How to Engage Website Visitors with Video that Answers Their Questions
Hands down, video is one of the most engaging types of content that you can put on your website. With video, website visitors are able to absorb information with little to no effort. Compelling visuals (whether they’re graphs, charts or demonstrations) have made video the more preferred medium. Why do you think so many print newspapers and magazines are integrating video onto their websites? The answer is pretty obvious. Additionally, the fact that visitors are able to easily digest information (through video) often means increased discussion among other viewers and naturally, with the brand itself.
There are a number of businesses out there that want to incorporate video, but they don’t know where to start. Heck, many brands out there don’t know what sorts of videos they should even create. In my experience, I’ve found that website visitors react most positively to videos that are able to answer questions that haven’t even be asked yet. In other words, the videos need to act as resources.
Here are 3 ways you can engage website visitors with video:
Start Creating Videos
One of the first things I tell folks who want to attract and engage consumers with video, is to simply start producing more videos. Most of the brands I’ve seen that have some video experience only have 1 or 2 videos on their website — and most of the time, it’s on their “About Me” or “About Our Company” page.
While having a video on those pages is certainly ideal, your “About Me” page isn’t likely going to be a resource to someone looking for important information regarding financing or, your product or service.
“Your ‘About Me’ page isn’t likely going to be a resource to someone looking for important information regarding financing or, your product or service.”
If you don’t know too much about your core audience (or consumer-base), that’s perfectly okay. After all, you gotta start somewhere. My suggestion is to simply begin creating a consistent number of videos.
So long as they’re relevant to the business, everything is pretty well fair game. Naturally, you’ll want to post videos that are relevant to your audience, but that’ll naturally require you to delve a little deeper. And that brings me to my next point…
Develop Videos By Audience, Not Topic
Like I mentioned before — because videos are often easily digestible for lots of people, you should create resources that your audience will find valuable. But before you even think about creating a number of different videos, think about your audience first. What is it that they want? What resources would they find most valuable? You want to make your website visitors feel like you’re thinking about them, rather than bringing the problem to the forefront.\
One of the best ways to do this is take a look at your FAQs, or frequently asked questions. Try creating a few short 1 to 2 minute videos that answer those questions. Depending on what your product/service is, you might find that animated graphs, charts or demonstrations are a good idea to incorporate into the video.
“The more resourceful videos you produce, the more information consumers have at their disposal and the more time they’ll spend on your website.”
The more resourceful videos you produce, the more information consumers have at their disposal and the more time they’ll spend on your website. You might even find that certain videos will cause certain consumers to take action. In other words, they’ll be enticed to get in touch with you, or sign up for something they hadn’t initially considered signing up for. Many video services nowadays allow you to place a “Call-to-Action” or CTA on your actual video.
Always Get Feedback
Not every video you produce is going to be a home run. Some videos will get more engagements than others. In fact, some videos that you might have thought were useful, you find aren’t very useful or resourceful at all.
“Regardless of whether or not you’ve produced or published a video just yet, be sure to solicit feedback from different parties.”
Regardless of whether or not you’ve produced or published a video just yet, be sure to solicit feedback from different parties — prospective customers, current customers, co-workers, industry folks — anyone who can help you refine the material to make it more educational and engaging for those would get the most use out of your videos.
Developing a sound video strategy for your website takes time. You’re not going to produce 100 different videos and then have 100 new customers overnight. There’s often a lot of strategy involved; and that’s why there are still a number of organizations that don’t do it. Many brands post their “about us” video and call it a day. If you take the time to research your audience and produce consistently useful videos for your website, you’ll easily stand out from the competition. Don’t let a bit of footwork scare you away from having some of the best website engagement ever.