Video has a proven track record when it comes to marketing – conversion rates can increase by up by 4/5th when a video is used. It is an excellent way to showcase your business, to attract customers but also to get some of that brand personality across. But not all videos are equally successful so how do you choose where to use video and what types to use that are most likely to convert those leads?
Landing page videos
Landing pages are a crucial part of marketing, the single purpose page that you send people to with a very specific aim – usually to buy something, sign up for something or leave their contact information.
A lot of time and effort goes into making a landing page, but it is also a great place to add a video. That’s because people are prone to scrolling through text at a rapid pace and not always reading all that carefully crafted content. But a video stops their attention and makes them pause.
Not only that but our brains process images 60,000 times quicker than text. So, when you use a visual medium like video to get a message across, people take it in far quicker. And that means a better chance they will react to what they learned.
Videos featuring lead capture forms
A recent clever development is the ability to add a lead capture form to a video. There is specialist software that can help with this and the results are strong. Added to the first 20% of a video, it converts at around 40%.
So, with this type of video, you have a compelling introduction then immediately offer them a way to sign up for whatever you are offering. Then you can use the rest of the video to capture the people who didn’t opt-in immediately, offering them more information and social proof to help them make the choice.
A type of video that can be used in lots of places is a video testimonial and it is well worth looking to get clients to create these. They have a greater impact than a written testimonial and have the added benefit of making people stop scrolling to see what the video is about.
These testimonials don’t need to be long or complicated. In fact, quick and simple ones are ideal. You can then use them on landing or sales pages, on social media or even in with other types of content where relevant.
Many uses of video
These are just three examples of where you can use video and what types you can utilise. But don’t stop there. Every type of video has its place from fun shots of what the office is like to explainer videos that work on social media to explain how something works or what its benefits are. You can also repurpose content, creating a video from a blog post or even a podcast from a video. This means you catch more people and increase the chances of converting them by offering content in their favourite medium.