If you spend time on the Internet at all you’ve probably noticed that video has captured the digital world.
Internet videos have become the main method of presenting information and entertainment. In fact, the largest networking company in the world, Cisco, says video will make up 69% of all consumer internet traffic this year (2017).
Online, most people are rushed, with short attention spans. As the result, video adds a ton of muscle to your marketing. If you aren’t using video to get your message across, for promoting your products and services, you need to make adding video to your marketing mix a top priority.
Do you still need convincing? Then the following numbers should help:
- 20% of visitors read the text on a website. But 80% of visitors will watch that same content on that same website if it’s video.
- The retention rate for visual information is as high as 65% compared with just10% for text, according to Social Media Today.
- Visitors will watch a video two minutes longer on average and they’re 64% more likely to buy.
- 71% of customers say that video is the best way to bring product features to life.
- Finally, Google gives greater weight to video than to standard web pages. That’s especially true for videos on Google-owned YouTube.
So, How do You Create Attention-Grabbing Videos
The following 10 tips will help to ensure your video grabs the interest and attention of your prospective customers.
1. Start with a brief introduction
Start by telling people what your video is all about and why they need to watch. For example:
“Howdy, this is Joel from Creative Internet Strategies. This is WordPress Wednesday. Today, we’re focusing on Easy Digital Downloads – sometimes known as EDD. It’s a plugin that helps you deliver virtual products.”
Then you tell people, briefly, why it’s important they know what you’re going to tell them.
2. Cover a single idea in each video
Keep your message short and focussed by covering a single idea in your video. Address one challenge you know your audience has. Solve one problem.
3. Use a call-to-action
Your video should motivate people to take some sort of action. Not necessarily a purchase action, but, for example, you could ask your viewers to share or comment on your video or sign-up for your newsletter.
4. Audio is important
Whether you are shooting a live video or a simple voice-over narration, the quality of your audio is critical. Poor audio will distort your message and, worse, distract your audience. So, it’s a good idea to invest in a quality microphone. This doesn’t have to be expensive.
By the way, Amazon is a great place to get your microphone. They offer numerous different styles in several different price ranges.
Clip-on microphones – called lavalieres or lapel mics — work best for talking head and interview content, but any simple mic will drastically improve the quality of narration. For starters, ignore the expensive microphones.
If you don’t think your voice is all that great or you’re anxious about recording your voice, you can hire a professional voice-over artist.
5. Focus on your audience
Keep your target audience front and center throughout the creation of your videos. Remember that you’re usually talking to just one person at a time Your aim should be answering one specific question or solving one specific problem.
6. Add a video on your home page
Gaining the interest of your visitors is essential. A video accomplishes that. People are immediately drawn to videos because of curiosity. By placing a video on your home page, visitor attention will be captured when landing on the site. This interest will lead your visitors to watch the video to see what it is all about.
7. Increase watch time for your video
It’s not enough just to grab your visitors’ attention, you need to keep it!
Adding interactive elements to your video is one way to encourage people to stay longer. For example, you can add a drop-down box so they can gather additional information; a clickable link to other videos; or a ‘sign-up and subscribe buttons.
With each component you add to your video, you increase the visitor’s time on your site. This is important because those who spend more time on your site are usually the same visitors who become buyers.
8. Make your video relevant to web page content
Make sure video is relevant to the text on a web page. There’s nothing more annoying than realizing that video has nothing to do with what they’re looking for. Create web page content that relates specifically to your target market.
9. Offer more than one video
One video alone won’t compel visitors to buy your products or use your services. You need to create videos for several specific target audiences. A recent study indicates that companies using video marketing successfully create 11 times more videos than those companies that are unsuccessful with it.
10. Put videos where they can support your marketing messages
Place video in the logical place where it will best support your marketing message. For example:
- If a video introduces your company, post it on the home page.
- If a video explains a product in detail, add it to the product page.
- If a video contains a testimonial from a customer, place it next to the product it refers to or add it to your ‘About Us’ or ‘Why You Should Choose Us’ section.
- If your video is related to an event, post it in a blog article or news item that mentions it.
Having a video on your website is no longer an option, it’s a must – the Internet has become a multi-media experience and video reigns as king. A site without video is dull and outdated and will result in the loss of customers. Video marketing is essential if you’re going to build that ‘know/like/ trust’ thing.
Using video gives you a major advantage over your competition. Instead of a faceless business, you now have a face, and a voice, answering the questions your customers have.
When customers arrive at your site and see a video, two things happen:
• You gain instant authority. Authority increases sales, allowing you to ask premium prices (the ability to charge higher prices than the competition).
• You not only capture, you keep your visitors’ attention. 50 percent of people leave most websites within eight seconds — EIGHT. They leave because printed words are no longer enough to keep their interest. They want the multimedia experience video offers. Video will keep visitors on your website for longer and that means you’ll have the time to explain what you are offering. That, of course, means increased sales.
Getting Up and Running
There are numerous apps and low-cost editing software available for producing videos.
In the past, you had to spend huge amounts of money to produce a decent video. But, today powerful technology is in the palm of your hand.
But, even with all the technology at your disposal, there is still the learning curve…and time…or lack of it. Be sure to check this list of video resources.
Video is the perfect content to make your website and online business a raging success. There’s much more to video that one, or even a dozen, articles can cover, but these tips will get you going in the right direction.