It’s a match made in Heaven; your marketing video on your landing page. But how do you make sure the union lasts? I wrote a blog recently that had a statistic in it which has generated a lot of chatter – that a marketing video on a landing page can increase conversions by 80%. It’s pretty mind-blowing, and of course some of you want to know the best ways to do it. Here are some tips to help maximize your marketing video and ensure it gets the views it deserves!
Thumbnails Can Nail It
Just having a video on your landing page isn’t enough. One of the best ways to enhance it is to create a thumbnail – the video “cover,” as it were – that is engaging enough to make people want to click on it. Imagine that the image used is a random freeze-frame of someone’s face in a particularly unappealing pose — it will probably be off-putting and potentially embarrassing. So unless you’re trying to make a joke, be sure that your thumbnail is as appealing as possible and that it relates to your video’s content. If you’re using YouTube to host your video, they give you three random choices – but best of all they give you the ability to upload your own image. We advise you upload your own.
Above The Fold
When people arrive at your website they see everything that’s “above the fold” – which is everything that you can see without scrolling down. What are you going to give them in that initial above the fold real estate? Your marketing video, of course! But that shouldn’t stop you from putting other videos below the fold; give people the option to explore your website and find even more relevant information.
Speak To The Masses; Engage The Individual
Your marketing video is right there on the landing page, talking to everyone who visits your site. But it should also talk to every single person individually – so make sure the message it sends is crafted that way; available to everyone, but also engaging for the individual. Your marketing video should touch on the broader aspects of your offering, product or service, and also speak to the customer’s pain points and how you’re going to solve them.
Hopefully these tips will help you turn those views into conversions that surpass 80%! My fingers are crossed. If you don’t have a marketing video – be it whiteboard animation, motion graphic or live action – then what are you waiting for? Contact us for a free consultation so we can help you make one! And remember – your story starts here!