Why Digital Video is the Secret Ingredient in Your Marketing Strategy

author image Written by: Alain Purney           Categories - Digital Marketing

iStock_000024796301_Full-1024x682 I’m often asked, “Do I need to include videos on my website?” And although I know it’s considered rude to answer a question with a question, I have to break the rules in this case. My response to this question is usually the following:

  1. Do you want to achieve a higher conversion rate?
  2. Do you want your website to rank higher on Google?

If you answered yes to either of these questions, then yes, you need video on your website. First, let’s discuss how video works to increase conversion rates, trust, brand awareness, and search engine rankings. Then, I’ll give you some advice for implementing and optimizing your videos so they are friendly for search engines.

Video = Higher Conversion Rates (Learn)

Well, this isn’t always the case. You have to be smart about it! But, when done properly, video really can help to increase conversion rates on your website. According to EyeViewDigital.com, by simply adding a video on their clients’ landing pages, conversion rates almost always increased, and some even rose as high as 80%! This means that their clients saw ROI from their video marketing efforts within only a couple of weeks of launching their videos. return on investment

Credit: LendingMemo.com
Credit: LendingMemo.com
In another example, housewares ecommerce company StacksandStacks.com saw an even bigger conversion rate increase after adding videos to a number of their individual product pages. In this particular case, StacksandStacks.com found that users who watched a product video were 144% more likely to add a product to their shopping cart compared to users that didn’t watch a video. That’s powerful stuff! So, why does video work so well to convince users to convert? Well, in the case of a corporate video that showcases your company, staff, and quality of products or services, you are showing how great your company is instead of telling people. This inevitably increases trust, as potential customers can see for themselves that you offer what you say you do. For ecommerce sites, adding videos to each product page (or as many as possible) that shows the product being used in context, provides potential buyers value that probably won’t be found on your competitors’ sites. Also, video is great for brand awareness and recognition. Because videos tend to keep people on your website longer, users have more time to memorize your brand. This is really good for at least two reasons:

  1. They are more likely to remember your brand in the future when considering purchasing a product or service you offer, resulting in repeat business
  2. Remarketing or retargeting can be even more effective (discussed at the end of the article)

Dive In

So what are you waiting for? Don’t know where to get started? Don’t worry, I’ve got you covered. Here’s a few tips to help you get started implementing videos on your website:

  1. Hire an Agency – OK, so I am a bit biased. But hey, agencies like SEO TWIST will take care of everything for you. So if video production, conversion rate optimization, web development, and SEO aren’t your thing, then this is the way to go. You can even see some of the work we’ve done for our client Windsor Home Services.
  2. Above the Fold – If an agency isn’t an option for you, then definitely make sure to place your video in the most visible place possible. “Above the Fold” is the area on a webpage that a user can see without having to scroll down. So having your video placed above the fold will help to ensure that your video is seen more often than not.
  3. Choose Where to Host – You really only have two choices. Either you can host your video through your own website or on YouTube. As an SEO expert by trade, I think that from an SEO perspective there are pros and cons of each choice. For example, if you host your video on YouTube, especially since Google removed video rich snippets from all sites except YouTube and a few other sites, your video has a much better chance of getting visibility on Google search results pages, thus driving more traffic. On the flip side, self-hosting allows you to have more control over data analysis and calls to action on your video. MOZ does a great job of explaining this in detail.
Credit: Scott Beale / Laughing Squid
Credit: Scott Beale / Laughing Squid

youtube upload video marketing

  1. Be Creative – Don’t do what everyone else is doing. Take a different spin in your video and make sure that it looks amazing. Remember that if you want to convince people to buy your products or services, they need a really good reason to buy from you instead of your competitors.
  2. Test, then Test Again – After placing your video(s) on your site, try different positions and placements in order to attract more engagement. Track how users interact with your website when they watch your video, versus those who don’t watch. Google Analytics’ Experiments feature is great for split testing pages. See, even Google uses videos!


Remarketing/Retargeting Remarketing (also known as retargeting) is a highly effective form of advertising for encouraging conversions. Remarketing involves placing a simple script on a page on your website, then, when a potential customer visits that page, a cookie (or pixel) is placed on the user’s browser. If that same user decides to leave your website without making a purchase, the remarketing campaign kicks in. Let’s say that later in the day the same user is browsing the web and checks the weather on their favorite weather site, then, BOOM, there’s your ad tempting the user to come back to your website and finish their purchase. Remarketing is made even more effective when combined with video marketing. As mentioned earlier, running a video will help to increase brand awareness and recognition. If a user watches your video, gets engaged in your website, and leaves the site for any reason, a remarketing campaign can work as the icing on the cake that drives the user back to your website to complete the sale.

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Alain Purney

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