Four Effective Ways Video can be Utilized to Convert Prospects

Have you ever wondered if your audience is actually hearing what your company is saying? If you think your current marketing efforts are being ignored and are looking for a way to interrupt what has now become the norm, then utilizing video may be the way to go.

According to Wistia, 68% of people say they prefer to learn about a new product or service by watching a short video. Additionally, 92% of marketers using video say it’s an important part of their marketing strategy.

These numbers add up to a very compelling sum: videos can help increase sales. While utilizing video alone isn’t a catch-all solution, when combined with other marketing efforts — especially when using consistent messaging — can have a positive impact on sales. Below are four ways to leverage videos and start using them for your business.

Video on landing pages

Rather than using just a static image on your landing pages, utilize a video that can create an emotional connection or simply inform the viewer. Because it stimulates numerous senses, a video can tell a more expressive story than images or text might be able to.

Additionally, many landing pages have the capability of utilizing video as more engrossing backgrounds or banners, keeping the attention on the visitor much longer than if you utilized static imagery.

If your landing pages are designed to get visitors to take a specific action, a video could increase the likelihood of eliciting that action rather than hoping they read the persuasive text you wrote. Just remember, if you do use some text on the page, ensure it complements the content of your video.

A quick and easy way to utilize video:

• Record a short video (keep it under 2 minutes) or use video assets you already have and repurpose.
• Place the video above the fold. You don’t want the visitor to have to scroll to find it.
• Make sure to include your call-to-action in the video.

Explainer videos

When you want a prospect to know how something works (like your product), it is often easier to just show them.

Creating an explainer video:

• Answer a few of these questions before recording your video.
• Forget about your product features! You don’t want to get too technical in a short explainer video. Keep it high level and focused on the benefits to your customers.
• For a demo video, show your product in action. Depending on the product, you may need to consider lighting and angles.
• If the content is too complex for a short video, consider breaking it up into smaller bite-sized installments.

Video case studies

A case study is an extremely valuable asset to any business. It shares the successes of your past customers and that proof can be persuasive to prospective customers. You may have a similar product or service as your competitors, but the results you achieve for your customers are unique to you.

Creating a video case study:

• The video could be shot in a conference room or on-site where the customer is using your product. Feel free to get creative here. And if you can’t do it all yourself, you may want to hire video team to help. It can be well worth the investment as case studies can be worth exponentially more in sales than what you pay to produce them.
• Follow a script that covers who the customer is, the challenges they faced and the tangible and intangible results they received. Be sure to include the impact this had on their life and/or business.
• Embed your case study video on your website. This can be on your homepage or a specific page dedicated to case studies only.
• Get creative with how else you use your video case studies: social media, sales emails, pitch meetings, internal training, request for proposals or lead magnets, to name a few.

Live streaming video

Live streaming has become a staple method for marketing, instantly connecting an audience to a company or product. Live streaming has only gained traffic during the pandemic and offers viewers a greater ability for engagement and interaction in place of live events. Anymore, companies have a number of platforms from which to choose, such as YouTube, Facebook, Instagram, Vimeo, LinkedIn or a multitude of other sites and platforms.

Preparing for live video:

• When hosting live interviews or video, be sure to promote them in advance to boost attendance, build hype and earn potentially valuable contacts.
• Do an “Ask Me Anything” style Q&A. Not only will your audience appreciate getting their questions answered, but this is an opportunity to showcase your knowledge and expertise.
• Go live with your product launch. This can make it much more exciting, add value and widen your potential audience.
• Make live videos this an immersive experience for your audience—everything from master classes to behind-the-scenes to product demos can work.

Now it’s your turn

While utilizing more video in your marketing strategy may help you increase sales, written content shouldn’t be discounted. Potential customers consume content in several mediums. Created varied content can help reach more people, potentially leading to more sales.

We work hand-in-hand with our video team at REL to ensure content and video, scripts and messaging are all consistent and on-brand. No matter the strategy, we can help take it to the next level and help it get noticed by more prospects.

Which video strategy will you try first to boost your sales? While trial and error can be informative, save time and headaches by reaching out to one of our video experts at REL Productions. Whether it’s a testimonial, a case study or even a live event, our video team is ready to help boost your visibility and help increase website traffic and prospect conversion.

HubSpot helps businesses harness the power of video across your marketing, sales and service teams to provide actionable, personalized content to your leads and customers. Click here to view their Video Hosting, Creation and Management Tool.

Curious how AKC can help your brand? Contact us today.