What’s The Best Way To Use Video On Your Website?

You’ve probably heard by now, but just in case you haven’t, we’ll say it again. Video is one of the single most powerful tools you have in your marketing toolkit. And if you’re not using it, then you’re missing out big time. When we ask business owners why they aren’t using video, many of the responses are the same: ‘we don’t know how’. Video content is engaging, educational and shareable, making it a great investment and a must-have for your website. 71% of marketers report that video content outperforms their other content marketing efforts. On your website, videos like guides on how to use products, webinars and thought leadership pieces are an ideal way to hook the attention of viewers before they bounce off your site again and are proven to keep people on your website longer.

So today, we wanted to help you understand how you could use video on your website, and which might be the best options for you.

Man and woman in front of graphs

Why Use Video On Your Website?

Frankly, there are dozens of reasons you should be using video on your website, and if we were to list them all we would be here all day. So instead, we have our top 3 reasons to share with you.

1. One of the main reasons you should be using video on your website is because it’s the way prospects are consuming content. In the internet age people have a very short attention span, which means you need to be able to get their attention quickly and keep it. The most effective way to do this is through video. Visitors are much more likely to engage with videos than with static text, so creating interactive visual content is essential if you want to improve your bounce rate and keep people on your website for longer.

2. The best websites out there are no longer your standard static brochure sites. Successful businesses are using their website to create a compelling experience around their brand – and their main tool is video. Videos supplement the visitors’ experience and build the connections needed to take the visitor from interested, to prospect to customer.

3. Finally, it’s fantastic for SEO. YouTube is the second largest search engine in the world, and they are owned by the largest, Google. This means that Google puts a great deal of weight on video as a search feature and will regularly promote video content on the first page of search results. Including video on your website gives you two bites at the apple, helping boost your visibility online.

3 Ways To Use Video On Your Website

Homepage Explainer Videos:

Homepage Explainer videos let you describe your company’s offering and what makes you unique. Unlike the background video, explainer videos are usually placed below the fold, exploring the benefits your company can offer in more detail. Here you should use videos that speak to your audience’s pain points, deliver your value proposition and delve into the details of your solutions.

Website Product Pages:

When it comes to selling products or services online, it can be tricky to convince buyers to commit. But while a picture is worth a thousand words, one minute of video footage is worth 1.8 million words. Video on product pages can be a powerful selling tool, helping you convert buyers who are wavering without burdening them with text. Use a video to explore your product or service, give a demonstration or showcase the benefits. This allows you to communicate large amounts of information in a quick, convenient manner that people enjoy.

Video Testimonials and Case Studies:

Testimonials are the one area that many businesses haven’t picked up on the video trend yet – and they are missing out. Testimonials let you tell a success story (without bragging), and help you connect with your target audience. And who better to tell the story than a happy customer? As well as Video Testimonials, Case Studies are also the ultimate social proof for your company and are often far more compelling than other forms of success story. What’s even better, they can be used in almost all of your marketing methods, so you can use them time and time again.

Man doing a presentation

At Ginger Digital, we live and breathe video. We believe that a good video really can transform your website from a static, inactive brochure into an interactive, colourful conversion machine. We’ve worked with hundreds of business owners to create explainer videos, introductory videos or just epic marketing videos for their websites, and we can help you too. Just get in touch with us today to book your free consultation.

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