The television is no longer the first - or even the primary - screen in our lives; it's pretty clear that mobile devices have taken on that mantle, as Gary Vaynerchuk recently pointed out.
Even if the platform is changing, one thing has remained constant: we love to watch videos. So how can YOU use video to take over this new "first screen" and increase your business's online reach?
Here are 4 ways videos will help you get more visitors to your website:
1. People want answers... in video format.
Recently, I've found myself typing my questions into Google and looking for video answers. One way to bring in new traffic is to create videos that address common, entry-level questions your target audience has.
That's exactly what we did, with Face It! Social Media Improves Face to Face Marketing. If your videos are compelling, your audience will want to see more content or learn more about your business, and will visit your website.
I think we're moving in a direction where videos will trump other kinds of content. It may be because I'm a part of that 18-34 age group I mentioned above that's heavily active on YouTube, but I also see my mother (not in that age category; sorry Mom) posting videos to Facebook and getting tons of likes, comments, and shares. Videos speak in a way words and pictures cannot.
2. Videos are more likely to go viral.
If you can, think back to the last blog post you read that could be considered "viral" (for me it was, Taylor Swift's "Swiftmas"). The interesting thing about content that goes viral is that it seems like 9 times out of 10, it's a video. It might have an introduction and conclusion paragraph, but the reason that post went viral is because of the video.
While some people might set the bar for viral videos at 1 million hits or more, the concept of virality has more to do with how rapidly a video is shared and the wider network of people it reaches. Even if you don't hit a thousand, you can still leverage that kind of sharing.
It takes just seconds to share a video with your friends across all social media platforms, but when you do that you create an opportunity for your video to be shared and viewed millions of times. Many of those viewers will return to your website and begin a relationship with your brand.
3. Embed a little magic!
One of the great things about videos, and more specifically about hosting videos on platforms like YouTube or Wistia, is that you can embed them in A LOT of different places. Video is becoming so common that nearly every publishing and social media platform is integrating video capabilities, and you can embed a video almost anywhere you can edit HTML.
Did you check our the blog post I mentioned, Face It! Social Media Improves Face to Face Marketing? If so, you'll see exactly what an embedded video looks like, in that case one embedded from Wistia. Here's one embedded from YouTube: HubSpot's Sidekick Email Tracking Software Is Perfect for Salespeople.
Including a video in your post, even if it's not one you made yourself (hey, a well-placed Ferris Bueller clip goes a long way), is a great way to show your audience a little love and keep them on your site for longer.
4. Email Marketing
One last area you can use videos to help increase traffic to your website is through email marketing. You can't always embed a video play directly in an email, and many would argue that you shouldn't, but that doesn't mean you can't leverage your video to drive website traffic.
Try taking a screenshot of your video paused, and linking that image to a blog post or page on your website where the viewer can find out more. If neither of those are an option, you can always link to your YouTube channel. Here's a recent example from our outbox:
There's a reason the statistic I used at the beginning stood out to me, and it can be described in one word: change. Change is happening, and in order to keep up as a business owner, you have to be ready to adapt and recognize new opportunities.
Now go out and get to shooting your first video! If you need help, here is a video tutorial I made for folks just like you.