March 7, 2022 Ed MacDonald

Tips on creating video content for your website

The business world is competitive. To stay relevant, you need to have an engagement strategy that draws in your audience. Creating a website designed to attract and convert is vital to your success. And video plays a key role.

What is considered video content?

Any video on your website can be considered video content. That includes short, entertaining clips in your blogs to more serious clips of company leadership offering their insights on your industry. It can also include any social media or advertising videos you create for the purpose of sharing. Always consider if the video you’re making could be used on your website. Whether you create short clips or longer videos, your audience is craving it. A HubSpot survey found that 57 percent of consumers want to see more video content from brands and businesses.

Why should I put video content on my website?

Having video content on your website is essential for brand awareness, SEO and marketing, attracting an audience and driving them to conversion. That’s why 92 percent of marketers value video as part of their strategies. Statistics show that people are consuming more video content. Unless you have video content on your website, you could be missing out. A recent report found that 82 percent of marketers believe video increases traffic to your website. Missing out on visits by potential customers and revenue. In other words, having video content on your website has some serious advantages, including

  • Boost your ranking on search engines
  • Share your brand story and personality
  • Stay competitive
  • Increase conversion rates

Most of all, video content works according to customers. Eighty-eight percent of people surveyed said they bought a product or service after watching a brand video.

Where should I put video content on my website?

While you can put video content on any part of your business website, there are a few key places you’ll want to ensure you have video content. These include:

  • Homepage
  • Products and services page
  • About us page
  • Blogs page (or add video content directly to your blog posts)
  • Customer support page
  • Landing pages

Tips for creating video content

Video has gained a reputation for being an expensive marketing tool. But the reality is that you don’t need a million-dollar budget to create captivating video content. Here are some tips for creating video content for your website.

Plan, plan and then plan some more

Planning your video content is an essential way to create something worth sharing. The truth is that you can hire familiar faces, shoot in an exotic location, and spend heaps of dollars on editing effects, but without a good story, your content will fall flat. So, even if you have a limited budget for your video content, investing time and energy into the planning process can help you create something that catches your audience’s attention.

Know your customer

The better you know your customer or those you want to be customers, the more you’ll know what kind of video content they consume. People love to watch online videos. According to Statista, over 27 percent of people spend more than 10 hours watching content online. If you create something that speaks to your audience, you can be sure they will be there to watch it.

Consider how you can get to know your customers better. Is there a database that breaks down the demographics that buy your products or services? Has your organization done any customer surveys that can give you some insight? If you have very little to go on, consider sending out a request for customer feedback. In other words, ask them what they’d like to see videos of when it comes to your business. And then provide it for them.

Spy on your competitors

There is no harm in seeing what video content your competitors have on their websites. While it can inspire you to create your own, it may also help you identify a gap. You may have some ideas for video content based on what is missing from your competitors’ websites. This can give you an edge and allow your business to get an edge on what everyone else is doing.

Add a call to action in your video content

Your video content should be treated like other content. That means including your call to action. Let your viewers know what action you want them to take as a result of watching the video. It could be to sign up for your newsletter or email list, apply for jobs at your company, or consider you when they are ready to make a purchase. Whatever call to action you include, it must move your audience down the sales funnel.

Brush up on video techniques

Before you start shooting, do a little research on video production techniques. You’ll create a better piece of video content if you stick to the rules of composition, understand lighting and how it affects the background, and what you can and can’t achieve in the editing suite. Alternatively, you could leave the production process to a professional video production company. That will save you time and money having to redo it if something goes wrong.

Turn off autoplay

While you are proud of your video content, allow visitors to your website to control when they watch the video. Having a video play automatically can slow down your website’s load time and be confusing for visitors. Allow your viewers time to acquaint themselves with your website so they’ll have a better idea of what to expect from your video content.

Measure your video content

When you create content for your audience, it’s vital to measure it’s success. Video content needs to be monitored in the same way as your text-based content. Track how many people are watching it, how long are they watching, are they responding to your call to action?

Let us help you get the most out of your video content. Contact Dan Rascal today.