If you own a business then we already know 2 things about you; you want to attract more customers and you want to increase traffic to your website. There are several ways to achieve these goals – Among them is adding video to your website.

Over the last few years, it’s become clear that visitors prefer to watch a video rather than read text. While there are many reasons to make video part of your marketing plan, one of the most important reasons is to drive customers to your website. Here are some of examples of how to incorporate video into your web marketing plan.

Email Marketing

Approximately half of marketers who use video in email campaigns see increased click-through rates (Source). What does that mean? Ideally, you will provide links within your email newsletter that lead to your website. Statistics show that when video is embedded in a newsletter, readers are more likely to click additional links that lead to your website.

All Pro Media Newsletter

Why are videos so successful in email marketing? One reason could be that more and more people are using their mobile phones to read emails.Even in their own home with access to a computer and the internet, readers will revert to the convenience of their mobile phones. It’s easier to watch videos on that small screen than to try reading the column of text.

Customer Testimonials

Social proof is important with B2C and B2B marketing. Customer and client testimonials build confidence in a product or service. That’s one of the reasons why client testimonials work.  These testimonials can be placed on a side bar on your website or on a product page.  Place a video testimonial next to a product description to build credibility. Allow your customers to say things about your product that you can’t.

Place a video testimonial next to a product description to build credibility. 

Client-Testimonial

 

 Explainer Presentations and How-To Videos

Explainer presentations are typically 60 to 120 seconds long. Their purpose is to explain a complicated process in a simplified way. They are typically a combination of graphics, speech, and text.

Flash Movie Web Presentation Example: SpeedyDryA flash explainer video created for SpeedyDry

 The average person’s attention span in 2012 was 8 seconds (which means we have a shorter attention span than a goldfish). So, marketers have slightly longer than the length of a vine to capture the attention of prospective customers. Explainer videos are perfect for the decreasing attention span of viewers. The 60 to 120 second time limit forces marketers to say a lot with a little bit of text. According to Comscore, individuals who watch an explainer video online are 64% more likely to purchase products/services in comparison to sites where these videos are not available.

Just to Wrap Things Up…

We’ve provided 3 ways to use video on the internet and why;

  • Video embedded in email marketing campaigns improves click-through rates
  • A customer testimonial placed next to product or service description increases credibility.
  • Explainer videos increase conversion rates.

There are several ways to use video on the web. Let us know what options you’ve tried. What has worked for your business?