Have you ever wondered why business videos work?
It is because, if done right, they can communicate your product’s or service’s features in a faster and more powerful way than text.
A business promotional video is no longer an option, it is as important as a good quality website. According to various studies, people are starting to prefer watching promo videos over reading an article.
Here are some useful tips to keep in mind if you want a video that helps you increase your conversion rate.
Keep your video simple
If you try to put a lot of things in the video, it might turn out cluttered and overcrowded. This, in turn, creates a subpar viewing experience for everyone.
Some time ago, a survey was carried out in relation to the online human behavior in the US. The survey found out that the average US citizen’s attention span is 8 seconds, when browsing online. This means that you have only 8 seconds to make them stick around.
You can use the video to deliver informed and confident prospects to what you’re selling.
By doing this, it might also shorten your sales cycle. Your video must be short and simple to understand. In this way, you will make sure you have the attention of your audience. To achieve this, focus on four main things:
- Use the first 20 seconds to address a problem that your target audience might be having;
- Use seconds from 20 to 25 to introduce the audience to your solution, which is your product;
- The next 25 seconds are yours to tell them how they can get started, or how your service or product works;
- The final 10 seconds should have a strong call to action, letting them know what they should do next.
The call to action is more important than you think
Spelling things out is crucial.
Regardless of how great your video is, it is worth nothing without the call to action. Why? Because your viewers won’t be able to purchase or donate or do anything else you might’ve been hoping for.
If you want to make a promo video that is effective, you will need to incorporate a strong call to action at the end.
It must make things clear to the audience and tell them exactly what they should do, and how to do it. Make everything obvious, your audience should not look for solutions by themselves.
For example, at the very end of the video, make sure to add a link to your product or service. Hopefully, they’ll go to your site next.
Get a professional to do the voice
Poor audio can be a deal breaker for anyone who wants to watch a video.
If the voice doesn’t have the delivery of a professional, people will lose interest. A professional voice actor can successfully transfer emotions over the video.
The voice should give the entire video a specific mood, and add a human touch to everything. A professional voice actor will lead emotions like they’re meant to and add pauses and flow to your story.
How to make a promotional video: don’ts!
There are plenty of benefits to be reaped if a video marketing campaign is done well.
However, there are also plenty of things that can go wrong. Many business owners do a couple of mistakes that are pretty critical.
They do not pay enough attention to their videos, which causes them to lose money.
Don’t oversell it
No viewer wants to feel like they’re being sold something.
Many small business owners make this mistake and end up with a video that feels like a commercial. This approach is completely missing the point in today’s world.
Instead, you should focus on telling a story.
Individuals have problems and needs, and they need answers to their questions. Your video should have the main goal of addressing those problems. For instance, give the information that is important to the target audience.
Don’t make it too long
As mentioned earlier, the attention span of a general person is pretty low.
People seldom watch videos longer than 5 minutes, unless it is a how-to tutorial. In this case, they might bump up their limits to 10 minutes, but not much more. Your videos must convey the right message and show the right content.
Studies have shown that 20% of people will turn off the video if the first 10 seconds aren’t engaging enough. Also, the longer the video is, the less likely it is that people will watch it until the end. For an average business, somewhere between a minute and a minute and 30 seconds is a golden middle.
Know exactly what you want
This should be an obvious one, but you should have a clear idea of what you want from your video and don’t get distracted. The biggest mistake someone can make is not to set their objectives before working on the video.
You should know why exactly you are making the video in the first place. You should know your target audience, as well as the results you’re trying to achieve. Also, don’t forget about your budget.
If you aren’t careful, you will see your video going upwards in a spiral in both time and price. As a result, your final product might not be what you expect.
Use the correct branding for your services or business
One of the most crucial things you should keep an eye out for – anything that will set your brand apart from the others. This can include your logo, URL, tag line, or anything else.
Failing to include them might appear as one of the biggest mistakes you can do.
After the first few seconds, the viewer should know your business’ name, as well as the logo and website. The proven ideal location for these elements stands at the sole beginning of the video.
Have a distribution plan
You shouldn’t leave the distribution and usage plan for “after you are done”. The way you will use this video largely dictates the style of the video and what kind of content it includes.
For instance, the specifications for a Facebook video and a video for your landing page should differ. Make sure your requirements are clear before you begin with making the video.
What are the benefits of having a good video?
Video marketing makes a person stick around on your web page for longer. The target audience will remember what they saw. In fact, a video attracts 3 times more organic inbound links.
According to eBay and Amazon, if the product description includes a video, there’s a 35% higher chance of a sale.
Video marketing is a SEO gold mine.
It helps boost likes and shares, aids to build backlinks to your site, and drives more traffic there.
Websites with a lot of text and images rank low and get more exposure. This also pushes customers away.
Remember, customers usually take less than a minute to make a purchasing decision. A video can persuade them to take a decision in favor of your service or product.
Online businesses with little to no contact with customers can benefit from a video. It gives your customers a sense of trust in both your product and you as a seller.
Finally the combination of audio and images has a compelling effect on your customers. It also ensures an emotional affinity that they can’t ignore.
Conclusion
Video marketing is here, and it is here to stay. If you want to jump on the bandwagon, the tips and tricks above should give you a decent idea of things to keep an eye out for.
They will save you time and money. But that is not all! They will help you in the making of a promo video that will ensure results that you can see and measure.
Want us to help you by creating a promo video? Here’s what we can do. Get in touch, if you’re interested.