4 ways to convert leads using video
Video has been proven to increase conversion rates by 80%*.
You read that correctly, the big eight-0 – it’s too good to ignore.
Not only do you have an incredible opportunity to engage and enthuse potential clients like never before – and more of them simultaneously – video is opening the conversion door time and time again.
It’s a way of showing off your business and products and/or services with a sprinkle of personality.
It’s about being genuine, human… personal.
It’s about wowing the viewer in a short, snappy video that’ll leave them enticed.
It’s time to create something brilliant.
To give you a head start, here’s four tips to maximising the ‘wow factor’, helping you convert leads using video and pocket those pounds.
1. Use video on your landing page
It’s the most crucial page on your site, giving the all-important first impression.
A slick front page saying who you are and what you do without waffling is obviously the goal.
But what about using video to literally do the talking?
In a mobile-first world where users are scrolling their way through with 280-character tweets and 60-second or less video clips, holding people’s attention has never been more challenging.
Wow them with a brief, informative video packed with personality on the landing page and you’ve done the hardest part – you’ve got their attention. You’ve impressed.
Plus, our brains process images 60,000 times faster than text; you can say more and quicker.
2. Lead capture forms in the video
It’s been proven that popping a lead capture form in the first 10%-20% of a video increases conversion rates by roughly 38%-43%.
Wistia offers a feature called Turnstile, which allows you to insert the form anywhere in your video. You can gate content or make it optional for viewers to submit their details to receive future content from your company.
The video-hosting platform closely analysed more than 15,000 videos using the feature, and found conversion rates improved dramatically when Turnstile was used within the first 10%-20% of the video.
After your compelling introduction, you can immediately offer an easy opportunity to signing up for future content.
3. Testimonials
Testimonials reassure clients and show off those you have previously worked with.
DreamingFish producer Tom Marner, who has captured testimonials for plenty of our clients, says: “It is a great way to show how your service or product has benefited people. The way the testimonial is filmed and edited makes a huge difference to its success. You want it to be interesting and personable, offering a genuine insight into why someone should work with you.
“Video reaches people on an emotional level, and using a testimonial is a simple way to strengthen your brand in a human way – which just isn’t possible using plain old words and pictures.”
Think of it like word of mouth – only thing is, with video you largely choose your audience.
Push the content through targeted campaigns and word will quickly spread.
4. The more, the merrier!
Don’t limit the number of videos you are using – the more, the merrier.
We already know conversion rates improve by 80% by using video, so take the golden opportunity to use it as frequently as you can.
Pepper your sites, social feeds, emails, etc, with engaging content and reap the rewards.
Be careful to resist the temptation to use lower quality video for the sake of quantity, though – there’s a fine balance to strike.
How your video looks speaks volumes about your business.
Keep it slick, snappy, consistent and frequent.
The more pages you have with video, the more likely your audience is to find something that resonates and converts them into a long-term client.
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How to Plan a Video Strategy: A Beginner’s Guide
Use your video right: have a strong video strategy.
At DreamingFish we believe wholeheartedly in the power of video, and we want to help you flourish and grow with the use of an effective video strategy. If you’re thinking about applying a more strategic approach to the use of video, you might want to consider the following video strategy.
What objectives do you want to achieve?
Video is a great tool for engaging people and encouraging them to act. For this reason, it can act as an amazing method of leading people through your sales funnel. Video also performs best when it attempts to do just one job. For example, a video ad on Facebook could push people to your website, where another video encourages them to get in touch, at which point a sales rep could send a personalised video voicemail, and so on. A strategic marketer will identify as many points as possible in the sales funnel to use video.
How will you make sure your video is watched?
A video is only as good as the views it is getting. It’s not enough to just get it made and leave it unfindable on your company’s neglected YouTube channel. Like driving people to your website, or having a billboard ad in a busy area, you have to make sure people are seeing your video. For this reason, you should plan where your video will ideally be watched (your website, social channels, digital display advertising etc.) and then focus some time and resource into driving people to that place. The trick is driving the right people towards your video to make sure it’s leading people through your buying journey.
How will you measure each video’s effectiveness?
Video metrics tell us a huge amount about how a video is performing. It also allows us to see where we might be able to make videos perform better. Video metrics come in all shapes and sizes, from view count and play duration, to website dwell time and call-to-action engagement. Having a clear objective from the outset will make it easier to pick which metrics to track, and in turn, make it easier to prove a return on your investment.
Develop a video brand.
The videos you create should feel like a continuous extension of your other marketing channels. This refers both to design style and quality. Nothing is more jarring for a customer than a video that feels shoddily made and completely off brand. Whether you’re working with an agency or producing content in-house (or both), make sure all of your video content accurately represents your brand. If you are concerned about continuity perhaps consider producing a video brand guideline.
Use clear calls-to-action.
Want to find out more?
For more information about the return on investment for you video contact us today!
Video Metrics: Ways to Measure the ROI of your Video (and Why you Should Do It)
Video metrics are essential to measure the return on investment your video content is providing.
After investing both time and resources into your video marketing, it’s important to know if you are getting the returns you want to. There are lots of different video metrics that are available to measure this, depending on what exactly it is that you want your video to achieve.
Know what you want from your video.
First things first: know what you want.
It is important that you know from the get go what you want your video to achieve. Without a goal set, you can’t really measure your ROI because – well – you won’t know what to measure. Are you wanting your video to simply promote your brand, or to lead your target audience to your website? If you know what you want, you’ll know what to look for. As a result of that, you can measure if your video content is doing what you want it to.
Views on your video don’t tell the whole story.
Probably the simplest video metric available to determine how your video is doing is to look at how many views it has. Views indicate the general reach of your video. It’s what you should be looking at if your main aim is to raise awareness of your brand.
However, don’t just assume that because your video has a high number of views, it’s doing the job for you completely. A high view rate doesn’t directly translate into an increase in traffic to your site. Here’s why: you only have to watch three seconds of a video on Facebook for it to count as a view, while on YouTube, you’re required you to watch thirty seconds for it to clock. See the problem? It’s no good having a video with a high view count if your target audience is switching off after the first five seconds.
In order for your target audience to reach your call-to-action (CTA) at the end of the video – and get them looking at other content, you want them to stay engaged and watch the whole video.
Of course, it’s still great to have a high view count on your videos. It shows that your content is connecting with its target audience and that’s a good thing. But it’s also important to remember that there are more important video metrics to consider than a high view count.
Share your video on social media.
Sharing your video content on social media is a great way to help promote brand awareness. It can also draw people into your brand. As a general rule, more views on your video tends to result in more shares, and happy days all around!
More than anything else, putting your video content on social media provides a good indicator for how well your message is being received, particularly with your target audience. While it’s important, don’t rely on your video content on social media to develop huge leads. It’s all about developing your brand awareness.
Monitor your engagement rate…
Monitoring the rate of your engagement is an important video metric to be aware of. Put simply, it tells you how much of your video the viewer watches. A really high engagement rate is optimal as this means that your viewers are watching your video in its entirety. A lower engagement rate suggests that your audience is dropping off after a couple of seconds. Monitoring this – and looking to see where exactly in your video the viewers are dropping off – can tell you what parts of the video the viewer is responding well to.
If you find you are having a problem with engagement, consider editing and adjusting your video accordingly. This will help you appeal more to your target audience.
…and click-through rate.
The click-through rate (CTR) of your video is a vital tool. It can tell you how many people your video has resonated with, and as such, want to know more. It’s a vital video metric if you’re looking to move your audience on after watching your video. Of course, you should use a strong call-to-action at the end of your video. This will push your audience further on after watching. A strong CTA at the end of your video can turn passive viewers into interested clients.
If you’re struggling to achieve a good CTR, try changing your call-to-action at the end of the video. Make it more appealing, or even place it at a different point during your video.
Conversion rate is very important.
If your goal is for your video content to turn into viable leads and an increase in clients, this is the metric you really need to pay attention to. The conversion rate is essentially the rate at which your video has encouraged the viewer to act upon your video. This could mean signing up to your newsletter, visiting your homepage or buying from you. Think of the conversion rate of being the biggest indicator as to how well your video is performing, with other video metrics feeding into it.
Ensure that your video is relevant to the viewer depending on which stage of the sales funnel they’re at.
Want to find out more?
For more information about return on investment for your video contact us today!
Improving your Video ROI: A Step-by-Step Guide
Improving your Video ROI – it’s about more than just views.
Videos can be used to achieve all sorts of things, and can be shared on different platforms. With 96% of B2B companies planning to use video in their marketing over the next year, it’s worth spending time working out exactly how to use your videos to maximise your video ROI. Have a look below at four strategies that you can use to create purposeful videos.
Show off what you do.
It’s important that your videos initially showcase the very best of what you have to offer. Tell your viewer what you do, why you do it and – crucially – why you’re the best at it. Offer something that is memorable, unique and appeals to your target audience. It’s worth bearing in mind the length of your videos too – if they are too long then your audience aren’t likely to watch it in its entirety and may miss your call-to-action, meaning your video ROI won’t be as successful.
It’s estimated that about 60% of users will stop watching a video after 2 minutes, so consider a shorter video to ensure people will remain engaged to the end. Which brings us to…
Engage your audience.
Videos are a fast and easy way to help create brand awareness. However, you shouldn’t expect that your video will lead to an instant increase in new clients. You must position your videos accordingly to draw in qualified leads. In other words, take into account things such as where you are posting your video and what time you are posting it – by monitoring your video output metrics you can refine these things. Also ensure that your content is relevant to the channel you are using i.e. videos that work on your website and Facebook may not necessarily work on LinkedIn or Instagram. Consider re-editing your videos so that they work on different channels, ensuring you increase the reach of your video and therefore the video ROI.
You should also consider giving your video a strong call-to-action to help to engage your viewer and as a result your video ROI. Provide a click-through to your website, or perhaps another video that might be of interest. Don’t allow your video to sit on your platforms passively: give your audience the opportunity to engage further with you, and convert those engagements into new leads!
Retain (and delight) your customers.
So your videos have helped you develop leads – great – and your Sales team have converted those leads into clients. Happy days! But it’s now imperative that you make those customers happy enough that they keep coming back, thus expanding your stable base of clients. How do you do this? Assure the client that you are still invested in them. Simple video guides and ‘how-to’ videos emailed out in a newsletter are a great way to show clients that you haven’t forgotten about them after the sale.
More content, more value, greater retention and a greater overall video ROI for your video spend.
Show off your customers (and let them show you off, too).
To encourage sales, there really is nothing better than a testimonial video from a happy and successful client. This has several benefits. Not only does this help to attract potential clients – letting them know what they can expect from you – it proves to your existing client that you care about them too. After all, you’re showing them off and helping them out as much as you are yourself.
Showreels are also another great way of using video to show your customer base. Featured on the homepage of your website, it quickly lets the client know what they can expect from you.
Round up:
Want to find out more?
For more information about return on investment for your video contact us today!
Video ROI: Investigating the Return on Investment with St Andrew’s School
Proving the ROI of video: A Case Study with St Andrew’s School
St. Andrew’s School is a co-educational Prep school based in Horsell, Surrey. St. Andrew’s Marketing and Communications Manager, Jo Manly, approached DreamingFish to create a promotional video for their website that would both give an insight into life at the school and be used in promotional social media advertising to help increase attendance at the school’s open days.
DreamingFish suggested a number of different approaches, and the team from St. Andrew’s chose the idea of following two students through a typical day at the school. We shot the video in the second half of 2016, and the paid campaign went live on Facebook in March. The ad has now reached over 12,000 people from 16,000 impressions and has had over 8,000 views and 438 clicks.
Jo and the St. Andrew’s team are very pleased with the response and the return on investment. “It was a pleasure to work with the team at DreamingFish. Our project team were very impressed with the response to our brief and the number of concepts suggested for our video. The chosen concept perfectly encapsulates our ethos and enables current and prospective parents to gain a unique insight into daily life at our school. Feedback has been incredibly positive and our ‘click rate’ compared to photo-based advertising on social media has more than doubled, proving the ROI of video.”
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