4 Clever Ways Videos Can Help You Attract Customers

videos

Most people would rather watch a movie than read the book that it’s based on.

In general, video is an entertaining and informative type of content that people love.

It’s strange, then, that so few businesses use video to improve the results of their online marketing.

Want to attract your customers through video? Then follow these 4 clever ways to do so.

Videos can attract more attention than regular text content can. And since people can’t really skim videos, most will watch the entire thing if it’s interesting.

The biggest benefit of using video is that it typically raises your conversion rate. A video on your landing page will increase your sales, while videos on your blog posts will improve your email opt-in rate.

You should think about incorporating video into all steps of your sales funnel

To truly appreciate the power of quality marketing videos, let’s look at a few case studies.

1. StacksAndStacks.com, a seller of a wide variety of home products, added videos to some of their products. As a result, they found that the visitors who viewed the videos were 144% more likely to purchase than those who did not.

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2. A jewelry store Ice.com found that those who viewed a video on their site converted 400% better than those who didn’t.

On top of that impressive increase, they also observed that their overall returns decreased by 25%. We will go over why this happened further in this post.

3. Retail Touchpoints reported that incorporating video increased their conversion rate by 174%.

Although video definitely works better in some niches than others, it has a positive effect on just about any business.

A Treepodia analysis found that visitors who watched product videos converted better than those who didn’t in every single niche. In some niches, they converted over 100% better.

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In this post, I’m going to break down the main ways you can use video in your business to attract more traffic to your website and convert visitors into customers.

If you’re interested in improving your conversion rate, read on…

4 reasons why video converts so highly

Video is content just like any blog post you create.

Isn’t unfair to say all videos convert well because some videos will actually hurt your conversion rate.

Just like there are low quality blog posts, there are low quality videos, which aren’t going to produce results.

So, while I am going to outline four different ways you can use video in your online business, you need to understand why video works before you can use it effectively.

There are four primary reasons why video can help hold attention and traffic.

Reason #1 – You can simplify complicated topics: As someone who writes a ton of content, I’m familiar with the limitations of writing.

Writing is great when you’re explaining straightforward concepts, but once you try to describe complex situations, it gets tough.

Here’s an example: Imagine you’re writing about how to do an oil change in a car. How many words will it take to explain how to safely prop up the car, find the oil plug, and complete the rest of the procedure?

My guess is it would take at least a few thousand words.

In a video, though, you could explain it all in a few minutes.

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Not only that, the video provides much more context than text does.

You see where the oil plug is located in relation to all the other parts of the car, and you can also see exactly how each step is performed.

So, not only do you get all your information in less time but you also get it in a much more clear and practical way.

Actionable content is what drives visitors to take action, whether it’s to follow a tutorial or buy a product.

And then there are other topics that simply can’t be explained effectively through text. Some things need to be shown rather than described.

For example, if you are doing a blender comparison, it’s easy to show which one is better just by running both blenders in a video:

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From a consumer point of view, I’m much more likely to buy a blender after I see it work flawlessly in a video rather than reading someone describe it in text.

Reason #2 – It’s more authentic: Another limitation of written content is that it’s hard for the reader to connect with the writer.

I include a picture in the sidebar of my blog posts, but your experience of seeing an author’s picture is not the same as seeing or hearing the content creator:

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Video is one of the best ways to connect with someone even if it’s a one-sided conversation.

What happens over time is that your readers will read your other content in your voice, just like when you see a picture with a quote from a movie, you’ll often read it in the actor’s voice. 

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Although I don’t use video often on my blog, I have done various interviews and talks over the years that anyone can easily find on YouTube.

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I’m aware that most of my best readers know what I look and sound like from stumbling across one of these videos at one point or another.

Reason #3 – Products are best seen in action: There are many factors that stop people from buying products online.

One of the big ones is that they are unsure how the product will actually look, feel, and act in real life.

Until 3-D simulations become possible, the best option we have is video.

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In a video of a product being unboxed and tested, you can easily see important things like:

  • how big it is (relative to other things in the video)
  • does it look as good as the professional product pictures?
  • do the main features work as described?

If you have a good product, you want these questions answered. Then, your visitors will have one less reason not to buy it.

Reason #4 – People are lazy: Finally, reading is tiring. It takes mental effort to stay focused and to make sense of all the content.

Yes, you could say that it’s kind of sad that most people don’t want to read much anymore, but it’s a fact.

Compare that to a video, which takes just about zero effort to click “Play” and watch.

A survey by Usurv found that users are 39% more likely to share and 36% more likely to comment on an online video compared to a text article.

But you can also optimize your content for both the lazy and non-lazy visitors, which I’ll go over shortly.

1. “How to” create videos that attract viewers with buyer’s intent

I laid out two goals of video content: traffic and conversions.

Let’s start with a way that will help you accomplish both goals: create “how to” videos—videos that show viewers how to do a particular task.

People particularly love to turn to videos when they’re searching for how to do something.

For the reasons we discussed above, videos are much easier to follow along than a text article.

As an even bigger benefit, many “how to” searches are made right before someone decides to make a purchase.

Why? Because people are looking to solve a problem:

  • “how to bake a cake?”
  • “how to edit videos?”
  • “how to make beef jerky?”

If you have a video that outlines all the options and links to the products you use in the video, you’ll get a solid conversion rate.

But even if you don’t have your own products, you can use this type of video to sell affiliate products.

Sometimes, the product creators don’t even create their own videos, which means you can rank highly and get thousands (or more) views on your video.

For example, Adobe doesn’t have any videos showing up for Photoshop-related searches on YouTube, which allows everyone else to have a chance to show up:

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And on top of searches on video sites like YouTube, videos also show up in about 70% of Google searches.

In addition to creating videos that show people how to do things for specific products, you can also make a series of videos that show people how to do something more general.

For example, Pat Flynn created a very popular video series on how to create a podcast from scratch.

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In these videos, he mentions products like his favorite mics, software, etc. that he can link to and get affiliate commissions from.

Step #1 – Find keywords with buyer’s intent: This is the toughest part of the process. You need to identify keywords that actually get searched for.

According to Reel SEO, you should look for keywords with variations of “how to” and related phrases.

Videos with:

  • ‘How To’ in the title generate an average of 14K views
  • ‘Tutorial’ in the title and description generate an average of 16K views
  • ‘How to fix’ in the title and description generate an average of 17K views
  • ‘How to do’ in the title and description generate an average of 24K views

On top of those phrases, try to think of words relevant to your niche. For example:

  • best (keyword) products
  • performing (keyword)
  • how to perform (keyword)

There are two main ways for you to find these types of keywords, but I’ll warn you upfront: it takes some time and effort.

For both methods, it really helps to understand your niche as much as possible. If you’ve been teaching in your niche for years, you can probably guess most phrases without any tools.

Otherwise, let’s go through the two options you have.

First, type in Google search the above phrases plus one keyword from your niche. This will bring up a full list of commonly searched for terms related to what you typed in.

For example: “how to do seo”:

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You’ll need to write those down.

Then, repeat the process using all the different variations of “how to” as well as different keywords in your niche.

For SEO, here are some phrases you could try:

  • how to build links
  • how to create blog posts
  • keyword research tutorial
  • link building tutorial
  • how to use schema

Get the picture?

Your second research option is to use the trusty Keyword Planner.

Start by entering a broad keyword for your niche (e.g., “seo”):

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The point is to find related keywords that could be combined with “how to” or related phrases.

Once you have a large list of related keywords (e.g., link building, local SEO ranking, keyword research, etc.), you can look for specific keywords to target.

Put the “how to” phrase in quotes in the tool, which will tell the tool that you want the words to show up in that order. Then, add each of the related keywords you just found, one at a time.

For example:

“how to” keyword research

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Out of that test search, I found two phrases that get a decent search volume per month:

  • how to do keyword research
  • best keyword research tool (could compare 4-5 of the best options)

What you’ll probably end up finding is that for most searches, you get a lot of irrelevant results.

If so, click the “Keyword options” option in the left menu:

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Once you click the pencil icon, click the first button to turn it on (it should be blue now), and click “Save.”

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Now, you’ll only see phrases with the exact keywords you typed in (you probably won’t have many).

Using both these methods, you should be able to get at least 20-30 video ideas to start with.

Step #2 – Create a high quality video: Content marketing doesn’t really work without great content. The same applies to videos.

You’ll need to invest time, money, and effort to create high quality videos that people will actually want to see.

How do you do that? That’s a topic for another post in the future.

For now, I have to assume that you have a little bit of experience creating videos.

Step #3 – Post it on the best video site for marketers: Have you heard of a little site called “YouTube”?

It’s by far the largest video site out there.

You always have the option of uploading videos to your site using a player like Wistia. This allows you to do some cool things like collect emails directly from the video.

However, unless you have a large following, you’re probably better off uploading your videos through YouTube.

The main reason for that is because YouTube has a ton of traffic. It has over 1 billion users and gets more than 3 billion searches per month.

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On top of that, your videos will be on an extremely authoritative domain, which is why YouTube videos rank so well in Google.

Assuming you are one of the 1 billion users, you can upload a video using the “upload” button in the top right corner of any screen:

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Then, select your video to upload:

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Finally, you can fill out the basic info for the video.

This basic info is a large part of how YouTube ranks videos for different searches.

While you don’t want to keyword-stuff, you do want to add the keyword you’re trying to rank for in the title.

Include its variations in the description and tags as well:

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In the description, you can also post a link back to your site. You should point it to the page you create in Step #4…

Step #4 – Embed the video on your site, and add a transcript: If you only uploaded the video to YouTube, you’re not making full use of it.

You should also create a new post or page on your website and embed the video in it.

To embed it, click the “Share” button just under the video:

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Then, click the “Embed” tab, and copy the HTML code.

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If you paste this on a page, you will get a nice embedded player.

Ideally, you want to rank this page as well as the video for the keyword in Google (you could have two front page spots).

Without content, however, it’ll be difficult.

To fix this, just write out the main points that you went over in the video. This also gives some visitors the option to read if they prefer that format.

2. Tell stories to gain lifelong customers

Many brands are only figuring out now that people love stories (interesting ones at least).

When every business out there is producing content, and most now are, it’s hard to tell them apart.

As a reader, whom should you trust?

Getting to know the people behind the products and the brand is one of the ways readers can decide if they can trust you.

And if they trust you, they will happily buy from you.

In general, there are three main types of stories that are perfect for online businesses to tell in a video.

For each story type, I’ve included an example that you can learn from and emulate.

Story type #1 – Who you are: Readers (and potential customers) want to know who you are.

And not just you, but also the brand you represent.

In this type of story, you focus on introducing the employees of the business (however many there are).

On top of that, you tell the viewer a little bit about your brand and your main products.

You could even go into the backstory of what went into building the product. This is a great idea if consumers in your niche are afraid of anything (like chemicals in the products or unethical work conditions).

An example of this kind of story is on the GoPro’s About page.

The video has over 190,000 views even though it’s set to “Private.” I think that proves that people really care about stories like these.

Story type #2 – Explain why you exist: No, I’m not talking about having any sort of spiritual discovery. I’m talking about why your company (or the one you work for) was created.

In this type of video, you want to answer questions like:

  • Who does your company serve?
  • How does it help people?
  • Why do you care about these people?
  • How are you different from competitors?

An absolutely brilliant video of this type was created by Dollar Shave Club.

The video, which is essentially a commercial, went viral and probably led to thousands of new customers:

The video features the founder talking about why the rest of the industry is silly, and why he created Dollar Shave Club.

If you watch it, you’ll also see a lot of humor, which can help videos spread.

Story type #3 – Show experiences your product makes possible: As much as you care about your product, your consumers don’t.

What they care about is the result of using your product.

They don’t care about a blender. They care about making and enjoying smoothies.

They don’t care about the craftsmanship of a table. They care about how it looks in their living room.

In this type of video, you want to show those end results—those experiences. These videos do very well on social media, so incorporate them into your social media strategy if you make them.

If your brand is big enough, you might be lucky to have your customers make the videos for you.

Airbnb is a great example of this. Their Facebook page has several videos that customers sent them about their experiences:

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The videos are all about positive travel experiences and welcoming Airbnb hosts. Here’s an example:

 3. Stop giving customers manuals

I don’t think I know anyone who actually likes instruction manuals that come with products.

Usually, they’re filled with extremely boring pages of text.

Even digital products often come with guides that no one really wants to read.

People buy a product so they can start using it. They don’t want to waste an hour reading instructions.

Obviously, this leads to frustration and a bad user experience. This could lead to refunds and fewer word of mouth referrals.

But guess what customers would be willing to do? That’s right, watch a couple of short videos.

It’s easy; they get to see the product in action; and it’s more effective as a learning tool than typical instructions.

If you have a product, I strongly encourage you to create an overview of the main uses of that product and more detailed individual walkthroughs of all the main functions. Send these along with the product (or in advance if you can).

An example of this is WordStream’s video for their PPC campaign builder tool:

It’s 3 minutes long, but it goes through all the main features that a user will need to know to get started. It’s much easier than reading 1,000-2,000 words.

Don’t make products? Make overviews of others’: If you don’t have any products of your own, you can still make tutorials and walkthroughs of other people’s products.

Often, people not associated with a company can make better videos because they have a new customer’s point of view of the product.

For example, videos about complex products like phones often get hundreds of thousands of views.

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Potential customers, or new customers waiting for their phone to ship, want to know what to expect when they receive their phone. They also want to know how to use the most important features.

4. Eliminate all doubt in trust elements by using video

One of the most important elements of video that we went over at the start of this post is the ability to connect.

When you put yourself in a video, you put yourself out there for people to see. You’re not hiding behind a screen. On the contrary, you’re standing behind your thoughts and opinions.

Online reviews can have a big effect on your conversion rate.

The problem is that it’s really easy to fake a review.

Some are obviously very easy to spot, but others leave potential buyers unsure of their authenticity.

If you have a written feedback from a customer who loved your product, that’s great. But it’s not going to help you very much with future customers.

But if you can get a customer to review your product on video, it could be worth hundreds of sales in the future. With a video, there’s very little doubt that it’s a real review, which allows you to eliminate a lot of the anxiety and fear that potential customers might have. 

You can generate customer video-reviews using two main options.

Option #1 – Encourage video reviews: In order to get reviews of your products, you need to ask your customers for them.

If you sell your products on third party e-commerce sites like Amazon, they take it out of your hands.

After someone buys your product and receives it, Amazon will send them an email asking to leave a review of the product.

However, if you sell on a site that allows you more flexibility, or you sell products directly from your own website, you have an opportunity.

When you ask for a review from your customer, specify that you’d really appreciate a video review from them.

Include simple instructions for how to record a video with their webcam and how to send the file to you (or a link to it).

Here’s an example of a great video review:

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The product is a squirrel toy for a dog.

Instead of just writing a normal review on Amazon, Larry took a video of his dog playing with the toy.

Obviously, other people found this really useful since over 1,100 said that “this review was helpful to me,” which moved this review to the very top.

Option #2 – Interview happy customers: Standard video reviews are great and will stand out from all the other reviews (at least for the foreseeable future). So if that’s all you can get, you’ll still be very happy with the results.

For more complex products, interviewing happy customers can be a more effective option.

This is something that Ramit Sethi does occasionally for his products at I Will Teach You to Be Rich.

He flies in one of his successful students and then films an extremely high quality interview, during which he talks with them about their story and what they learned from his courses:

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I understand we’re not all Ramit and can’t afford to fly out a happy customer just for an interview.

However, you could easily record a Skype or Google Hangouts chat to create this type of video even though it obviously won’t be the same quality as Ramit’s.

The reason why this can be a better option is mainly because you can direct the “review” however you’d like.

One of the problems with most reviews is that the reviewer talks about whatever comes to mind rather than what other potential customers are interested in.

In Ramit’s case, he asks questions that he knows other potential buyers are struggling with.

When they can get real unbiased answers from a successful student, they are much more likely to make the leap and buy the course.

Conclusion

You know I love writing great blog posts, but don’t think that’s your only option for content.

There are many types of videos that can be used to either drive traffic to your business or improve your conversion rates (sometimes both).

I’ve gone into detail about four different types of videos that accomplish these goals.

If you’re interested in video marketing, start by picking one or two of these types to focus on.

If you have any questions about how you can use video in your marketing, leave me a comment below, and I’ll try to help you out.

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Comments

  1. This is a great feature of driving traffic to your website and increasing your bounce rate. Very well to describe this. I am also trying to make my own SEO Learning Videos at http://www.seoexperts.com.pk to explain everything easily. Thanks Neil to share this great feature..

  2. Hi Neil,

    That’s a great post. I love how you have pinned down every single step in driving the best RoI on videos. I curate videos on the internet and I was amazed by some of your findings.

    I am surely emailing this post to a lot of people I know.

    Thanks again for writing this post.

    Warm regards,
    Jagdeep

    • Jagdeep, thanks for the support and offering to share.

      I think it’s vital to see which indicators of success drive the most ROI. Looking forward to hearing much more from you.

  3. I’m just now experimenting with offering a free video series to teach people the basics of business planning, and of course, get them on my list.

    I’m really excited about the potential of this offer – but my big blocker is getting a professional video recorded and edited. I’d like to DIY this for now, until I know how well the video series is performing, and if it does well I might later invest in more professional recording. But my difficulty in figuring this out myself has me wondering if I would be better off just putting a little money into it right now.

    Do you have any suggestions for a cost-effective way to put together my first few videos?

    • I would just go on Craigslist and try to find a college student who is majoring in film to help you out. That way you can focus on the material of the video and not the production or editing.

  4. Great!! Great!! Great!!
    A must read article by Neil. Man, you just nailed it. Video marketing is the real future. Mark also shared that video marketing is growing drastically.
    I loved the point you mentioned- People are lazy! Yes, we all are lazy. Videos are the great way to connect with your potential customers & videos can really set a positive mindset towards the product you’re promoting-Communication skills are a must.
    I’ve watching your interviews on youtube since 5 days & believe me, they are totally amazing but quite lengthy 😛 (I’m following you everywhere)

    Loved your article. Would be definitely linking to it 😉 Have a good day

    • Deepak, visual content — specifically videos — are the best way to convey information. The key is to hook people from the get go.

      Glad you like the interviews — if you have any insights you’d like to share along the way I’d love to hear them!

  5. Always putting up a great post with lots of illustration to follow, I really appreciate your efforts Neil, I wonder where and how on earth you have time to share with us these wonderful post of yours

    Cheers

  6. Manpreet Singh :

    Great Post Neil, Thanks for all the tips and insights.

    Do you have any tips for people who are camera conscious?

    • Manpreet, can you be a little more specific by what you mean when you say: camera conscious?

      • Manpreet Singh :

        I mean those people who don’t want to put themselves in videos, because they are afraid that other might not like them or make fun of them.

        I know there are many such people and I am also one of them.

  7. I created some how to videos on Youtube for an old iPhone (something like the iPhone 4 or 4s) that still, to this day, generate over $100 per month in residual income. So yes, “how to” videos are a big deal!

    Actually makes me think or question, why in the world did I stop creating those videos? 🙂

    • That’s great passive income for doing nothing every month. That’s a good question… why did you stop 😉 ??

  8. Great article Neil! Video is a great way engage customers and visitors. I’m definitely going to use video marketing in the future. Even Brian Dean recommends using video if he was starting his personal brand from scratch.
    https://www.quicksprout.com/the-complete-guide-to-building-your-personal-brand-chapter-3/

    • Ulyses, you are already a video pro so you should definitely leverage that to your advantage. Let me know if you need any help along the way. You know where to reach me 😉

  9. Julie Syl Kalungi :

    I absolutely Love this Blog Post Neil esp Since I am working a 3-part Visual and Video Marketing Series of which two are already done. In fact I liked it so much I shared it as a reference in Part 2. Its almost like a divine coincidence and I don’t believe in coincidences. And love linking to your posts. Indeed videos can help attract customers for a savvy marketer. And I needed to up my game on that front.

    This article is not only great for New starters in Video Marketing, its great for anyone who wants to take that to a new level. the stats etc.

    I use Wistia as my Video Backup resource, sometimes YouTube pulls the rag fro under your feet. So its always great to have a backup. Just liem i use evernote for my Blog posts backup.

    Thanks for always sharing such Great Value with us Neil!

    Syl Julie

    • Syl, very insightful and valuable comment — thanks a bunch!

      You should definitely always keep up to date and make sure your linking structure is optimized for the best results.

      I liked your point about Wistia, and I prefer it too. It has a bit more security and you’re right — everyone needs a backup.

      • Aloysius Aucoin :

        Hey Neil, now we can also give YouTube player a Wistia look… by using Julbul [www.julbul.com]. They are even offering vimeo look as well.

        So I think it would be better if you move your University Videos to YouTube as well.

  10. That’s a great article. My YouTube Channel Youtube.com/SexyConfidence1 is responsible for driving 80% of my traffic to my website. Given, that’s been my strategy from the start – but the BEST part about YouTube is the ability to add annotations and links to external sites. HUGE for driving traffic.

    • Adam, glad you found it valuable.

      That’s a huge chunk of traffic being drive from Youtube. It’s great that you have mastered the art of video optimization – keep up the great work!

  11. Destination Infinity :

    Please write a detailed post on keyword research, if possible with Long Tail Pro. Or have you done it already?

  12. Michael Akinlabi :

    Yes, of course, the importance of video in marketing will only continue to grow. But there’s one question people will have in mind. Many people are bad presenters. Yeah, you’ve got the confidence, but what about the guys who are just starting out?

    How can they create amazing videos? I think most will need to fake it to make it.

    What do you think Neil?

    • Michael, the master always starts from somewhere. If you want to get good at something immerse yourself in it. The same applies to public speaking and things people are often fearful of. Just do it 😉

  13. Neil, this looks really great. I love your examples here that you’ve shared. 🙂 You mentioned, people are lazy! Me too one. I like the videos mostly technical related. Video are the best ways to attract customers.

    I always learn something new in your write ups. Thanks for sharing….:)

    • Naresh, glad to help.

      People tend to be lazy — so why not give them easily digestible content. That’s why TV is so popular 😉

  14. Hey Neil,

    Another great post! I think using video is very lucrative but complicated not only in the process of making but in outreaching too. You only get sound views on YouTube if you are the first to post a video about a new trend or you have a lot of subscribers. Also, unlike blog in which you can post once a month when starting out, in videos you have to maintain consistency like posting weekly. Also for easy and effective video making process, 2d animation using web services like powtoon.com or wideo.com is better than shooting yourself, then editing it and adding sound (plus lighting correction too). Hope I gave some value! ????
    Thanks for the post again, Neil!

    Mayank

    • Mayank, you definitely provided value. I love in-depth comments.

      Just like blogging — video marketing is all about having a unique voice and jumping on trends before others to capture an audience. As you mentioned consistency is also key — so make sure you have a rigid schedule you stick to. Looking forward to hearing much more from you.

  15. singapore girl :

    Nice neil, always so detailed and willing to share your thoughts on seo and getting customers. Really love your generous post!

  16. Andrew Richard :

    Even though I run a video blog,I have learned some new things about using videos from you post.Thank you neil

    • Andrew, glad to help. Looking forward to hearing more from you. Please share any insights you have as well!

  17. Hey Neil.
    thanks for the pointing attention to videos. I guess this will be a part of a successful future of most bloggers bloggers.

    My feeling is that video is the next step after text and graphics. And after video will go interactive video including mobile environment. And then 3D holographic will massively come into game, together with virtual reality.

    For now these technologies are just beta and too expensive for mass usage. Bit not for a long time. Think of video special effects and radio production which were accessible only to big studios. And now everyone can do it.

    • Michael, glad I could shed some light on the topic.

      I definitely think everything is evolving towards more video and more interaction.

      With virtual reality we are already seeing a ton of working being down to integrate it into gaming and connecting people across the world . The sky really is the limit with new tech.

  18. The truth is many people are lazy reading long posts, using a video will make better conversions. I have started working on creating videos.

  19. I used to work for a video marketing firm in Seattle, so I’ve seen the power of this first hand. It’s pretty amazing. When I first got there, I was able to recover a few lost Google rankings for them with a couple of simple SEO tweaks to their videos and pages. The company produced high quality video, and our clients loved it. It added style and substance to their websites, and exposure for their businesses.

    Sadly, that company has gone down hill since I left. It’s too bad, because they produced great work.

    This post reminded me of the power of video!

    • Kevin, love the name btw 😉

      When video marketing is done right it can provide a ton of value. The power of video is here to stay — the methods are just changing constantly.

  20. Eduardo Cornejo :

    Hey Neil,

    Interviewing happy customers sounds like an awesome idea!

    You definitely just ignited in me the idea of, when I offer online coaching, making a short video of me introducing myself, talking about my fitness stuff, and then followed by a compilation of me training while I keep talking.

    I’ve never monetized before, but somehow I do see this as a big improvement in my strategy (assuming it’s done with HQ and emotion). 🙂

    • Hi Neil great post as always and I’m in the business of helping local businesses use video content marketing as a way to reach out to their local customer base, plus help improve their SEO efforts through regularly adding video content to their website, as in every month. Local businesses are constrained by time and money, and also in the same way that a few of the commenters here have suggested, they are camera shy big time. My answer to that is to do what I call announcer-and-visual videos, which are in fact executed in the same manner as a large proportion of local tv commercials. Let’s be honest a lot of DIY videos on YouTube by small business people are just not very good. At least with an announcer-and-visuals video you are going to get a tight (and keyword-optimized) script along with good photography, motion text and graphics, plus a voice-talent announcer to tell your story. I’m doing a video series right now on this viewpoint right now, happy to share it. thx again best wishes Tim (PS my email address with a .video extension vs .com was rejected here so I used my GMail.)

    • Eduardo, judging from your past comments and feedback I would say you have it down.

      Keep me posted on progress and let me know how it works out.

  21. Hello Neil.

    Mate I have been reading your posts for a while, and as this is my first comment ever, I would like to thank you for the information you share. I myself produce marketing videos, and the results can be incredible.

    In regards to your comment about, and my response:
    1. How many words is a minute of video worth: 18-million words according to Forrester Research.

    2. I of course completely agree with what you said about how video provides much more context than text, something Dale’s cone of experience shows.
    Going on the information in Dales’s Cone in regards to video marketing, and creating an immersive experience has to be interactive video, unless someone invents smell’o’vision, beyond that has to be the holodeck from the Starship Enterprise.

    3. There is also the figures in regards to verbal and non-verbal communication: 55, 38, and 7. Sorry, I provided links but I don’t think links are permitted. 55% is body language, 38 % refers to the tone of voice, and only 7% to what is actually said. Figures are from Albert Mehrabian’s research.

    Once again, many thanks for all the information you share.

    My regards, Ace.

    • Ace,

      Glad we figured out the issue with your comments — maybe next time use your full name so it doesn’t go to spam?

      In regards to your points below:

      1. Thanks for finding that stat out. It’s definitely valuable and I am sure the readers would find it interesting.

      2. I agree. An integrated experience is a must for any video. No one wants to watch drab content. I think that’s why white board sessions and explainer videos do so well. They are visually captivating and provide value.

      3. Links are definitely permitted if they provide value. The only concern is avoiding the spam filter — but I don’t think that is an issue now that you’re out of there. Your figures suggest one thing that I have seen in other data sets: body language is key.

      Glad you found the article helpful and I definitely want to hear more from you.

  22. Hi Neil,

    Great post as always.I usually dont comment, so its a good opportunity to say that I am a great fan of your blogs.

    I wanted to ask why the nutrition blog case study is delaying?

    • Teddy, glad you took the time to comment — I always like hearing back from fans/readers.

      It’s not delayed I should have a post out soon 🙂 stay tuned.

  23. It’s great that I read this article today! We just finished with our landing pages and have an A/B test set up where we have one page with our explainer video and one without to see what our results would be. Hoping to get good data from our experiment, but I’m sure the one with the explainer video will fair much better in conversions.

    • Peter, that would be the assumption but you never know until you test 😉

      Which is why I am sure you are testing. Looking forward to what hearing what you come up with — please share!

  24. Francis Quarshie :

    Another great piece.

    To aid me get to the level I’m aspiring for, I need you to answer this…

    In your about page, you stated you’ve been to college but the course or program you pursued wasn’t captured.

    Of course, what one studies helps in the work he does.

    To me, you are the best.

    Yes, you started learning these things before college.

    Furthering your studies has enhanced your ability too.

    Help me with exactly what you studied at the university or college so I can think of something for myself.

  25. Dude you always motivate me with your clever ideas I will try to take your advice to take my SEO strategy to the next level at http://www.hamzaadams.com/ and for sure I will share this great post with my audience great work keep the great work

    hamza Adams

  26. Absolutely I see the value clearly – if I was selling a product. But we sell a service only. I don’t want to tell the customer how they can do it themselves. I want them to understand that I can do it for them better than they can do it. This is trickier than it sounds. However, based on your blog, I can see that making videos of interviews with satisfied customers might be useful. The likelihood of success in getting an ordinary customer to speak to a camera, with or without substantial payment, is minimal at best. Plus just seeing a talking head is boring, boring, boring. Hmmm.

    Another question: I’m curious. To what extent will embedding a video slow down the page’s loading time? That is a factor in the ranking by Google, et al. Might we be shooting ourselves in the foot???

    • The videos shouldn’t slow down your page much… you’ll be fine. YouTube videos rank really well all over Google.

      Just create videos that educate and it should drive customers as a lot of people don’t want to do the work themselves.

  27. Hi Neil,
    I have a very general question for all the blog posts you publish.
    Whenever you mention any third party tool or website in your content you always link to them and these links are always do-follow which violates the Google Guidelines. If I am not wrong, Guidelines say that You can not pass the link juice.
    I m in a big confusion.

  28. I’ve made videos in the past rather sparingly. This year, I decided to make more videos regularly, so this article resonates with me. I find (for me) writing is much easier than making videos, but I edit & re-edit articles over time.

    With video, I need to do a few takes. Once it is good enough, it goes live. My motto is “whatever worth doing, is worth doing badly at first”. You only get better when you do it more often.

    • James, thanks for sharing. I have made explainer videos of my own in the past and you’re absolutely right. It takes numerous “takes” to get it right. I sat in front of a computer for hours on end when I first started making videos years back.

  29. It’s remarkable, Neil. Article after article you continue to provide volumes of valuable, actionable, and free information. And no less valuable is how well you model the right way to do content marketing. Thank you for what you do.

    • Eric, glad to help.

      I want to provide the most value to readers because I want them to be able to mimic my content and digital success. Looking forward to hearing much more from you.

  30. sandeep singh :

    2 years back I was fixing a computer problem of my US friend on remote session, what I did is just recorded all the steps and created a video and posted on YouTube, I didn’t expected that the video will start getting 100s of views from very first day, since the video was something unique way to fix MoneyPak virus, at that time this virus was widely spread so my video went viral after that I created few more videos and all were started getting decent view. From there I became Youtube creator and started uploading videos and made this my full time job, after that I created my blog, and driving traffic through youtube videos. Now my blog also receive good organic traffic and selling affiliate products there. Many brand also contacted me for their digital products reviews.
    So a single video made a huge change in my life and I really love it since I am doing what I wanted to do.
    While reading this article I could relate it to my video blogging. I already did many of the tips mentioned above and feeling I was doing right.
    Yes video marketing is much more fruitful than any other marketing strategies.
    Thank you so much Neil for this article it really makes me feel happy since I was doing right.

    • Sandeep, that’s an awesome story! I am glad you were able to share your talents via video and have made a great career of it.

      A lot of people go to the web to find out how to use certain things or get product reviews. Video content provides them the best avenue to see how things work — hands on.

      Looking forward to hearing much more from you. Keep up the great work!

  31. Hi Neil and fellow readers, I love the idea of asking people for a video testimonial. In this post you recommend making it easy by letting them how to do this.. would you, or anyone else have a template instruction sheet, you’d be willing to share. Or could you point me in the right direction?

    Thanks for another wonderful post, and for your generosity in sharing

  32. Brandon Landis :

    Oh. My. God. Neil, how do you stay so productive and create so much? I have a heck of a time keeping up with everything I want to create (currently the one-man marketing team for a relatively small startup).

    In any event, I love seeing a new post of yours go up!

  33. Hey Neil, another outstanding post. Video is such a no-brainer but the barrier for small businesses is creation on a low budget so I’m looking forward to you sharing your thoughts in a later blog.
    Thanks for all the encouragement. I’ve clarified some ideas and generated at least one completely new video idea just in the time is taken to read this article.
    Andrew

    • Andrew, it definitely is a challenge when budgets are low. However, a lot of these video editing tools have provided free resources for people of all economic means to create cool videos for free.

      Let me know how it works out — looking forward to hearing more from you.

  34. Moumita Ghosh :

    Hello Neil,

    Nice post indeed. I always read your blog posts and try to implement in my Digital Marketing Work. Thanks for sharing such a useful and important article.

    Thanks and regards,

    Moumita Ghosh

    • Moumita, glad you found it helpful.

      If you have any specific questions on anything else please let me know. Looking forward to hearing much more from you.

  35. Rajkaran Singh :

    Super awesome Neil. This is something I have delayed unnecessarily. Can you suggest free softwares apart from Ezvid and camstudio for making videos. I recently downloaded Zing. Is it fine?

    • Zing looks fine. I would suggest going with industry standards though — that way there are more resources as you’re creating. Just my opinion.

  36. Sanjib Biswas :

    I totally agree with you Neil that video is a very important thing when it comes to atracting customers as i am a very big fan of video. But can you tell me how could I do SEO or content marketing for a site which dont have any blog and video.

    • Sanjib, do it just like I do … write valuable content in the form of blog posts. You’ll find it easier to create content this way and requires less overhead. All you need is a computer, pen or paper 🙂

  37. Chintan Panchal :

    Hey Neil, its awesome information for getting new customer. You said very well in this post. I like it. Thank you for sharing this worthy information. 🙂

  38. As usual awesome post mate. A video is proper source to win people’s trust and best medium for tutorial guides. Keep sharing such amazing stuffs.

  39. Nice article thanks for telling us a new way to attract more customers

  40. Hi There

    As common magnificent post mate. A video is a legitimate source to win individuals’ trust and best medium for instructional exercise guides. Continue sharing such astounding stuff.!!

    Regards
    Anjali

    • Anjali, glad to help. It can definitely build a lot of trust and confidence in your product or service. Looking forward to hearing much more from you.

  41. I think that the most important thing to attract more customers using videos is by using an Interesting Title and an eye-catching Thumbnail.
    I did an experiment on my YouTube Channel, uploading the same video with an eye-catching thumbnail and a non-eye-catching thumbnail. The first video attracted more viewers compared with the non-eye-catching thumbnail video.

    • Gaz, great point! Thumbnails and cover images definitely matter. They are just as important as headlines.

      Looking forward to hearing more from you.

  42. Thank you for this great Article neil. A lot of great info there. Worth reading.

  43. It is very important that along with content, good website and its graphics attracts audience to visit the website.

  44. Thank you Neil for sharing valuable information such as these videos. It’s really a big help for me as new blogger.

  45. Claire Greenhow @ Professional CV Writer :

    Another good read. I’ve read about the importance of video marketing on many occassions but I remain to shy to put myself in front of the camera! Setting myself the challenge to overcome this in the next year.

  46. Hi Neil,

    That’s a great post. I love how you have pinned down every single step in driving the best RoI on videos. I curate videos on the internet and I was amazed by some of your findings. 🙂

  47. Barbara Mckinney :

    A Very entertaining post Neil! Video advertising is most viewed compared to picture ad. People are interested in moving picture than just a picture. Video attracts more customers because of the content and the story line. Most people chose to watch a movie than watch a picture. Video is more interesting, especially when the content is really good that attracts millions of people. Thank you for sharing this great article Neil!

    • Barbara, glad I could help.

      The more invigorating and interesting your content the more likely it will resonate with your audience.

      Always great to hear from you. Let me know if you need help with anything else.

  48. Hi Neil, Really you did a very interesting article what you said was right. In my blog we are using only images, more than image the videos can explain a lot isn’t. Yes, I will follow this way to my blog also. Video advertising attracts the readers compare to images while watching the videos the peoples get more ideas and interest. Once again thank you so much for this great article, Mr. Neil

    • Chitrapathi, glad you found the article helpful. The more dynamic and interesting your content the more likely it is that it will resonate with your audience. Thanks for the support.

  49. Great article and info. We’ve seen our traffic (uniques) grow from 0 to over 100K per month primarily through video. There is one major thing missing though , how to create the actual videos! Sure there is a lot of software available, but the reality is that it is still way too difficult or restrictive (think Vine or Instagram) to create compelling videos that tell story or message. All the data in the world showing how powerful video is doesn’t matter if a company or business can’t make a steady stream of videos without breaking the bank or taking months for production. That’s why we built our product (I’m not trying to shill here) so there is an easy (use a phone or digital camera, no video editing skills required), fast (ready in minutes) and affordable way ($25 per video) to make videos. Whatever software or service you choose, definitely start making videos!

    • Mike, thanks for sharing your experience. Sounds like you have a pretty successful operation going on based off the information you provided. If you have any other insights I would love to hear them.

  50. First of all thanks for your detailed article. I always love Youtube. This is one of the best parasite site for getting ranked highly competitive keywords in a shorter period of time.

  51. FabriceMericer :

    Hi Neil

    It was awesome idea. We read your email daily. and already subscribe to your blog.

  52. i’m newbie in internet marketing , your article really helped me to learn about internet marketing, thank you very much

  53. Video are great way to show the product.It not only describes the product will but its also gives a perfect view of the product.It also helps in clearing the doubtful questions thats the customer will have. Of course,People are lazy thats where video helps.

    • Sujit, I also think that some people are more visually inclined — when that’s the case it may be easier to watch a video than to sit around and read.

      Thanks for sharing.

  54. Danny Henderson :

    Hi Neil

    That really a wonderful information. It was inspiration story i read about crazzy eggs and kismetrics

  55. Thanks for posting this. It was indeed a great article. It was fun reading this i have learned new things.

  56. Hi Neil

    This article very nice.

  57. Hi Neil,

    Appreciate your efforts toward this article.
    I have started a new business and i hope your tips will help me to grow and get customers!

    Thank you, Neil!

  58. WOW this is incredible stuff. Lots of value from this post. Thanks! ?

  59. Its great stuff i like this.thanks for sharing this post.
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  60. I like all the post which you shared this is very informative.thanks for sharing
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  61. just amazing man

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