Millions of people are watching video online, especially as a means to better understand products and services. You know you need a landing page; maybe you even want to run some A/B tests. If you’re asking yourself “when will a video help my landing page?”, here are some questions you can ask yourself.
1. Will a video more quickly and thoroughly communicate the point?
Video works when it distills a complex concept or context into an easily digestible story. How-to (product/technology explanation or walk-through) videos avoid stuffing a landing page with screenshots and text while giving visitors a solid overview of the product – perfect use of video. Videos that set the mood or tell a story only loosely related to the buyer’s intention probably aren’t worth it.
2. Do I have the budget and willingness to do the video right?
If you want to scare someone away from your company quickly, make a video with poor audio, confusing visuals, and non-engaging content. Be sure only to use video if it’s something about which you can be proud. Want to get a sense of what kind of budget gets what result? Check out the video production/budget comparison tool from Google.
“50% Of Users Watch Business Related Videos On YouTube Once A Week” via @DigitalSherpas
3. Is my video creating an emotional connection?
Our emotions are one of the most powerful forces behind our buying decisions. One of the reasons video testimonials are so powerful is that we put ourselves in the happy customer’s shoes and imagine feeling as successful and satisfied as they do. If bullet points and a picture are insufficient for creating the emotional connection, video can be a powerful ally.
4. Would I watch this video?
This is the most important test. Imagine you’re the prospect. Do you get it just by reading the page title and bullet points, or do you need something more to really cement the connection? Be honest with yourself. If you think your prospect would want a little something more, then you probably want a video. Ultimately, you never really know if video is the way to go until you try it and measure the effectiveness, but make sure you’ve asked yourself these questions and are putting video into your landing page for the right reasons.
How can we use video?
- Product Overview / Demo
- Support Questions
- How to’s
- Keep it short or around 90 seconds
- Gather tips and tricks from 5-star internal/external customers
***Check out Wistia blog article for more info here.
Solid video marketing resources:
From Conversions to Connections: 3 Levels of Video Strategy via @wistia
Stay tuned for another video installation…