Inbound Marketing

How to Use Video Effectively on Landing Pages and In Emails

Utilizing video on your landing pages and in your email campaigns is a great way to increase conversion. Incorporating video is a useful way to get large amounts of information in front of people all while keeping their attention for a longer period of time. We have the best practices for utilizing video on both your landing pages and in your email campaigns. But first, take a look at some noteworthy statistics:

5 Video Statistics That You Need To Know

  • Incorporating video on a landing page can increase conversion by up to 86%
  • 54% of consumers want to see more video content from a brand or business they support
  • 87% of marketing professionals use video as a marketing tool
  • Video marketers get 66% more qualified leads per year
  • The average user spends 88% more time on a website with video

Best Practices For Using Video On Landing Pages

1. Put Video Front And Center

Why have a video on your landing page if users have to scroll to the very bottom to view it? Putting your video at the very top of your landing page will increase your chances of reaping the benefits of having a video on your website. In the example below, Lead Pilot user, MLS Financial Planning’s landing page has a video right at the top of their landing page. You want your video to grab your site visitor’s attention from the moment they land on your homepage.

2. Ensure Your Content Isn’t Too Long

Videos are a great way to catch a website visitor’s attention and keep them on your site longer. But, with that being said, it’s essential that you make sure your videos are not unnecessarily long. It’s best to keep your video content short and to the point to keep people interested. It’s best for your videos on your landing pages to be around 90 seconds. This just long enough to share relevant information about your financial advising firm or services you provide without being so long that people get bored watching your content.

3. Include A Strong CTA

Adding a call-to-action (CTA) with your video is a great way to create a sense of urgency. In addition, CTAs can help with lead generation, increased engagement, and lead capture. Like anything else, it will take time to determine what works best for your website. We suggest looking at your analytics to figure out where you need to make tweaks. From there, you can alter your CTA and continue to look at your analytics to determine what’s performing best and giving you the best results.

4. Keep Your Content Relevant

Your video content should be informative and educational so that your audience feels like they benefited from watching it. In other words, you want your video to have meaningful content that your audience would care to learn about.

Best Practices For Using Video In Emails

Videos in email are known to increase open rates by 19% and click-through rates by as much as 65%.

1. Place The Video At The End

Utilizing videos in your email campaigns is an effective strategy to boost open rates, however, it’s critical that the video is optimally placed. It’s best to put the video at the end of the email so it does not distract readers from the relevant content you wanted them to read. If you place a video at the very top of your email campaign, chances are people will watch the video because it’s the first thing that got their attention and not read any of your content.

2. Keep It Short and Sweet

Don’t bother creating a long video for your next email campaign. Shorter is actually better when it comes to videos in emails. It’s best to keep videos in your email under 60 seconds. Your target audience will engage longer with shorter content than with long content.

3. Use GIFs For Your CTA

Incorporating GIFs into your email campaigns is a fun and creative way to keep your subscribers entertained and engaged with your content. You can drag-and-drop your GIF from your desktop and put it into the email. Yes, it’s that easy! Below the GIF, you can add a CTA, like the one fro below “view full video here” with a URL to your video. This will increase video views as well as drive more traffic to your website.

How To Use Lead Pilot To Leverage Your Marketing Strategy

Lead Pilot’s capabilities allow you to effectively manage all of your marketing in one place. With Lead Pilot’s new addition of videos, you can now easily add videos to both your landing pages and email campaigns. The two images below depict an example of video content within the Lead Pilot platform that is shared both on a landing page as well as in an email.

Summing It Up

Video marketing is a great way to leverage all of your marketing efforts. If you haven’t started incorporating video into your marketing strategy, start now! Implement these best practices to take your marketing to the next level.

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About The Author

Lauren Beichner

A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.