Top Tips for Using Online Videos Throughout the Customer Journey

April 15th 2014 | By Steve Grant

It is essential to keep engaging with your customers as they are more likely to be loyal to your business and ultimately buy more. Videos aid conversion; customers are more likely to buy after watching a product video.

Using a video on a specific product page makes sense and will boost conversion, but videos can be used in many other places throughout the customer journey to help boost sales. Here are some ideas.

1. SEO Strategy – According to Searchmetrics, video dominates Google’s Universal Search results. This combines listings from its search engines for news, video, images and local. By including video on several different web pages, not just product pages, you will increase your chances of boosting your website rankings. The thumbnail image that links with the video search listing is also likely to provide more click-throughs to your website. 
2. Social – Grab the attention of customers through other social sites and drive them back to your website. Facebook lends itself naturally to posting videos as a way to engage with prospects and customers. YouTube is the world’s second largest search engine after Google, so by creating a YouTube channel, you will gain access to plenty of potential new customers. According to Nielsen, in 2012 it was Pinterest that had the largest year on year increase of all the social networks for both unique audience and time spent on site. By adding videos to your Pinterest account pin board, you can enhance engagement and gain some shares with customers too. 
3. Emails – Newsletters are a great way to use videos, once prospects have become customers, to ensure they keep coming back for more. Once they’ve signed up for a newsletter, you can include video content that introduces them to other products or brands that might interest them. Studies show that using the word “video” in a subject line boosts open rates. Adding a call to action within the newsletter to view a video can raise click-through rates by 300%. 
4. Customer Loyalty – When customers are loyal and advocating your business, you can use video as a way of interacting further. Ask customers to upload videos of themselves using your product or posting a review about it. These valuable videos can then in turn be used to help in the cycle of searching for and converting new customers.

Online videos have many benefits including customer engagement, boosting conversions and improving SEO rankings. Videos shouldn’t just be limited to product pages; by using them throughout the different touch points in the customer journey, you can help to raise the profile of your brand and increase the opportunity to boost sales.

If you’d like to discover more about adding video to your marketing mix, please get in touch with our agency in London.