Last updated on September 25, 2020
There is so much video content flowing around the internet today as brands fight in the battle for the customers’ attention.
Whether you’re a small or large business, the playing ground is accessible.
So how do you successfully stake your claim?
What makes one video perform better than another?
How are businesses able to catch consumer’s attention while getting them to take action?
These are among the most prominent questions businesses today ask when they create video content for their platforms.
The content business has developed from its humble roots and beginnings of text into a more complicated video format, and we all have to catch up.
The starting point
To get your videos to pull in traffic that you can convert into sales, you will need to craft your content to suit your marketing demographic.
The language, visuals, and tone have to appeal to its intended audience to draw them in.
If you don’t have a buyer’s persona to help with visualization while creating content, build one.
Here’s a straightforward template from HubSpot to help you get started.
Let’s talk sales copy
You need to engineer your videos for success from the planning stage.
Starting with the sales copy, ensure that you employ the use of language that speaks to your audience.
The secret to this is simple.
Speak to the problem.
Not the fancy problem you use in your elevator pitch or pitch deck.
Break the problem you’re offering to solve down to the most simple format possible, and inject that into your sales video copy.
And in the same way, offer your solution- with simple, easy to understand words.
An important point in marketing is that you’re not necessarily selling a product but a solution.
If your product is an onboarding software, you’re selling the convenience of bringing on a new team member without having to manually install tools and share tons of passwords.
If your product is a fashion item, you’re selling the feeling of self confidence and being on-trend.
Your video content- both audio and visual- should reflect this.
While selling your solution, try to stay away from cliches and tropes.
The market is saturated with the same types of marketing videos.
If you can’t hold your audience’s attention from the first few seconds, you will lose them to the next video that is about to play.
Remember to build your video around an end goal or action.
You can do this by inserting a CTA- Call to Action.
Encourage the viewer to perform an action at the end of the video that leads them into your sales pipeline.
If not, you will be surprised at how many people can watch a video that offers them something valuable and simply… click away.
Do NOT blend in
The saturation of the media space has made it increasingly difficult for content to stand out.
Many marketing videos end up getting stuck in “familiarity blindness”; a situation where consumers are not aware of your content because the familiarity blocks them from acknowledging.
To avoid this, stop compromising.
On ideas, equipment, and production.
Brainstorm good video ideas frequently.
Write down those random, quirky, can-I-make-this-work ideas that pop up once in a while, and see to how you can execute them.
Use good (not necessarily expensive) equipment.
If you’re shooting videos, make sure your videos are well-lit, as this could change the entire quality.
If you’re making a whiteboard or similar videos, use the best tools available to you.
If you don’t have much experience with them, practice, or outsource to a professional.
In all of this, remember that your videos form important parts of your overall sales pipeline.
Hence any action taken as a result of seeing the video must lead your prospects down the pipe and closer to a sale.
Use MOFU video content
One secret of great marketing is creating what we call MOFU video content.
MOFU stands for Middle of the Funnel.
These videos do the job of attracting leads and encouraging them further down the sales pipeline.
A marketing video is also a strategic tool because market research shows that more consumers prefer to watch videos about businesses that read about them.
Unfortunately, most marketers only use video at the top of the funnels.
And by the time your leads are in the middle, they lose interest in the type of content being pushed at them.
This makes videos crucial to companies who wish to capture new customers by turning them from leads into paying customers.
While creating these videos, do not lose the core concept of these videos, which is to get your leads to make an action that brings them closer to your business.
Types of Videos to Create
One bone of contention most businesses face is the type of video content to create.
There is no hard and fast rule to the kind of video you should create for your business.
There are different approaches that you can take, but the important thing is to create the right content for the right moment.
It is also essential to consider your audience’s attention span while creating content; hence, you should try to keep your videos as brief as possible without losing any of its value.
Here are some of the content you can create for your business:
Video Case Study
A video case study will help you focus on a particular topic and discuss it in detail while carrying your audience.
This will allow you to engage your audience while simultaneously enlightening prospects and creating leads that will turn into sales.
These videos are best when you want to introduce your product to your customers and prospective leads.
You will need to give a clear and easy to follow breakdown of how your product or service works and finish up the video by leaving a CTA (Call to action).
Live streams are useful when you want to engage your audience in real-time.
You can spice it up by inviting industry leaders to discuss hard-boiling topics facing your business and give your audience the opportunity to ask questions they may have and provide suitable answers to keep them engaged.
Explainer videos help customers understand more about an aspect of a business.
Business owners can use this as a means to communicate effectively with their audiences and clear the air about any gray areas.
It also leaves room for interaction between your business and leads.
Q & A Videos
Question and answer videos help brands answer questions that have been asked by their customers.
As you answer these questions, you give room for prospects to learn more about your business and get drawn to your company, and this leads them into your sales pipeline.
You Should Be Using Videos to Generate Leads
Videos offer several benefits that no brand should overlook.
First, they are now more than ever, more engaging than any other content format.
One report shows that 92% of users watching video on mobile will share it with others.
Right now, video content is being shared, not just with people, but with other social platforms.
Creating shareable videos not only gives you better reach, but also gives your videos a better chance to convert viewers into leads who may become customers.
This makes videos the perfect lure to place at the beginning of your sales funnel.
Videos also have a better potential to go viral than other content formats.
Users find it easier to share video content from brands they love.
People are more likely to share a video, which is easy to consume, than to share a blog post.
The shareable feature of these videos means that it is easier for your message to reach larger audiences and connect with them.
The best way for businesses to convert new users is word of mouth and in the internet age, these shares stand as the new word of mouth marketing.
The Impact of Video on your Business
Video strategies greatly impact your business in different ways.
If you are skeptical about the ways you can benefit from video strategies, we will discuss how videos can positively impact your business.
There are various metrics that can be used to gauge the impact of using video marketing on your business.
Here’s a piggyback off an Orbelo infographic showing the stats of video’s impact on marketing.
|Users who enjoy video content||85%|
|Users who love interacting with Video||73%|
|Share of profits achieved through video marketing||88%|
|Businesses that use video||66%|
|Video content that makes up social media||88%|
|Internet traffic due to video||82%|
These figures are an indication that if you have not started creating video content for your business, you are losing business to your competitors who have.
It is never too late to begin creating amazing video content that will generate leads for your business.
Video is a powerful way to reach your intended audience and it is therefore important for you to employ video marketing to your advantage.
Use the right video formats for the right purposes and do not forget to add CTAs at the end of your videos.
Your call to action will help you convert your prospects into leads by guiding them down your sales pipeline.
You should also measure the impact of your video strategies so you can accurately gauge which of your videos have the most engagements and generate the most leads.
PS…We hope you enjoyed this post on getting more video conversions. Please let us know your thoughts in the comments section below.