As you can tell, deciding where to upload your video content can play a massive role in the future success of your video marketing strategy. But whether you decide to upload your content to YouTube, Facebook, Instagram, or somewhere else, you will need to direct your audience somewhere.
In most situations, your overarching goal isn’t for the viewer to simply watch your content and move on. Instead of this, you want your customer to make a purchase, sign up for your email newsletter, or fulfill some other call to action. The video content is just one component of your overall plan.
This is where landing pages can be extremely useful. While I have mentioned landing pages in prior posts, I wanted to take a deep dive into what landing pages are and how they can help you accomplish your video marketing goals. Leveraging well-constructed landing pages will put you in a great position to make that sale or get that signup for your email list.
Landing Pages 101
Landing pages, if you aren’t yet aware, are lightweight web pages. They are often constructed as single, static web pages, but they don’t have to be. Typically, a landing page contains your company’s logo, your video content, some text introducing the video and your call to action, and a form to capture information from your audience. That form may simply ask for a viewer’s email address, but it can also ask for other detailed information (like full names and birthdays) so that you can personalize further content that is sent to the viewer.
Essentially, there are two types of landing pages. The first type is the automatically-generated video landing pages. By using a tool like Dubb, you can automatically create landing pages for your particular business needs. For instance, Dubb landing pages automatically generate a video, optional description, and calls to action that you can include underneath the video. The second type is landing pages that you create with a content management system (“CMS”).
Landing pages don’t have to be super complicated. You don’t need to explain absolutely everything about your business or your products. What really matters is what you do with the limited amount of space that you have. In many situations, it is better to have a simple, less cluttered landing page than one that contains distracting textboxes or images.
Because landing pages are so lightweight and easy to create, it is in your best interest to create personalized landing pages for your audience segments. For instance, if you created a video to introduce a new subset of customers to your business, you would want to direct that audience to a landing page that speaks to how your business will solve their problems. Taking the time to personalize your landing page to your desired audience will increase your call to action conversions.
Best Practices for Landing Pages
At Dubb, I closely work with my clients so that they can increase conversion rates on landing pages. Through this experience, I have come across several best practices that can improve the conversion rate of any landing page.
Crystal Clear Messaging
First, let’s start by talking about messaging. This is similar to a conversation. When you first meet someone, you want to make it easy for your new acquaintance to know you and like you. Because first impressions are so important in building trust, you want your audience to understand that you empathize with them. From the start of your landing page, you need to make it clear that you understand their pain points and struggles.
Therefore, your “hero message” needs to be on the top of your landing page. You can include a sub-message below your hero message, but that is up to you. As the user moves down your landing page, provide more information and value about what you do and how you can help the viewer.
Also, ensure that your company’s brand is present on all of your landing pages. That includes your company logo, custom background images, and your brand colors. You may also want to consider showing logos of notable customers or companies that you have served, your clear value proposition, features and benefits of your product, and testimonials.
Consider Your Media
Next, you will want to consider your media. Simply put, you need high-quality media for your landing pages. It is the lifeblood of your landing pages.
This is where your creativity shines. You have so many options to include not only video content, but photos, interactive web modules, and other features to gain viewers’ attention and convey critical information. That said, beware of too much text on your page, as this may cause users to get bored or move on. The last thing you want is a premature bounce from your site. Not only do you lose the opportunity to gain a conversion, but high bounce rates affect your page’s SEO.
Ultimately, your video content is going to be the best way to convey information to your audience. It can create a close bond with your audience, which can lead to conversions on your landing page. That said, you may also want to consider including trust badges, which give statistics or other numerical information on why your audience should trust you.
Analyze Key Metrics
From the media, pay attention to key metrics. By paying attention to these metrics, you can iterate your media to optimize conversions on your landing page.
The first—which I briefly referenced—is your bounce rate. Essentially, it is the number of people leaving your website without clicking on a second page. Your ideal bounce rate should be less than 80 percent. The second metric is average session duration. This is the average amount of time that people are spending on your site. Algorithms on Google and other search engines associate average time on a website with how relevant the content is to the user. The last metric is the average page views per session. That is simply an average number of pages that someone is viewing on your landing page or website.
Assuming that you have the Google Analytics script on your landing pages, you can easily monitor these metrics. The better these metrics are, the higher ranking your SEO will be.
Test Your Calls to Action
I next urge you to pay close attention to your calls to action. I’ve made this point before, but I’m reiterating it here because it is such a crucial part of the video marketing strategy.
As I discussed earlier, calls to action are so critical because they help your audience move down your marketing funnel. Nothing will convert better than a clear call to action button below your video. If you have a larger landing page, think about including multiple calls to action throughout the entire experience.
To remind you, calls of action can be things like URLs, emails, phone calls, calendar integrations, or the download of a digital product. I recommend that you customize your calls to action and test them so that you optimize your conversions. For instance, experiment with the size, color, and the text of the button. By doing this, you will be in a bet.
Be Cognizant About Driving Traffic
The fourth best practice is being deliberate about driving traffic to your landing page. You can leverage both paid and organic channels to drive traffic to your landing page. While organic channels are ideal, paid channels can help you scale more quickly. For instance, if you are posting on your preferred social channels, make sure that you are providing a link to your desired landing page. What is also helpful is to determine your targeted keywords, come up with multiple creatives that you can A/B test, and then use your landing page as the final URL.
Emphasize Deliberate Conversions
Next, focus on converting prospects into clients. Designing your landing page is a critical step, but if you don’t have a clear, concise way of converting prospects into clients, you will be in trouble. You must get your audience to know, like, and trust you. Whether it’s calling leads, emailing them, sending them a sample, or something else, ensure that the process is seamless. And from there, don’t forget to A/B test so that you can continue improving your conversion rates.
Sealing the Deal
Landing pages are an essential component of video marketing. Whether you are getting most of your traffic from YouTube, Instagram, or any other platform, an effective landing page transforms your audience from prospects to clients.
Effective landing page construction is an art. I encourage you to continuously experiment. Nevertheless, seriously consider incorporating these best practices when constructing your own landing pages. As with everything in video marketing, the focus should be on your audience and how you can deliver the most value to them. Step into their shoes. If you think that your audience will be too overwhelmed by text or images on your landing page, think about trimming them down. If you think that your copy is vague, spend some extra time making sure that your message is immediately evident.
There are no easy answers here. But by keeping the audience’s perspective in mind, you should be able to increase your conversion rate.
If you are looking for an all-in-one video marketing solution, consider getting a free trial on Dubb.