Videos have always been quite popular. For decades, they have been a source of entertainment to children and adults alike. But after the pandemic, they became a way for people to connect.
People used videos to get in touch with their loved ones or share their stories with the world. Marketers too, realized this trend and started utilizing videos to connect with their customers.
For example, have you seen videos on a company’s homepage? This video could be telling the visitors the company’s story. Or it could be explainer videos that briefly describe their products.
Over time, videos became crucial to marketing strategies. This was found true when a recent study found that 96% of customers prefer learning more about a company’s product through explainer videos.
What makes videos so vital?
Videos are used by more than 86% of marketing organizations. This clearly shows that businesses consider videos an essential part of their marketing strategy.
In addition, many surveys have found that consumers prefer learning about a brand and its products or services through videos.
Using different types of videos in your marketing strategy, you can increase sales, conversions, and leads. Hence, brands should utilize this opportunity to the fullest.
Though video marketing is a popular trend, many marketers still don’t know about using it. That’s why we’ve created this blog to help you utilize videos to drive conversions.
How can you increase conversions with videos?
- Conduct thorough research about your existing traffic
To generate leads, you need first to understand your customer.
Use tools like Google Analytics to collect data about your visitors. When you understand your clients, only you will be able to create a strategy to entice them.
Find out what browser they are using, what device most visitors come from, and which platforms they visit the most.
- Personify your target audience
The best way to get a rise of emotions in your customers is by picturizing them in your videos.
Show your ideal customer how they use your products and what results they get. As a result, your potential customers will know what to expect after becoming your client.
To personify your client, you should create a client persona. You can do this by collecting the following information about your potential customers-
- Social media channels
Usually, having a single client persona will not be enough. You will need to create different personas for different marketing channels.
- Don’t make the video too detailed.
Yes, details are essential. But you also cannot speak about the 100+ features your product has.
Keep your videos short and only include the most critical aspects of the product. Making a video too long can reduce the viewer’s interest.
Furthermore, giving too many options to the viewers makes them indecisive.
Here are some things you should include in your videos-
- Brief information of the brand
- Brand’s objective with the product
- Main features of the product
- Demo of your product
- Keep the video simple and straightforward
While it is essential to keep your videos short, it is equally crucial to keep them simple and straightforward.
Filling your videos with complex words and sentences will confuse the viewers. In addition, the potential customers won’t be able to understand what you are saying either. As a result, getting conversions will be quite hard.
- Use proofs
People believe what they see. Hence, showing examples of previous clients in a video can help you drive conversions.
But when you claim your videos be sure to show proof. For example, when you have evidence of past sales or positive customer experience, prospects will connect better.
- Make your videos unique and compelling.
It is no surprise that to make the most impact in a customer’s mind; you need to create unique and compelling content.
People get bored of seeing the same stuff again and again. As a result, after a while, the videos will stop driving conversions.
Hence, you need to create something that is one of a kind to entice customers to learn more about you.
Furthermore, make sure that your videos are fun and educational.
- Have a strong CTA
Call-to-actions are a key part of every video. You can make a first-class video, but if you don’t have a prominent CTA, how will your customers know the next step?
So you must include strong, robust CTAs in your videos to ensure that your customers take the action you want them to take.
For example, if you want viewers to sign-up for a service, add a CTA at the end of the video.
- Optimize your video
So you’ve created a flawless video with good content, CTA and have a channel for posting. Still, when you search the title on Google, your video doesn’t pop up on the first page.
This happens because you haven’t adequately optimized your video. While marketers know the importance of Search Engine Optimization, they often forget that SEO is crucial for videos.
You can optimize your videos using the following tips-
- Use related keywords in the title and description.
- Add tags to the video.
- Use an eye-catching thumbnail.
- Add timestamps to the video.
- Add transcripts to the video
- Use .keywords in the transcript.
Following the above tips will ensure that your video ranks high on SERPs.
Types of marketing videos-
- Digital ads
How will your potential clients know that your business exists? How will they know that you provide the solution to their problem? Digital ads are to do that.
Advertisements are the best way to promote your business and products. Especially if you’re a company just starting out, you can create digital ads and post them on social media platforms.
- Explainer videos
As the name clearly shows, explainer videos explain the product and service in detail.
These videos have become extremely popular in the past few years. They help prospects have a better understanding of your brand.
As a result, the sales increase significantly after using explainer videos.
Word of mouth leaves the most impact on prospects. That’s why testimonial videos are so important.
For those of you who don’t know, a testimonial video includes a previous client talking about their positive experience with your company. When people see an existing customer praising your company, they will be more likely to convert.
FAQ videos are a great way to answer a customer’s queries. Businesses are typically asked many questions about their business, products, or services.
In FAQ videos, you should answer these questions. In addition, you can research what kinds of questions people usually ask your competitors.
For example- if you manufacture and sell smartphones, you should find out what kinds of questions mobile companies like Samsung and Xiaomi are being asked frequently.
Then after creating a list of such questions, you can answer them in a single video or multiple ones.
- Brand story
It must be clear by the name what a brand story video means. This particular video includes the background of your brand.
The primary objective may seem to be informing the customers about your brand. But in reality, a brand story/awareness video aims to drive conversions. Not sure what I mean?
Well, a brand story video aims to tell people their objectives. It shows people what issues their products solve and why they should become your customer.
Here are some things that you should include in your brand story video-
- Your brand’s background
- Why it was created
- Your brand’s purpose
- What your brand’s objective is
- How do you aim to achieve it?
- What problems do you want to solve?
- How your product/service will solve them
- What are your brand’s values?
By now, it must have become clear how important videos are to a marketer. This blog shows you how to utilize videos in simple terms.
Having read the above points, you know how to achieve conversions quickly. So make sure to use all you’ve learned here and nail your next video marketing strategy.
Author Bio – Komal Kokate is the Co-Founder and CEO of MotionGility, an Explainer Video Company. With a keen eye for creativity, she is an expert in video marketing. While delivering high results to clients, she loves exploring the market and the latest marketing trends in the B2B industry. Connect with her on Facebook and LinkedIn.