Most people would rather watch a movie than read the book that it’s based on.
In general, video is an entertaining and informative type of content that people love.
It’s strange, then, that so few businesses use video to improve the results of their online marketing.
Videos can attract more attention than regular text content can. And since people can’t really skim videos, most will watch the entire thing if it’s interesting.
The biggest benefit of using video is that it typically raises your conversion rate. A video on your landing page will increase your sales, while videos on your blog posts will improve your email opt-in rate.
You should think about incorporating video into all steps of your sales funnel.
To truly appreciate the power of quality marketing videos, let’s look at a few case studies.
1. StacksAndStacks.com, a seller of a wide variety of home products, added videos to some of their products. As a result, they found that the visitors who viewed the videos were 144% more likely to purchase than those who did not.
2. A jewelry store Ice.com found that those who viewed a video on their site converted 400% better than those who didn’t.
On top of that impressive increase, they also observed that their overall returns decreased by 25%. We will go over why this happened further in this post.
3. Retail Touchpoints reported that incorporating video increased their conversion rate by 174%.
Although video definitely works better in some niches than others, it has a positive effect on just about any business.
A Treepodia analysis found that visitors who watched product videos converted better than those who didn’t in every single niche. In some niches, they converted over 100% better.
In this post, I’m going to break down the main ways you can use video in your business to attract more traffic to your website and convert visitors into customers.
If you’re interested in improving your conversion rate, read on…
4 reasons why video converts so highly
Video is content just like any blog post you create.
Isn’t unfair to say all videos convert well because some videos will actually hurt your conversion rate.
Just like there are low quality blog posts, there are low quality videos, which aren’t going to produce results.
So, while I am going to outline four different ways you can use video in your online business, you need to understand why video works before you can use it effectively.
There are four primary reasons why video can help hold attention and traffic.
Reason #1 – You can simplify complicated topics: As someone who writes a ton of content, I’m familiar with the limitations of writing.
Writing is great when you’re explaining straightforward concepts, but once you try to describe complex situations, it gets tough.
Here’s an example: Imagine you’re writing about how to do an oil change in a car. How many words will it take to explain how to safely prop up the car, find the oil plug, and complete the rest of the procedure?
My guess is it would take at least a few thousand words.
In a video, though, you could explain it all in a few minutes.
Not only that, the video provides much more context than text does.
You see where the oil plug is located in relation to all the other parts of the car, and you can also see exactly how each step is performed.
So, not only do you get all your information in less time but you also get it in a much more clear and practical way.
Actionable content is what drives visitors to take action, whether it’s to follow a tutorial or buy a product.
And then there are other topics that simply can’t be explained effectively through text. Some things need to be shown rather than described.
For example, if you are doing a blender comparison, it’s easy to show which one is better just by running both blenders in a video:
From a consumer point of view, I’m much more likely to buy a blender after I see it work flawlessly in a video rather than reading someone describe it in text.
Reason #2 – It’s more authentic: Another limitation of written content is that it’s hard for the reader to connect with the writer.
I include a picture in the sidebar of my blog posts, but your experience of seeing an author’s picture is not the same as seeing or hearing the content creator:
Video is one of the best ways to connect with someone even if it’s a one-sided conversation.
What happens over time is that your readers will read your other content in your voice, just like when you see a picture with a quote from a movie, you’ll often read it in the actor’s voice.
Although I don’t use video often on my blog, I have done various interviews and talks over the years that anyone can easily find on YouTube.
I’m aware that most of my best readers know what I look and sound like from stumbling across one of these videos at one point or another.
Reason #3 – Products are best seen in action: There are many factors that stop people from buying products online.
One of the big ones is that they are unsure how the product will actually look, feel, and act in real life.
Until 3-D simulations become possible, the best option we have is video.
In a video of a product being unboxed and tested, you can easily see important things like:
- how big it is (relative to other things in the video)
- does it look as good as the professional product pictures?
- do the main features work as described?
If you have a good product, you want these questions answered. Then, your visitors will have one less reason not to buy it.
Reason #4 – People are lazy: Finally, reading is tiring. It takes mental effort to stay focused and to make sense of all the content.
Yes, you could say that it’s kind of sad that most people don’t want to read much anymore, but it’s a fact.
Compare that to a video, which takes just about zero effort to click “Play” and watch.
A survey by Usurv found that users are 39% more likely to share and 36% more likely to comment on an online video compared to a text article.
But you can also optimize your content for both the lazy and non-lazy visitors, which I’ll go over shortly.
1. “How to” create videos that attract viewers with buyer’s intent
I laid out two goals of video content: traffic and conversions.
Let’s start with a way that will help you accomplish both goals: create “how to” videos—videos that show viewers how to do a particular task.
People particularly love to turn to videos when they’re searching for how to do something.
For the reasons we discussed above, videos are much easier to follow along than a text article.
As an even bigger benefit, many “how to” searches are made right before someone decides to make a purchase.
Why? Because people are looking to solve a problem:
- “how to bake a cake?”
- “how to edit videos?”
- “how to make beef jerky?”
If you have a video that outlines all the options and links to the products you use in the video, you’ll get a solid conversion rate.
But even if you don’t have your own products, you can use this type of video to sell affiliate products.
Sometimes, the product creators don’t even create their own videos, which means you can rank highly and get thousands (or more) views on your video.
For example, Adobe doesn’t have any videos showing up for Photoshop-related searches on YouTube, which allows everyone else to have a chance to show up:
And on top of searches on video sites like YouTube, videos also show up in about 70% of Google searches.
In addition to creating videos that show people how to do things for specific products, you can also make a series of videos that show people how to do something more general.
For example, Pat Flynn created a very popular video series on how to create a podcast from scratch.
In these videos, he mentions products like his favorite mics, software, etc. that he can link to and get affiliate commissions from.
Step #1 – Find keywords with buyer’s intent: This is the toughest part of the process. You need to identify keywords that actually get searched for.
According to Reel SEO, you should look for keywords with variations of “how to” and related phrases.
- ‘How To’ in the title generate an average of 14K views
- ‘Tutorial’ in the title and description generate an average of 16K views
- ‘How to fix’ in the title and description generate an average of 17K views
- ‘How to do’ in the title and description generate an average of 24K views
On top of those phrases, try to think of words relevant to your niche. For example:
- best (keyword) products
- performing (keyword)
- how to perform (keyword)
There are two main ways for you to find these types of keywords, but I’ll warn you upfront: it takes some time and effort.
For both methods, it really helps to understand your niche as much as possible. If you’ve been teaching in your niche for years, you can probably guess most phrases without any tools.
Otherwise, let’s go through the two options you have.
First, type in Google search the above phrases plus one keyword from your niche. This will bring up a full list of commonly searched for terms related to what you typed in.
For example: “how to do seo”:
You’ll need to write those down.
Then, repeat the process using all the different variations of “how to” as well as different keywords in your niche.
For SEO, here are some phrases you could try:
- how to build links
- how to create blog posts
- keyword research tutorial
- link building tutorial
- how to use schema
Get the picture?
Your second research option is to use the trusty Keyword Planner.
Start by entering a broad keyword for your niche (e.g., “seo”):
The point is to find related keywords that could be combined with “how to” or related phrases.
Once you have a large list of related keywords (e.g., link building, local SEO ranking, keyword research, etc.), you can look for specific keywords to target.
Put the “how to” phrase in quotes in the tool, which will tell the tool that you want the words to show up in that order. Then, add each of the related keywords you just found, one at a time.
“how to” keyword research
Out of that test search, I found two phrases that get a decent search volume per month:
- how to do keyword research
- best keyword research tool (could compare 4-5 of the best options)
What you’ll probably end up finding is that for most searches, you get a lot of irrelevant results.
If so, click the “Keyword options” option in the left menu:
Once you click the pencil icon, click the first button to turn it on (it should be blue now), and click “Save.”
Now, you’ll only see phrases with the exact keywords you typed in (you probably won’t have many).
Using both these methods, you should be able to get at least 20-30 video ideas to start with.
Step #2 – Create a high quality video: Content marketing doesn’t really work without great content. The same applies to videos.
You’ll need to invest time, money, and effort to create high quality videos that people will actually want to see.
How do you do that? That’s a topic for another post in the future.
For now, I have to assume that you have a little bit of experience creating videos.
Step #3 – Post it on the best video site for marketers: Have you heard of a little site called “YouTube”?
It’s by far the largest video site out there.
You always have the option of uploading videos to your site using a player like Wistia. This allows you to do some cool things like collect emails directly from the video.
However, unless you have a large following, you’re probably better off uploading your videos through YouTube.