7 reasons why your business needs homepage video production 

Firstly, I’m going to say thank you for viewing this blog on why your business needs homepage video production. We will look in detail at the advantages of homepage videos for marketing purposes, and how it could help your business and marketing strategy. We have also included examples of corporate videos to show you the effect they can have. 

I’ll provide some answers to the following questions: 

  • Why use video in your business? 
  • Where do I place the video on my website?  
  • Where should I distribute the video?  
  • What should I include in a video?  
  • What can I do to make it as effective as possible?

But first, let’s talk about some of the statistics. 

Video Engagement Statistics 

There is clear evidence that corporate videos, particularly from homepage video production, increases click-through rates, dwell time, and engagement. What I aim to do in this article is present and discuss some of that evidence, as well as give you some advice on what to do to maximise video as part of your marketing spend. Here are 7 reasons you need a video on your homepage:

1. ‘Homepage videos increase conversion rates by at least 20%’  Unbounce 

Homepages are the perfect place to showcase a corporate video. It adds a personal element to explaining who you are, what you do, and why you’re the best business for your customers’ needs. All your most important USPs and values can be transferred in a corporate marketing video, that is easier to consume and more fun than text alone. If your homepage is the first impression you give to your customers, and therefore the first step into your sales funnel, then put on a show with a high-quality production video. 

2. ‘Videos are processed by the brain 60,000 times faster than text.’ – Psychology Today 

Due to this ‘tendency toward “laziness”‘ we tend to ‘choose information that is easy to process over the form that makes us put out a lot of effort.’ This is why your homepage video can be so effective: the effort of watching it is dramatically reduced and the all the implicit and implied messages you want to convey are uploaded into our brains at a rate that makes modern internet connection look like dial-up. 

3. ‘Using the word ‘Video’ in an email subject line boosts open rates by 19%’ – High Q 

Yes, email marketing is virtually free. However, emails are like salesmen, you are polite to a few but if you get too many you simply stop answering the door, and stick a notice up ‘No Salesmen’ (Kind of like reporting an email as SPAM). However, if you include a video in that email, and notify your audience you have done so in the subject line, then you increase the chance that person will open the email, view the content and engage with your business.   

4. ‘Using video increases clickthrough rates by 65%’ – Word Tracker 

Such an increase in click-through rates means that you can use your video to showcase your skills and use call to actions to convince people to convert further in the sales funnel e.g. sign-up to a newsletter or a free trial to your services.  

5. ‘And reduces unsubscribes by 26%’ – Word Tracker 

Do all of your customers engage with your business? Open newsletters or view your blogs? If you’re like the rest of us then you would benefit from quality video reminding people why you are the best business to suit your audiences’ needs.  

6. ‘Sites which include video have on average an extra 2 minutes dwell time than sites that don’t’ The Zen Agency 

The longer people stay on your site, the longer they have to become aware who you are, what you do, and how your business is what your audience needs. This isn’t ROI but it’s certainly contributes to it; keeping people on your site in full view of your call to actions. 

7. ‘52% of marketing professionals worldwide name video as the type of content with the best ROI’ Reel In Reel  

Ultimately ROI is the main aim of marketing. We’ve already shown you how corporate video marketing can lead up to ROI: increasing brain upload rates, conversion rates, open rates, click through rates, dwell time, and decreasing unsubscribing rates. It is no surprise then that video is the type of content that is most cost-effective, and cost-efficient when it comes to making sales.

  • Facebook
  • Twitter
  • Google+
  • Pinterest
  • LinkedIn

Where do I place the corporate video on my website?  

There are a huge variety of corporate marketing videos available for your business. Videos on the homepage are great for new users to your website. It is used to immediately and quickly create a great first impression and explain what you do. Videos on the about us page can build familiarity and confidence in yourself and your business. And videos on the products or services page can increase purchase rates. The video you choose to create depends on your video production marketing strategy. There are numerous corporate video ideas, but what you use depends on whether you’re trying to increase awareness, retain customers, or make new sales.  

One great idea is to use Google Analytics to see which of the pages are A the most important or B need optimising the most. However, you cannot go wrong with video production for you homepage which in 99% of cases will be your most important page on your website. 

Where do I market my corporate video?  

This answer depends on your budget. First you want to look at owned marketing channels. These are places that its free to market yourself. See what the best time is to post videos on social media and then use all your social media channels to promote and distribute the corporate marketing videos. Make sure you display your video on the most appropriate page or pages of your website. You can also link to the video from elsewhere on your website. 

There is also influencer marketing, email marketing and paid advertising which can be used to expand the reach of your video. Given the right budget, I would suggest all these channels. However, if you have a smaller budget, try owned media first and if you see the video is getting the right number of shares, likes and impressions on social media, then boost those posts to expand your reach. 

What can I can do to make my corporate marketing video as effective as possible?  

This depends on the purpose of your marketing video and who it’s aimed at. Is it a teaser video, or a launch video for a new product?  

A more straightforward answer to “what should I include in a video” would be to really think about what type of content is required based on the outcome you’re looking to achieve. You really need to create videos that are relevant to what your customer requires and providing value to the customer. It needs to entertain, inform or interest them. If the content is boring, people will switch off and even if you put out a big sales campaign and get loads of people to click on the video, you’ll find they click off very quickly.  

If your preferred outcome is to purely create a buzz/draw attention, be it online, or at an event then the more short-form teaser video would be your best bet. Whereas, if your focus is purely on selling a product that is already known, longer-form content is the way to go.  

If it’s a launch video then this type of content should be short-form (around the 90 second mark), it should aim to focus on key points and buzzwords mixed in with snappy “cinematic” shots to draw attention. 

If the purpose of the video is to convert someone with existing interest then you already have their attention and should go for a long-form approach. Something you should include are interviews with experts and/or people directly connected with the business. This type of content is usually more suited to targeted e-mail campaigns and/or sales events.  

How do I create a video?  

There are many different avenues you can approach in order to create a video for your company, you could speak to us, create one yourself or speak to a different company.  

Whatever you produce will be an audio-visual representation of your company, so I’d personally recommend doing it to the highest quality possible. However, you also need to consider what return on investment you are going to get, and if it is short-term or long-term ROI. We can work with you to plan this out, making sure we produce the right type of content for you to optimise ROI. Videos can be about attention, brand awareness, product knowledge, the company, or a combination of the above.  

Video can be an amazingly effective marketing tool when dealt with correctly. If you work with someone like Eternal Iris you’ll have a video production team with real creative flare and energy, who make an effort to understand who you are, what you are trying to achieve and help you post-release.  

Sources:

https://www.psychologytoday.com/blog/behind-online-behavior/201505/video-vs-text-the-brain-perspective  

https://unbounce.com/conversion-rate-optimization/explainer-videos-increase-conversions/  

https://www.wordtracker.com/blog/video-marketing-increases-click-through-rates-by-65  

http://www.thezenagency.com/latest/15-video-marketing-statistics-every-marketer-should-know/  

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