Are you looking for a powerful way to engage with your audience, grow your lead lists, and sell your product or service? If so, your business could benefit from a robust video marketing strategy. Research shows that 43% of consumers want more video content, and it’s believed that this number will rise over the next several years.
Video marketing is when marketers use live or pre-recorded videos to create engaging, impactful content. The goal is to get customers to spend time on your website, subscribe to various marketing channels, and eventually buy products from your online store. There are plenty of practical ways to get more people to click-through and engage with your video content. If you’re already creating videos but not getting the results you expected, keep reading.
Today, we will look at five ways to get more conversions on your videos across all marketing platforms. We will also include several helpful strategies you can apply to your small business.
Let’s get started!
Understand Your Goal and Audience Segments
The first two things you have to think about when creating conversion-focused videos are your business goals and your audience segments.
Your goals will vary based on your industry, budget, and needs. For instance, you may want to create simple tutorial videos for your YouTube channel so you can build brand awareness. Similarly, you may decide to host a giveaway with a video introduction to get participants excited for the event. The possibilities are endless. Look at your marketing projections, and identify areas that you can improve with video content.
When you decide to create a video, make sure you know how it will help you reach your goals. You wouldn’t start a massive road trip without a destination, right?
Many business owners segment their email leads. This strategy is similar, except it applies to all of your visitors and customers. For example, the marketing team at an online pet store would likely have different types of video content for cat, dog, and bird owners since all three have different needs and interests.
You can learn more about your audience segments by reviewing website analytics and customer feedback. Once you gather enough data, you’ll have everything you need to make detailed buyer persona profiles. Then, use this information to create video content for specific segments of your audience.
Optimize Videos for Search
Now that you understand your audience and goals, let’s talk about optimizing your videos for search. The two biggest websites in the world are Google and YouTube. If you want to get more conversions on your content, ranking for frequently used keywords on these platforms can dramatically impact visibility and engagement.
You can do a few things to improve your SEO rank on videos and get more conversions. The first step is to choose appropriate keywords for your videos. In other words, make sure you’re picking long-tail keywords that potential customers might type in if they have an industry-specific question.
After you’ve picked out a few keywords, use them strategically in your title and description. We also recommend including closed captions. Not only will this step help with accessibility, but it will make it easier for Google to determine the intent of your content.
You can also get more interactions by using videos strategically on your website. One clever way to put this tip into practice is to create a product demo for your sales page. Research shows that landing pages with videos get an average of 80% more conversions!
Adding videos will make your page more attractive for first-time visitors, and it will also add more context for search engines, which could improve your overall SEO ranking. Ideally, your content will outperform all of the competition, and new users will come to you when they are ready to buy.
Connect Old Content with New Videos
If you already have videos on your website or YouTube channel, you can drive traffic to your old videos from your new content. This type of content is known as a compounding post. You’re likely familiar with this trend if you have a company blog. Compounding posts are pieces of content that continue to get traffic, even after new posts get published. Video content works in a very similar way. Consumers flock to a specific group of videos long after their release date because they are exceptionally helpful or relevant.
You can review your past uploads and use them as a jumping-off point for future content. For example, if your website sells gardening supplies, and almost all of your posts on growing vegetables have 3x the views and conversions compared to other videos, you can safely assume that a significant portion of your audience likes this type of content.
Now, you can create similar videos on new vegetables or start a series where you go over more tips on growing specific fruits and vegetables. When you publish these videos, include links to your original blog posts and videos.
You want new visitors to have an easy way to access more of your best content. Connecting old posts to new content can boost your search position and give users a reason to continue engaging with your site, which may lead to more sales.
Host Live Events
If you’ve ever used social media, you’re likely familiar with the popularity of live events. Consumers are willing to attend live events about virtually any topic, as long as it’s relevant to a goal, pain point, or interest in their lives. As a result, there’s a good chance your industry is full of opportunities for social video events.
You could host an ask me anything (AMA) event where you talk to your audience and answer any direct questions they might have about your brand, product, or industry as a whole.
Many small businesses get their start hosting educational webinars. These events are designed to teach attendees a specific skill or how to use a particular tool. If you excel at teaching and have a value-packed presentation, you’ll have no problem getting more people to attend your events in the future.
We suggest creating a webinar landing page so you can promote your event at least one month in advance. You want to get as many prospects as possible to attend and become customers. When you consider that 20-40% of webinar attendees become qualified leads, it’s easy to see why this strategy is popular among marketing teams across all industries.
Make Social Sharing a Priority
While we are on the topic of social media, let’s talk about the value of sharing your videos on platforms like Facebook, Instagram, and LinkedIn. Your target audience likely spends time on these platforms and many others. If you want to get more conversions on your videos, you have to make sure they can see your posts and care enough to engage with your brand.
You can exponentially grow your traffic and engagement by strategically sharing videos on social media. For example, on LinkedIn, posts with videos are 5x more likely to receive comments. This is because people feel compelled to voice their opinion when they see or hear another person sharing their thoughts on a topic.
Post new uploads on your various social media platforms and encourage users to sound off in the comments and share the video with their friends. If you consistently share your videos on social media, you will see a boost in watch time, traffic, and conversions.
It’s easy to see that video content is here to stay. As a marketer or business owner, the best thing you can do is accept this trend and start using it to connect with your audience. The tips outlined today will help you get started. You’ll soon have a long list of engaging content and subscribers ready to interact with your brand.