On-line video – why bother to use on your website?
Using an online video on your website
Benefits to you
- Online video is accessible, popular and a great way to improve customer engagement and increase brand awareness.
- It is also an excellent tool for search engine optimisation – getting traffic to your site and improving your rankings with Google – there are a huge number of stats out there about this and I’ve no idea which is correct – but I’ve seen ‘up to 50 times more likely to show up on page one of Google than a text article’ a few times!
From the YouTube link:
- More than 1 billion unique users visit YouTube each month
- Over 6 billion hours of video are watched each month on YouTube – that’s almost an hour for every person on Earth, and 50% more than last year
- 100 hours of video are uploaded to YouTube every minute
- 70% of YouTube traffic comes from outside the US
- YouTube is localised in 56 countries and across 61 languages Want more stats?
Things to think about
- The video needs to align with your website so you need to think about what element of the site you will produce a video about. Keep it short and clear and relevant to the product or service on that page.
- Use it to illustrate quickly and clearly the benefits specific to the product or service on that page
- As with all marketing, educate rather than advertise. Think about all the ways you can answer common questions and communicate what you and your business is about:
- what about a brief video to sit alongside your pic and description of ‘the team’ which may sit on your ‘about us’ or ‘contact us’ page. just a minute in length. But suddenly you and your personality would be communicated so much better.
- of if you manufacture stuff which can then go wrong or have faults – a series of videos to show how to fix them? Not only is it great for your marketing communications but think about the time you can save from having to go through the same issue over again
- where you’re explaining certain aspects of your work, a video can work really well
- Test and measure autoplay v press play. If you’re B2B you must go for ‘press’ but auto may work in some B2C situations better
- Short or long or both?
- You need to think about a call to action – what do you want the viewer to do as a result of watching you/it? Will you have this permanently visible, or be shown at strategic times throughout the video, or just at the end?
- And where can you share this? Publish on YouTube and Vimeo and optimise for SEO, and then embed on your landing page. Apart from your website, think where else you can share…..eg your blog, social media platforms eg LinkedIn and Facebook and the many digital opportunities out there
- How will you produce it? It depends, as always. If you have a beautiful product/service you want to show, then you need to invest in a professional video to have it beautifully produced. If it’s showing how to use or fix something, then experiment with your web cam on your laptop and see how it looks.
And practising what I preach(!) my audit is explained in person! Let me know what you think!