• Video marketing tips

Signs that your website needs video

By - Kirsty - 10th May 2017

Have you been putting off adding video content to your website? If these 6 warning signs resonate with you, then don’t wait too much longer before hitting “record”.

1) You’re invisible on Google.

The search engine’s algorithm uses “dwell time” as a way to rank websites. Our attention span is decreasing, so you need to work hard to keep visitors on your page for as long as possible. Video will achieve this. Your audience will spend around 2.6 times longer on pages with video than without.

By encouraging people to spend more time on your site, Google will rank it above your competitors’. Just make sure that any video you feature on your website or on your YouTube channel is of great quality. Both Google and YouTube list high definition videos higher, because they provide a better user experience.

2. Your sales are slumping.

Your customers probably don’t have time to plough through lengthy text. Rather than telling them about your product, show them why they can’t do without it in a short video. Online shoppers who view demo videos are nearly twice as likely to make a purchase than non-viewers.

79% of consumers would use video to get information about a product than read the text on a page. That’s a 10% increase since 2016. Testimonial videos from satisfied customers will also boost trust within your client base. Credibility is a crucial element for any business.

3. You blend into the crowd.

This year there will be more online traffic than all prior internet years combined (hotsingfacts.com). That’s both good and bad news for your brand: You have a huge potential audience, but face stiff competition for its attention. So you need to stand out.

Create a brand personality that your customers can interact with, relate to and want to return to. Using a video to tell us about who you are and what you stand for will create an emotional connection and build trust. Around 63% of businesses are using video as a marketing tool (www.wyzowl.com), so get ahead of the 37% who aren’t.

4. You’re excluding mobile users.

For the first time in history, in October 2016 more users accessed the web from mobile devices than they did from computers. You’ll miss over half of your potential audience if you don’t cater for smartphone and tablet users. So avoid lengthy text, which can be tricky to read on a small screen. Receiving the same message via video will make the process much more attractive.

5. You’re in a social media black hole.

Your Facebook posts are disappearing among the 293,000 other statuses that are updated each minute. Creating original video content for your website will give you material to share via social media, giving you an opportunity to reach new customers. BuzzSumo analysed more than 800 million posts from 2016 and discovered that videos were much more likely to be shared.

Committing to producing video content for your website will force you to keep “ahead of the game” when it comes to engaging with your client base.

6. Your website is boring.

Yawn. Instead of creating a static online brochure, use your page to connect with your audience. Shout about events and product updates by streaming live video. Offer online tutorials and webinars to boost brand awareness. Once you enbrace online video, the virtual world is your oyster.

About the Author

Kirsty Hemming - Head of Digital

Kirsty is a highly experienced producer having previously worked at the BBC and ITV before joining Swift Films.

Kirsty now specialises in digital marketing and analytics. She devises strategies and works on marketing campaigns to ensure that our clients’ videos reach their target audience.