Video is such a useful tool for increasing traffic to your site. Read on to find out more...
Welcome back to the VIDEO GETS RESULTS blog series! If you missed the first article, where we talked all about increasing brand awareness with video, click here to read it.
Once you've raised brand awareness and created a healthy buzz among consumers for your products and services, increasing traffic is the next logical step. You need to lead the people that are interested in your brand to your website.
So, how do you do that?
With video, of course!*
*The clue is sort of in the title of the post!
In this article, we are going to look at all of the different ways to increase traffic with video...
How to Increase Traffic with Video
The real question is: "How do you increase traffic without video?" because it would be pretty difficult! As we already mentioned in the introduction, video is an excellent tool for increasing traffic to your website, keeping people there for longer and, as such, reducing your bounce rate.
Video is great an' all...
...but it needs some help from its buddies when it comes to increasing web traffic.
Video works best as part of a larger content strategy. When you're trying to grab the attention of consumers and become a thought-leader in your industry, variety is key.
To keep people interested, you need to find the right balance between written and visual content. This could be different for every company, you just have to find the perfect balance for you.
It helps to consider what you want to achieve with each piece of content. For example, you may want your articles to inform, your videos to entertain, and your eBooks to educate. Once you have decided what each content piece will do, you then need to strike a balance between the fun, entertaining pieces of content and the informative, educational pieces of content.
One brand that strikes a good balance with their content strategy is BuzzFeed - and no wonder -- they brand themselves as a "social news and entertainment company", so they need to find that balance between news and entertainment. On their website, the top bar allows you to choose what kind of content you view:
Take a look at the below examples to discover the breadth of Buzzfeed's marketing strategy:
The best way to find your perfect mix of content and video is to experiment. Some people say it's 80/20 (80% content and 20% video), but the 80/20 rule is thrown around a lot these days and it won't apply to everything, so experimentation is key. After a month or two experimenting, you should have all the data you need to create an awesome content calendar.
Another way to increase traffic with video is to, quite simply, have one on your website homepage!
Videos don't just grab user attention, they hold it. According to MistMedia, 88% of visitors will stay longer on a website that has a prominent video displayed. Plus, those that stay longer are 64% more likely to purchase a product!
In addition to having a video on your website, you should use video to engage viewers on different sites. This may sound counter-productive as the whole point of this post is to drive traffic to your site, but the truth is, having a presence elsewhere will drive more people to your website as they will want to find out more about you.
Here are a couple of great places to post videos:
As Instagram is a mobile platform, the content on it must be tailored for people on the move - meaning it's got to be visual and bitesized. Instagram has a 60 second limit on video content, but most videos are much shorter.
Short videos create just enough intrigue to leave people wanting to know more. And when people want to know more, they will no doubt end up on your website. Here's a great example of an Instagram video that would increase traffic:
Facebook is officially the largest social network in terms of daily visitors to the site, so it's a great place to find potential customers.
The fairly new feature, Facebook Live, allows you to create stronger and more personal relationships with your fans. People love watching live videos because it allows them to see in-the-moment action, and gives them a feeling of exclusivity. Throughout live videos, you can remind users to visit your website in order to increase traffic, this will be particularly effective if you have a promotion running.
One brand rocking Facebook Live with diverse and engaging content is Asos:
Similar to Facebook Live is Periscope for Twitter. Periscope is a 'live video streaming platform' which basically means it is an app that you can use to transmit a live recording to Twitter.
Periscope is better suited to marketers aiming content at B2B industries as Twitter is a network that attracts a larger B2B audience than Facebook. Studies have shown that 97% of B2C marketers have Facebook accounts, and 86% of B2B marketers have Twitter accounts.
A good example of a business using Periscope to highlight their features is Adobe:
All the above places are great, but video is not their main function. One such app that, in the past, has been a great way to raise awareness of your brand and increase traffic to your website through video was Vine. However, it has recently been announced that Vine will be discontinuing in the coming months.
But there's still a major player missing from this list. Don't worry, I haven't forgotten. YouTube is the biggest video site on the internet. So big, in fact, that it deserves its own subheading:
YouTube and Video SEO
YouTube is a gigantic website. If the internet was an ocean, YouTube would probably be a North Pacific right whale -- the second largest animal after the blue whale. No guesses for which site the blue whale would be...
The determining factor of deciding how big or small a website is (or how popular or unpopular) is traffic. YouTube boasts an incredible 3 billion daily views, so if you're considering video to increase website traffic, you should think about posting to YouTube.
But how do you direct viewers from YouTube to your website?
A great call to action (CTA).
Your CTA is what you want viewers to do after watching your video. In this case, you want them to visit your website and increase traffic. The best way to do this is to be clear and compelling.
Watch this video to the end to see a perfect example of an engaging call to action:
Worried people won't watch your video to the end?
You should be! 60% of people won't make it to the end of a one minute video. To tackle this, you can also use a call to action overlay.
An overlay is kind of like a banner for your video. It is positioned at the bottom of the screen and can be removed any time by the viewer, so it doesn't distract from the content of your video.
Here's a step-by-step tutorial on how to install these overlays to your video:
Another positive of having a video presence on YouTube is the SEO boost it can give you. SEO is of vital importance for marketers looking to increase website traffic because 75% of users never scroll past the first page of search results, and 33% of people always click the first organic result!
We have to talk about keywords here...
Just like a search engine, YouTube finds videos for viewers based on the keywords they type into the search bar and the overall popularity of the video. If you want your videos to appear in search results, it's important to choose keywords that are optimized for search engine marketing. Place these keywords in the video file name, the video title, the description box, and the alt tags. According to Backlinko, Google tends to favour video results that include the following keyword:
- How To
Types of Video for Increasing Website Traffic
There are many different types of videos you can create to showcase your business, it all depends on what you want to achieve. For the purposes of increasing website traffic, here are 3 types of videos you can use:
Pre-roll videos are short ads that appear before the main video content that people are looking for. They are great for sending users to your site because they are short enough to evoke curiosity and leave viewers wanting to know more.
The more targeted your pre-roll videos are, the better the reaction will be. Burger King created a great, extremely targeted, 'anti'-pre-roll marketing campaign. Here's a quick overview:
As mentioned above, "How To" videos are favoured by search engines, so they are perfect for increasing web traffic.
In addition to encouraging people to visit your site, how to videos show viewers how to better use your products and services, and this can result in increased sales.
Take a look at this example of a how to video from cosmetics company, Birchbox:
Review videos, or testimonial videos, are great for all aspects of the buyer journey. They introduce your brand to new customers in a positive light, and they also encourage visitors to your website to convert.
Now you may think you're not really in control when it comes to someone creating a review or testimonial video of your product, but you can be. All you have to do is get in touch with existing or potential customers!
Testimonial videos are usually better suited to B2B companies that provide a service. To create one of these videos, simply ask your best customer to step in front of the camera and then post the results on your website! Here's a Wyzowl example:
Review videos are better suited to B2C companies, and it's also best if people find them on YouTube and social media, rather than on your website. To increase the amount of review videos about your products, contact some potential customers that are influencers in your industry and ask them to post an honest review in exchange for a freebie!
This technique worked wonders for Castrol when they teamed up with gaming vlogger, Austin Evans:
It's all well and good for me to recommend different techniques to improve your website traffic, but if you can't successfully measure the results of your efforts then what's the point?!
First of all, you'll need software that can track your website traffic. Luckily, Google Analytics offers this feature completely free of charge! To find out all you need to know about this, click here to visit their website.
To further prove that video gets results, here are 5 impressive stats:
- Videos have a 41% higher click-through rate than plain text
- 65% of executives visit the marketer's website after viewing a video
- 84% are using video for website marketing
- 75% of executives watch work-related videos on business websites at least once a week
- 55% agree or strongly agree that video has increased organic traffic to their website
Increasing traffic with video will get you one step closer to what you really want: increased sales figures! Join us next time for article 3 of 4 when we'll be talking about how to increase conversion rates with video.