3 Ways To Use Video In Your Content Marketing

Are you currently thinking about using videos to boost the engagement of your content marketing strategy?

Well, before you begin adding videos to your content marketing strategy…there are a few things you should know first.

Most videos are normally in the top or middle part of your actual sales funnel. That means finding out if your video generates a positive ROI will be difficult. On top of that, there are certain videos that work, and others that won’t.

Since we know this, that leaves very specific ways to approach adding videos to your content marketing strategy. And we’re going to walk through 3 ways you can in this post. The best part is you’ll be able to measure the ROI of all 3 video types.

1. Brand Storytelling

Telling your brand’s story is the most effective way to get your audience to know, like and trust you. And Video is one of the best ways to effectively convey your message while building trust and rapport with your audience.

So how can you apply your brand’s story in a way that will build trust while tracking to see how effective it is?

Well, one of the best ways is to add a video on the homepage of your website. This will allow you to:

Immediately introduce yourself to your customers.

Tell them what they’ll find on your website.

Tell them what path you’d like for them to take.

One of the best ways to complete all 3 tasks is by using an Explainer Video. In fact, some websites have reported a 20% increase in conversion rates from their explainer video.

The reason Explainer Videos work so well is because they’re short and explain your brand’s message in a fun, yet professional way.

So if you’re not using them now, start using them on the homepage of your website. Just make sure you remember to follow the format above.

PRO-TIP: Make sure you keep your video above the fold. (Somewhere near the top. If you have to scroll down to see your video, that’s called below the fold, and putting videos below the fold decreases conversions.)

2. Landing Pages

Landing Pages are another great way to add videos to your content marketing strategy. In fact, Unbounce.com says they’ve seen increased conversions by up to 80% by using a video on their landing page.

That’s a pretty big increase in conversions.

But when you look at the data, it makes perfect sense. Because the purpose of any Landing Page is to:

Immediately introduce yourself to your customers.

Tell them what they’ll find on your website.

Tell them what path you’d like for them to take.

Does this look familiar?

It should. Because this is the exact formula you use when branding your story to your audience.

Just make sure to keep your video short and sweet. (Under 5 minutes)

Remember, your audience attention span is much shorter now than ever before. Not to mention they see so many videos on a daily basis that it’s harder to get their attention.

By keeping your video short and to the point, you can get tell them everything they need to know about your brand without boring them death.

PRO-TIP: Most Landing Pages are used for lead generation. And the call-to-action is the most important part of your video, especially on a Landing Page. So make sure to structure your video so it can end with a strong call to action. Click here for to learn one of the most effective formulas. [Note: This is where we’ll link the PAS formula to the previous article]

3. Email

Now, most people never really think to add videos in their email. But email is where most of the real interaction between you and your audience will occur.

So adding video to your emails is definitely something you’ll want to think about it. Especially since it’s been proven to increase open rates by up to 20%.

The easiest way to add video to your emails is by using videos to communicate to them.

For example, if you have valuable information that will in some way help your audience, you can simply explain it to them in a video instead of with copy.

So after you make the video, you can create an email that looks something like this :

[insert picture of an email with a screenshot clickable image]

Pro-Tip: Make sure to send a follow-up email to people who don’t click the link of your original email. That way you can maximize your list and get all you can out of it.


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