If you want to use video to effectively market your business and get people to your site, then you have to do it right. Below, you will learn the different types of videos, as well as tips on how to best use them to drive traffic to your website.
Over 60% of businesses use video as a marketing tool.
That’s not surprising when you consider the way video consumption has risen over the past few years.
But you need to create the right types of videos that viewers find engaging and helpful.
And, you need a strong call to action that will compel them to click through to your site
1. Use Product Videos to Increase Conversions
Videos that promote your brand or product are particularly valuable to your marketing campaign.
Studies have shown that people are more likely to purchase a product after viewing a promotional video or demo of the item.
Use this information to your advantage by creating short promotional videos designed to show off your product’s main benefits and features.
Once you have your video, share it with your audience by:
- Embedding the video on your own site
- Sharing it on social media
- Posting it on video-sharing sites like YouTube
For instance, say you start a fashion eCommerce store.
Instead of posting regular photos of your products, you might add short videos of models wearing your clothes.
For a website that offers a service or SaaS, you might use short, engaging videos to explain the problem solved by your service, and how EXACTLY it accomplishes that.
The example below is an animated video from Doodly.
It explains their service well, using a tone that is light and humorous.
So, in order to drive more traffic to your website and increase the chances of acquiring paying customers, create more videos for promoting your products and services.
If you can’t produce the video yourself, you can either hire freelancers or use tools like PowToon, Animoto, or Wideo that allow you to create videos even with no prior experience.
2. Use How-to/Tutorial Videos to Drive Traffic
How-to videos can help you catch those buyers with high buyer intent.
When someone has a problem in need of solving, or if they are looking to learn something, you can show them how to do it using short, engaging videos.
This is a particularly effective strategy.
According to studies, one out of three millennials state that they have purchased a product as a DIRECT RESULT of viewing an explainer video or how-to tutorial about the product.
Here’s an example of a how-to video from Neil Patel:
Implementing this as part of your strategy is easy.
Simply come up with uses for your product or service.
Shoot video tutorials that explain to consumers the different use cases so they can learn how to get the most from your product or service.
Keep in mind that these types of videos are not for selling your product.
Rather, your focus should be on providing the most helpful, value-packed content that you can.
Include lots of actionable advice to help your viewers take action on the information you provide in the video. Then, within the video itself, drive people to a blog page and offer them more information or downloadable content.
You can SUPERCHARGE your strategy and bring your website visitors further along in the purchasing funnel by using a chatbot like this one on your site.
3. Use Product Walkthrough Videos to Onboard Users
These types of videos are crucial to ensure that your users have an easy, smooth, and even fun onboarding process.
If you can provide them with that, they are more likely to stick with your business in the long run.
Your product walk-through videos are the equivalent of a physical shop having salespeople standing around to help customers find the items they are looking for.
When done right, the videos can help customers make a purchase decision.
Your focus should be on creating a “comfort zone” to give visitors the peace of mind of knowing they’re in the right place.
This also has the added benefit of gently nudging your visitors to invest more of their valuable time and attention in your business.
4. Use Testimonials to Create Social Proof
Showcasing your customer testimonials is a powerful way to communicate the value of your product to your audience so you can drive more traffic to your site.
As a famous entrepreneur once said, “Nothing draws a crowd quite like a crowd”.
This is evergreen advice from a man who knew a lot about the power of social proof.
Unfortunately, a lot of businesses fail when it comes to collecting testimonials.
They don’t have a clear system in place, and they don’t know how to properly use testimonial templates to gather social proof from their best customers.
You can begin collecting social proof that will help drive more traffic to your sites by following these steps:
- Simply Ask: Reach out to your most loyal customers and ask if they would be willing to provide a testimonial for your business.
- Offer Incentives: If you want more customers to leave testimonials, offer them some sort of incentive in exchange for their valuable time.
- Focus on Happy Customers: When looking to gather more testimonials, focus mostly on your satisfied customers.
If you don’t hear back after reaching out for the first time, follow up after they’ve had a chance to use your product or service. They will be more likely to respond then.
A company that’s done a good job with this is Instacart. They’ve made it a point to recruit new instacart shoppers by using testimonial videos from their current shoppers and it’s worked very well for them as they’ve grown significantly since their inception.
5. Use Video Ads to Increase Sales
Very few online ad mediums surpass video ads in terms of effectiveness.
The click-through rate for videos is 3 times that of normal ads.
This is a trend that you can leverage by creating video ads for your products or services.
You can then upload them to Facebook, Instagram, YouTube, and Vine, among many other sites. Just make sure to use a quality video thumbnail.
A popular example of a brand that has used video to effectively build awareness, generate leads, and increase sales is the Dollar Shave Club.
The response from their video ads was phenomenal and the campaign received millions of views.
When employing this tactic as part of your overall marketing strategy, make sure to promote your video ads on Facebook.
Use the most precise targeting you can so you don’t waste money advertising to the wrong audience.
Take advantage of Facebook’s machine learning algorithms to find the right audiences for your video ads. It’s not as complicated as it sounds. There are plenty of free Facebook courses you can use to build the necessary skills to promote your videos on Facebook in the best possible way.
And don’t forget to optimize!
Optimize your videos using relevant keywords for SEO (search engine optimization).
Write a descriptive meta-description for each video and include voiceover transcripts.
6. Creative Branding Videos
One reason why video content is so popular these days is that it allows you to get creative with your content production.
Unlike written content or images, videos give you an easy way to ignite your viewers’ emotions.
And the best part? There’s no need to spend tons of money on production.
There are many affordable tools that allow you to create and edit high-quality videos and produce professional results – even if you have ZERO technical experience.
My favorite is Movavi Video Editor, which you can download for free.
Just keep in mind that you must always produce engaging content that shares the brand’s values WITHOUT directly advertising or promoting your brand.
Branding videos are more about positive associations than self-promotion.
By flipping the dynamic in this way, you give your viewers a reason to want to share your brand’s content with their network of friends and colleagues. One of the best examples is Purple, a company which mastered the art of creating viral videos representing their brand and product.
7. Use FAQ Videos to Answer Common Questions
Create FAQ videos to answer some of your audience’s most common questions.
In addition to providing a valuable service for customers, this also helps to cut down on customer service cases for your business.
Find out what questions your audience is asking by taking the time to go through your:
- Blog comments
- Social media posts
- Third-party review sites, etc.
Then, you can create an FAQ video or a series of videos answering the most commonly asked questions.
Post these videos on your site and share them on social media.
Make sure your audience has easy access to them so they can find answers to their questions quickly.
You can do this by creating a space specifically for FAQs on your website and social media pages.
These are 7 effective tips on how to use video to drive traffic to your website and increase how much money your blog can make for you or your business.
Each of them has been tested and proven to produce great results for all types of businesses, big or small.
And with the continuing rise in video consumption, there’s no better time than now to implement these types of videos into your marketing strategy.
Which of the video types outlined above would work well in your business? Share your thoughts in the comments below!