Imagine I’m a potential customer. I’ve just lobbed on your website for the first time. I’m thinking “I wonder if these guys have what I’m looking for?”
According to all the research, you have eight seconds or less to answer that question and get me to stay. Are you going to do that with copy or a website video?
Today’s short-attention-spanned, mobile-oriented Googler prefers their information served up on a video platter.
Businesses that choose not to make the transition to using website video - especially on their homepage - could be left in the dust of their competitors’ sites.
It’s what your consumers are demanding
Website videos help your visitors consume more content, faster. They are much more likely to engage with videos than with text, so these days, creating more visual content is essential.
This is not a fad, it’s a fact of marketing life. It is how your consumers are demanding their online content to be presented to them.
Gone are the days of your website being simply a static brochure site. Successful businesses are using their websites to create a more compelling experience around their brand.
Marketing directors are looking for ways to make a connection and build relationships with their visitors, because they know those connections increase the number of loyal customers in the future.
No matter what your brand’s mission, website video helps build those connections.
Top 3 ways to use website video on your homepage
The three most effective types of website video content are:
· Customer testimonials (51%);
· Tutorial videos (50%);
· Demonstration videos (49%)
SEO and your website video
Every keyword you want to target for your website can be an opportunity for video. Most importantly, marketing people should consider that Google now displays video in their search results, greatly enhancing your chances of being found for your keywords.
Web video is also great for SEO because it keeps visitors on your site longer. A major contributing factor as to how well a page ranks in search results is how long a visitor actually stays on a page – often referred to as dwell time. The longer the visit, the more important Google thinks the webpage is.
Psst… you can use website video on social media and email too
Website video can be repurposed for use across online platforms. While we see it as an absolute necessity for your homepage, the same content can also be used to increase your presence on social media. And simply embedding a video into an email for existing and potential clients can drive the ROI of your next project through the roof.
How to host website video – free
If you're working on a blog template or have a simple content management system (CMS), you or your SEO person should be able to put a video on your website quite easily. Some of the free blogging platforms, such as WordPress, may require you to purchase a premium package to host your video, but the process itself is simple and recommended for even relative beginners.
Using YouTube or another free video-sharing site is the easiest way to get video on your website. Most of these sites offer free accounts and let you upload an unlimited number of videos. The video-sharing sites then convert your videos to Flash and give you the code you need to embed it on your own website or blog.
Self-hosting your website video
You may have your reasons for not wanting to use a free service and would rather have your video self-hosted. But before doing this, check with your hosting provider to ensure you have plenty of storage space and bandwidth to handle the extra traffic from the videos.
Some website video hosting and posting tips
Regardless of whether you use a content delivery network or self-host your videos, you should always upload your videos to YouTube and other video sharing sites. It's a free and easy way to increase both the potential exposure and the audience your video will get.
Remember, YouTube is the second biggest search engine on the web. Your customers could bypass Google and search directly for video content on YouTube.
Use smart video SEO tactics when entering a title for your video page, video file, and any tags or meta information, to increase the chances of your web video showing up in search engines.
Don't self-host anything you hope will go viral. If the video does become very popular, it could crash your server. YouTube has the platform bandwidth and the audience reach you need for any amount of viral success.
You can customise the video settings if you are embedding video from YouTube or a similar site. Video-sharing sites usually let you tailor the video embed code to influence the behaviour of the video player. You can set it for autoplay, HD or standard; enable or disable social features; and control which videos are displayed after yours.
Upload videos directly to Facebook versus sharing videos from YouTube to boost organic reach.
Lumeo is a large video and animation production company based in Melbourne, but we work with clients throughout Australia and beyond. We have extensive experience both in understanding the marketing needs of an extraordinarily wide variety of businesses, and in providing them with effective product promotion videos.