With the right mix, you can achieve your marketing goal using one of the types of videos mentioned below or a combination of more than one.
From ranking higher on search engine results to showcasing your brand personality, videos are becoming the most important element of every landing page irrespective of your business niche, company size or budget.
There are multiple ways to approach using videos on your website.
Plus, you can easily lead your site visitors based on the stage of their marketing journey. Landing pages with videos see up to a 64% increase in the purchase. The benefits of landing page videos are much.
In this article, I will show you 9 different types of videos you can start using today on your website landing page.
1. Promo videos
Promo videos are good for lead generation, keeping your audience aware and driving traffic to your blog or specific landing page.
According to Hubspot, 72% of customers would rather learn about a product or service by way of video than other means.
Making a promotional video wouldn’t cost you an arm or a leg. With a tool like biteable, you will be able to create for your brand on the fly.
Furthermore, when you create videos, do well to keep them simple, short (not more than 30sec) and get straight to the point(no stories).
You will find tons of these types of videos on streaming websites like YouTube. It’s one of the most popular types of educational video. It teaches the viewer how to do/use something.
These step by step tutorials don’t have to be dry and boring. You can make it educative and entertaining at the same time.
Knowing these type of questions are very popular in search engines, creating these type of videos makes so much sense as it not only help you answer questions, it also help your target customers find you.
If you are in the B2B SaaS niche, considering create how-to videos for your product. In addition, it’s a good business practice to ask your site visitors to act after watching your video.
3. Webinars and recorded replays
Do you want to bond with your potential or paying customers? If you ever want to, use webinars. Because amongst other benefits, it describes your product or service in a very detailed way.
Webinars are good for educating potential customers about issues related to your industry, generating leads and moving prospects further along the funnel.
You can simply host a live webinar after getting participants to register or you could simply:
publish one on your product page, homepage, resource page, add it to a blog post or email it to your mailing list.
Seeing that it takes a lot of effort to put a webinar together, it’s good practice to strategise how you intend to repurpose the webinar for your various outreach channels like social media, email list, communities and more.
4. Thought-leadership video
The goal of a though-leadership video is to share a unique perspective to build trust, authority or following in a particular topic/niche.
These types of videos require authenticity. It needs to be very personal and focus on one point of view per video. For example at swicdigital, we create routine videos that teach our potential customers how to create a simple website for their business.
Our friend, Neil Patel has been doing this for a couple of years now and he is very successful with it.
5. Case study videos/testimonial videos
Don’t joke with customer testimonials. It’s one of the most effective ways to drive paying customers down your funnels. 92% of consumers read online reviews while purchasing a product.
The B2B space is way higher. A whopping 97% of B2B Consumers say that testimonials and reviews are reliable types of content amounting to a 45% increase in traffic.
Using customer written comments and screenshots isn’t as effective anymore. Using video testimonials put your landing page conversion on steroids.
6. Demo videos
Similar to explainer videos, demo videos explain how your product or service works. Most demo video comes before you close the deal with a potential customer. The difference between a demo video and an explainer video is in how detailed it is showing specific features & functions.
Product demo videos show viewers the value of your product rather than just telling them. In sectors like real estate, it could be showing each room and its feature.
In retail, it could be unboxing a new product, showing the packaging & telling customers the benefits they will get.
7. Company culture videos
Brands that build communities around their product spend less on marketing than others.
Culture videos help you connect with both paying and potential customers on a deeper level.
Show people about your brand, what it stands for and how you perform magic in your company. Allow visitors to see the humane side of you and your teammates without trying to sell anything.
Company culture videos present you the opportunity to have some fun, get creative and bring in more revenue all at the same time.
8. Explainer videos
You should use explainer videos when your customers are at the beginning of the buying journey to educate them on why they need your product/service.
Explainer videos do not need to show actual products or services. Creating this type of video is very cost-effective. You can use a simple explainer video as long as it passes the message across to your users.
In addition, with explainers, you get to nurture your prospects, generate leads and educate them same time.
Now that you know the type of videos to use on your landing pages. Do well to test each video type to see what works with your target audience the most.
As you go forward with videos, do more of what works. Try new things, don’t be afraid to mix and match different styles and types to find something that fits your business goals & vision.