The Effectiveness of Using Video on Your Website

Digital Marketing Estimated Reading Time 5 mins
Updated December 04, 2023Published April 12, 2018
Author: Visibee

Embedding video into your website is one of the most effective, attractive, versatile, and extremely shareable medium you can use to convey your message to your visitors and engage with them.

While it is true that the internet has always been primarily text-based, with today’s technology that’s fast-changing, video is a powerful content marketing you should add to your promotion toolbox. In fact, Diode Digital recently found that online video is a 600% more effective marketing tool than print and direct mail combined.

Forrester Research takes the phrase “a picture is worth a thousand words” one step further by adding that a one-minute video is worth 1.8 million words. Considering that 46 percent of people who watch a video ad on a business website take action after viewing it, it makes sense to include video in your marketing strategy.

However, simply embedding a video on your website and hoping for the best is not enough. You need to test the waters and make tweaks and changes if necessary.

                                 Why Use Video Marketing?

1. Effective Delivery

As our brains process imagery 60,000 times faster than text, a video can deliver your message quickly, clearly, and powerfully than a combination of text and images can. With so many messages flooding your audience, you can embed a product demo video, explainer video, or video testimonials on your to help them better understand your business. Through visual content, it’s much easier to inspire, entice and engage. People naturally gravitate towards online videos.

2. Grabs Attention

Customers love watching videos as videos help deliver a vast amount of information more effectively in a shorter amount of time. Videos are a great way to grab every visitor’s attention. When potential customers are searching for your product or service, captivating videos on your website catches viewer attention and gives them another way to interact with your site than just reading alone.  If a video is available, 60% of visitors will opt to watch it before reading any text.

3. Builds Trust

Trust is the foundation of conversions and sales. But building trust for your business online is not an easy task. You have to put a lot of time, money, and effort into building trust and long-term relationships with your customers. The secret is, show and not tell! Let people come to you by providing them with interesting and useful information instead.

Video is the answer. The video strikes emotion lets people engage with your content, and tends to motivate their decision-making. There are some consumers who are still uncertain about buying products and services on the internet because they fear being cheated on. But effective marketing videos give them insight into your business and give them a sense of who they’re buying from—which builds trust in your business— and gives customers more confidence to purchase online.

4. Rank Better in Google

One of the factors of Google’s algorithm for search rankings is “dwell time,” or how long visitors stay on your website.  And engaging videos let your visitors stay longer on your site. Thus, longer time spent by visitors on your site signals search engines that your site has good content. According to an article, you’re 53 times more likely to show up on the first page of Google if you have a video embedded on your website.

5. Boosts Conversions and Sales

Video is an excellent marketing tool for your website that can help attract leads, convert customers, and boost your online sales. Videos are proven to increase the conversion rate of a web page or a landing page by a whopping 80%.

According to Hubspot, over the next several years there will be so much video traffic that it will account for roughly 74% of all web traffic. This is one marketing force you can’t afford to skip or ignore.

Now that you know the importance of using video on your business website, keep in mind that you’ll want to upload your videos to YouTube, Vimeo, and all your social media platforms to get as much exposure as possible. Make sure to include clear titles and keyword-rich descriptions to help them get found and you’ll be well on your way to better engagement, click-through, and conversion rates!

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