Marketers are increasingly using video content to promote their brands and products. According to a recent survey from Visual Objects, 60% of businesses that use inbound marketing create videos to support their strategies. That means that 40% of businesses are missing out on an opportunity to engage with an audience that is, for example, doubling their video consumption on mobile every year.
Videos are versatile and easier than ever for businesses to create. As we move into 2020, your business has a number of options it can experiment with to better engage with your audience.
This article will touch on five in particular:
- Product videos
- Explainer videos
- Vlog content
- Pre-recorded livestream videos
1. Product Videos Communicate The Basics in a Compelling Way
Product videos demonstrate how your products or services work, helping to increase your site’s engagement rates and, ultimately, your search engine rankings.
There are two types of product videos that work well on websites:
- Product demonstrations: show off the features and benefits of your product or services
- Product tutorials: videos that teach your customers how to use the products they’ve purchased
For example, Survey Monkey’s website publishes product demo videos that highlight:
- What the service includes
- How the service helps customers
- How its user experience creates an advantage
Product tutorials videos walk viewers a demonstration of how to use the product. Tutorials are an excellent way to improve customer satisfaction and provide 24/7 customer service assistance.
For example, Aweber email marketing provides customers with step-by-step videos that show how to set up a new account.
Product demos are excellent videos for websites because they help market your brand and increase customer satisfaction.
2. Explainer Videos Create a Narrative Around Your Products and ComPAny
Animated explainer videos can help expand your audience and increase conversions.
You can use explainer videos in several ways:
- Explain your product or service
- Tell your brand story
- Promote your products and services
Using an animated or whiteboard video is an excellent way to explain your products or services while creating a positive impression.
3. Vlog Content Covers Multiple Content Consumption Habits
Video blogs, or “vlogs,” are an excellent way to share thought leadership content with your website visitors. You can use vlog content to drive traffic and position your company as a thought leader in its industry.
There are several ways you can include vlog content on your website:
- Publishing a vlog with video-only content
- Combining video and written posts
- Combining video and written content into each post
For example, Entrepreneur’s website includes a combination of written and video content to serve its target audience. It provides readers with written articles and video content.
Other sites, such as Behind the Brand, publish video content only.
Vlog content is an excellent way to drive traffic to your site and keep people engaged.
4. Livestream Videos Create an Authentic Connection
Live streaming your events and discussions on social media helps engage followers and build a relationship with your audience. You can archive your live broadcasts on your website for additional views.
For example, Apple is well-known for its live streaming events. The company publishes the recorded versions of its live events on its website, so viewers can watch if they miss the event.
Livestream broadcasts help turn your traffic into leads because they offer a peek into your brand, company, and products.
5. Webinars Build Thought Leadership
Webinars help to build your library of thought leadership content through educational, long-form videos. Webinar videos can help drive traffic to your site, boost your search engine rankings, and convert your website traffic to email subscribers. Many webinars are broadcast live first, requiring visitors to sign up in advance. The webinars are eventually turned into on-demand webinars that people can watch at their convenience.
For example, business mentoring organization SCORE provides on-demand videos for small business people.
Webinars are an excellent way to educate your leads and followers in a way that’s more in-depth than a tutorial or explainer video.
Engaging Your Website Visitors Through Video
Nearly all marketers (91%) say video is an important part of their strategy, and an overwhelming majority (82%) are happy with the ROI it brings them. There are several types of videos you can use on your website, including product videos, explainer videos, vlogs, livestream broadcasts, and webinars.
Some videos will require experts to produce, so businesses should evaluate their budgets and consult a shortlist of the top-performing video production agencies.