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Using video in your digital marketing strategy has never been more important. Not only has video proven to increase traffic and conversions, but it’s also been shown to effectively build brand awareness and engagement.
If you’re searching for a way to increase traffic and boost user engagement on your website, there’s no better way than implementing quality video content.
How Video Increases Website Engagement
From dwindling attention spans to new platforms like TikTok and improving digital technology, video has emerged as the best way to tell a story in the 21st century. In a bite-sized snippet, you can get your visitor’s attention, make a meaningful connection, and convey information — all of which goes a long way to building your brand and creating a loyal customer base.
The numbers don’t lie, either. Statistics show that video increases organic search traffic on a website by 157%, adding video to your content can increase click rates by 300%, and 74% of marketers say video has a better return on investment than static imagery.
So not only are you getting more traffic, your audience is staying on your website longer, more engaged with video, and more likely to convert.
Post Tutorials and Video Walkthroughs
Demonstrating your expertise in a specific subject matter conveys the credibility of your brand and provides value to your visitors. If someone is searching for the answer to “how do I…?” online and you provide a video that solves their problem, you’ve just made a valuable impression.
Create tutorials using whiteboard animations, royalty-free clips, and scripted voiceovers to make a splash with your audience. These types of videos will not only keep visitors on your site longer, but they are also much more likely to be shared and rewatched.
Placement Matters
Creating captivating videos is only the first step in an effective video marketing strategy. How, when, and where you deliver them to your audience makes a huge difference in the impression you make.
Place video content above the fold on your website to help visitors immediately see what’s important and what they came for. Forcing viewers to scroll endlessly through text is a great way to get them to bounce away from your site.
Interact with Your Audience
Engaging with the visitors on your website is a two-way street. It’s great if your content keeps them there longer, converting more, and sharing your stuff — but humanizing yourself and your brand through more personal means is a great way of increasing engagement rates as well.
Live Streaming
Unless you can rent out a massive stadium to host a chat with your audience, live streaming is one of the best ways to reach a large number of people virtually to convey a message. Go onto a social media platform to present a Q&A session, give a behind-the-scenes tour of your business, or
Facebook & Instagram Stories
Camera shy? Don’t worry, you can still give your visitors a scripted behind-the-scenes peek into your day-to-day without the pressure of going live. Stories are a great way to build excitement around a new product release or answer FAQs from returning customers.
Mix It Up
As you can see, it’s imperative to create a variety of different types of videos on your website and in your marketing plan, in general. From explainer videos to product videos, customer testimonials to whiteboard animations, each type of video plays a role in telling the story of your brand.
Tips for Creating Engaging Video Content
The average human’s attention span is now around 8 seconds. (Sad, but true) That’s why it’s crucial to keep your videos short and sweet.
Keep in mind that most people are browsing your site on their smartphones. For this reason, it’s vital to make sure your site is mobile responsive for the best viewing experience.
Don’t forget to get personal. Just as you might love a tailored outfit, your visitors will appreciate a personalized experience. The more you can customize your content for your target audience, the better.
Improve User Experience, Increase Engagement
Effectively utilizing video on your website will not only increase visitor engagement but will also have the added bonus of communicating your brand’s story to a waiting audience. With great videos, you’ll end up inspiring engagement through uniquely helpful and entertaining content.
