December 14, 2023

How and When to Use Video Content on the Website

video content marketing explainer video

Using video content on your website can be a valuable asset and a very powerful way to engage visitors, convey information, as well as improve user experience.

When you make sure to consider your valuable audience, your business goals, and the messages you are looking to convey across multiple distribution channels, it becomes easier to determine the most successful video marketing strategy for your website.

Video is the way consumers are absorbing content on the internet and your business should be primed to take advantage of the opportunity that using video content marketing provides.

Statistics show that viewers will stay engaged longer with video than with reading and are more likely to convert to leads after viewing a video. This is because video allows your company to communicate to your customer base in a simple but effective way.

Statistics on Internet video consumption

Still, it’s essential to give some thought to what kind of videos will add the most value to your website. In this article, we will discuss the strategies for successful video content marketing campaigns and strategy and how videos marketing strategy can benefit your website.

video content strategy animated videos

Reasons why your business should have videos on your website

Here are some guidelines on why to invest in video marketing strategies and a proper, video campaign and content marketing strategy:

  1. Show your brand (your products or services) and your company personality: Video is a great way to introduce your company to your target audience. People are looking for brands they can trust and video is the best way to gain trust and offer security for people.

    Having a short form video on your homepage that will speak about your brand, product or service helps create a strong first impression quickly as well as communicate directly what your website or business is about. Video content marketing for your services or products is a great way to create emotions within your customer base that trigger them to reach out to you.
  2. Improve your rankings in search engines: Content is king and not only when it comes to written content – you can also optimize your video content marketing to help your website rank high in search engines such as Google.

    Using keywords in the video title, descriptions, and tags helps provide an additional SEO boost. Make sure you use proper keywords that are the most relevant to your business, your goals, and your target audience. All these factors if used wisely in your video content marketing campaign can significantly improve your search engine rankings.
  3. Video provides a better website experience: Video marketing content provides a compelling experience for the consumer. Videos are a great and dynamic way to build long-lasting relationships with online visitors and future clients. Consumers will most likely remember your brand if they come across the visual dynamic video content.

    This type of content can also be easily shared throughout various social media channels which can only spread the word about your brand even further. Social media channels are a great way to have your videos noticed. If you post a high-quality video with relevant content, for example, a blog post or social media, rest assured your brand can only benefit.
  4. Stand out from the competition: With video content on the website, your brand will most likely get noticed faster and much more often in comparison with your competitors’ websites. This is one of the advantages of video marketing strategy and video content.

    Use a video strategy to boost your online presence or to provide explainer videos with information about the benefits of using your product or service. People love engaging content and will choose your brand’s video over competitors if you come with product videos or short-form videos. You can tell your brand’s story or post-production process behind the scenes to improve your brand’s visibility.
video content marketing customer testimonial videos

How to create a video marketing strategy?

Determine your video goals

Before creating a video marketing strategy make sure to determine your video marketing funnel’s goals. Are you looking to attract new customers and spread awareness about your brand? Are you looking to engage your audience with your video content?

Once you outline your video marketing goal or goals, it will be easier to determine the proper video marketing strategy for your unique business.

Find your target audience

Once you figure out your video marketing campaign goals, it’s time to understand who your intended audience is. Consider creating a buyer persona – people you want to buy your products or use your services.

Personas are created based on various factors such as digital engagements, analytics, data, surveys, or any other info that can be pulled to give a more complete picture of the buyers.

One of the great tools is Google Analytics as it offers extensive data about your website visitors – which pages are they visiting the most, where are they coming from, or whether they reached out to make a purchase or not.

Get creative

This is the fun part! Ensure your video is visually appealing, engaging, and informative. Use your creativity to showcase the most important products and services you want an actual video to promote.

What types of videos should I make?

When thinking about video budget and what kind of videos should you make keep in mind each type of video should send a specific message. For example:

Details about product and services

Take advantage of video content if you want to introduce or promote your product and services. This doesn’t have to be costly and you can use YouTube videos or other social media video platforms, to post these videos.

Keep in mind it is always best to make videos short and to the point as people avoid spending too much time looking at one video’s content.

Introduction to your business

Video can be your opportunity to tell your customers who you are, what business you are in, and why they should consider working with you instead of your competition.

Consider this as a mini commercial that will engage online visitors and prompt them to engage with you. With original content and live videos of great quality, people will want to learn more.

Customer testimonials

Customer relations and personal experience with your company can no doubt help elevate trust and engagement. Future customers are more likely to trust those who work with your company.

A good customer testimonial video or live video, showing a client talking about their experience gains a more favorable response than just a photo and a caption stating “We enjoyed working with this company.”

Seeing a real person talking about your company will not only gain trust but will also build credibility and speak volumes about how your company is legitimate. Testimonial videos offer a great way to showcase how your business can help your potential clients.


Who wants to read a long instruction manual when YouTube is full of tutorial videos? Answers to many questions for “how to …” are readily available online. Instead of giving a random amateur YouTuber more hits on their channel, optimize your company’s web videos to answer questions relevant to your business.

You may be surprised at how well your educational videos are received and it can give your company the opening to attract new clients.

content marketing institute

How to Make Engaging Videos for Websites

Since video has become a growing trend related to digital marketing strategy it’s important to take advantage of your business website. Here are some steps and suggestions on how to make engaging videos for a successful website.

Plan your content

Once you define your audience and the purpose of your business, the next step should be planning the content relevant to your products and services. Are you looking to inform, entertain, or engage with the audience? You should understand your audience, and learn about their interests, preferences, and needs – all of which should help create videos relevant and appealing to your target audiences.

A helpful tip when planning your video content marketing strategy is to keep your videos concise and to the point. Make sure to aim for a video length that matches your content and purpose of the entire video (shorter is preferable).

Use high-quality equipment

Ensure purchasing good video and audio equipment such as a high-definition camera, a tripod, and external microphones. All your equipment can significantly impact viewer engagement.

High-quality audio and lightning

An external microphone can significantly improve and record clear audio. If you are using background music or sound effects, ensure those are not overpowering the spoken content.

In terms of lightning, the room you are recording in should not be too dark and the lighting should be properly and professionally set up.

Promote your video

Once the video is up and running on the website, why not simply share it throughout social media platforms? You can also use email newsletters and blog posts to spread the word about video creation and your brand videos.

Creating engaging videos for your website and social videos is an ongoing process. By understanding your audience and continuously improving your content, you can create videos that capture and hold the attention of your viewers, ultimately driving more traffic and engagement to create video content for your website.

How does video improve your SEO?

Video marketing has numerous benefits, but one of the most important benefits is improving SEO. Search engine algorithms are now prioritizing websites and web pages with video content.

Video content is more eye-catching which means searchers will notice it before any other content on the site or web page.

Videos will make your search result listing more prominent and noticeable too and visitors will likely reach out to you rather than other businesses with no video elements on the site.

You may ask why video helps your website rank high in search engines. Search engines monitor if the website engages users, provides relevant information, and is structured well for easy navigation and based on these factors will rank your site higher.

Conclusion on video marketing

Incorporating a good video and marketing tool and a new marketing strategy, into your business and adding videos to your website is surely a great way to create a visually appealing and engaging experience for your visitors. There are a plethora of ways you can use video marketing strategy to showcase your brand.

You can have video ads for example promote your products or services or educate visitors by high quality and relevant video content.

By adding multiple videos to various pages on your site (homepage, product, or services page), engagement with your website will grow significantly.

Keep in mind, as a great way to help create a remarkable online presence, videos should be short and to the point and help visitors understand what your brand’s success is about.

When considering the best approach for adding videos to your site and how to best present your brand with video content, we recommend engaging with a professional company whose forte is in video editing and production so you can rest assured the final product will be high-quality video footage.

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