Hi, I'm AJ from HubSpot.
And today, I'm going to talk to you about video landing pages.
If you enjoy this video, don't forget
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Post any questions or comments you
have about video marketing in the comments below.
First off, why should you consider
creating a video landing page?
Well, video marketing is becoming increasingly popular
and for good reason.
Video increases conversion rates,
keeps visitors on your page longer,
and as a more personable way to share a message
and connect with prospects.
Not only do customers prefer to see a video from companies,
but video has been proven to increase conversions
by up to 80%.
The key is to create an effective video that
doesn't distract visitors from the ultimate goal, the call
to action.
Now, let's take a look at some easy ways
to incorporate video into your landing page strategy.
First, what should your video cover?
A good landing page video focuses on the problems
your product or service can solve
and how exactly you can help.
Keep your message simple, straightforward, and relatively
short.
You don't need to put a full-length demo
video on your landing page.
A brief, informative video is the best way
to keep your visitors engaged.
Remember to keep the goal of your landing page in mind
when creating that video.
If the user ends up on a landing page,
they're close to converting, and the content of your video
needs to convince them to take that next step.
Here are a few things your landing page
video should have--
engaging dialogue and narration, a length
that's long enough to fully explain
the product and its benefits but short enough
to keep the viewer's attention, empathy, and relatability.
For example, if you want users to sign up
for a demo of your product, include
a brief narrative-driven video testimonial
from real customers explaining in their own words
how your product has helped them solve a problem.
If you want your video to resonate,
it should be about more than just the product.
It should be about the problem, the solution, the experience,
and the larger vision of what you're trying to build.
Once you've created a video, it's
time to incorporate it into the content of your landing page.
Your video should be placed above the fold of your landing
page, which means visitors don't have to scroll down the page
to see it.
Your CTA should be featured prominently near the video
so users don't get distracted.
Remember, a successful landing page
always puts the emphasis on the desired action
you want the users to take.
Your video should help urge users
to click, not lead them away from your CTA.
Next, decide if you want your video to auto-play
when users arrive on the page.
If you go this route, be sure to disable sound unless users
click into the video.
Auto-playing a video can grab visitors' attention immediately
and create interest, but auto-playing sound
is generally considered disruptive and annoying
and could turn users away.
In this example from inbound.com,
a silent video placed immediately
when users arrive on the page.
If you want to watch the full video,
you can click Watch 2018 Video Recap.
And if you're ready to sign up, there's
a prominent Register Now CTA layered over the video.
This is a great example of using video to engage and not disrupt
your audience.
And remember, video doesn't always
need to take center stage on your landing page.
It can be a supporting player, too.
For example, this HubSpot landing page
features a simple Play button above the fold
that users can click to open up a short product video.
This provides extra information in video form for the visitors
who want it without distracting those who don't.
The bottom line is this--
incorporate video into your landing pages in a way
that genuinely helps visitors learn more about your company.
Test out different methods of using video on landing pages
to see how users are interacting with your content.
Remember, video is a powerful experience
that can help introduce your company to your target
audience, but you don't need to be a big company
to get started.
Even if you believe your product doesn't warrant
a fancy interesting explainer video,
there's probably someone out there
with a problem that can be solved
by what you have to offer.
Looking for even more help with your video marketing strategy?
Click the link in the description to learn more.
Thanks for watching.
And if you enjoyed this video, be sure to like it
and subscribe to our channel.
Let me know how you're doing video marketing in the comments
below.