Businesses don’t have to care about the amount of video consumed. Therefore, the question shouldn’t be whether to invest in video, but how to determine when an eye-catching, emotion-prompting video makes sense. Enhancing a business website with video A current big trend on websites, according to Hubspot, is to have a home page featuring a carefully considered video. The “About Us” page, of course. Videos play in the background, talking about users’ stories and showing how the social site works in real life. It offers a job search call to action and a video that rests in the background and showcases the brand’s messaging and thoughtful purpose. The same can be true for many products and services that require research and understanding to get consumers to buy. Generally speaking, landing pages are jam-packed with “stuff,” such as introductions, benefits, product information, lead generation forms and a call to action. Your "Getting Started" pages How does a product work in the real world? Facebook video debates aside, every business site has at least one page that could probably be beefed up with a video.
Every business site has at least one page that could probably be beefed up with a video. Here are the big 5.
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Despite the brouhaha surrounding Facebook’s metric discrepancies, video isn’t dead, on life support or even headed to urgent care. In fact, it’s very much thriving on corporate websites, where businesses have discovered it belongs more than ever.
Of course, Facebook does owe video a sincere apology. Thanks to its miscalculations overstating social video consumption by up to 80 percent, according to Nieman Journalism Lab’s findings, many marketers believed it was the savior they needed to restore lagging engagement figures.
Hence, the giant was slapped with a lawsuit. Yet video remains a strong tool — faulty Facebook analyses aside.
How can this be true? Basically, Facebook’s numbers don’t mean much in the real world. Businesses don’t have to care about the amount of video consumed. As brands, they need to care about what kinds of videos are being watched and what users are doing afterward. Those metrics, which can be accurately measured, are far more valuable.
Therefore, the question shouldn’t be whether to invest in video, but how to determine when an eye-catching, emotion-prompting video makes sense. Most companies might be surprised to realize that the answer to video marketing usually lies within their own websites, starting with the home page.
Enhancing a business website with video
A current big trend on websites, according to Hubspot, is to have a home page featuring a carefully considered video. Typically, the home-page video communicates a specific message to visitors at the top of the funnel. Unfortunately, it’s rare to see video on other pages.
A website peppered with videos allows an organization to increase sales and return on investment by creating a more dynamic experience. No longer are readers forced to wade through written content alone or stock images to understand a product or service. With video, they can rapidly break through the noise and efficiently determine whether the brand is a good fit.
Take the case of a startup restaurant: The home page could feature a 60- to 90-second video of the head chef demonstrating techniques, discussing his or her passion for food artistry and plating mouth-watering meals. This visual tour might continue on a menu page, showcasing behind-the-scenes video of the making of molten lava cake or offering snippets of diners raving about an entree.
The opportunity for video placement exists everywhere on a business’s website. However, there are five “biggies” when it…
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