6 Tips for Optimizing Video Content and Enjoying Higher Conversion Rates
What motivates you to create video content? Are you seeking website traffic or to improve brand awareness? Maybe you just want to make your audience laugh. Either way, your efforts should be rewarded with viewers. Optimizing video content accomplishes this by generating more leads, which you then convert into loyal fans or paying customers.
So, how to do you create the conversions that you need to achieve your desired goal?
1. Focus on Short Videos for Optimized Video Content
Check all the video marketing trends and you will see a trend toward the use of short videos – think less than 1 minute. You have a very brief window of opportunity to pass your message across effectively. Go beyond two minutes and you risk losing your audience and if you have placed your call-to-action at the end, you will miss out on your ultimate goal -conversions.
Tip – There are of course exceptions to this so be sure to take into account the purpose of the video (content, demo, explainer, testimonial…etc) and how your audience interacts with your existing content.
2. Produce Entertaining Videos
Videos that convert the best have a level of entertainment. A scrutiny of the video marketing trends will show you how the major brands – and the small ones too – are capturing customers’ attention with creative videos. However, avoid killing the relevance of the video at the altar of creativity. You can be creative and relevant at the same time. Learn how to entertain your audience with the content you develop.
3. Choose a Host
It is worth your time, money and effort to research video hosting services like YouTube, Vimeo and Wisita. Each have their own set of pros and cons and should be evaluated based on your goals. You have the option of embedding the videos directly onto your site as well. If you have a great deal of technical knowledge and are prepared to deal with any uploading issues, this could be a great way to save money and improve your SEO.
4. Include a Call to Action
The key to conversions is offering the next step. What should the viewer do when the video has ended? If left to their own devices, they will surely explore other videos and forget to follow up with you. A call to action will help viewers move to the next step in their relationship with your brand.
If your viewer is on YouTube your CTA should draw them back to your website. If they are already on your website, include a call-to-action that deepens their engagement or allows them to opt-in to more content. This is one of the most crucial steps in optimizing video content and should always be included.
Just like optimizing written content, search engines use titles and meta descriptions to help rank your videos. Be sure to complete your keyword research before posting your video and use targeted keywords to attract your ideal audience. You spend a lot of time and energy on your videos, be sure people can find them!
Tip: Voice search is changing the keyword game. What would someone ask Siri or Google that would lead them to your content?
6. The Key to Conversions – Thumbnails
What makes someone click your video? Usually, that decision lies in the few seconds they take to scan your title and the thumbnail image. We highly recommend choosing a thumbnail that represents the content, engages the viewer and includes a person showing emotion. Choose images that are clear and designed to be the “cover” of your video. A screenshot of people talking generally does not catch them at ideal moments will not convert as well as something custom made to introduce your video content.
Tip – Create a template that you can use for every video to help with brand awareness and cut down on production time. Check out this example used by Jamie Oliver
It really is that easy to prepare your videos for the most views. Although these strategies will help you get eyes on your work, if you are a new company or have a new video presence, you may need to sponsor or advertise your content in order to achieve your traffic/conversion goals. Do you have any tips on how to create videos that convert? Leave a comment or visit our social pages to continue the conversation.
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