tactics that best speak to your audience and encourages them to move further down the funnel. In no time, your videos will bring your business the results you’ve been looking for.
Syed Balkhi is Co-founder of OptinMonster, Founder of WPBeginner, Founder of WPForms, and President of Awesome Motive Inc.
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