In the face of a tough economic environment and a crowded business space, one might wonder how to succeed. However, we are fortunate to live in a time that offers all the necessary tools for business success. Our main focus should be on our business. The rest can be taken care of by software suites capable of handling everything from lead generation to customer satisfaction.
While management tools can optimize marketing efforts and streamline business processes, having a strong attractive element to draw customers into your sales funnel is still essential. Video content is that attractive element. It’s a versatile tool that can adapt to any role and help achieve various marketing goals, including conversion. You can leverage free stock videos to create engaging video content or you can also use an intro maker tool to get creative ideas for your content.
Today, let’s explore the numerous ways you can use video content to increase conversion.
Increase Conversion by Optimizing Video Placement
To enhance conversions, increase the number of touch-points along the customer journey. This means not confining video marketing solely to social media platforms. Instead, leverage videos wherever possible to boost interaction between customers and your brand.
If you're looking for a more streamlined and fun approach to video production that doesn’t compromise on quality or affordability, consider checking out Vidico.
If you’re concerned about spending too much time on video production, consider delegating this task to Veedyou Media or a similar service. By availing the services of a professional video production and editing company, you can focus more on your core business.
Now that video production is taken care of, it’s essential to identify the best channels and types of videos to utilize. The type of video content you produce may, to some extent, depend on the publishing platform. Here are a couple of examples:
For B2B companies, generating more leads can be achieved by posting videos on the website, landing page, and other relevant platforms.
During the awareness stage of the sales funnel, product/service introduction videos, and explainer videos can effectively engage the audience and persuade them to take the next step.
Webinars have also emerged as a potent marketing strategy to engage customers and boost conversion. According to an InsideSales study, 73% of sales leaders and marketers consider webinars an excellent strategy for lead generation.
Further along, the line, when you want to push a lead toward making a purchase, testimonials or review videos can be of great help.
E-commerce businesses, on the other hand, can utilize product demo videos, product tour videos, and how-to videos on product pages or landing pages.
Additionally, user-generated content (UGC) such as product unboxing videos and product reviews can significantly enhance trust in your product and brand, ultimately leading to higher conversion rates.
While we acknowledge the importance of websites and landing pages for video marketing, the next section will reveal how posting videos on social media can notably increase your conversion rate. However, we urge you not to rely exclusively on social media for your video marketing efforts.
Prioritize Videos on Social Media Platforms
Whether you run a B2B or B2C business, social media marketing plays a crucial role in improving conversions.
With approximately 92% of all internet users being part of some social media platform and nearly 60% of the global population being part of the social media user base, it’s essential to proactively reach out to your target audience with your solutions, messages, and offers.
You may be tempted to adopt the mantra of “horses for courses,” which means prioritizing text posts on Facebook, LinkedIn, and Twitter, image posts on Instagram, and videos on YouTube.
However, bear in mind that video content significantly boosts social media conversion rates. Video-centric posts engage the audience and keep them on the page longer, regardless of the platform.
Videos on social media serve two vital functions: attracting customers’ attention and showcasing your products or services. Incorporating realistic text to speech narration into your videos can provide an auditory dimension to further captivate your audience and enhance your social media conversion strategy.
Creating lengthy or elaborate, big-budget videos for video-centric posts is unnecessary. Instead, focus on using short, catchy videos that can grab the prospects’ attention and provide value in a matter of seconds to convert the audience.
Videos should be at the core of your conversion strategy, and it’s important to consistently post videos on social media to increase organic reach. You can use social media management software to schedule video content and automate posting.
You don’t always need to create entirely new videos to maintain consistency. Utilize video editing to repurpose or update existing content, generating exciting materials for social media platforms.
An effective way to make the most of your marketing budget is through video ads on social media. Video advertising allows targeted messaging at various stages of the sales funnel.
For instance, during the Awareness and Interest stages, use video content to highlight customers’ pain points and showcase how your solution addresses those issues.
At the Evaluation stage, target your prospects with video ads emphasizing your unique features and demonstrating how these features can help customers achieve their goals.
Still wondering why you should use video ads instead of text or image ads on social media? Consider the following statistic: The average click-through rate (CTR) of video ads on Facebook is 1.84%, which surpasses that of text, images, or any other ad format.
Use Video Content to Nurture Leads
A prospect goes through multiple stages before making a purchasing decision. During these intermediary stages, when your leads are researching and deciding whether your product/service is the right choice, it’s crucial to keep nurturing them. Undoubtedly, video content is the best tool for lead nurturing.
To successfully nurture leads, focus on educating your audience rather than trying to sell your product/service. Attempting a hard sell at this stage may alienate potential customers since they aren’t ready to make a purchase yet. Instead, concentrate on understanding the customer, their needs, and problems.
Nurturing is most effectively achieved through mediums such as email, WhatsApp, etc. – delivering educational content directly to prospective customers’ doorsteps. Email marketing remains a highly popular and powerful marketing technique. Below are three simple ideas to incorporate videos into emails:
Explainer Videos
Utilize explainer videos to address the goals of multiple stages in the sales funnel. They can welcome leads, introduce the main features of your product/service, and offer value to prospects, encouraging them to stay engaged with your brand.
Teaser Content
Generate interest in your upcoming events or webinars through teaser clips. Teasers are an excellent strategy to inform your audience about what they can expect in the main content. These clips can also help you gauge interest and identify potential attendees for the upcoming webinar. You can create teaser videos using a video editor or video editing software.
Thought-leader Videos
Your target audience will be highly interested in your video emails, especially if they include industry experts or thought leaders. Thought-leader videos have a greater impact, particularly when used in B2B lead generation.
Tips to Use Videos to Boost Conversion Rate
Marketing Automation
Make marketing automation an integral part of your video marketing strategy. Utilize automation tools for creating videos, researching leads, scheduling videos, and managing email marketing campaigns.
Email Marketing
In email marketing, consider using Corefactors, Sendinblue to reduce workload and boost ROI.
Optimize Video Content
Optimize your video content by incorporating SEO titles, descriptions, multilingual subtitles, tags, etc., to improve discoverability and reach a wider audience.
Thumbnails
Utilize custom thumbnails to make your videos more eye-catching and attention-grabbing for the audience.
Qulaity Content
Always prioritize the content itself over excessive production value. High-quality content that resonates with your audience is more critical than flashy production.
Storytelling
Leverage the power of storytelling to increase your conversion rate by as much as 20%. Compelling narratives can greatly impact your audience’s engagement and conversion.
Customer Trust
Gain customer trust and increase conversion rate by using social proof videos. Testimonials and reviews from satisfied customers can enhance credibility and trust in your brand.
Final Thoughts
There has never been a better time to leverage the power of video content than now. Whether you’re operating a B2B or B2C business, just starting out, or a seasoned veteran in lead generation. Video is a potent tool that can significantly increase your conversion rate, whether your goal is to create awareness, nurture leads, or delight customers after a sale.
However, to succeed, you need to understand how to effectively utilize video content. The information presented here will guide you in utilizing video content to its fullest potential and boosting your conversion rate.
