How are you growing your business? Get ahead of the competition by using video in your marketing strategy and you could grow your business 49% faster than businesses who don’t use video.
Here are 4 ways to optimize your video content for maximum conversions:
Decrease page load time
If your videos play automatically on page load, it could take forever for the page to finish loading. If this happens, you’ll lose customers because they’ll be tired of waiting. Increase page load time by turning off auto-play and muting your video. Your page will load faster, and the user is in control of when they choose to watch your video.
Also consider uploading your video to a third party video site like YouTube, Vimeo, or Wistia and embedding that version of the video on your website as opposed to self-hosting video content. Why? For one, you use the platform’s bandwidth (not your own) when people view your content. Google’s search algorithms LOVE content on YouTube so it can help more people see your video, and subsequently lead prospects to your site. Also, third-party software is better at optimizing and compressing the file size into a format appropriate for the user’s device, and for faster loading.
Consider video length
Consider the attention span of your viewer. Two-thirds of consumers prefer to watch videos under 60 seconds. Shorter videos also mean smaller file sizes and faster loading time. Break longer videos into smaller, bite-sized files and at the end of each one, your call-to-action should be an in-video link to the next video. You can also add them to a playlist to automatically play in the order they’re intended. If you must do a longer video, make sure it’s constantly providing value to the viewer so they watch longer.
It’s also important to note that many people will be viewing your video content from their smartphones and potentially using mobile data. Do them a favour and upload mobile-optimized, short videos so they don’t get tacked with data overage charges after watching your content.
SEO the heck outta it!
Even the fastest loading videos will do diddly-squat if people can’t find it. When you upload your video to YouTube, make sure to incorporate your keyword phrase (long-tail ones when possible) in the video title, description, keywords, and category. Wherever you embed the video on your site, remember to add your keywords to the meta title and description for those pages. Aim for 150-300 words for the description, and up to 60 for the title.
Further, supercharge your SEO by transcribing your videos. Put your whole script in the description or on the page and be sure it includes the keyword phrases you want the video to rank for. You can transcribe the video yourself, or hire a transcriber locally or overseas to help.
Nurture with call-to-action
Have a clear call-to-action at the end of your video. Perhaps you want people to download a free resource on your website, join your mailing list, or visit your brick-and-mortar storefront. Every piece of video content should point viewers somewhere else on your site, or to your other content pieces, to keep them actively engaged with your brand as long as possible.
If your business is looking for help to optimize your video content, track your ROI, and increase conversions, the Method + Metric team is here for you.