Marketing & Growth

Why You Should Add Video to Your Website

By Rieva Lesonsky

As more and more B2B buyers do extensive research online before ever approaching a potential vendor, small business owners have to work harder than ever to make sure their websites are informative, visually appealing and high-ranking on search engines. Because YouTube is the second most heavily trafficked search engine (after Google), crafting videos with valuable content should be at the top of your to-do list. Plus, content with video attracts three times as many inbound links as blog posts without video. Here’s how to make videos work for your business:

Keep videos short. Busy buyers don’t have time to watch long, involved videos. Consider breaking up videos into short, informative pieces, such as by product or service. More videos mean more links to content. According to the Content Marketing Institute, B2B videos with the most hits on Google and YouTube tend to be 90 to 120 seconds in length. You can also create attention-grabbers (like trailers) on your homepage and then give viewers the option to watch a longer, more involved video housed deeper on your website.

Titles count. Videos stand out in search engine results more than simple text links. Make sure your video title accurately describes what’s in your video, and keep the title short, so it doesn’t get cut off by character limits. Although YouTube has a 100-character limit for titles, anything longer than 70 will be truncated in most search results. Titles should also include relevant keywords to improve rankings.

Make it entertaining. Capture customers’ attention by using animation or a comical script. Even if your product or service isn’t that exciting to describe, creating an engaging script and great visuals can reel customers in to find out more. Remember, your customers are looking for solutions and comparing your competitors to your business, so how can you stand out? Show off your company culture and demonstrate to potential customers why they want to work with your business.

Spread the love. If your website doesn’t have high traffic numbers, consider offering your video free to another, noncompeting website your customers frequent. Posting your videos on higher-trafficked websites is a great way to benefit your business by leading customers to your website.

Embed videos in email campaigns. A study from the Web Video Marketing Council and Flimp Media showed 88 percent of digital marketers found email with integrated video improves campaign performance, with 76 percent saying the video generates high click-through rates, and 72 percent believing their prospective clients are more likely to buy after viewing video content sent via an email.

Make it look professional. You can use almost any camera or mobile device to record high-quality video, but the key to professionalism is in the editing. Check reviews for top video editing software or apps. For example, Videolicious enables you to add music and voiceover. If you need easy templates to create your videos, check out Apple’s iMovie. There are also apps like Animoto that let you turn still shots into creative videos.

Leave them wanting more. If you narrow your focus and keep the video short, you’ll have plenty to say in future videos. Then customers will want to check back to see your next video. Consider taping a series of short videos to explain a complicated topic. You may even get asked to speak on the topic in person at a later date.

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