One of the most important objectives for any marketer is increasing engagement with each website visitor. There’s no shortage on content accessible through the internet, and because of that, a first impression could be your only opportunity to impress.
Did you know visual content drives engagement? In fact, most of the information transmitted to the brain is visual. And, (as if that wasn’t enough,) visual data is processed tens of thousands of times faster than text. What could this mean for your content marketing? Well, according the studies done by Zabisco and Forrester, 40% of people respond better to visual information over plain text, and videos are 50 times more likely to rank on the first page of Google than static text pages alone. Do you think your website has what it takes to engage potentials? If you are unsure, maybe it’s time to ramp up your marketing with visual content.
How can I use video in my content marketing strategy?
Educate your viewers. Videos are a great way to provide educational information about your company, industry, products, or services to potential customers. Clients like to hear about features and benefits before purchasing anything, so providing a video that goes over these aspects could increase your visitor engagement. Some types of educational videos you may want to include are:
- How to videos – depicting how a visitor can use a product or service.
- Historical videos – Shows the origins or history behind your product or service.
Answer some frequently asked questions. In most cases, when potential customers are searching on the web for products or services, it’s usually because they are interested and have questions about it. Taking the time to make a 2 to 3 minute video answering the top 5 questions that most of your cliental has, can engage prospective customers, and increase your company’s credibility. Some questions you should consider are:
- What are the benefits of your products or services?
- What are the applications for your products and services?
- How are your products made?
Review a popular product, or your own. A lot (probably almost all by now) of consumers turn to the internet to research products they are interested in purchasing. That’s why creating product review videos can go a long way with your visitors. Try reviewing popular products within your industry, and make sure you go over all the benefits of each product, (especially the benefits your product may have in common.) You could also provide your visitors with a detailed product review of your own products that showcase their value.
Tell a story. Although facts and figures bring credibility and trust to the relationship between you and your customers, great stories will always be remembered. Think about it this way, how many movie plots can you remember almost completely? Now, how many facts or figures do you remember from the last commercial you watched? You need to create a video that will captivate viewers, and ensure you will be memorable. Some topics you may want to try are:
- How did your company begin?
- How did your company get where it is today?
- Where do you see it going in the future?
- How were your most popular products developed?
Debunk a myth. Every industry has myths that people are always curious about. Does toothpaste really get rid of pimples? Is vinyl siding really maintenance free? Is inbound marketing REALLY cheaper than outbound marketing? Help your customers weed through the fact or fiction by creating an informative marketing video. Be sure to provide examples and instances that support why something is fact or myth!
Take your viewers on a behind the scenes tour. Giving your viewers a behind the scenes tour is one of the best ways to humanize your company or brand. People will purchase items from companies that show an interest in being relatable. Revealing the truth behind your products production, or manufacturing process, can positively impact your relationship with your clients.