The way that people receive their information is rapidly changing. For example, an increasing number of people surf the internet from their mobile phones. Furthermore, because of the increase in broadband speeds the usage of videos has increased in recent years. Some websites actually prefer to market their content using videos as opposed to text, and website visitors are responding well to that. However, what you might be surprised to find out is that the kind of videos that customers are responding to are not the typical sales videos. You will find that videos filled with educational or entertaining content with subtle call to actions can add a lot more value to your marketing campaign. Read on to find out why the soft sell is the way to go.
Types Of Content Videos To Add
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There are a variety of different content videos that you can add to your website and video distribution websites. One type is the simple tutorial video where an explanation is given on how to use your services or products. For example, if you have a piece of software that has a lot of features then you can do a video series explaining how to use all of those features. Such videos are great from a marketing standpoint simply because your customers get to see the different features of what you are offering in action. The key to such videos is to make sure that there is a call to action at the end, and subtle ones throughout. Furthermore, how to videos get a lot of searches and producing such videos gives you a chance to grab some of that traffic, as Lisa Barone from Search Engine Watch explains:
These videos are great not only for establishing expertness and authority in a vertical, but for capturing the all-important “how to”- and “hack”-themed queries in the search results. For queries that are especially competitive, targeting these phrases via video is easier than trying to gain rankings via traditional organic.
The thing that educational type videos convey to your potential customers is that you are an authority in your marketplace. People are using videos an increasing amount to figure out how to get things done so use that to your advantage.
Videos Can Increase Traffic
As many as 70% of all Google searches have videos within the search results. This means you can capitalize on that potential organic traffic by having a few videos for keywords that have no videos in the search results. Competing with the top spender of a niche for popular keywords can get very expensive. But if your competitors have not considered using videos then you can have the upper hand in the search results. However, the videos that you need to come up with have to be content rich as opposed to being merely a sales pitch. Google is not all about the marketing. It is about providing a good user experience to the end user. This means videos that are informative and educational will have a higher chance of ranking than ones that just have a sales pitch. Also, videos are not just for SEO benefit, they also increase the responsiveness for a marketing campaign, as an expert from Content Marketing Institute explains:
Video embedded in an email is a powerful tool, with 88 percent reporting that email with integrated video improves campaign performance, 76 percent acknowledging that it generates high click-through rates, and 72 percent believing that their prospective clients are more likely to buy after viewing video content sent via an email.
Do The Testing
Smashingmagazine.com defines A/B testing:
At its core, A/B testing is exactly what it sounds like: you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. In the end, you measure which version was more successful and select that version for real-world use.
For any videos that you put out there you need to test to see what kind of conversion rates they can get. For example, if you have been releasing a lot of the sales type videos then measure the conversion rate. Then do the same for “how to” type videos and compare the different figures. If you see that the change in approach has netted you a large conversion rate then you know it is time to change the way you produce your videos. A/B testing is important in every part of your marketing campaign, and the more comprehensive your testing is the better placed you will be to increase your ROI.
Use Professional Videos
To have a chance of impressing your target audience with your videos you must hire a professional video editing service for help in shooting the videos. It might seem like a big investment to make, but the returns you can get as a result might be huge. Videos are also assets of a business, something that can be used to pull in traffic for a long time to come. So think of it as an investment into the future of the company. Most reputable video companies will be aware of the fact that you are trying to sell your product in addition to educating people. Therefore, they can assist you with the call to actions that need to be placed throughout a video for a decent conversion rate to be achieved.
People Ignore The Hype
The internet is infamous for the amount of hype sellers give their products. For example, there are countless get rich quick schemes that promise to make you thousands of dollars within a few days. These claims are often without substance, and are designed to hook you in with their big promises. But once you actually buy the products the reality is much different. As a result people have learned to ignore claims while browsing the internet. Nowadays you need to prove your worth as a business before you can convince people to buy from you on a regular basis. For that reason sales videos are not as effective as they used to be. However, educational type videos are increasingly becoming more effective at getting the sale. The soft sell approach has worked for many business owners online. Why don’t you give it a try and see where it takes you. It might be that the new approach allows your business to be taken to the next level.