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How Can Video Increase Traffic to My Website?

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Video marketing is one of the most engaging forms of marketing, and it’s no wonder that it has such a positive ROI. When people see video, they’re both entertained and engaged. They focus on the message of the video, and they take in the branding of the company. If your company has strong, powerful messaging, it’ll be able to increase traffic to its website through video.

Here’s how.

Bring traffic in from social media sites:

Video can be posted on Facebook, YouTube, and other social media sites. Through these social media sites, you’ll be able to bring in additional traffic. It’s always a good idea to tie your website into your social media marketing, with traffic flowing both ways. And social media is shared, which means your own followers are going to be bringing you advertising, traffic, and hopefully revenue.

To properly utilize social media sites, you have to post regularly. And that means creating unique and interesting video content on a regular basis. But when you post video content, you get people far more interested in your products and your services. You can intrigue people about your brand, and introduce your brand to them.

Keep in mind the fact that many people browse social media with their audio off, so you should have everything captioned. People don’t want loud sounds blasting, so don’t rely too much on sound effects. Instead, create videos that are focused on your brand’s messaging, and videos that approach your brand in a different way.

 

Have a great call-to-action:

If you want people to go to your website, you need to tell them to go to your website. That’s what your call to action is for. Your call to action should direct people to check your website for something specific, such as information, or to contact you further. You can also tell them to check your site for more videos and posts.

How can you tell whether your call to action is working? Your analytics. If people aren’t clicking through to your website, you need to find out why. Maybe your video is popular, but it doesn’t leave a lot more to wonder. If you’ve covered everything in your video, that could actually be bad! It could be that you’ve provided so much information, your audience doesn’t have to click to learn more.

A call to action siphons your followers from one platform to another, so use it intelligently. If you’re trying ot boost your social media, you might not want to be sending people to other sites. It all depends on your goals.

 

Put video directly on your website:


While your website can host its videos somewhere else, such as YouTube, it’s always a good idea to post them on your website as well. Embed videos into your blog posts and articles. This has a number of advantages:

  • You add value to your posts. Imagine a post that’s a DIY article: you could have a number of tutorials linked together, so users are able to follow the tutorial with visual aids.
  • You direct your website traffic to your social media, which ultimately helps your website, too. When you link these two accounts, you’re helping build your total following. Users will go to your website and then click through to your social media, hopefully following your social media. Once they’ve followed your social media, they’re more likely to click on links that you send to your website.
  • You reuse content. Video content can be expensive to create, and not everyone wants to be continuously creating video. Instead of doing so, you can refresh old videos by writing posts around them, and posting them again on the website.

If the article around the video is good, then the article is going to rank highly in terms of SEO. You can then build traffic to your site.

 

Extend your branding and your brand awareness:


Nothing extends your brand identity more than video. When most people think about the big brands, they’re thinking about their video commercials. Videos can be absolutely dripping with presence. They can have a voice and an aesthetic that’s compelling to users, and helps them identify with the brand. When people think about a brand like “Coca-Cola,” they don’t just think about the brand itself. They think about the logo, the colors, and the sounds, such as a can popping open.

People register their memories with a lot of different senses. Video can engage many of these senses, sometimes even prompting individuals to remember senses. A Folger’s commercial will have people smelling Folger’s coffee. Use senses, through video, to extend your branding.

 

Use live video to create an “event”:

Live video can be used to create an interactive event that people are excited about and want to be a part of. Advertise your live events and you’ll be able to draw in an audience, and that audience is going to be able to communicate with you one-on-one about your website and your product. Your live video can be used to test out what your audience is thinking, and see whether they are interested in specific things.

Consider:

  • Using a live behind-the-scenes video to show customers what you’re doing.
  • Holding a Q&A session with customers to ask them what they’re thinking.
  • Hosting a large internal event and inviting customers to participate through live video
  • Introducing new products and upcoming projects to customers.

Anything that is live automatically becomes a special event that customers don’t want to miss, especially new product releases and announcements.

 

How the SEO of your videos improves impact:

Your search engine optimization means something a little different when it comes to video. Often, with video, you want your SEO to match the search engine that your video is on. In other words, a YouTube video needs to be SEO optimized for YouTube, rather than Google. That means using the right keywords, having a lengthy description, and titling your video properly.

Of course, Google is also important. But the challenge with Google is that it often deals incorrectly with videos on its own, because videos don’t have transcripts and it doesn’t know what’s discussed. For videos, Google will often pull from specific platforms such as YouTube, which is what makes it so important to rank highly on those platforms.

Use testimonials and reviews to extend your trust:

Your company can post testimonial and review videos as a way to show new customers that your old customers value your products and services. Ask your most satisfied customers to record something, either scripted or in their own words. The more authentic it is, the more it will resonate with your customers. Testimonials will show your prospective customers what they can expect from you.

You can encourage individuals to give you honest reviews with discounts and other perks. While you don’t want to pay for positive reviews, you should at least consider rewarding reviews in general.

Inspire others with behind-the-scenes video:

Behind-the-scenes video shows employees more about your company culture and what you care about. If you want to build your brand awareness, you should consider a behind-the-scenes video. Think about making a video about the process that your company goes through to make your products, or about how your employees work within your business.

You can get your employees engaged with a behind-the-scenes video, too. Often, employees will enjoy talking about themselves and what the business and its products mean to them.

Engage employees with internal videos:

Speaking about engaging employees, consider using internal videos to help employees learn and grow. Seminars, webinars, and training videos will help your employees perform at their best, while also preserving your company culture. Internal videos can be as useful as external videos, because they help your business grow and they improve your company’s overall foundation.

When you engage employees with internal videos, your employees will start to visit your organization’s website as well. An internal boost can help, especially as it will encourage employees to follow your company’s own media.

Increase the overall breadth of your content:

One thing that video does indirectly is just generally increase the variety of your content. When it comes to an online campaign, your interest is really in making sure that you have a number of different things to lure in new visitors. While a visitor might not like most of your content, they might like specific videos. This brings them in, encourages them to share, and drives up your traffic.

By experimenting with numerous video and content types, you can really key into what makes your audience tick. You can then produce more of the videos that your audience liked, and bring an even greater audience back to your site. The more content you have, the more likely that you’ll have long-lasting and evergreen content as well.

 

Video marketing is going to be an important component to any complete marketing campaign. But it does take some work to start driving traffic to your website through your video content. Using the above video marketing techniques, you should be able to build up both your video marketing and your traffic strategies. Take a look at your current marketing campaign to see where video could help you.

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Article by Joe Forte, owner and producer at D-Mak Productions, a Scottsdale video production company specializing in producing corporate, commercial, digital and branded media content.

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