5 Types Of Videos Every Business Should Have On Their Website
You’ve put together a pretty good first website for your business, and it’s doing OK. Visitors stick around, browse your store or view your portfolio, and contact you or make purchases.
It’s a good start, for sure.
But what if you want more customers, more sales and higher average order values without having to change your business model, product offerings, or services? Add videos.
Here are five types of video that can help your business website earn you more customers and more revenue.
1. Product Videos
Sell products? You need product videos.
You might not think that a 30-second video of someone opening and closing a purse or using a cordless drill is a valuable marketing tool, but the numbers don’t lie. Established online retailers have reported increases in conversion rates of anywhere from 64 to 85% higher for products with videos. Why? Especially for expensive products, customers want know as much as possible about the item before they buy.
An effective product video, like this 39-second Tory Burch bag video at Zappos shows customers in detail what they’re getting.
If you sell products online, you can still use testimonial videos. Embedding and sharing user-generated content and video reviews by customers delivers the impact of testimonials without the expense of producing your own content. Shoppers tend to trust customer-made videos and are 97% more likely to buy after they see user-created videos.
2. Case Study Videos
Do your customers have complex problems to solve? You need case study videos.
A case study is similar to a testimonial, but it shows a business audience how your product helped a client solve a particular problem, like rebranding a website in this HostGator video case study.
3. Tutorial Videos
Do your customers have questions? You need tutorial videos.
Tutorials can keep your customers happy by showing them how to get the most value from what you sell. These videos can also persuade new customers to buy, because they can see the level of support they’ll get. The most effective tutorial videos walk viewers through each and every step in a process, like this tutorial on how to set up your WordPress website or blog.
4. About Us Videos
Want new customers? You need an “about us” video.
Not only do customers want to put faces with names, they also want to get a sense of how your business operates and where it fits in the community. Thrift nonprofit Goodwill condenses more than 100 years of history into this short “about us” video that also showcases the group’s mission and international scope.
Videos for Your Business Website
You may be thinking that this is a lot of video to plan, script, shoot, edit, and post, and you’re right.
However, video doesn’t have to happen all at once, so start with one type of video and keeping going from there. Remember that video marketing, like other marketing, should be ongoing to reflect the evolution of your business and your audience.
Casey Kelly-Barton is an Austin-based freelancer who enjoys writing about business development and marketing, e-commerce payments and fraud prevention, and travel.