How to Productively Use Video Content on Your Website

Dec 21, 2017 | Marketing, Business

Video can become a powerful tool in increasing the popularity of your website and taking your business to the next level. A recent study revealed that 64% of people who visit a business website is more likely to buy a product after watching a video.

It doesn’t matter whether you want to share your knowledge, increase the number of page views, or earn money – video will help you create an online space that attracts and keeps the attention of visitors.

Here are 7 tips to help you productively use video content on your website to achieve these different goals:

1. Use video to stand out from the crowd

Even if video marketing is all the rage right now, there are still many sectors out there that don’t use the format as others. Check out your competition and if you discover that nobody is making the most of video, use the opportunity to set yourself apart by including an attractive video on your website.

You can also add video to your business listing in online directories or promote your video on local websites that list businesses in a given area. Make sure that viewers can share and embed your video quickly to help them spread it all over the Internet.

2. Include a background video

Web design favours full-screen video backgrounds as a minimalistic solution that helps to achieve different goals. Background videos increase visitor stay time and help first-time visitors quickly understand what the website is about.

You can use a background video for storytelling purposes – for instance, to show your interactions with clients or your employees at work.

Remember that video backgrounds will increase the overall size of your website and produce a longer load time which is not favourable. Make sure to speed up your site by reducing the total length of the video and find a balance between quality and size.

3. Demonstrate your product or service in a video

Did you know that 90% of online customers say that if they see a product or service on video, it helps them to make a purchasing decision?  

How-to videos and product demonstrations are very popular, and you can use that trend to educate consumers about your product or service. For example, you can show your product in action or explain step by step how to install and set it up.

Moreover, you can use video to train clients and staff remotely. It will save you plenty of time and money on customer service and produce a great user experience on your website.

4. Share your skills and expertise

Nothing helps brands to build a reputation as leaders in their field like content marketing. And since the video is one of the favourite content formats consumed by Internet users, there is no reason why you shouldn’t start experimenting with it for the benefit of your audience.

You can create educational videos that offer visitors in-depth information related to your industry. If you’re not ready to produce a video on your own, you can aggregate and publish other expert videos that are related to your niche. You can also create a video newscast that updates viewers about the latest developments in your sector.

5. Promote events with videos

In the past, businesses that wanted to send a message to customers would create an ad informing about an upcoming sale or other events. Today, you can use an inexpensive video to advertise special occasions on your website.

First, a short video can notify customers of upcoming special promotions and deals. You can also use the video format to demonstrate a new product that you’re selling or a service that will be on sale soon. Finally, it’s a good idea to include promo codes inside videos to reward viewers for watching your content.

6. Be more personal with video

Video is an excellent communication tool that gives a human face to businesses. You can include a short welcoming video on your website to introduce visitors to your company and products.

Another excellent place for video is the subsection of your website where you present the team. Include profile videos that introduce your employees to create a more personal connection with visitors. Customer testimonial videos are just great for clearly communicating the value of your product or service.

Animation is an interesting format for conveying brand personality. An animated explainer video not only provides visitors with practical information about products or services, but also add a touch of humour to the brand.

7. Drive traffic to your website

Did you know that search engines are really fond of video? If you include videos with proper SEO, they can help you drive plenty of traffic to your website.

So how do you optimize video for SEO? Remember to use targeted keywords when tagging your video. The keywords should also make it to the video’s title. If you are targeting several different search terms, it’s a good idea to create videos focusing on each of them. Increase links back to your main website by including your work on video sharing platforms.

Use these 7 tips to make the most of video on your website and build a greater brand awareness, improve customer engagement and boost your online presence.



Frankie Caplan is an animator interested in video marketing and applying animation to business projects. She is fascinated with animated storytelling and its potential to reach new audiences. You can find her writing at Pigeon Studio or follow her on Twitter.

AmberHi, I’m Amber! I am a website designer specialising in creating beautiful and results-focused websites using WordPress. I live and breathe business and creativity and can’t wait to share some of that with you. Read more here

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