Video Marketing: Is It the Key to Boosting Your Conversion Rate?

Video marketing guide

Video marketing may just seem like another one of those buzzwords that frequently infiltrate the marketing sphere and just as quickly disappear, but this one’s here to stay. We’re living and working in a time where visual content wins out, and where content has never been so saturated. So what can you do to stand out? Video marketing could be the trick you’re missing.

Reading time: 30 minutes

Difficulty: Beginner


Read the whole guide, or jump to the specific section you’re interested in:

Why Use Video Marketing?

Creating a Conversion-Boosting Video: What Should It Be About?

How Should I Shoot My Video?

Where Should I Host My Video?

Monitoring the Impact of Your Video Marketing Campaign


Why Use Video Marketing?

A recent study by Cisco predicted that video marketing will account for 82% of all consumer traffic by 2021. What does this mean? While that’s absolutely going to make it more challenging for you to stand out, relying on your text-based content just won’t cut it anymore.

Video marketing executed in the right way, can generate a stellar conversion rate and have a much more significant impact.

The Impact of Visual Content

There’s a reason why platforms such as Instagram, Pinterest, and SnapChat are so popular. Even (the perhaps short-lived) Vero, hailed as the “next Instagram”, saw a huge demand for signup applications recently, so much so that it overloaded their servers. That was until, of course, the controversy surrounding the app’s founder, Ayman Hariri. Ultimately, we love consuming visual content. They may say that a picture paints a thousand words, but a video shows a thousand pictures. This gives you the advantage to convey your message, connect with your audience, and ultimately, build your brand.

We Mean Business London told us, “people ignore ads, but video content engages and entertains, so brands using it have more power to cut through. Videos, snaps, and stories all have a role to play in building your brand, and therefore, your marketing plan”.

Using Video Marketing to Build Trust

Building trust should, aside from securing a conversion, be one of the primary goals of your business. If a visitor doesn’t trust you, then they definitely won’t be willing to hand over their hard-earned money for your product or service. When you meet a stranger for the first time, you wouldn’t expect to be best friends with them immediately, would you? Similarly, you have to expect to do a little bit of legwork to gain your visitors’ trust.

As people, we naturally like to make a connection: we want to see who we’re working or dealing with, and so we tend to steer away from faceless entities. If there’s no trace of personality on your website, it could be having a severe impact on your conversion rate. Even if you’re a corporate website with a very professional image, that doesn’t mean you should err away from showcasing who you and your team are.

A video is designed to hold a user’s attention in a way that text often doesn’t, and direct them to something that they perceive as valuable. If your primary call to action (CTA) is a free consultation, wouldn’t you, as a user, like to see who you’ll be having a consultation with? Something as simple as creating a video to tell the user about your offer, what they’ll get out of it and why they should hand you their information, can go a long way to increase the number of leads you have.

Let’s look at this example on Dominate Web Media, a business which specialises in Facebook Ads Management.

Dominate Web Media video marketing campaign

This video opens on their homepage when a user clicks on the Hero image. This video features several members of their team, speaking to the user about their business. This gives a face to the company, as a friendly, community-led business, and serves to make a connection with its visitors. Given that one of their main products is a taught course, this is of vital importance and shows that visitors can trust the people who have created the content they’ll be working through.

Pro tip: Why not take this a step further and integrate video marketing with an on-screen popup? You’ll immediately grab your user’s attention, and it could cause a rapid increase in your conversion rate (see our case study below to see how!)

Video Content Works

Did you know that 300 hours of video are uploaded to YouTube every minute? If that’s not evidence enough to show you that video isn’t a passing fad, then we don’t know what will. But if producing video content doesn’t result in ROI, then it’s not going to be a viable strategy for you as a business.

The good news is, a video marketing campaign implemented effectively can result in sales, and indeed has done for many businesses (our own customers included).

London-based estate agents Doorsteps launched a video popup campaign in November 2017 and ran it for just two months. Now, you might not think that they could accomplish much in such a short period of time. Here’s what they achieved:

– Over 64,000 popup embedded YouTube views

– Over 1 million total YouTube views

– A 64% conversion rate

Doorsteps video content marketing

David Vallance, Partners Coordinator at LeaseFetcher, a car leasing comparison site in the UK, says video is the primary medium he and his team are investing in over the next two years. He says that “online video consumption has skyrocketed over the past few years. Back in 2014, video consumption made up 64% of all internet traffic. And next year, it will have risen to over 80%. Video is the medium users want, and if you can’t offer it them, they’ll go elsewhere.”

Clearly, video popups — and indeed, video marketing as a whole — work, but what makes the difference between a successful video that generates leads and sales, and one that fails to get any engagement and is cast off into the black hole of unwatched YouTube videos?


Creating a Conversion-Boosting Video

Any video you create should be designed to have an impact. You don’t want to skimp on time and resources, as the result could be a grainy and poorly lit and filmed video that no one will want to watch. If this is your first foray into video marketing, then you’ll understandably be hesitant about it — after all, you don’t know if it will be the right thing for your business.

Unfortunately, sometimes as a business you just need to experiment and take a leap of faith. If it works, you could near double your conversions, and if it fails, you’ve wasted your time and budget, but you’ve learned a valuable lesson. We’ve outlined how to set goals, what to include in your video, and how you should go about filming it, to save you from the pitfalls so many businesses fall into. Follow these, and we’re confident that your business, regardless of what industry you’re in, will achieve success from implementing video marketing into your strategy.

What Should My Video Be About?

When it comes to deciding the content of your video, you may have multiple ideas or none at all. And that’s okay! The reality is, your video can be about absolutely anything, as long as it serves the main purpose of promoting your business, and aligns with your goal. If your video popup is encouraging visitors to check out your latest sale, and your goal is to convert users to get rid of the remaining stock of a set of your products, then a video interviewing your staff about how great it is to work at your business will not achieve the desired results.

Here are some ideas to get you thinking:

Interviews with Staff

Chances are, you have a dedicated hiring page, for when you want to recruit new talent. And while it’s just as important to make sure that candidates are a good fit for you (that’s what the interview stage is for!), it’s even more challenging to convince prospects that you’re the right business for them, especially online. A video offering insights from staff about what they love about working with you could make the difference between attracting okay interviewees, and attracting the best.

If you’re a B2B business, this could work just as well. If you’re selling a product at a higher price point, then you’re going to have to do a bit more work to encourage visitors to part with their money. A video featuring the CEO, and potentially other employees, talking about the company vision and the product (such as why it’s invaluable for your target customer), could perfectly compliment a popup encouraging users not to miss out on their free trial or demo.

Remember that whatever your video’s about, visitors want to resonate with you. By explaining your company vision and the values you and your business represent, you’ll achieve that, and visitors will know if those values align with their own. Do that, and you’re already closer to a conversion than you might have thought.

Interviews with Customers/Clients

Video testimonials can be shaky ground. Done right, they can work incredibly well, but done wrong, and it just looks forced and unnatural — not what you’re going for. Testimonials are used as social proof for many businesses, but video testimonials are even more powerful, and can give hesitant visitors the reassurance they need to go ahead and work with or buy from you. Check out this great example by Groove:

Groove video testimonial

Notice how the conversation flows and doesn’t seem forced, and the client looks relaxed throughout.

If your popup offers a discount for new customers or a free demo trial, why not spice it up by interviewing your customers so that they can tell your visitors why they should take you up on your offer? You could do something along the lines of “Hey, have a discount on us! We love providing value to our customers. Don’t believe us? Check out what our amazing customers have said about us!” This gives you the perfect cue for your video…

The key to interviewing customers is making them feel at ease. Don’t give them a script, and ask open-ended conversations that let you capture exactly how your core offer has benefited your customer or client. Let the conversation flow for as long as it needs to — you can always edit later. And if your client’s attention starts flagging and you’re pushing too hard, that’s a sign to stop.

The benefit of interviewing your customer is not only can you use it in your promotional materials, but you have a solid testimonial, too. Offer your customer something in the way as a thank you for their time, such as a free product, or a month’s free subscription, and it’ll only increase their loyalty to you — a win-win!

Show the benefits, not the features

This is something you probably hear all the time. People don’t care about what fancy features your product has, they care about what it will do for them. Visitors come to your website looking for a solution. Solving the problem they have is all they are interested in, so if you can’t prove you can do that, they’ll move on until they find someone who can.

Let’s look at “SEO.co.uk”, an SEO company in the UK. Their visitors don’t care about their content marketing processes or that they use leading industry tools to stay on top of ranking changes, they care about getting more sales for their business. That’s the benefit they’re selling. The ability for business owners to wake up in the morning and see they’ve had more orders come through while they slept than they were when working tirelessly throughout the day, praying for visitors to convert. Frame your business from the perspective of a customer who wants a solution, and you’ll be surprised at how many more people will want to buy from you.

Videos of Your Product in Action

What’s the best way of showing users how your product works? Create a video of your product in action. If your main selling point is that your software is intuitive and will cut down on wasted time (the most valuable of all resources), sure, screenshots will work, but a video will actually show users that your software is intuitive and easy-to-use.

Let’s take a look at one of the more divisive products on the market: e-cigarettes. By creating a video of their products in action, they can answer frequently asked questions that often lead to buyers being undecided, and then abandoning the purchase altogether. A user might want to know big a device looks in the palm of their hand (if they want to be discreet), and, sometimes, they might just want to know how thick of a vapour cloud they can create.

Vaping retailer UKEcigStore create videos that look great and show exactly how their products work, and these likely contribute to the number of orders they receive for the products they feature.

UK E-cig Store product video marketing

Consider compiling your best-selling products (or those you want to sell more of) into a video and clearly label your products so that users know what they need to search for. Incorporate this into an exit popup, asking users if they’ve checked out your latest products, and use your video as the promotional material. It might just be the key to encouraging your visitor to stick around longer, and gives you leverage to secure that all-important conversion.

Event and Conference Videos

As an authority in your industry, there are likely a number of events you’ll attend throughout the year. Even if you previously had no plans to implement a video marketing strategy (which we think you completely should be, by the way), then not taking advantage of events you’re attending is almost nonsensical. If you’re going to be at an event, and you have a stand promoting your products or services — or even, better, you’re speaking, then you absolutely should be filming. Hosting such videos, whether on your own site or on a third-party publisher such as YouTube (more on that later), showcases your authority and increases trust.

Lager brand Hofmeister marked its recent comeback by sponsoring rugby event Sevens and the City. Instead of simply attending the event, and connecting with visitors and hoping they might get some press coverage off the back of it, Hofmeister was proactive in recording videos on the day, including an interview with a rugby star who endorsed their beer! This great social proof helped Hofmeister reestablish its place in the market, and provided ample material to share across social media. This boost in visibility led to Hofmeister winning the prestigious Best Lager of 2017 award at the global International Wine and Spirits Competition (IWSC) — the so-called Oscars of the brewing industry.

Why not take this one step further, and stream the video live? People love being able to listen in on events that they’d otherwise be missing unless they were there. Notify your followers on social media in advance, or set up an email campaign to give your customers the opportunity to tune in for an exclusive session on whatever it is you’re talking about.

Virtual Reality Videos

Virtual Reality (VR) videos are a great way of letting customers and visitors into your world. While you may think this type of video is reserved for the Manhattan skyline or Las Vegas strip, 360-degree videos can also work to show potential prospects or customers around your office. While VR is rapidly growing, not everyone has an Oculus Rift or another viewing device to hand, but this doesn’t mean that your video won’t get any engagement. Anyone viewing your video on a mobile device will be able to get the same benefit with a swipe of their finger or by moving their handset in a 360-motion. To make sure that these types of videos aren’t taking up valuable real-estate on your website, you can always easily set your video to display only on mobile devices.

Check out this example of a 360-degree video done right. CollegeHumor clearly knows their audience and have tailored their video to make it stand out. And, it works (check out that view count). Now, while it’s unlikely that you’ll see similar levels of engagement from your video, that doesn’t mean we can’t glean some useful ideas. Notice the personal introduction by a member of the team, and how we’re being introduced to people who talk about how they work? While this would have worked as a standard video, the ability to move around the room adds a level of immersiveness that (almost) makes you feel like you’re there.

CollegeHumor 360 Virtual Reality video

The key takeaway here is to showcase your personality. If your target market is high-level CEOs, you’ll probably have a very formal tone. However, we’re all human, so use your video as an opportunity to connect with your audience on an emotional level. It might be something as simple as promoting a healthy work/life balance, by asking employees what they do in their downtime (such as cooking with their husband or wife or taking the kids out to play).

Personalised Messages

When most people say “video marketing”, you might immediately think of publishing a video on YouTube, and waiting for it to go viral. Videos should be aimed at new visitors, with the aim to convert them into loyal customers, shouldn’t they?

Ultimately, if you’re not using video marketing as part of a cohesive strategy, and in different stages of your funnel, then you’re not taking full advantage. Personalised messages can be hit or miss at an early stage of the funnel, when a visitor hasn’t even formed an opinion on you yet. While some may enjoy the personal touch, and find it allows them to connect with you quicker, others may be put off by the overfamiliarity. The whole idea of a message being “personal”, is that it’s somehow exclusive. We all secretly know that a message has been recorded and is likely being sent to hundreds, if not thousands of other people, but the exclusivity of whatever’s on offer makes it much more tantalising.

Consider why email marketing strategies work so well when you, as an email subscriber, have the first chance to purchase a new product, course, or service. The line alone “We’re announcing this to you guys first because we wanted to give our favourite people the chance to get it before it’s gone. But, move quickly! We’ll be announcing this on our website tomorrow!”, is enough to send loyal customers and clients into a frenzy.

Check out this great example by Birchbox, who nail their voice to create a conversational, simple email. Notice the length? Birchbox realise the benefit of not overloading busy subscribers with an email that’s so long it’ll turn users off and relegate itself to the trash folder. What’s more, by offering a unique code only for subscribers, it hits the sweet spot of exclusivity and providing value (which you always should be aiming to do to keep users subscribed to your updates).

Email marketing example showing a discount code

Combine this with video marketing, and you’re on to a winner. Record a video specifically for your email subscribers, with an exclusive offer, new guide or walkthrough, or even just to say hello and check in.

Even better, segment your subscribers based on where they are in your funnel. Your video strategy might look like this:

Example ideas of a video marketing campaign

The end result may be having to record four separate videos, but the payoff will be worth the effort. Don’t forget to monitor open and click-through rates to ensure your videos and email copy are actually working! If not, it’s worth stepping back and making sure your video, offer, and email copy are enticing enough.

Consider What Videos You Enjoy

Sometimes you might wrack your brains for hours over a seemingly tough question, but when you look within, everything becomes clear. Consider the type of content you enjoy online. What engages you? Just as importantly, what doesn’t? If you ever come across a video that instantly grabs your attention and piques your interest or encourages you to sign up to a mailing list, buy a product, or even check out a blog post, then it’s a winner. Consider what they’re doing that makes it so effective.

Never underestimate the power of competitor research, too. This can be challenging, especially if you watch a video executed by one of your main competitors and think, “damn, that’s good”. You probably won’t want to like what they’re producing, and you definitely won’t want to admit it if you do — after all, these are the guys you’re trying to beat. But try and stay as objective as possible. By looking it at it from an outside perspective, as a user visiting their site for the first time, you can gain some valuable insights into the sort of content you should be producing. Then, it’s time to create something even better.


How Should I Shoot My Video?

So, you’ve got a solid idea for your video, now it’s time to film it and get it out there in the world! You might be excited, terrified, or equal parts both, but that’s completely normal. The experience won’t be as painful as you think it will be, we promise.

Hire a Professional Company

This may seem like a given, but that’s because it’s the best and most sensible option. Shooting video is a professional company’s bread and butter: after all, they make money doing it every day. While it will cost you, you can be guaranteed of a video (or videos) you’ll be proud of, and as this is material that will be used to promote your business, you need to make sure it’s the best it can be. By outsourcing filming to an experienced business, you won’t need to worry about having the required equipment, setting up the right lighting, or editing your content.

Videographer filming a marketing video

When choosing the right business to shoot your video, look for companies who are happy to travel to your office. Make sure that you look at their corporate portfolio to gauge whether they’ve produced content that aligns with what you’re looking to produce.

While this is the best route to take, we appreciate that not all businesses, especially startups and small businesses, will necessarily have the budget to hire a professional company. But that doesn’t mean you can’t still produce an effective video.

Check out Local Universities and Colleges

Colleges that offer photography vocational courses and universities with a photography programme are a worthwhile consideration for businesses on a low budget. While you won’t get the quality you’ll get from a professional business, colleges and universities often have access to industry-standard software and hardware, and you may find students willing to grow or expand their portfolio. Your work may even get used as part of a course project, though there may be a conflict in deadlines and you’ll have to consider if you’re happy about your work being used in this way.

Make It Accessible

It’s important that any video materials you feature on your site, in a video popup or otherwise, are accessible to all users. It may be that your visitor is in a public place and can’t listen to audio, or your users may be deaf or hard of hearing. Your video should be clearly captioned, whether subtitles are hardcoded (meaning they can’t be hidden or removed from the video), or as an option for users. This will require a .srt file, and the task can be easily outsourced to a freelancer on websites such as Fiverr. If you’re working with someone from overseas, who may have more difficulty understanding words in a certain dialect or accent, it’s a good idea to send a script along with your video file.

Have an Idea of What You’ll Be Saying

This may contradict the previous advice we gave you of “not sticking with a script”, but if it’s you or your employees speaking in a video, you should have some idea of what you want to say. Everyone says the occasional “er” or “uhm” in natural speech, but a series of stumbles will come across to viewers that you’re lacking confidence and authority. And if you’re lacking confidence while talking about the product or service you’re trying to sell, you’re in trouble!

At the other end of the scale, sticking to a rigid script can demonstrate a lack of enthusiasm, and make it seem as if you’re reading from an autocue. You want your video to sound natural and authoritative, so go into your video knowing exactly what you want to say, but don’t be afraid to divert from the script to convey that you’re passionate about benefiting your customers.

Whichever route you choose to go, we advise you don’t record a video yourself, unless you or a member of your team is secretly a whizz with a camera and editing software. A poorly lit or grainy video can not only destroy the impact you’re trying to make but could affect your entire brand image and reputation.

Go Animated

While nothing will achieve the level of personability quite like a video interview, that doesn’t mean you can’t mix up your video strategy by going animated. This can often work out more cost-effective if you’re on a tight budget, as you won’t have to cover the cost of a videographer coming to your office.

Glen Allsopp, founder of Detailed, started learning animation in 2017 and used Adobe After Effects to put together a guide on the history of Pinterest to use as a marketing material. While he admits the animation is “not great”, the feedback was “pretty incredible”.

Glen shows how important it is to use storytelling in video to keep viewers engaged. With few subscribers on YouTube, the video is now sitting at 10k views, and their success with their first video has prompted them to scale over the next year. Glen shows that not only can video marketing be a success in itself, but that it can actually yield itself to further strategy: he’s now planning a “trifecta”, for each piece of content his team publishes, comprised of a detailed text guide, a podcast episode to compliment it, and an in-depth video around the same topic.


Where Should I Host My Video?

So, you’ve recorded your video, and you’re happy with it. What can you do to ensure you’re maximising your chance of success? Do you just slap it on your website and hope that visitors view it, or is there another way? You have more than a few options, and which methods you choose will depend on your intent and how much time you have.

Hosting on YouTube

When you think “video hosting”, your immediate thought is likely YouTube. YouTube is the largest video platform in the world, thanks in no small part to its relationship to Google. Search for any video on Google, and you’ll get dozens of YouTube results to filter through. With over 5 billion videos watched on YouTube daily, it should definitely be on your list of sites to upload to.

YouTube homepage

All it takes to upload a video on YouTube is a free account, and if you have a Gmail address (and if not, why not?), then you’re already good to go. You’ll need to verify your account to upload videos longer than 15 minutes (perfect if you’re uploading a live stream or a highlight reel from a previous event), but for bite-sized videos showcasing your product or service, you can get started immediately. Either way, the verification process is quick and easy.

If you want to embed your video on your website or allow others to do the same, then YouTube allows you to do this with a simple URL. It’s important to note that if you’re using plugins to display your videos in a certain way, or are using video popups (such as in Bouncezap), then you’ll need to upload your video on YouTube to get the embed link.

YouTube covers 95% of the population, and is available in 76 different languages, but are there any downsides to using the platform? With so much content available, and more and more content being uploaded every second, your video content can quickly find itself the proverbial needle in the haystack. It’s important to set realistic expectations — it’s unlikely that a video interview with your CEO is going to go viral (no matter how lovely your CEO is — sorry about that). However, there’s one more reason why you should be uploading your content to YouTube.

Did you know that YouTube has a Domain Authority (DA) of 100? Domain authority is a metric established by search engine optimisation gurus Moz, and it’s a score between 1 and 100 (1 being the least authoritative, and 100 being the most), based on the quality of links flowing to and from any given website.

But, what does this have to do with video marketing? Upload a video on YouTube and you’ll be given the opportunity to include a description. Just as a meta description is designed to tell users what they can expect from clicking through to a page, a video description should accurately convey to users what your video is about.

You should be using YouTube’s description as an opportunity to include a link back to your website. While this won’t make your video more visible, it will give users who enjoy your video a direct link to your website, and a backlink from YouTube isn’t something to be sniffed at!

Writing Video Metadata

You can write your description when you upload your video. But how can you make sure it has the desired impact? Here are our top tips:

Don’t neglect your title: The title of your video is the first thing people will see when they conduct a search, land on your video, or even view it when it’s embedded on a website. Just as your blog and article titles need to be catchy and engaging, your video’s title has to sell itself to users. YouTube titles have a character limit of 100, though anything longer than 70 characters will end up truncated (or cut off), so try and be succinct.

Keep your first sentence brief: YouTube gives you plenty of space to convey your message in your description (up to 5,000 characters), but only the first 157 characters will appear as a snippet in search.

Youtube title and meta description

Out of all your sentences, your first needs to grab a user’s attention and sell the click (or play). The rest of your description will still be available for users to read, but you’ll be relying on them clicking the “Show More” section of the description field. Your job is to sell the click and then sell the video, so that users want to find out more about you. This leads us to our next point…

Include your link: You’re not taking full advantage of YouTube if you don’t contain a link back to your website in the description. Where you include this can make all the difference. For best results, display your URL after your first sentence. This will mean that it won’t appear in search results (YouTube doesn’t allow you to link on anchor text, and nobody likes seeing an ugly URL), but your URL will still appear in the short description.

Meta description for YouTube video

Look at the Google snippet above, and then look at the description within YouTube. Notice how the meta description within YouTube is longer? Clicking “Show More” reveals the recipe. However, by not including a link in this part of the meta description, the publisher is missing out on a lot of potential YouTube traffic.

Include your target keywords: Videos can and do rank in organic search, and increasingly feature in organic “web” results, rather than video results, as Google becomes more inclusive and aims to keep visitors on their website for as long as possible (remember that YouTube is owned by Google). Make sure both your title and description contains your target keyword at least once. Google can’t crawl video content, so the only context it has on what your video’s about is the information you give it.

Syndicating Videos

We’ve touched briefly on the benefit a link from YouTube has, but there are other websites you can syndicate your video to for additional link juice. SEO benefits aside, these other platforms do have some brownie points on YouTube, so it’s worthwhile considering hosting your video on at least one of these.

Vimeo

Vimeo is typically thought of as YouTube’s younger, less successful brother. It’s definitely firmly in second place, but with only 715 million views per month (let’s jump back to that neat YouTube stat: YouTube is viewed 5 billion times per day) you’re reaching a significantly lower audience.

That being said, Vimeo’s more niche audience can work perfectly for B2B businesses, thanks to its cleaner, almost portfolio-style interface and lack of ads. It’s embed options are also significantly better. While you may not be too bothered about having YouTube’s branding plastered all over your content, Vimeo’s player places much more emphasis on the actual video content, making it a win for professionals who want to maintain a specific image.

Wistia

We’ll delve into how to measure the impact of your video marketing campaign shortly, but if you’re looking for an all-in-one option, Wistia is a good place to start. What it lacks in views and engagement, it makes up for with its suite of analytics tools. Wistia gives you access to a range of data, including where users are clicking, and even how long they engage with your video. If a user stops watching your video at the halfway point, you’ll know, and you can use these analytics to determine where you need to improve your video strategy.

Wistia also contains a wide range of customisation options, so if branding is a concern, you can control the colour palette of your player to ensure it aligns with your business’s look. Other notable features of this platform include no distracting ads or banner, and the ability to “gate” your content (so that users must enter their email address before they can view your video). This makes it an excellent lead generation and conversion tool.

Wistia video marketing customisation options

Wistia is a solid option for businesses with a reliable amount of traffic, who are looking for a fully integrated analytics solution. If you want to find out how you can measure these metrics yourself, then keep reading!

Hosting Your Video on Your Website

When uploading a video to your site, you have two options. You can embed it on your website, which relies on you hosting it on a third-party website (such as the ones we’ve looked at) or upload it directly to your server. We’d definitely recommend syndicating your video on other websites regardless, as there’s always the opportunity for it to rank in organic search results, you can reach a wider audience, and uploading your video to a website such as YouTube makes it easy to share, whether you’re sharing your video on social media, or want to allow visitors to share videos they enjoy.

It’s worth noting that your video should be on your website if it serves the purpose of the page. If a visitor lands on your website expecting one thing and is met with something completely different, they’ll bounce straight back to Google, or wherever they were before. Video works in a similar way. If you have a video on one of your pages which doesn’t remotely relate to a visitor’s expectation and intent, then they won’t bother watching it. You’ve already established your goal for the video and built your entire strategy around it, so don’t fall into the bad habits of not respecting what your user wants at this late stage.

Achieving the Right Balance

When you first start doing video marketing, it’s easy to get carried away and want to use video for everything. However, it’s important to maintain a balance. Just because you can create a video, doesn’t necessarily mean you should. Not only will the novelty of your videos wear off, but it can affect the bigger picture. SEO will always play an important role in getting exposure online, and unfortunately, Google can’t crawl video content. This means you shouldn’t neglect the power of a well-timed blog post or cracking copy that connects with your audience.

Regardless of what type of content you’re producing, it’s still important to make sure you follow best practices. Never forget that everything on the web today needs to be created with the customer in mind, and with the aim of making the path from visitor to converted customer as quick and seamless as possible. Regardless of whether you’re using a video or article to push users down the sales funnel, you want them going “yes! I need this”, not “let me have a think about that”. Because, when doubts creep in, your visitor will talk themselves out of the sale, and that’s a lead you’re unlikely to ever get back.

For a quick-reference guide, check out this handy video marketing infographic (and feel free to share it if you find it useful)!

Where to host your video - marketing infographic

Share this Image On Your Site


Monitoring the Impact of Your Video Marketing Campaign

Congratulations! You’ve created your video, and it’s now live on the internet for all to see. You can sit back and relax now, right?

But wait a minute, don’t you want to see how your video performs?

Your video marketing campaign is just as important as any other element of your strategy, so it’s important to monitor the results. Not only will you see what’s working for you, but you’ll also be able to identify areas of improvement.

Understanding What Metrics to Track

It’s understandable that you’ll be disappointed if you don’t achieve your goals, but like with anything in business, and indeed, life, failures are just a learning opportunity. All it takes to come back and smash it next time is to stand up, dust yourself off and look at the reasons why things either did work or didn’t.

There are a number of metrics you might look at when determining the success of your video:

View count: This is the metric most businesses care about and put simply, it’s the number of views a video’s had. If your main goal to increase exposure, then this is a metric you’ll want to focus on. However, it’s important to know what constitutes “a view”. On YouTube, a view doesn’t register until a user watches your video for at least 30 seconds, whereas on Facebook, this is reduced to three seconds. On Vimeo, a view is counted whenever a user clicks the play button.

With YouTube, this is actually quite helpful, because you want to be tracking how many engaged users viewed your video, and you don’t want random or accidental clicks skewing your results. Embedded views work slightly differently, and videos set to autoplay won’t always count. However, autoplay videos are often seen as an annoyance anyway and will be banned by Google Chrome’s Ad Blocker, so exercise caution if you’re doing this. YouTube also has no way of differentiating users, so while it won’t count multiple views from the same user in a short space of time, you can be sure that if you watch your video a few times after it goes live, it will slightly affect your total view count.

Engagement/video completions: Engagement is a much more reliable statistic to measure, as it shows you how many people are actively engaging with your video content. The way you track this is entirely up to you, but you might choose to track engagement based on how many users finish watching your video, or how many visitors watch at least 95% of your video.

Click-through/conversion rate: The goal of your video isn’t just to look pretty, it’s to encourage users to take action. If your video isn’t achieving that, then something isn’t working. If you find you have a low click-through rate to your landing page, then it’s worth revisiting your CTA and making sure its enticing enough. Are you asking too much of your viewer? Can your CTA be reworded in a more appealing way?

If you’re seeing a healthy click-through rate, and driving traffic to your page, but aren’t seeing an increase in goal conversions, then it’s not all bad. This indicates that your video’s working well and serving its core purpose. However, if you’re not converting that traffic, then there’s a glitch somewhere in your funnel, so make sure you’re giving users every reassurance they need to go through with the registration or purchase.

Bounce rate: If your video is also on your site, then you should take note of your page’s metrics before and after you add your video. Done right, a video can significantly decrease bounce rate, because it grabs your visitor’s attention and keeps them on your site longer.

Measuring Your Video Metrics

The beauty of hosting your content in different places is that each platform has its own way of measuring your video’s success. As we’ve already said, Wistia’s analytics tools may be perfect if you’re just starting out, but the limited reach will mean you won’t be able to make the most out of your video.

Monitor Your Google Analytics

Google Analytics is an incredible tool, as it gives you valuable insights into exactly how users are finding you and navigating your website. It’s worth remembering that just because a user views your video, they won’t necessarily click your video CTA. But that doesn’t mean they won’t return to your site later. Keep an eye on your campaign as a whole. Did you see a sharp increase in Direct traffic shortly after starting your video marketing campaign? It might be that visitors are returning to you under their own steam. Have you seen an influx in Social traffic? It could indicate that users are clicking the link in your Twitter biography, rather than clicking your video. These may be indirect effects of your marketing campaign, as you increase your reach and awareness, but they can definitely give you some insight into how well your video is performing.

Don’t forget, if you use our platform, you can integrate Bouncezap with Analytics to keep your data and reports all in one place!

Use Heatmaps and Session Recording Software

What if you could record your users’ sessions from beginning to end, and see exactly where they’re moving their mouse and clicking? Fortunately, with session recording software, you can! By installing a simple code on your site, you can watch your users as if you were standing right behind their shoulder. If your video is hosted on your site, by using session recording, you can actually see how effective it is and how engaged your users are. You might notice that users are clicking on your video, but not actually watching it, and are instead scrolling down the page, or are pausing the video halfway through. Recording your user’s session helps you identify which content is working for, and against, you. And, of course, it’s not just useful for video marketing: it can help you optimise your entire website for your customers by understanding the path they’re taking from the very moment they arrive.

Whatever you do, remember that each platform you host your video on will record metrics in different ways. While you may be tempted to lump all your views together for the satisfaction of a high number, you’ll get a much more accurate picture of your video’s performance by analysing each platform separately.

If you’ve made it to the end of this guide, congratulations! We know that was a long read, but now you’re armed with absolutely everything you need to go out there, choose a subject for your video, record it, and send it out to the world. We hope there are a few things you’ve taken away from our guide, but if there’s only one thing you should remember, it’s that video marketing works.

 

Video marketing can be a great conversion booster. If you need help optimising your website to make sure you’re making the most of your content, and want advice on how to make it even better, get in touch with our CRO experts, and they’ll put you on the path of achieving your goals and making more sales!