Well… yes. If you remember a couple of basic questions. Is there a reason for the video and will it help with creating a lead, a sale or a subscription? Introduce the people behind the business, a product explainer, a testimonial from a happy customer.
Moving Pictures Move People
Let’s look a little deeper into the value of this video? What is the emotion? That’s right, the emotion! Why? Well, visitors will have seen many, many, many videos or reels. What makes yours different? When I say emotion, I’m thinking funny (I write comedy, you know) upbeat, downright silly, positive, meeting ambition, solving a frustrating problem, or just saying hello to a genuine person who is selling from a website.
Fact One: YouTube is your Enemy
Having a YouTube channel and marketing that channel is a different matter and a massive commitment in time, money and sanity.
It is the enemy if you embed it on your website. Unconsciously visitors will understand you are a) cheap and b) don’t know much about video. The real enemy is the fact that at the end of a YT video you have other recommended videos. You can code this out and show only videos from your own channel. BUT! You will have ‘leakage’ ie the visitor will be distracted and watch something different.
Video Can Improve Conversion
Homepage – Can be your Online Value Proposition, can be this is us and we’re nice
Product Demo – It works like this; it doesn’t do that. Show a solution for something real
Customers Speak – See, real people use it/us and they love it/us
Explainers – Break it down, perhaps offer as an email ‘nurture engine’
FAQ’s – You won’t believe this but..,
If you make them funny, what is likely to happen? That’s right, you become memorable and the visitor associates you with a positive emotion.
Y
ouTube vs Vimeo vs Wistia
YouTube
If you ignore what is stated above you will have one advantage. Your video is more likely to turn up on the Google Search Engine Results page (SERPs) But remember YT is created to keep people on YT.
Vimeo
An excellent free version (has a watermark). Cheap subscriptions and the ability to change the player look. No ads like YT. This is the best option for video on your website.
Wistia
The best on the market, has a free version (watermark) BUT expensive monthly plan ($79, £60ish), SEO ready, great analytics, integrations and lead forms build into the video!
Control with Analytics
Don’t count number of views. Look at Minutes Watched, which shows true engagement. See where videos drop off and edit.
Think of your Marketing Persona (Buying Avatars), where do they stop watching? Do different traffic sources drop off at different points.
Video Reality
Non-YT videos are unlikely to appear in search. Not everyone likes to watch videos. Keep them short and make them human and funny.
[image: Jake Nackos, unsplash.com]
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
Services
Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
Video Marketing | SEO (Basics) | SEM | Shopify Marketing |
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