Nowadays, video marketing is quite a crucial part of any serious digital marketing strategy. Sure, this doesn’t mean that we should ignore all the other media, and focus on video alone. But, it does mean that we have to incorporate videos into our existing strategies, so as to get the most out of them and really achieve great results.
For one thing, businesses are reshaping their landing pages to include video, and that can be an amazing tactic towards engaging users and getting them to take the desired action. Highlighting the features of a product or a service through video can be the perfect step towards achieving your goals faster. Combined with compelling visuals, a clear CTA, and great copy, this is the strategy that brings great results to the table.
So, it is no wonder that you have started thinking about creating video landing pages for your products or services. Yet, you don’t want to jump into anything before actually taking the time to figure out what the benefits of it are. Furthermore, you also want to learn precisely how to create a killer video landing page, so as to maximize its potential and get the perfect results. And, well, we are going to answer those two questions for you below.
If you’re curious about the general importance of landing pages, this should help you understand: https://www.linkedin.com/pulse/importance-landing-pages-theladecoller/
Benefits of Video Landing Pages
Let us begin with question number one. What exactly are the benefits of video landing pages? Well, there certainly are plenty. Below I will list some of those, hoping to help you get a clearer understanding of what it is that this particular strategy brings to the table. So, without any further ado, let us get started.
- Boost Engagement
A great benefit of video lies in the fact that it grabs attention much more quickly than static images or text. By providing the important information in a format that is so easy to digest, you are sure to capture the attention of your viewers more easily. In the end, this will all lead to higher engagement, since the users are more likely to stay on the page, as the messages you’re sending through the video will keep them interested. As you may have guessed it, this will also reduce bounce rates, which is definitely a huge benefit as well.
- Boost SEO Performance
Search engines tend to prefer, and thus prioritize, the content that keeps people engaged for longer. So, when you entice your visitors to spend more time on your page, with the help of a compelling video, you will send a signal to the search engines that your content is useful and relevant. In turn, they will prioritize it, thus securing you a good spot in the search results, as well as increasing your chances of appearing in Google’s featured snippets. In short, this strategy will boost your overall SEO performance.
- Boost Conversion Rates
The whole point of a marketing strategy is to create an emotional connection with your visitors and make them trust your brand, as that is bound to get them to take the desired action. Well, videos can be the perfect means towards achieving that end. Furthermore, they can make your offer more compelling and more persuasive, which will ultimately increase conversion rates.
How to Create a Great One
The above should have given you a clearer idea on the benefits that come with using this particular strategy to your advantage. So, the next thing you want to know is how to actually great an amazing video landing page that will successfully draw your visitors in, and entice them to take action. And, well, there are quite a few important things to consider when trying to make that happen, and I’ll list them for you below, in an effort to help you do this perfectly.
- Clarify the Purpose First
First and foremost, you will need to clarify the actual purpose of the landing page you are trying to create. What is the goal? Do you want to collect e-mail addresses through a sign-up form, or to encourage e-book downloads? Perhaps you’re looking to promote an event, or to basically drive sales for a specific product or service. Whatever the case, the simple truth is that you will have to clearly define your goal if you want to create the perfect landing page.
- Create an Amazing Video
As it should be clear, your next step is to create an amazing video. It has to be professional, concise and engaging. Start with a strong hook to grab attention, and focus on sending one clear message, instead of overwhelming the viewers with too much information. Make sure to use high-quality visuals, such as animations, or even live-action footage, all designed to keep your viewers interested. And, of course, don’t forget to include a strong and clear call-to-action (CTA), to motivate the viewers to take the desired action.
- Make the Actual Page Simple
The actual page you’re designing should be visually appealing and rather simple. The key is to put emphasis on the video and the CTA. So, don’t add to many elements on the page, avoid cluttering it with too many buttons, or unnecessary text or links. Sure, don’t forget to create a compelling headline and strong copy, but always keep in mind that the focus should be on the video content and, of course, the CTA.
Making the page mobile friendly is also of crucial importance here. So, keep it lightweight to avoid slow loading times. Then, use a responsive design that will adapt to different screens. And, of course, make sure that the video player works perfectly across different mobile devices.
- Test and Improve
It is important for you to remember that you may not get it perfect on the first try. Nobody usually does. But, this shouldn’t discourage you. In fact, it should simply be an invitation for you to test the performance of the landing page over time, and to improve those aspects that need improvement.
