How Video Marketing Drives Customer Conversions

A person holding a phone with the words “video marketing” on the screen
Len Smofsky Dec 10 ,2020

We’ve seen how well video performs in a well-planned customer acquisition strategy, and know your company can use video content to increase ROI while helping consumers learn about your brand and products. So how do we cross the final step in our funnel? How can you shift your newly acquired leads into customer conversions? 

You’ve sparked their interest, now gain their trust. Videos at the conversion stage need to zero in on what the customer really needs and help them feel as though they’re making good choices by aligning themselves with your brand. If you’re not delivering quickly on your promise to them, they have a dozen other options of similar brands selling similar products at their fingertips.

Did you know that a website with a landing page video can increase your conversions by 80% or more? Additionally, 87% of video marketers say video has increased traffic to their website. Simply having video on your landing page will increase both traffic, and conversions, already making it a great move for your ROI.

A woman filming a video to convert leads

Using Videos To Tell Your Story 

As consumers already enjoy watching videos for a large portion of their time online, companies need to take advantage of different social media formats and video hosting platforms to create content that flows naturally within the online ecosystem. Along with the integration of stories into Facebook and Instagram – an addition that promotes video content above all else – comes the opportunity to turn your stories into advertisements.

A key factor in a successful video marketing strategy is aligning with the goals and needs of your intended customer. Context and location are important factors to consider for each piece of video content. We’ve all experienced a moment of confusion when YouTube autoplays the next suggested video with a completely different subject matter to what you’d been watching originally – don’t confuse your customers by trying to sell to them in the wrong place.

Much like a brand sponsoring an event, and to feel as though they belong there, the brand needs to align itself with the culture of the event. Aligning yourself with a social media platform like Instagram also requires you to fully immerse yourself in its culture and video style created by its other users. Using Instagram’s built-in features like stickers, gifs, filters, and text overlays will show new audiences that you align with their ideas and they can trust you as a brand that fits with their lifestyle. 

Look at your current consumer data and decide what they have in common, where you can find them engaging with content, and then plan your strategy around the culture of that platform.

Call to Action 

In your own video acquisition marketing campaigns, be clear about the action you want viewers to take and help them seamlessly go from passive viewer to active participant.” (How video helped one travel marketer convert undecided customers)

You can never be too loud when stressing the importance of a clear call to action in any of your marketing, and that certainly includes video content. Imagine spending all of your time and effort creating a beautiful moment in film, tugging at the heartstrings of the nation, but leaving out a purpose to that story, a place to find more of those feelings, a reason for grabbing their attention. Without a strong call to action your story has nowhere to go, and the story you tell in your marketing campaigns should never focus on the ending – only the start of a beautiful relationship between the viewer and company.

According to a State of Video Marketing data conducted in 2019, 74% of people say they’ve been convinced to buy or download a piece of software or app, and 84% have been convinced to buy a product or service by watching a brand’s video. What are you asking your customers to do or feel with your video? Your call to action should be an extension of the story being told in your video, encouraging the viewer to follow you for more.

A person watching a video on their phone

If At First You Don’t Succeed… 

Try again! You won’t always get them past the last button click on the first try, but indecision often requires only a slight push in the right direction. Over 3/4 of shoppers choose to leave the site without completing a purchase, however, cart abandonment email open rates hover around 43.3%, and the reachable rate (those who abandon carts after they’ve entered an email) hovers around 30% (Evaluating Analytics for Cart Abandonment Optimizations).  This is a huge market of high intent customers who could use a nudge in the right direction with a customer testimonial video, a personalized discount offer or a how-to for a product. 

Conversions: The Grand Finale 

Customer acquisition, much like a well-constructed film, is based on a three-part structure. The final part in any customer acquisition strategy is conversion, by the end of your brand’s story you want the viewer to buy-in to the product, service, or idea that you are selling. If you’ve employed a well-developed conversion rate marketing strategy including video along the way, you’ve increased your chance to convert leads and increase ROI for your campaigns. 

Among the top-performing videos for ROI are “how-to” or instructional videos, product demonstration videos, explainer videos and interviews with experts (Adobe). All of these have a common thread of giving your customer more information, allowing them to feel comfortable enough to purchase, converting leads to customers. 

 Consumers have grown savvier and savvier about marketing and wary of companies and products being made with poor quality, bad customer service, and profit as their only goals.  Transparency is highly valued, and the truth about a product can be easily found in online reviews on YouTube and blogs. Including information about your products with honest insightful videos as part of your strategy, will show consumers that they can trust you with their money.

About the author: Len Smofsky

Len Smofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

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