Video marketing has exploded over the last several years, and it’s only going to increase in the future.
Research shows that people retain ...
- 10% of what they hear
- 20% of what they read
- 80% of what they see
Video can be the perfect communication tool.
When video marketing is done right, it leads to increased consumer engagement, increase website traffic and increased sales.
And here's the best part:
Creating a successful video marketing strategy doesn’t have to be complicated.
The key is to have a solid plan for your video before you start.
Videos are an extremely effective communication tool. But, they’ve become so simple to create that sometimes we forget to step back and think about why we are creating the video.
A great place to start when thinking about the purpose of your video is with your audience’s pain points:
What questions plague your customer service line most often?
What issues do builders have with installation or closing the sale with their client?
Creating videos to meet common pain points makes customers feel helped and builds loyalty.
Videos like this can also help your company relieve the burden of answering the same questions or solving the same problems over and over.
Here is a short list of possible purposes your company may want to aim for:
Creating Awareness - If you’re a new brand, releasing a new product or trying to reach a new audience, creating a video that offers general info about your company or products is a great way to do just that.
Highlighting Unique Value Proposition - If your company creates products in a unique way, it may be hard to explain through standard text. Video can help. Check out how FLOR is using video to explain the unique way their company approaches residential flooring.
Establish Customer Loyalty - If you’re looking to target current customers, videos about maintaining, repairing or repurposing your products can help keep customers engaged after they purchase.
Increasing Web Traffic - A well-crafted video with some sort of surprising twist will be shareable to multiple audiences. This will drive traffic to your site. Just make sure you have a plan in place to keep visitors there once they arrive
Closing the Sale - If you know your consumers are running into problems getting their clients to buy from you, create a video that helps them overcome common objections. This is will promote their loyalty to your brand and boost sales for all parties involved.
Your video marketing is most likely to be successful when each video is speaking to a single purpose that viewers will be able to easily repeat.
If you feel like you need to include 5 topics in 1 video, try to discover the common thread between each of the 5 topics, and make a video about that.
For example, if you’re a roofing company you may want to make a video that tells users about your products and helps them see why you’re better than the competition.
So you’re probably thinking about including a quick look at the factory, how easy they are to install, how they stand up to moisture and mildew, and maybe throw in a testimonial from a contractor or a homeowner.
Instead of showing all those things, focus on their common denominator: the quality of your product.
I’d recommend either shoot only the manufacturing process, which will allow you to explain what’s happening and what the result is.
Or, use animation to show the multiple elements of your product and explain to viewers why each element is important.
Whatever medium you choose, remember to only serve one ultimate purpose. Even if you're talking about a couple different things, it should all fall under one theme.
I was recently clicking through the websites of a hardware manufacturer. When I came to the contact page, I was stunned to see a video!
If I was looking for a video about their products, the contact page is the last place I would check. You never want your website visitors to think “What is that doing there?”
Videos shouldn’t be expected to stand alone. They need supporting content to give the videos meaning.
Place your video on a page with relevant content where people are going to visit often.
Kohler is doing it right with their video on Moxie Showerheads. Not only is the video (pictured below) featured on a prominent page, you can also click the banner on their homepage to get there.
While we’re talking about relevant content, remember that Google can’t watch your video. So if you want your video to rank in Google search results, you need to include content on the video’s page (and in the video’s description) that will tell Google exactly what it is.
You want your video to fit in naturally with the rest of the content on your web page.
Try including some introductory text that leads up to a call to action “Watch the video to find out more about …” or “See how our unique manufacturing process makes for a superior product in the video below.”
Check out the call to action that Nest is using on their site:
Notice how the CTA sets up the viewer’s expectations for the contents of the video. It’s clearly a “tour” or introduction to the product.
Viewers who click on the link are more likely to watch the whole video because they know what to expect before the video starts.
So, they’ve just watched your video. You’ve got them engaged. You’ve got them interested. Make the most of this moment by directing them to the next logical step after they watch the video.
You could tell them what they should do next while the video is playing so they’ll already be thinking about their next steps on your site.
To decrease their chances of exiting after watching, include links or buttons right below the video that take viewers to the next step in their research.
For example, if you made a video about your production process, tell them where to go to find out about your other products.
If you made a video about a specific product, tell viewers where to go to find or become a dealer.
Keep in mind that the words you use on buttons and links can make a big difference in conversion rates. Buttons that say something like “Get the exact resource now” tend to convert better than generic wording like “Learn more.”
Facebook recently upped its video ad game. You can now add a call to action to the end of videos.
In the example below, a vet hospital has included a CTA that takes you to their site so users can book an appointment.
This is the perfect use of telling consumers what to do after. They’ve watched your video. They’re primed and ready to convert - so don’t just leave them hanging. Give them something they can do immediately!
You should implement this strategy in all of your videos, not just Facebook Ads.
Even if you can’t include this exact ending, you can always include links or buttons towards the end of a video that will take viewers to the next piece of information they’d want.
Generally speaking, video is not the place to make a sales pitch.
If done correctly, your video will help drive sales, but it should do so by offering consumers the information they want and clearly leading them down the sales funnel. In most cases, closing the sale or asking for the sale just doesn’t fit into the contents of videos.
There is a pretty major exception to this: Zappos.
Zappos places videos on their product pages that talk about the products features, and ask for the sale in a natural way. In fact, Zappos reports an increase of up to 30% in sales on pages with product videos.
If you can work in an ask like Zappos does in this product video then by all means do!
But remember, it’s perfectly ok for your video to just offer good information and not ask for the sale.
Longer videos mean fewer viewers will make it through the whole video.
Your video should be between 1 minute to 5 minutes. I would aim for 3 minutes maximum.
As a general rule, the farther into your sales funnel a viewer is, the more committed they will be to watching your whole video. That means awareness videos should be shorter than product demo videos. And how-to videos can be longer than brand history videos.
Tell us what you think.
What strategies do you use to get the most out of your video?