Video has a proven track record when it comes to marketing – conversion rates can increase by up by 4/5th when a video is used. It is an excellent way to showcase your business, to attract customers but also to get some of that brand personality across. But not all videos are equally successful so how do you choose where to use video and what types to use that are most likely to convert those leads?
Landing page videos
Landing pages are a crucial part of marketing, the single purpose page that you send people to with a very specific aim – usually to buy something, sign up for something or leave their contact information.
A lot of time and effort goes into making a landing page, but it is also a great place to add a video. That’s because people are prone to scrolling through text at a rapid pace and not always reading all that carefully crafted content. But a video stops their attention and makes them pause.
Not only that but our brains process images 60,000 times quicker than text. So, when you use a visual medium like video to get a message across, people take it in far quicker. And that means a better chance they will react to what they learned.
Videos featuring lead capture forms
A recent clever development is the ability to add a lead capture form to a video. There is specialist software that can help with this and the results are strong. Added to the first 20% of a video, it converts at around 40%.
So, with this type of video, you have a compelling introduction then immediately offer them a way to sign up for whatever you are offering. Then you can use the rest of the video to capture the people who didn’t opt-in immediately, offering them more information and social proof to help them make the choice.
A type of video that can be used in lots of places is a video testimonial and it is well worth looking to get clients to create these. They have a greater impact than a written testimonial and have the added benefit of making people stop scrolling to see what the video is about.
These testimonials don’t need to be long or complicated. In fact, quick and simple ones are ideal. You can then use them on landing or sales pages, on social media or even in with other types of content where relevant.
Many uses of video
These are just three examples of where you can use video and what types you can utilise. But don’t stop there. Every type of video has its place from fun shots of what the office is like to explainer videos that work on social media to explain how something works or what its benefits are. You can also repurpose content, creating a video from a blog post or even a podcast from a video. This means you catch more people and increase the chances of converting them by offering content in their favourite medium.
Want more information? Talk to the Video Production experts at Tallboy – Contact Us
Search online for marketing ideas at the moment and you’ll notice the overriding focus for many businesses is video. Over the last five to six years, it’s become the must-have marketing accessory that companies big and small want to buy into.
But why is it such a popular choice? Here’s our take:
We Love Visual
We are visual animals. We love to take photos, watch movies, look at paintings, draw and play video games. Yes, these media all have other characteristics like sound and dialogue but it’s the visual that counts.
Online, if we see a visual ad, we are more likely to click on it than something with purely written content. According to Forbes, we are much likely to click the link in a sales email if that message contains a video. There’s something that engages us in ways other kinds of content simply don’t
We Love Our Smartphones
Video has been around for a long, long while and so have computers. So, what has been the big change in recent years?
There are two things:
- First, our smartphones are just the most wonderful devices for watching a video. When the first iPhone came out over 10 years, various commentators said that people wouldn’t want to watch a whole film or TV series on their smartphone. How wrong they were. We love it and we consume the vast majority of online video content on our phones.
- The second thing is the connectivity. If you remember the old ADSL phone connection back at the beginning of the internet, you will know what a big change this has been. We take it for granted but we can now get a high level of connectivity, wherever we are in the world and without being attached to a phone socket.
Video Delivers ROI
One of the big worries that businesses have with using video is that it is more expensive than other types of content to produce. That’s true. But the flip side of that is video delivers a much better return on investment.
For a start, people remember a brand message on video 95% of the time compared to 10% for written content. Video is also more emotional. It engages people on a much deeper level, and it has been shown to increase conversions when included on a website or a landing page.
It Works for Your Website and Social Media
Another thing that has changed in recent years is the number of different social media sites that have adopted video.
You didn’t use to see a video on your Facebook or Twitter timeline. Now they’re every other second post. Video is highly adaptable to different platforms whether your audience is on Instagram, Snapchat or Pinterest.
It’s Shared More Than Any Other Content
Because it is the most popular online content by far, video is more widely shared than written and pictorial content. If people are engaged by a video message, they are keen to press that share button.
That’s the real reason that video delivers such a strong ROI. You have the potential to reach a much wider, bigger audience than ever before simply through the act of sharing.
It takes a lot of time and effort to put together a video production and we’re not saying it’s easy. Get it right, however, and you’ll have a marketing asset that is not only durable but will continue to work for your business across a wide range of media for some time to come. It will engage customers and it will deliver greater numbers of conversions.