Creating landing pages to promote your brand is essential to your success as a business. With them, you have a unique opportunity to communicate with your audience directly; in your own terms.
However, your landing page receives different types of visitors, each with their own interests and questions.
The person that’s just there to learn something about your brand doesn’t have the same profile as, say, the executive who’s already interested in the fine details of your product and wants to buy.
You need to create content that resonates with your target’s different needs. And right now, there’s no better, more versatile type of content than video.
Due to their engaging yet informative format, videos can boost conversions like crazy! But to make the most use of your video production strategy, you need to tailor them to the type of visitor you want to address.
In this piece, we’ll guide you through some of the most popular (and effective!) types of videos you can add to landing pages. By the end, you’ll have a pretty good idea about how and when and how to take advantage of them.
Among the videos on this list, commercials are the most similar to traditional TV ads. They consist of animated or live-action footage that openly and directly promotes your product or service.
But since they are meant to sell a product, you must find a way of capturing your audience’s attention right from the start. There are many (many!) ads on social media today, and they are all telling people to buy something in one way or another! If viewers are not engaged by an ad early on, they will simply skip them and keep going on with their affairs.
Now, taking a narrative approach could be a game-changer. When you are thinking about ideas on how to create a new commercial, make your product part of a bigger story to provoke an emotional impact on your audience.
Just by introducing a provocative question, a surprising data point, or a funny dialogue, you will spark their curiosity to watch the full piece.
You can embed commercials on your site, but their real value lies in attracting users from all corners to your landing page: to create new leads and brand awareness, commercial videos are the right way to go.
Social Media Videos
Literally speaking, there’s not a particular “type” of video for social media. After all, you can distribute any video we’ll list here across any platform you want.
But there’s a reason why it’s important to think of these as a class of videos. Social media videos are the kind of content to use to raise general brand awareness and lead people from different platforms to your landing page.
Ultimately, the rule to produce a compelling video for social media is to pay attention to how users behave the specific social platforms you are focusing on. Except for video-centric hubs like YouTube and IGTV, most of your social videos should quickly get to the point in an engaging way.
For example, Facebook’s dynamics demand short videos with closed captions. The reason is that when users scroll down their news feed, the videos start to automatically mute play. So, you want to be sure you are getting your message across, even under those conditions!
Also, keep in mind that there are countless forms of distractions in people’s news feed. So, to have users like, share, and comment on your videos, and then go to your landing page, give them content that’s worth watching.
Got an idea ahead of the times? What if it were simple to tell your viewers about it in a short, engaging format, while they are having their morning toast and coffee?
Explainer videos exist just for this reason. They include various styles of animated videos that you can use to break down any complex concept, product, or service in an entertaining yet didactic format.
This type of video is aimed at letting your prospects know exactly what your product does. More specifically, explainer videos show what your product can do for them—and how it can help them to solve their problems.
Explainer videos come in different styles, like the classic character animated video and the whiteboard and motion graphics techniques. Depending on your purpose, you can use all of them to uniquely address your audience’s pain points.
If audiences see a convincing argument plus a visually attractive story, there’s a big chance that they will be motivated to spend more time on your landing page.
These pieces are best used at the consideration stage of your customer’s sales funnel when they are looking for practical information and support.
If your landing page is all about closing sales, product videos should be a key part of your formula. Product videos are the type of content you must have on your landing pages at some point in your sales funnel.
These pieces showcase your product’s features and functions as people can expect to use them in real life. They are essential for any eCommerce business since customers don’t have any kind of direct contact with the product! And you can provide the “next best thing” with these videos.
To create a good product video for your landing page, you need to do more than just show off some good shots of your product. You want to fully display it in a certain context and setting, as viewers are not so much interested in how it looks—they’d rather see how it works!
These videos are very useful for customers who are looking for options to satisfy their needs. Make them part of your landing page, and you’ll help them see how your solution stands out from the competition.
‘Educational’ shouldn’t evoke the feeling of boredom you experienced in your worst high school courses any longer. In fact, we’ve all learned from online videos at some point by now.
It’s not uncommon to use YouTube to learn something—from a new way of making eggs to the causes of the fall of Rome!
Now, dedicated videos for your landing pages are a powerful marketing tool to address important concepts that are germane to your product or service.
There are many potential customers out there eager to discover something new. Whenever you give them dynamic and entertaining videos, you’re making a good move towards establishing yourself as an accomplished authority in your area.
People particularly enjoy learning how they can use your product to create new things. Popular tutorials or ‘How-to’ videos are amazing tools for your audiences to take notice of your solution as a unique option in the market.
Prospects benefit a lot from educational videos at the early stages of the sales funnel: these videos are a great first point of contact with your brand. But the best thing about them is that they never get old: customers can always learn something back from them, even after the purchase!
Things change when your prospects are in the final stages of the sales funnel. At this point, they already understand how your product can help them to overcome their problems. And many have even done some research to compare your solution against other options.
Still, they often need one last little push to make a confident buying decision. A customer testimonial video can be the last card to play in your effort to convince them.
The idea is simple: testimonial videos consist of happy customers speaking about how your brand came into their lives and helped them deal with their problems.
Many of your visitors are interested in listening to third-party commentators because they are looking for social proof. That means that to be fully convinced, first, they need to see other people evaluating your solution.
A written review can sometimes accomplish this, but showing a real human being speaking frankly and directly adds a personal touch that strengthens your prospects’ trust of your brand and product.
You won’t regret making your customers the center of attention of your landing page: customer testimonials are one of the best tools to generate conversions.
Company Culture Videos
Behind every great brand, there’s an even greater story. And there are many people out there who’d be interested to know it!
Company culture videos are the perfect way to tell your tale. These videos showcase the human faces behind the scenes explaining how your company was born and developed to where it is today.
These content pieces are usually included in the ‘About Us’ or ‘Our Team’ sections of your website. They are not aimed at selling anything to your audience: their purpose is to provide testimony of the mission and values that drive your project.
It’s great to have buyers watch these videos before the purchase because they can help them differentiate your brand and give them the extra incentive they need to make their decision.
By sharing your passion with your customers, you will provide them with everything they need to become part of your brand’s success.
To create an effective landing page that helps you to sell your product or service, you must use the right kind of video for the audience that you’re trying to reach.
That involves thinking about who that target audience is and where they’re coming from. But it’s also crucial to know its level of familiarity with your brand. Are they newcomers you need to entice or curious old friends with whom you need to speak more frankly?
Once you know this, turn to video to live your next success story!
Keep track of the tips you read here, and you’ll soon be proud of the extra investment you made with your landing page.
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.
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