Create high-quality, helpful content
Your video marketing content should be beneficial and entertaining – this applies to all forms of communication, yet it is especially essential that you don’t hold back on the exertion you put into it. Construct your videos in such a way that they are educational, entertaining, and succinct, instead of advertising. Videos that are only 15 seconds or shorter are shared three times more frequently than those lasting between 30 seconds and one minute.
A great way of increasing your company’s recognition and gaining more attention would be to make a creative promotional video, just like the Dollar Shave Club did. You could make an impressive video for your website that would depict the features of your product in a way that cannot be described by just writing. Online retailer Zappos serves as a model worth emulating; they have developed a talent for making product videos that give viewers a close-up look at what the products are like and stay consistent with their branding.
The ways that Zappos and Dollar Shave Club go about video marketing are distinctive, however, both are successful as they give their audience something of worth. One offers amusement and a chuckle, and the other presents useful details on an item that can help determine a customer’s buying decision.
Neil Patel, an incredibly popular marketer, added a demonstration video to CrazyEgg’s website and boasts that this increase led to $21,000 in added income. He recommends that anyone who is experienced in their product should have no trouble crafting a great video script and story.
The worth of your videos will be reflected by the number of people who view them. If you generate an excellent reputation through your videos, probable buyers will look for them. It is imperative that you seize the viewers’ attention in order to secure conversions and to do this, you must offer something more than just a sales push in your video.
Use video in your emails
When emailing potential or past customers, add a video. It can be challenging to get readers to interact with an email, which is why adding a video is an ideal solution.
A report from Experian Marketing Services demonstrated that when ‘video’ was included in the email topic, click-throughs could be raised anywhere between 7% and 13%. Emails containing a video were seen to have a 21% better rate of success in producing conversions when compared to those emails with a single image alone. Incorporating animated visuals has the potential to pique people’s interest and motivate them into taking action.
Vidyard featured a video and some dancing gifs
Modern marketing is moving more and more toward personalization. Divide up your email marketing lists and make sure to choose the right video to send to each one. An illustration: If you’re penning an email to potential purchasers, combine a preliminary video that plainly portrays what your commodity is or what your business does. Customers newly registered may watch a tutorial video illustrating the utilization of your product. This once more furnishes shoppers with worth and satisfies their requirements.
In order to make a great impression on a prospective customer with something extra special, utilizing video personalization tools can help you create personalized videos for mass distribution via email. You can examine it and ask for a customized video specifically for you here.
Use video testimonials
Testimonials, either in written or audio form, can be an effective tool to promote confidence and transform potential clients into purchasers. A positive review should not seem like an advertisement. Rather than just talking about it, it should give practical information regarding the product, along with specific examples of how to use it.
Video testimonies are especially effective because you know the individual is genuine and can observe them demonstrate gratifying feelings when discussing their experience with your business, which has a much bigger effect than a written review ever could.
Examples of video testimonials that capture the viewer’s interest, promote a powerful story and stir up emotion come from Slack, Salesforce, and the antique one from Codecademy.
Ensure that your videos attract your desired viewers and demonstrate customers who are in line with your primary demographic so that watchers can connect with them. Ensure you have sincere customers providing testimonials as well because being exposed as relying on actors could damage your reputation.
Include a strong CTA
Each marketing output from your business should contain a call to action, whether it be a brief pay-per-click advertisement or an extensive video. This could involve encouraging viewers to submit a form to obtain more information, as well as generating visitors to your website to bolster sales.
Capture forms are advantageous because they make it simpler for the sales team to engage in follow-ups. If you are certain that your video will be of benefit, you may want to add an email gate to some of your videos, so that people must submit their email addresses in order to have access to watch it. This is an instance from HubSpot, which keeps all its webinars locked up.
But if your website is impressively designed, it is beneficial to use a branded link to redirect users to your landing page or a particular product page.
Examples of an effective CTA could be prompting people to enroll in a webinar, participate in a competition, or make contact. It is important to recall that your call-to-action is essential, as it directs the viewer to their next step, ultimately guiding them further down the appropriate path ending with the sought-after outcome.
Include links within your videos
You can boost the number of conversions resulting from your video clips by adding hyperlinks.
YouTube gives the option of including links to external pages in the video, which is an excellent way to guide viewers back to your website or social profiles. The details regarding how to do it are available here, though certain marketers may be apprehensive about employing them due to fear of irritating their watchers.
You can also add the web address for your homepage or a custom URL to your video while making it so that people who are looking for more info can access it.
Creating a custom URL is beneficial for video marketing, as these URLs are concise, attractive, and easy to recall. You can employ one of these indelible connections to transport the audience to a particular internet page on your site or even a social media profile. If you create a special link for every video, you’ll be able to observe the people who are visiting your website and the number of people who are being converted as a result of the videos.
Up your conversions by A/B testing your video marketing
Comparing two different versions of a webpage, call-to-action (CTA), or advertisement to analyze which version yields the highest result is referred to as A/B testing or split testing. By carrying out this action, it is possible to establish which provides more desirable outcomes. Test the duration of your videos, their call-to-actions, or where they are placed on your website, and you will be able to make your material increasingly effective. This data is critical when attempting to convert videos into sales.
Follow up with viewers
Using video retargeting, viewers will have a lingering memory of the video they watched. You can reach out to them by utilizing promotional material on Google and various social media platforms. It is clear that those who view these commercials have previously watched a video from your business, meaning they have an affinity for what you offer and thus have a greater probability of converting. Through retargeted ads, you can help ensure a much higher chance of conversions by presenting a unique deal or discounted offer.
You can select to run advertisements on Facebook and Instagram that are only visible to individuals who completed viewing your video. If someone has looked at the beginning of your video and only watched the initial 30 seconds, give them a subtle push to continue viewing.
In Google AdWords, you can opt to capture YouTube users who have left a like or a comment on a video. You can also reach out to people who have engaged with your YouTube station via Google’s Display Network, which includes videos, websites, and applications.
You can retarget people who don’t make a purchase from your website by using videos just like you would with any other retargeting ad. This applies to platforms such as Facebook and YouTube that offer video capabilities.
If you are connecting your videos on YouTube, be sure to make the link shorter and include retargeting pixels so viewers will be incorporated into your retargeting lists.
Include Video on Your Product Pages
The product pages on your site provide comprehensive details about the particular goods or services for sale.
No matter how intrigued somebody is by your promotion and homepage, they will not make a purchase if they lack a comprehensive knowledge of the item’s features.
Poorly-written product descriptions, a dearth of photos or illustrations, and other similar errors can be a surefire way of losing potential customers and not making sales.
By adding a video on your product pages, you can create a more attractive product for possible customers, while giving out a large amount of essential information quickly.
Live demonstrations of the product through videos are highly sought-after. Customers can figure out the size of the product, get an idea of its appearance in the hands of someone else, and observe how it is manipulated. Showing off the product’s unboxing experience is also popular.
More than anything else, having a video on product pages can cause the item to seem more genuine and desirable to those looking to buy.
3. Focus on the Entertainment Value of Your Content
It is commonly known that individuals are more easily distracted while surfing the internet than when they are interrelating in the real world. There is a vast amount of choice on offer.
Furthermore, it’s now easier than ever for customers to switch away from your site and choose one of your competitors if they don’t find what they want on your site.
Individuals generally do not observe extended videos when attempting to come to a buying conclusion. Videos created by other people can be used in addition to yours, however, it is best to keep your videos as brief as possible.
Produce video clips that are stimulating and interesting when you are making them. That can draw attention to what is being offered, keeping people from becoming uninterested and straying away.
Humans are fundamentally narrative creatures. We like compelling stories and want to feel entertained. We desire to take part in thrilling and fascinating activities and circumstances.
By emphasizing the amusement provided by your material, you can achieve two goals at once. You can keep your prospective customers from wandering away.
By appealing to their feelings and instincts, you can make your product appear much more invigorating and attractive.
Some of the most well-known commercials may appear to be silly when initially seen. An example of an effective advertisement is the “Compare the Market” campaign featuring the Meerkat Mascots, which is enjoyable, unforgettable, and alluring.
Your advertisement will remain in the memories of viewers if it is creative, captivating, and humorous. Ultimately, entertainment value will be the primary factor that brings people back to your business in the long run.
4. Use Video in Personalized Emails
A “cold email” in marketing is a generic message sent to a large number of people. Marketers generally craft their emails using an established formula rather than composing an individualized message tailored to the recipients.
Emails sent out to a large group of people without the need for a lot of time, effort, or resources are essential as they give you the opportunity to connect with multiple people. These actions can help you become familiar with others and produce initial curiosity, as well as create fresh prospects.
Source: Hippo Video
There is no question that there can be advantages to sending cold emails, but they do tend to have negative associations. People tend to find them spammy and irritating.
If you act too boldly and offensively in your emails, you run the risk of turning off the people you’re attempting to persuade. You can even ruin your professional reputation.
After executing lead generation strategies such as cold email marketing, you should focus on transforming those leads. Put the most profitable items first when sending e-mails, and make sure to use individualized emails instead of generic ones.
There are various levels of email personalization. If those contacts have registered for your mailing list, you can begin by initiating personal and conversational messages.
It can be beneficial to carry out research and interact with your intended target client directly if you’re aiming to make contact with them. By sending leads emails directly, you can tailor the message to their individual requirements, worries, and condition.
An email specifically tailored to the recipient would include their name and refer to the topics they are passionate about, their profession, or their past engagements. Include a personalized touch by creating a video specifically for the recipient that you can add to the email.
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