Marketing videos are popular for a reason. This is a medium that allows businesses in virtually all industries to easily connect with potential customers on social media. Videos can also be used on websites to help encourage visitors to take action and become customers.
But how can you make sure that your videos are achieving your goals, and what can you do to increase conversion rates?
Let’s take a look at some of the important principles of marketing videos production that we adhere to at Gillespie Productions.
#1. Highlight the Most Important Parts
Remember that every marketing video you produce should be aimed at people with specific needs, and should therefore advertise and focus on the most important features of your product or service that cater to those exact needs.
Advertising a service designed to streamline a professional’s workload? Be sure to use your video to remind professionals how much time and money that they can save every day using your product.
Pushing a healthy food product? Remind viewers why healthy foods are important, how your product will improve their mental and physical health, and how it’s the tastiest alternative on the market.
Don’t miss an opportunity. Video conversion rates depend on both the quality of your product and your ability to sell that product.
#2. Add a Call to Action
Imagine producing an incredible video that tells a story, and makes people imagine their lives using your product, but fails to encourage viewers to take the next step and become a customer.
We’re often asked, “does video increase conversion rate?” and the answer is yes…but only if it tells a story and encourages people to take the next step!
With every video, you produce, be sure to include a call to action at the end. Whether you encourage people to pick up the phone, fill in a contact form on your website, or make a purchase online, make sure you encourage people to leap right as they’re taking an interest in your business.
#3. Mind the Duration of Your Ads
Remember that while videos are likely to keep someone’s attention longer than a block of text, people won’t stick around to watch a video that is just too long. Unless your customers are particularly dedicated to your brand already – in which case you should explore long-form content for your website and social media – most people want to learn about your product quickly.
Keep videos to a few minutes in length, and make sure each video starts with an impactful statement. Use impressive visuals and consider showing brand videos of people happily using your product or service.
And if you can’t keep it short, make sure your call to action appears earlier in the video. That way, people who don’t make it through the entire clip may still feel compelled to make a purchase or take the next step.
#4. Make It Engaging
We’ve already alluded to this, but it’s worth stating again:
Your video needs to be engaging. Just because it’s a video doesn’t mean people will watch the whole thing, and just because people clicked “play” doesn’t mean they’ll even stick around for a few seconds.
Think about why people may be watching your video. Put yourself in their shoes and ask yourself what you would like to learn and what you would like to see. If necessary, even consider asking existing customers what drew them to your product and what convinced them to take the next step and make a purchase.
Grab the attention of your viewers from the get-go, and you’ll be off to a good start.
#5. Use Videos on the Landing Pages
Videos increase conversion rates when used on landing pages. Assuming you’ve followed all the advice above and have produced high-quality, engaging videos, then the best place you can use them is on landing pages where people are already very close to making a purchase.
A great video could be just what these browsers need to pull the trigger and become a customer.
Make the video short, snappy, and impactful – and make sure your website loads quickly so that the video is easy to play.
#6. Make It Personalized
Finally, consider the personalization of your videos! You can do this in a couple of ways.
The first is to make references to specific industries or locations, and then use different versions of the same video on pages that load depending on a user’s location, or depending on the kind of product they are browsing on your website.
Another way to do it, and a much easier way, is to have the presenter in the video ask questions to the camera – just as if they were asking the customer their opinion or thoughts.
Trust Wisconsin’s Video Marketing Experts
Need help producing the perfect marketing video that gets clicks and motivates browsers to become customers?
At Gillespie Productions, we help businesses across all industries produce powerful videos that entice people to take action. We provide video production in Wisconsin trusted by small and large businesses alike, and we’re always excited to meet new business owners.
For a free consultation and to find out more about how our team can help your business grow, be sure to get in touch today!