A demo video, which succinctly breaks down how a product works, its features, and benefits, has become a powerful tool for winning over leads. Research has found that roughly 80% of leads find demo videos helpful, and those “who view demo videos are 1.81 times more likely to make a purchase than non-viewers.”
But in order to have maximum impact, you need to consistently drive a high volume of leads to your demo video. Here’s an ultra simple hack that will help you do just that, along with a real-life example, advice on how to choose the right keywords, and tips on how to promote your demo video.
Place Your Demo Video on Your Website and on YouTube
Whenever you create a demo video, you’ll obviously put it on your website so visitors can find it quickly and easily. That’s a no-brainer.
But as digital marketing consultant, Mike Sonders explains, you shouldn’t stop there. You’ll want to place it on your YouTube page as well. And if you don’t currently have a YouTube page, you’ll want to create one so prospects can find you through this massive channel that had two billion users worldwide as of 2020.
“Having demo content on your website and on YouTube gives you a chance to own more real estate in search results, thereby giving you a better chance to own the narrative,” writes Sonders.
And check it out. Besides your demo video appearing on YouTube (something that’s incredibly helpful in and of itself), it also increases the chances of it appearing in a high ranking position in Google search results. In fact, one study found that 8 out of 10 of the Google video results come from YouTube, meaning it clearly has far more “SEO juice” than any other video platform.
So, by placing your demo video on your website as well as YouTube, you can get targeted leads from your website, YouTube, and Google.
In turn, this allows you to cast a wider net without putting forth a lot of extra effort. And if you haven’t gotten around to creating a YouTube channel up until this point, it’s the perfect way to segue into this massively powerful medium.
A Real-Life Example
Xero is an online accounting software that specifically caters to small and mid-sized businesses. They have a strong online presence and are active on Facebook, LinkedIn, Instagram, Twitter, and of course, YouTube.
They’re also the perfect example of a brand that’s used this strategy to pull in a ton of qualified leads. To do this, they’ve created multiple demo videos that go after targeted keywords like:
“Xero app demo”
“Xero accounting app demo”
“Xero accounting software”
For example, here’s what pops up when you search for “Xero demo.”
Notice how YouTube features these two videos — one for Xero’s product demo and one for their accounting app demo — front and center.
So, besides being able to find a product demo on Xero’s website…
…prospects can also find them in YouTube search results as well as Google search results.
Bear in mind that Xero has multiple demos, but this technique works equally as well with just one.
This makes it a surefire way to expand your reach without having to invest a lot of time and energy. It’s really just a matter of posting the same demo video that you already have on your website to YouTube and following best practices, which brings us to our next point.
How to Choose the Right Keywords
Don’t overthink it when picking the keywords to go after when uploading on YouTube. Mike Sonders recommends giving it a straightforward title with the go-to simply being “[brand] demo.”
Besides using those keywords in the title, SEO expert Brian Dean suggests also placing them in the description…
…and in the video tags.
Doing so should signal to YouTube and Google what the content of your video is about without sound spammy. Dean also recommends including the keyword in the first 25 words of your description and making the description at least 250 words long.
Promoting Your Demo Video on YouTube
There’s one last thing to point out. How far your video climbs the rankings on YouTube and Google correlates with how many views it gets. So, you need to have an effective means of promoting your demo video on YouTube — something that creates a positive cycle and brings in even more views.
Some simple ways to do that, according to Dean, include:
Placing a link to the YouTube video in your email signature
A demo video is without a doubt one of the best ways to concisely explain the ins and outs of your product and what your unique value proposition is. And it’s especially important if your product is complex and can’t be fully understood with basic sales copy.
Rather than generating leads from just your website, the simple hack of uploading your demo video to YouTube can help you generate dramatically more leads from YouTube as well as Google search results.
It just boils down to choosing the right keywords and effectively promoting the video.
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