Sadly, too many organisations commission a video without making sure that it finds an audience. Without an audience, a video cannot achieve a great deal.
There are a few things you can do to get people watching, but in this post, I want to focus on websites. Really, this is a follow up to my last post, where I talked about the importance of explaining your services.
The best way to do this is with an explainer video on your homepage, above the fold. This term originally referred to the position of a story on a newspaper, but on websites, if a piece of content is above the fold, it means that the user does not have to scroll down to see it.
If you want to utilise your video content well on your website, take that as your first piece of advice. Here are six more:
The top navigation or ‘top nav’, is the row or bar at the top of your website. In that row, you should link to your content. Of course, you may feel that you don’t have enough content to merit this, but if you have more than two or three pieces, I’d recommend it. Depending on what you’ve got, this could be called Video, Resources, Library, or something of your own choosing. When in doubt, try to think about what makes things clear and easy for the user.
It’s quite common to see videos and articles presented in a list or grid, which you have to scroll down. The below example is from the GQ website.
If you have a lot of content, I strongly recommend that you categorise this, preferably by subject. Where possible, a video, article or podcast should be selected by the user on merit, not because it’s at the top of a list. The W Magazine site is presents clear categories which make content easy to find.
When I use an organisation’s website, I’m always interested to see what their social media accounts are publishing. Remember, you don’t have to put everything on your website, as it’s just one part of your online presence. If issues with development or resource mean that you’re restricted in how you can accommodate video on your site, you can provide a prominent link to your YouTube or Vimeo account, where it’s easy to organise videos by subject and make sure they’re easy to find.
Content is gated if the user has to provide some information, usually an email address, in order to access it. If you have your own video player you can use this with your videos, but it’s more common to provide videos for free, and use eGuides, white papers and newsletters as gated content. You can place the button for this below your video, and have the video carry a call to action directing the user to the gated content. On our Regis Media site, we generate a lot of leads from our eBook.
If you want people to get in touch with you, extend the invite. Often it’s not enough to have a contact page, and you should also consider buttons alongside any explanation of your services. It’s important to give someone the next step - After all, they might just have realised that your product or service is exactly what they need. Take a look at this example from the Regis Media site.
Websites become extremely tiresome to use if they’re too ‘busy’ or crowded. Too much information and too much choice inevitably produces a frustrating experience. Keep in mind that users are trying to find information quickly.
My preference is to keep words to a minimum. You should have no more than 5 or 6 items in your top nav, and keep unrelated text paragraphs segregated. Parkshore Wealth Management's website is a good example of this.
When it comes to content marketing, your website is of utmost importance as it’s the fulcrum of your online presence. Your social media channels should link back to your site, which is where you can make a concerted effort to capture data, explain your services, and tell people what to do next. To truly impress and attract clients, you need the full package: