Did you know adding a video on your landing page can increase its conversion rate by up to 80 percent?
In fact, 66 percent of people say they prefer watching a short video to learn about a product or service vs 18 percent who would rather consume text-based content.(Source)
These are just a couple of numbers, highlighting why videos should be aggressively integrated into your marketing strategy.
More people are now watching videos online; online video consumption is at its all-time high and this number is only going to get bigger.
So, if you don’t already have a well-defined video marketing strategy, you’re missing out on big opportunities that almost assure your business growth and sustainability.
Benefits of Video Marketing
Videos can be integrated with any touchpoint in your sales or marketing funnel. So, whether you’re trying to generate top-of-the-funnel traffic, capture more leads, or drive sales, the right video content with the right messaging and on the right platform can deliver you outstanding results. And this is perhaps its biggest pro.
- Boosting organic traffic: Embedding videos on your web pages or blog posts can improve your average session duration and decrease bounce rate. Both of these metrics are very important for search ranking. So, videos, in a way, can help you rank higher on SERP. They can be a great addition to your SEO arsenal.
- Generating leads: As mentioned earlier, including videos on a landing page improves the conversion rate. You can explain your value proposition in a much clearer way, enticing the visitors to give you their contact details.
- Making sales: In one of the video marketing stats reports, it was revealed that 80 percent of video marketers say video has directly helped increase their sales. Over 89 percent of video marketers say video gives them a good ROI. So, having a good product video on the sales page can drive you higher sales.
- Brand-building: Videos bring plenty of opportunities to build brand identity and trust value. For instance, a good-quality and interesting video can truly set you apart. It can add higher recall value to your brand name. Publishing such great video content on a consistent basis positions your brand strongly in your niche, enabling you with higher recognition and engagement.
What Type of Videos To Produce?
You can make any type of video. But, of course, they won’t work equally well.There are specific types that are tried and tested in terms of ROI.
- Explainer videos
Explainer videos are what the name suggests. These videos explain ideas or concepts. They can be animation or you can sit in front of the camera and “explain” all by yourself. (You can even hire actors if you’re not comfortable being the camera.)
So, say you’re in finance and offer investment advice. You can create an explainer video on ETF or how to invest in forex.
If you’re in fitness, you can create an explainer video on how our bodies respond when exercising.
Depending on your industry, there are countless topics or concepts you can talk about in your explainer videos.
How-to topics never fail to bring top-of-the-funnel attention, be it in text-based blog posts or videos.
If you use YouTube even the slightest, you would know just how prevalently how-to videos rank on SERP for education-based keywords.
So, you can produce more such how-to videos that address the distinct needs and pain points of your target audience.
- Product videos
As mentioned earlier, product videos on the sales pages can take your sales to newer heights. So, making product-related videos is quite an obvious option.
Explain your product, its features, benefits, and other value propositions. Tie these elements together through an engaging story. Use interesting visuals to highlight your product and stand it out so that even when someone doesn’t buy it right now, they can easily recall the product. This can significantly boost the conversion of your remarketing campaigns.
- Case studies
These are another great option.
At times, consumers can’t visualize the product or estimate its benefits. This is where case studies can come to be a winner.
Case studies are anyway impactful. In the video format, they are even more effective.
Create case study videos that highlight how your videos helped a customer; what pain points it addressed and what kind of solution it delivered. Mention how the customer loved the experience and product. Ending the case study video with the customer testimonial can make the content even more high-converting.
How to Make Videos?
This is perhaps the most important question in the present context.
You know that you should be producing more videos and now you also know what “types” should you focus more on…
But how do you really make great videos?
There are multiple answers to these, and they all depend on the type of videos you want to produce.
The DIY-way and Recording Self
For instance, if it’s a basic typography video, you can create it yourself. There are many free and premium tools you can subscribe to.
If you want to feature yourself (and anyone in your team) in the video, you just need the basic equipment, including a good quality camera, tripod, mics, and a lot of lighting.
You can also visit a local video studio and record the video in their facility. At a fee, they can provide you with their premise that’s equipped with incredible cameras, lighting and other things that can help you produce high-quality videos.
Editing the video should take the most of your time (in addition to writing a great script, of course). There are many video editing software out there that you can use. You can even hire the best digital marketing company in Kolkata for editing purposes if you need help.
Getting help from experts
If DIY and featuring yourself in the video aren’t the right option, you can go ahead with the recommended path: Partner with an expert.
Find a good provider of digital marketing services Kolkata that has a team for video creation and post-production. They can create for you 2D, stop motion, whiteboard, and other types of animated videos, which can perform exceptionally well especially on social media platforms.
Admittedly, finding the best digital marketing company in Kolkata can be a challenge in itself. So, take your time to find one such company. Hand in hand with them, take confident strides to build and execute an excellent video marketing strategy.
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