Video Marketing Tips to Turn Viewers Into Clients
Video marketing is undoubtedly among the strongest of all the many content marketing strategies there is. Compared to simple text content and static ads, the combination of visual and auditory stimulation in videos makes them a much more digestible medium, allowing viewers to recall information far easier than other forms of content.
Incorporating videos as part of your content marketing strategy is a powerful way to promote your brand, raise awareness, and generate leads. More than just its promotional capacity, videos are also proven to be highly effective in converting leads into sales. In fact, at least 70% of businesses reported that their conversion rates significantly improved when they used videos in their marketing. Another study also revealed that 81% of viewers bought a product or service after watching a brand’s video.
With more and more consumers watching videos every day, it’s highly important for businesses to boost their video marketing efforts and apply strategies that not only put their brand into a good light but also to turn viewers into paying customers. Here are ways to effectively use videos in your marketing plans.
1. Create a custom video thumbnail
The very first thing we should ensure is your viewers’ interest in watching your video. That is why your video thumbnail should encourage people to click on the “play” button. Although most social media platforms have already incorporated an autoplay feature, you can’t always rely on this, as people can still opt out or stop videos that autoplay without their consent.
In selecting your video thumbnail, don’t merely choose a still frame from your video. Have an image especially made that teases what your video is about. A few points to consider is to tone down a lot of text in the image and focus instead on including people or an interesting event. Research shows that people are naturally drawn to images where human faces are featured.
2. Tell a story
Storytelling is one of the most effective marketing strategies in conveying your brand’s personality while targeting the emotional chord of your audience. Videos with a storytelling element can greatly boost its appeal to its viewers and can ultimately compel them to buy from you.
The key to having a successful storytelling strategy in your videos is to have a consistent brand messaging. Every element in your video, from the script to the whole production, should faithfully convey what your brand is all about and what it stands for. Make your video emotionally charged as well. Studies show that ads with a sentimental and emotional pull performed 31% better than those that don’t.
3. Keep it short and sweet
There’s a reason why ads on television often run for less than 30 seconds. Research shows that video length significantly matters, and the longer your videos are, the more your viewers would lose interest. Considering the short attention span of most audiences, it’s important to keep your videos short and concise.
Load up your video content with the most important information at the beginning to get your messaging across to your audience upfront. Keep a considerable video length based on your marketing goals. If you’re opting for a quick video, 30 seconds to a minute may do. But if you need more time to tell a story, for instance, not longer than 10 minutes should suffice—longer than that, then you run the risk of your audience abandoning the effort to watch your video through to the end.
4. Have an engaging call to action
A call to action is a crucial element in converting your audiences into clients. It can vary from inviting them to subscribe to your email list, like or follow your page, or lead them to your sales page.
While a call to action is usually placed at the end of the video, you can choose to drop this in midway too. Wherever you wish to place your call to action, it’s important to phrase it in such a way that inspires your audience to do a desired action during or after watching your video. Use engaging words such as “learn more,” “subscribe now,” or “try us.” And also, be clear as to what course of action you want your audience to take.
5. Ensure high video quality
Every bit of content you produce is a reflection of what you are as a brand. Create a substandard video and your customers will have the impression that you’re a low-quality brand with equally substandard products and services. Create a video that’s high quality and well-directed, and your customers will paint you as a respectable brand with equally excellent products and services—and they’ll be more compelled to buy from you.
It’s worth investing in quality video equipment to help you create outstanding videos. At the very least, you should have a DSLR, a tripod, a microphone, and a video editing software such as Adobe Premiere Elements. If you feel you need help in video-making, then it’s best to get assistance from professional filmmakers.
Video marketing is steadily gaining momentum these days, in part of social media giants like Facebook investing heavily on video-supporting features. In this day and age where the Internet now provides a rich place for businesses to promote and sell their products online, it’s prudent for businesses to focus their attention on including video as part of their content marketing efforts.
If you want to know more about video marketing, or if you’re interested in asking Ilfusion to lend a hand with your professional video production needs, give us a call at 888-420-5115, or send us an email to [email protected].
For your reference, here are some of the recent marketing videos we have done for our clients:
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Tags: brand storytelling, content marketing, conversion rate, digital marketing, video marketing, video production