How to Improve On-Site Engagement with Video Content

Syed Balkhi
Video Marketing TipsPhoto byAdobe Stock

Do you want to learn how to improve on-site engagement with video content? If so, keep reading because we have you covered!

Over the last several years, videos have taken center stage and become more accessible than traditional written content. Smartphone users can watch videos from anywhere and even listen to this type of content while on the go. Business owners have noticed this trend and are finding clever ways to use video to win over their audience, and it’s working!

A surprising 81% of marketers who’ve created video content for their business say it has directly impacted sales and engagement. It’s also worth mentioning that adding videos to your website can improve your search traffic by nearly 160%!

So it’s obvious that video works, but many new marketers and entrepreneurs don’t know how to strategically weave this content into the rest of their websites. If this sounds familiar, stick around because I want to show you several actionable ways you can improve website engagement by strategically adding videos to your website.

Let’s get started!

Create Video Versions of Blog Posts

Blogging is a powerful way to build rapport with your audience, establish brand expertise, and drive traffic to your website. However, in today’s fast-paced world, where attention spans are short and getting shorter, simple text-based blog posts may not be enough to capture the interest of your target audience.

Here’s where video marketing comes into play. My go-to strategy is transforming new and existing blog posts into engaging and informative videos. When done correctly, this strategy can dramatically boost engagement and comprehension.

The key to making this strategy work is to create and embed videos that essentially follow your written post but include extra details, personality, and examples. If someone doesn’t have time to read your article, they may have a few minutes to listen to your video – and that can make all the difference in whether they decide to become a customer.

Despite more marketers adding videos to their blogs, 43% of people say they’d like to see even more video content in the future, so this is one step you shouldn’t skip! If you don’t know where to begin, I recommend reviewing your on-site analytics and using your most popular blog posts as starting points.

Add Demonstrations to Your Product Pages

Product landing pages are where visitors decide to make a purchase or leave a website for good. If your goal is to increase conversions, you should strive to make this part of your website as engaging as possible.

This is where product demonstration videos can help. By showcasing the product’s features, functions, and benefits in action, a well-made demonstration video can effectively bridge the gap and help visitors visualize themselves using your product.

Don’t get me wrong, text descriptions are informative and an important part of landing pages, but video takes it to a new level. A good video can help marketers fully convey their product’s usefulness and show how it will fit into customers’ lives.

They also allow potential customers to see the product in use and interact with different features to see if it’s right for them. Ultimately, this video content enhances understanding, builds trust, and drives conversion rates.

Use Visual Content During Onboarding

Onboarding is the process of introducing new customers to your brand, and it plays a crucial role in shaping their initial experience and opinion of your company. Traditional onboarding materials, such as written guides and tutorials, are useful, but they are not right for everyone, especially when more and more people prefer visual content.

A few well-made videos can transform onboarding from a passive learning experience into an engaging and interactive journey. For instance, if you were learning how to use a new lead generation software, would you rather read a 3,000-word guide or watch a 6-minute hands-on video? A vast majority of people would choose the video.

If you’re wondering how to ensure your customers are happy with your brand, consider adding videos at key sections of your onboarding program. We found that videos enhanced user engagement, improved comprehension, and made it easier for people to find success when using our products.

Highlight Video Reviews from Real Customers

Trust and credibility are paramount when it comes to winning over potential customers. There isn’t much that speaks louder than the voices of satisfied customers. Reviews of all styles are vital to winning over visitors, with 99% of online shoppers claiming they look for reviews before placing an order.

Video reviews offer an extra punch because they are typically more expressive, detailed, and relatable. As a result, people who are on the fence are more likely to take action after watching a video review. These handy tools are extremely useful for building social proof and convincing first-time shoppers to click “buy now.”

Here are a few places you can add reviews and why they work:

  • Homepage - Your homepage is the first thing people see when they visit your site. A glowing review, especially by someone well-known, like an influencer, can help instantly build social proof.
  • Product Landing Pages - Alongside your demonstration, you may want to consider showing video reviews from real customers so visitors can better understand how your product can improve their lives.
  • Checkout Pages - Adding reviews to checkout pages can help people feel more confident about buying from your website. This is especially true if you use a mix of video and written reviews.

It’s also worth mentioning that these same video reviews can be used in email and social media campaigns so you can connect with subscribers and followers all across the internet.

Back to You

As you can see, incorporating video content across your website can significantly increase engagement and drive conversions across all marketing channels. From transforming blog posts into videos to showcasing product demonstrations and highlighting real customer testimonials, videos offer a unique and powerful way to build rapport with your target audience and promote your brand.

The only thing left to do is figure out how you’ll use the tips presented today to jumpstart your video marketing strategy!

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Syed Balkhi is on a mission to level the playing field for small businesses. 19+ million websites use his software to grow and compete with the big guys. 100+ million people read his blogs every year to grow their website traffic, sales, & conversion

West Palm Beach, FL

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