How to Increase Your Video’s Conversion Rate
Video Marketing has become a necessity to entrepreneurs, business owners, and marketers that are looking to generate more leads for their business. It is a proven method that increases a website’s session duration, reduces bounce rates and increases engagement with your audience. It is the optimal solution that a majority of business owners are implementing into their business. However, there is one small problem…. with the infinite hours of video available online, it is easy to get distracted and forget you’re making a marketing video to generate leads.
Marketing with video is no different than buying a billboard or renting a spot in the Sunday paper, assuming people still read papers. You wouldn’t rent out a billboard because it simply looks cool or buy an ad in the paper because your CEO wants his face to be seen, but for some reason, people do it with video. It’s these people that are struggling to convert with video. The successful marketers who treat video production more like a form of marketing and less like a student film see a massive increase in engagement and lead generation.
You may have made videos in the past or are completely new to the concept, either way, there is still hope for you. Video audiences are very forgiving and don’t hold grudges because your last video didn’t hold their interest. By following our tried and true methods, you’ll be able to revive your video marketing with a new strategy and start generating more leads with video.
Strong Call to Action
When your audience gets to the end of your videos don’t leave them hanging with a simple “I’ll see you next time” or “Catch you on the flip side”. Your audience might have loved your content but you’re leaving them high and dry with nowhere to go! Your videos should always end with a singular call to action to entice a certain action from your viewer.
Your call to action can be a content upgrade, sign up to social media channels, buy our product, come to our event, etc. The possibilities are endless. Make it easy to follow your call to action with a visible and easy to follow link or subscribe button. Complicating the process or asking them for too much will steer your audience away. Your audience may be very smart but they’re Internet users so they’re inherently lazy and don’t like to work for information, after all, it is everywhere.
Consistency is Key
To build an audience, you need to repeatedly deliver content on a regular schedule. You want your fans to understand that every Friday [or whatever time frame you choose] that you will be putting out new video content. They will begin to expect and anticipate your video. That is certainly a lot of pressure but it’s a marketers dream! Consistently delivering quality content will turn your regular customers into evangelists.
Distribution is King
“If you build it, they will come” only applies to cliché baseball movies and not your video marketing strategy. There is a lot of content online and I mean a lot. To stand out, you need to build the distribution network required to reach your audience. This doesn’t mean try to conquer every social media network and distribution platform. Focus your video efforts on 1-3 methods or social networks. Over time, you will build an audience and a means to distribute your videos quickly and effectively.
If you already have an email list or strong social media following then you’re off to a strong start. Utilize these networks to deliver your video content.
Repurpose Your Content
To cash in on the same idea two or three times try repurposing your content. This can be simple as turning your blog posts into videos or transcribing your videos into blog posts. The text will attract people who prefer to read and the video will attract those who like to watch. Not to mention the additional text from your video will give your website additional information to be crawled by search engines.
Tip: Using services online you can have your video transcribed for an average price of $1 minute.
Measure KPI’s [Key Performance Indicators]
I said it once, but I’ll say it again… Video is a form of marketing and needs to be treated as such. When creating a video, you need to pick a few Key Performance Indicators aka KPI’s. These indicators will give you a way to assert the effectiveness and ROI of your video.
It’s easy to overlook this step as extra work or unnecessary, but if you want to generate leads you need to be measuring your videos. If you’re not measuring you won’t know which videos work and which videos don’t. This carelessness will cause excess spending and lower conversion rates.
Learn and Repeat
Generating leads with video marketing doesn’t happen overnight. It’s a process that takes time and effort with successes and failures. After every video you should be learning what worked and what didn’t. This knowledge will then transpire into the next video and the next video.
Just like A/B testing your website or landing pages you can do that with your videos. Using video hosting websites such as VidYard.com or Wistia.com, you can track your audience’s movement to see viewer engagement and bounce rates.
Video Marketing is a form of marketing that is here to stay and if you want to be successful doing business online you need to be implementing video into your marketing plan. Over time, a video marketing plan that has been well thought out will always outperform the random, inconsistent content flooding the Internet. Through consistency and strong marketing practices, you can create an audience from which you can generate leads and customers.