“The play button is the most compelling call to action on the web” – @michaellitt
We live in a push-button world. Any piece of content is readily available to us at our fingertips. This ease of access has led to a massive spike in video content consumption, in particular, over the last five years. A Cisco report claims that by 2022, a whopping 82% of all consumer internet traffic would be routed through videos. That is 15x higher than what it was in 2017! On average, Americans spend around 8.5 hours per week watching videos across various online platforms. YouTube is the leading eye share hogger, with more than 1 billion hours of time spent viewing, every day.
If given a choice, people would instead watch something than reading something. 72% of customers would prefer to learn about a product or service via video. A Kissmetrics report states that “visitors who watch video stay on the site twice as long and visit twice as many pages versus those who don’t see the video.”
It is as clear as day – if you want to succeed in digital, video marketing is vital. Dollar Shave Club exemplified this perfectly by creating a quirky, engaging ad video that highlighted the product’s USP. The video went viral, and a few years later, so did the company (getting acquired by Unilever). It just goes to show how powerful an impact a little video can have on your business’ success.
With that being said, let us look at seven ways in which you can leverage video to skyrocket your sales:
Case Study Videos
Case studies are a great way to showcase how your product helped other brands with their specific, unique problems. If your customers are B2B, this is the most elegant way to establish credibility in the minds of prospective customers. Case study videos should not only tell a great story but also support it with excellent user experience. Instead of writing up a case study (which are often dense reads), you can create a video casually interviewing your customers in their office, talking about their experience of using your product. This offers prospects an in-depth product guide and might give them additional insights about product benefits.
Create a Demo Video for Prospects
A demo video is used to convert a new lead into a paying customer. It offers a sneak peek into your product’s best features and benefits. Seeing your product in action fills prospects with confidence that your product works as advertised. Demo videos also minimize the time and effort needed by your salesforce while pitching to prospects. You need not break the bank for this, though. Make use of the thousands of online video editors out there to give your demo videos a professional, high-quality look and feel.
Create helpful Tutorial Videos
If you’re a SaaS product, creating tutorial videos is a must. SaaS products are generally complex and feature-rich and require hand-holding. Tutorial videos are simple how-to video guides that give your customers a feature walk-through. They talk about where you can access the feature, its use case, and any tips, tricks, or shortcuts. They are helpful for the customer success team to quickly and efficiently onboard a new customer. They save time and minimize unnecessary back-and-forths.
Tell Your Brand Story
The renowned author Simon Sinek has rightly said, “Start with Why.” Consumers need to feel an emotional connection with your brand’s vision and mission before they even consider you.” The ‘why’ behind it should resonate before the ‘what’ you do. Sharing your brand story is the perfect way to build a relationship with your audience that goes beyond transactional. Seth Godin says, “Marketing is no longer about the stuff that you make, but about the stories that you tell.” The story you weave captivates leads to dig deeper and evaluate other aspects of your product.
Embed Customer Testimonial Videos
Your product videos are always going to be taken with a pinch of salt. No matter how good your product is, customers still suspect that you’re putting the best possible spin on it. They need neutral, objective, and unbiased sources of validation. Enter – Customer testimonial videos. Sharing customer success stories and reviews show that your brand is genuine, reliable, and trustworthy. Seeing real, first-hand people advocating your product is the quickest and most surefire way of expediting your leads through the sales funnel. Bright Local discovered that approximately 91% of Gen Z audience trust reviews as much as friends and family. Social proof can truly make or break your brand.
Social Media Live Videos
Generally, videos are a one-sided passive way to broadcast information. The best way to convert leads into paying customers is by having a conversation with them. With the growing popularity of the story format, you can schedule an Instagram or Facebook Live with your followers to address queries, announce new features, or just show your fun side. In real-time. Don’t forget to create an initial buzz by promoting your live video session ahead of time. Posting useful links in the live feed is also a great way to boost audience engagement.
Make ‘New Feature’ Videos or GIFs
Whenever you ship a new feature or add a new product category, create a video to promote it! This is like a crossover between a product and a demo video. You want to show users where they can find the new feature and also how they can go about using it. You can then share it across all your online properties and social media to supercharge awareness and adoption. Don’t forget to jazz it up by adding cool intros and outros. There are many intro video makers that contain a vast, media-rich library of templates that you can use to create intros and outros within minutes!
So the next time you plan a marketing campaign, make sure you add a video as your primary media source and watch engagement and sales numbers soar!