Focusing on video marketing can pay off. This type of content is extremely shareable. It fosters information retention, and it engages your audience in a way that written content can’t.
As a video marketer, it’s important to understand how you can leverage video content to improve your conversion rate.
You should also consider the benefits of video marketing and learn more about the different types of videos you can produce for your audience.
What Is Video Sales Conversion Rate?
Your video sales conversion rate corresponds to the percentage of viewers who end up performing an action after watching a video. It’s similar to the conversion rate or click-through rate you use for your landing pages.
The conversion rate of a video indicates how effective the video is at generating sales or getting viewers to perform a different action. It also reflects how much value people get from the video.
It’s possible to get your views up if you promote a video.
- However, the conversion rate is a more accurate indication of how well the video fulfils its purpose of selling your products or services.
- Besides calculating the click-through rate for your videos, you need to keep an eye on engagement time.
Engagement time is an important metric because it tells you how long users spend watching a video. It should give you a good idea of when most users abandon the video or if they watch until the end.
It’s fine if video viewers don’t stay until the end as long as they watch enough of the video to get the main takeaway.
If you see a high bounce rate and low completion rate, it might be a sign that your video is too long and doesn’t match the attention span of your audience. The video might not be engaging, or viewers might not immediately understand how the video will deliver value.
YouTube has an audience retention report tool you can use to assess engagement time and other metrics.
What Are the Benefits of Video Marketing in Sales?
Image Source: Grey Sky Films
There are many reasons why you should integrate video marketing into your digital presence.
Better Information Retention
Let’s face it; shorter attention spans are the norm. Getting people to remember your brand and message after reading a text can be difficult.
A study found that video was a more efficient medium for information retention. On average, people remember 95% of a message after watching a video compared to only 10% after reading a text.
Improved Outcomes
Marketers who use video marketing see better conversion rates for this type of content. In fact, visitors are 144% more likely to buy a product if they watch a video.
Videos are a powerful medium for showing what the actual product looks like. You can convince viewers to make a purchase by demonstrating how the product works, a technique that can boost sales by 73%.
Increased Sales Engagement
The visual nature of video marketing increases engagement. You can deliver an experience that feels more personal and interactive. You can make viewers feel like they’re part of something bigger by telling a story about your brand.
For instance, Advance Auto Parts saw visitor engagement go up by 200% among video watchers compared to those who didn’t watch videos.
An Omnichannel Experience
A majority (90%) of visitors want an omnichannel experience. People expect to find content from your brand on different platforms, including video.
Build Trust
You’ve heard the old adage – show, don’t tell.
Video marketing gives you the possibility to show your product or show how your services make a difference.
You can build trust by showing your products in action or showing the outcome of using your services. Compelling copy is important, but it doesn’t establish visual proof that your products or services work.
Video Content Searches Statistics
- With over 2 billion monthly users, YouTube accounts for a third of all internet traffic. It’s a major platform, and it’s also a search engine of its own.
Video content can capture searches issued on YouTube and increase your outreach. Your videos can also improve your visibility in search results.
Google and other search engines show video results for most searches, and these videos sometimes appear above the fold on the SERP. Video content can help you compete for popular keywords in your niche if your competitors are overlooking the video format.
Enter Video Sales Script (VSL)
Shooting for a VSL without a script sounds like charging into the battlefield without a plan, heroic? For sure, but things can go wrong quickly.
Thus, it is essential to create a script for the video. Not only does it ensure proper order in information delivery but also ensures you’re covering all the information you wish to convey.
Depending upon the type of video you’re creating, a talking head, product demo or virtual tour, you’ll need to make changes to the script accordingly.
You can make changes to the script to make its narrative more appealing to the individual customers. This will make the process of conversion hassle-free.
Image Courtesy – Autoklose
Image Courtesy – Idea Rocket
Instructional Videos Are the Most Effective Way to Demonstrate a Product
Creating educational content that showcases your product in action is the most effective way to boost your video conversion rate.
There are different types of instructional videos you can use. It’s important to choose the right type of video for your audience and for the product or service you’re promoting.
Real Estate Sales Videos
Zoom calls and virtual walkthroughs took over the real estate market During COVID-19. However, video marketing in real estate isn’t a new trend.
Realtors have been using videos to create engaging tours of the properties for sale. Take a look at this video from Aerial Agents to see how drone footage can result in a unique experience and showcase a property in ways that photographs couldn’t.
With this type of video, it’s important to pay attention to lighting, picture quality, and frame rate. Flying the drone through the house creates movement that allows the viewer to experience the flow of the home, and the video slows down in a few spots to draw attention to features that make the property stand out.
Explainer Video
The main benefit of an explainer video is that you can take complex ideas and make them accessible. It’s a type of eCommerce video you should produce if your customers typically go through a lengthy buying journey where they have to do a lot of research.
This short explainer video from the Small Business Administration is a great example. It uses compelling graphics to explain the role of the SBA and inform viewers about the different services available. The video illustrates abstract concepts and uses images that are easy to remember.
Note the white balance in the SBA video. This explainer video uses a lot of white space to avoid overwhelming viewers with graphics and convey its message in a clear and concise manner.
Social Videos
The primary purpose of social videos is to generate shares and engagement on social media platforms. These videos should grab user’s attention immediately and provide them with content they will want to share with their friends.
A lot of social and viral video content entertains and inspires users.
Redbull is a brand that excels on social media channels. You can scroll through the brand’s Facebook, Twitter, or Instagram page and will find that videos make up a majority of the brand’s posts.
These videos often feature stunts or athletic feats that make users want to stop scrolling on their news feed and watch. Redbull also knows how to keep viewers engaged. For instance, this trailer shared on Twitter hypes up an event and encourages people to watch it on Twitch.
4 teams left, only one can be crowned the best University @PlayVALORANT team in the world.
— Red Bull Gaming (@redbullgaming) July 18, 2021
It’s Red Bull Campus Clutch World Final Day – our first semi-final sees Canada (BRT) take on Egypt (Anubis) shortly!
LIVE NOW – https://t.co/CrBWSBnhM2 pic.twitter.com/JVc8cwUoGN
Business Videos
Business videos are an opportunity to tell a story about your brand. You can use these videos to give viewers an exclusive look behind the scenes. You can also create business videos to put a human face on your brand.
Business videos are a powerful tool.
How many CEOs of major communication companies can you name? The first and only name that comes to mind is John Legere, thanks to T-Mobile’s video marketing campaigns.
By producing business videos that featured John Legere, T-Mobile turned him into a highly recognizable public figure. This approach inspires trust and creates a more human connection with the audience.
John Legere stepped down as CEO of T-Mobile, but the brand is still producing videos that feature the new CEO and other key people. Take a look at this recent video that discusses the transition to 5G.
There is a wide range of options to explore with business videos, from personalized videos, product videos, or even an awareness video about the story of your brand.
You can even create video news to share important updates with your audience. A news story is a great way to share your excitement about a new product. You can also share a marketing news update to announce a new partnership or project.
Video Testimonial
Did you know that 84% of people trust online reviews as much as they trust recommendations from friends?
Video testimonials are even more effective than online reviews. Viewers will relate to the customers who appear in these videos.
A great video testimonial should feel sincere and tell a story about how your product or service helped. The American Hospital Association’s #MyWhy campaign is an interesting example. These videos feature people who share why they got the COVID-19 vaccine.
The videos show a wide range of people sharing their personal reasons for getting vaccinated. They inspire viewers to get the vaccine, and the diversity of the people and reasons presented in the videos means that everyone will be able to relate.
Facebook Live Videos
Facebook live events are an interactive experience where people can comment as you stream. You can announce your live stream in advance to generate some excitement. You can also use these live videos to reveal exclusive information.
Dunkin’ Donuts produced an excellent Facebook Live video where two engaging hosts give us a tour of the brand’s test kitchen. This video stands out because it shows something exclusive, and it’s full of interesting tidbits about how the brand develops new products.
Video Landing Page For Attention
A good landing page video should immediately grab the user’s attention. It should also deliver value. The key is to avoid landing page videos that could feel intrusive or get in the way of what the user wants to accomplish on the landing page.
Image Source: Kdan Mobile
Make sure users can easily scroll past the video and avoid videos with loud audio that auto-plays. The video should also be consistent with the purpose of the landing page. You also need a video that loads quickly for mobile devices.
The official website of Insomniac Games has a subpage for their latest Ratchet & Clank video game that uses a landing page video.
This full-screen video enhances the user experience because it’s short enough to deliver value without getting in the way of what the user wants to accomplish at 30 seconds.
It’s muted by default, and it tells users what they need to know about the game by showing a mix of gameplay, review snippets, and information about the game being a PS5 exclusive.
Note that your landing page video doesn’t have to be the main point of focus. You can create something more discreet with a cover video or background video.
Video Is Great for Search Engines
Google video Analytics can show you how much of a video people watch and which parts they pay the most attention to. This information can give you a better idea of what kind of video content is valuable for your audience.
It also means that Google is able to track video-watching behaviors with accuracy. You’ve probably seen featured video snippets for some searches.
Image Source: Google
Thanks to these analytical tools, Google is able to pinpoint the video segments that answer a question and display it as a top result. The right video content can give you a lot more visibility on SERPs, thanks to these featured snippets.
Videos are great for outreach, even if search engines don’t feature your content prominently on SERPs. When users finish a video on YouTube, they see a video end card with more recommendations.
The good news is that YouTube tends to recommend videos that keep getting longer.
You can capture some of this traffic with compelling YouTube video thumbnails and videos that belong to popular content clusters. Keep up with new trends on this platform and make producing new videos a part of your social calendar.
Another thing search engines look at is site engagement. This metric shows the time users spend on a webpage. If you add an engaging video, site engagement will go up.
Seeing site engagement go up tells Google that your page is delivering something valuable to users. It sends a strong signal that this page is a good experience and meets the users’ needs. As a result, the ranking of this page will increase for similar queries.
Video Increases Click Through Rate (CTR)
Video is a powerful medium for engaging your audience and encouraging users to take action. If you include videos in your email marketing campaign, you can boost your click-through rate and keep recipients engaged.
A study found that your CTR can increase by as much as 96% if you include a video in your emails. You also have the opportunity to offer a positive user experience by segmenting your audience and sharing personalized videos.
The great thing about incorporating videos into your email marketing strategy is that you can easily collect data about views and clicks.
You can use a unique code for each link to track the CTR of each email and video you share.
It’s easy to use split testing to see which video performs better or to identify the videos and email copy that are most likely to result in a click. You can then figure out what kind of content drives conversions and focus on creating more similar videos.
Videos Represent Higher Sharing Value
Sixty-four per cent of marketers believe that word-of-mouth is the most effective form of marketing. By improving outreach and information retention, video content can play an important part in word-of-mouth marketing.
Visual and verbal learning cues typically result in people retaining 50% more information.
A highly shareable video that millions of viewers will see means that a lot of people will retain your message. And if people remember your message, they will be more likely to repeat it to others.
From a financial point of view, video is a better investment compared to other channels. If you’re thinking about using Facebook Ads, you should know that video-based Facebook ads get 75% of the overall click volume.
Image-based Facebook Ads are another great way of grabbing users’ attention, but you’ll get better results with videos.
Viewers might not watch the entire video when they come across an ad.
That’s fine.
All you have to do is put your main takeaway toward the beginning. After all, the first ten seconds of a video represent 74% of the ad value.
Pay-per-click ads can be a good addition to your digital marketing strategy. They can improve visibility on SERPs and help you get clicks.
However, videos typically have a better ROI due to their shareable nature and to the fact that people will retain information better. Plus, you can use video ads networks like Google Ads to display your videos on different websites and increase your outreach.
The main downside of video marketing is that there is a higher upfront cost for producing content compared to PPC ads.
However, you can justify this cost as long as you have an audience that is large enough to get a good ROI.
Wrap Up
Video marketing should be one of the content formats that you prioritize to grow your online presence.
Even though there is a higher upfront cost for producing quality content, the ROI and medium conversion rate you can get with this type of content are well worth it.