Where to Use Video for Effective Customer Engagement

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You’re probably using video as part of your customer engagement efforts, but are you putting that video in the right place? Making sure you have the right types of videos on your website and social channels can make all the difference in having effective content. It’s not about how many videos you have, it really is about how effective the content you’re using and that means – is it helping take customers through the sales funnel.

Below I’ve outlined the three most important places to use video and what type of content works best in those locations. Use this as a guide when creating your strategy for where to use video on your site and social channels.

The three most important places to use video are:

1. On your website

2. On social media

3. In email marketing campaigns

On Your Website

Videos on websites help with search engine optimization (SEO). They also keep people engaged on your site longer, which reduces your bounce rate (the number of people who leave after only viewing one page). The two most effective types of videos to use on your website are:

1. Explainer videos

2. Testimonial videos

Explainer videos are a great way to quickly tell visitors what your business does without bombarding them with a lot of text. These types of videos are usually between one and two minutes long and explain in layman’s terms what products or services you offer, how they work, and why someone should use them. You can include an explainer video on your homepage, as well as on individual product or service pages. Testimonial videos show potential customers that other people have had success with your products or services and can be used throughout your website, including on your homepage, product pages, and About Us page. These videos should be short—between 30 seconds and one minute—and focus on one particular testimonial that speaks to the overall experience someone has had with your company.

On Social Media

Social media is all about building relationships and trust—two things that video excels at. Video allows you to connect with potential and current customers in a way that static images and text simply can’t do. The two most effective types of videos to use on social media are:

1. How-to Videos

2. Live Videos

How-to videos show viewers how to do something related to your products or services. These types of videos usually range from one to three minutes long and can be posted on all social media channels. Live videos give viewers a behind-the-scenes look at your business or let them see you in action (like during a trade show or industry event). You can post live videos on Facebook, Twitter, Instagram, and Snapchat—wherever your target audience hangs out online.

In Email Marketing Campaigns

Including video in email marketing campaigns can increase click-through rates by up to 300%. That’s a significant increase that any business would love to see! The two most effective types of videos to use in email marketing campaigns are:

1. Customer Success Stories

2. Product Videos

Customer success stories show recipients that other customers have had success using your products or services . . . which means they likely will too! These types of videos should be around one minute long so they don’t take too much time for recipients to watch; however, they should be long enough to tell an engaging story that will prompt viewers to take action (i..e., buy your product). Product videos give recipients an up-close look at what they would be buying if they decided to make a purchase . . . which could just be the thing that pushes them over the edge! These types of videos can be any length—even just 30 seconds—as long as they clearly show off the features and benefits of whatever product you’re selling.

No matter what type of business you own, if you want to effectively engage customers (and help nudge them through the sales funnel), then incorporating video into your digital marketing strategy is a must! Not only will it help improve SEO efforts by keeping people engaged on your site longer, but it will also build trust with potential customers by showing them that other people have had success with your products or services.

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