Last month I talked about the top 5 digital marketing trends for 2020. Chances are you’ve already evaluated your own business performance for 2019 and figured out how you can do better.
If I could only choose one trend to get really good at, it would be online video. An effective online video strategy can do an excellent job in bringing more website traffic, engaging your visitors, and moving prospects along the buyer’s journey.
What the Research Tells Us
According to Wyzowl, there is plenty of motivating evidence on the effectiveness of online video.
NOTE: all the stats below can be found at this source.
Regarding video usage,
- 85% of businesses currently use video as a marketing tool
- 92% of video marketers consider video an important part of their marketing strategy
- 99% of people who use video for marketing say they they’ll continue using video in 2020
Regarding the effectiveness of video,
- 87% of video marketers say video has increased traffic to their website
- 83% of video marketers say video has helped them generate leads
- 80% of video marketers say video has directly helped increase sales
- 89% of video marketers say video, in general, gives them a good ROI
Regarding how consumers feel about video,
- 96% of people have watched an explainer video to learn more about a product/service
- 84% of people say they’ve been convinced to buy a product/service by watching a brand’s video
- people are twice as likely to share video content with their friends than any other type of content
- when asked how they’d most like to learn about a product/service, 66% said they’d prefer to watch a short video
BOTTOM LINE: it is worth investing the time and effort to develop an effective online video strategy!
Different Types of Videos
When developing your online video strategy, keep in mind the following video types:
- Explainer video: explains how to solve a specific problem (e.g., how to use your WordPress admin dashboard)
- Demo video: something that shows off a website, mobile app, or piece of software in action (e.g., how the Uber app works)
- Interactive video: involves the viewer to complete certain tasks like filling out a form or making a purchase
- Live action video: shows the person being filmed in real time (think Facebook Live)
- Storytelling video: something that presents a company, its history, and other aspects of its story
How Video Can Aid the Buyer’s Journey
As you can see by now, online video can be a tremendous help in improving website traffic and conversions.
Here is an excellent illustration from Lyfe Marketing …
Source: Lyfe Marketing
Whether you are a brand new startup or you’ve been in business for a while and have a list of paying customers, online video can help at any stage.
I know I for one like to collect video testimonials whenever possible.
Creating Your Own Video Strategy
This all sounds great, but how exactly can I use all this to create my own video strategy?
While it could take more than one blog post to answer this question, here are some steps to get you started:
- Know your audience
- Choose the right video type
- Have the right tools and set up
- Deliver only one message per video
- Keep videos short and to the point (less than one minute for most social media platforms)
- Include a call to action
While there is much more to online video, this should be enough to get you going.
For the most part, you should be able to use your smartphone for creating your own videos. Just like with taking photos, you’ll want to make sure you have the right amount of lighting.
I have personally used FlexClip and OpenShot for the majority of my video projects. I’ve also used the Zoom screen recording feature in making many of my explainer and demo videos.
After you develop your online video strategy and start getting more people to your website, keep in mind that your About page is one of the most frequently visited pages of any website. The About page is also a great place for a storytelling video of yourself and your brand.
For more details on crafting a high converting About page, check out my cheat sheet …