How To Drive More Sales through Video Marketing
With Thue Madsen, Marketing Operations Manager, Kissmetrics
Charlotte Rosenzweig, Director of Marketing, Lemonlight
Video Marketing is the most powerful form of online marketing, and is quickly becoming the most powerful form of marketing period. Consider these remarkable statistics:
- More than one BILLION hours of YouTube video is being watched every day. That’s around 8.4 minutes per day, per person around the world!
- 52% of marketing professionals worldwide name video as the type of content with the best ROI (Brainshark)
- 90% of customers report that product videos help them make purchasing decisions (Hubspot)
- 59% of executives agree that if both video and text are available on the same topic, they are more likely to choose video (MWP)
Video provides the value, relevance, and flexibility that consumers are looking for.
How to Pick the Right Video for Your Website Based on Your Buyer’s Journey
Develop videos for the various stages of the buyer’s journey, which is the process that all buyers go through to become aware of, evaluate, and then purchase a new product or service.
People digest content differently, depending on their mindset. Someone who doesn’t even know what you offer, doesn’t necessarily want to watch the same video as someone who is looking to decide which product or service they want to purchase. They are also going to be looking at different pages on your website, depending on which stage of the buyer’s journey they are in.
The first stage of the journey is Awareness. Buyers are researching how to fix their problem or need. They are unaware of your company and even the fact that they have a need for your company. Your job is to create awareness so buyers can understand what you do and how you can help them.
There are three kinds of videos that people want to see during this stage:
- Commercial - This should be about 30 seconds and live on your landing page. Capture their attention (quickly!) and then include a call to action (give them something to do immediately after watching the video.)
- Brand/Explainer video - Include this video above the fold on your website. It should be the first thing people see. After 1-2 minutes they know everything you do: your mission, products/services, personality, and they should believe in you as a company.
- Education video - This video can be longer and will likely live in a blog. Informing consumers about your industry helps inform them that they have a problem that you can solve.
In the next stage, Consideration, the buyer knows what their problem is. Now they are analyzing the different directions they can go to fix their problem. They begin to eliminate companies that don’t provide the services they need. While they are narrowing, your job is to build trust and establish credibility.
In this stage, the following videos will be helpful:
- Product Video - This lives on a product page or landing page that talks more in depth about your products.
- Brand video - This should live on your homepage and share your brand values and explain what you do and why you do it.
- How-To/Tutorial/FAQ - This video should go on a product or FAQ page and provide answers and clarity to the questions your visitors are asking.
In the Decision stage, the buyer knows the best solution for their problem and is looking to see who is available to help them. The videos helpful for this stage are:
- Team Video - Put this on your About Us page.
- Testimonial - This can live in a number of places: Homepage, About Us page, Clients page, etc. It’s easy enough to say you’re the best. You need to prove to potential buyers that other people think you’re the best too.
Three Non-Negotiables for your Video
- High quality content - Video is a reflection of your brand as a whole. It’s important that it’s polished. In the case of video, quality is better than quantity.
- Call to Action - Let your users know what you want them to do after watching your video. And remember, the CTA should be reflective of where they are in the buyer’s journey.
- Clear messaging - The message should be clear and concise. Don’t bury it in jargon or fluff.
Is It working? The Important KPIs.
You’ll need to measure and monitor the success of your campaigns to truly understand how your audience is engaging with your content. Key Performance Indicators (KPIs) should be measured regularly (weekly is good for video).
There are a lot of things you could measure, but here are the important metrics to watch:
- Impressions - This is the number of people who have seen at least a little bit of your video. To keep them watching, the first 5 seconds of your video needs to hook the buyer. Set the tone with colors, visuals, music, and voice.
- View through rate - These are the people that watch your video all the way through. You can reach this number by calculating Views/Impressions x 100. 15% is average, which means 15% of your impressions actually watch the full video.
- Click Through Rate - This number represents the rate that people actually respond to your CTA. The formula for this is Clicks/Views x 100. If you’re CTR isn’t high enough, consider changing your CTA.
- Shares - If people are sharing, that means you’ve created the right content!
Consider measuring your KPIs with programs like Vidyard and Wistia, which give you helpful analytics or platforms like Kissmetrics and Hubspot, which help measure and monitor analytics and then nurture leads. These platforms can also automate processes and dive into engagement and behaviors.
It’s all about the ROI
Video shouldn’t be part of your marketing mix just because it’s trendy or fun. Video helps people digest information. It plays with multiple senses - motion, light, sound - and draws the attention of the viewer more than a photo.
“Companies which use videos in their marketing, grow revenue 49% faster year-on-year, than
those who don’t.” - Aberdeen Group
No one wants to read paragraphs of text. Video will give you the most bang for your buck, meaning ROI will be higher when you incorporate video into your plans.
Want more? Watch the webinar!