Content marketing is based on trust and creating long-term relationships by providing valuable and interesting information to potential customers. As businesses continue elevating user experiences online, it is more important than ever to actively engage current and potential customers through video, while acknowledging the experience doesn’t start and end there. As a result, video has become a building block of customer sales journeys.
Compelling video content ignites emotional cues and can drive desired behavior change among customers. With a well-designed video landing page, businesses can keep the viewer’s attention in mind and get to the point faster in a conversational form that speaks to your customer’s needs.
Recent statistics provide data on the growing popularity and effectiveness of video content. For example, the Content Marketing Institute’s findings from both its B2B and B2C research for 2020 show that 71% of B2B marketers use video marketing, and 66% of B2C marketers use video marketing. Viewers claim they retain 95% of a message when obtained via video, which leads to the statistic that, 88% of marketers are committed to devoting more dollars to video campaigns in the future.
A video landing page is a standalone web page with an embedded video designed to encourage visitors to learn about a product or service and then take action. Video landing pages feature a video as the page’s centerpiece or include text and other rich media to convince visitors to learn from, buy from, or utilize your business or services.
How can a video landing page be leveraged to engage potential customers? They can be educational, functional, and entertaining. If you sustain your audience’s attention, you will increase the likelihood of converting them into paying customers. There are several ways to leverage video landing pages for your business, including:
Share a special offer deal: Create different versions of the same video and link different customer segments.
Investing in a video landing page takes some time and practice. However, developing a landing page with video can boost business conversions significantly. Another reason to use video in landing pages is that it keeps visitors on your site longer. If your video is appealing and relevant to your target audience, it will “connect” with viewers while encouraging them to stay on your site. The longer visitors stay on your site, the greater the chance of them buying your product or service.
Videos are also often shared by viewers, especially when the video is compelling and engaging. For example, suppose someone visits your landing page and likes your video. That person may share your video on social media, drawing even more attention and traffic to your landing page, resulting in more conversions.
How much digital video do we consume? Digital video consumption is currently 77 minutes per day for an average U.S. adult. That number is expected to increase to 80 minutes by 2023.
People like to see products or services in action before they invest their time or money. Adding video to a website landing page allows you to show your target audience exactly how they will benefit from your product or service. The most common use cases for video landing pages include:
Creating a video landing page takes thoughtful planning. How can you go about creating a successful video landing page that engages, entertains, and converts? When developing your video landing page, consider the customer journey: how the viewer will get to your page, what they will watch when they arrive, and how that experience will convert into a successful sale or lead. Some important aspects that apply to video landing page production includes:
Next, take your purposeful planning and bring your video landing page to life with a video creator that is easy to use and packed with features. SundaySky’s user-friendly, robust video creator helps you develop performance-driven video experiences. Intuitive interfaces develop effective video landing pages from video development solutions. These include pre-configured video templates with scenes, sounds, text, images, CTAs, colors, and fonts to get video landing pages up and running quickly. It also gives you the ability to develop your marketing brand voice to designed pages, alongside unique experiences tailored to your viewer. Performance results are then gathered and analyzed, so you can go back and generate the next set of variations until the best performing set is established.
How do you increase trust using video marketing? Be authentic, honest, and transparent. Create video content that is interesting and appropriately targeted to audience expectations.
Effective video landing page design incorporates best practices of both practical and creative elements. It creates a total user experience. Combined with personalization technology, you can generate a powerful video landing page that brings in customers and consistent business. Here are some best practices for making your landing page videos more effective:
A video increases trust because it humanizes your business. Whatever your goal, a compelling video landing page persuades visitors that your business is the best fit, converting that belief into leads or sales, and ultimately supports your customers’ journey and potential long-term relationships. SundaySky’s platform for interactive video with after effects is your first step towards achieving your business goals.