It’s no secret that video marketing is a powerful way for brands to tell their stories, raise awareness and generate leads. However, the promotional capacity of video is just the tip of the iceberg; it’s also a highly effective way to convert those leads into sales.
A recent Vidyard study revealed that more than 70 percent of businesses find improvements in their conversion rates when they utilize video marketing. This statistic shouldn’t be surprising, though. Compared to traditional text ads, video is a much more digestible medium for the human brain.
A 30-second clip can easily convey concepts that would otherwise require paragraph upon paragraph of words. To boot, video allows for this information to be presented in a much more entertaining fashion.
Establish Your Differentiating Factor
When a lead arrives on your doorstep, he or she is likely deliberating between your offering and several others. According to Nielsen, a majority of modern consumers conduct thorough online research in order to better understand which products best suit their needs. They’re reading reviews, comparing prices, and yes, they’re watching videos.
That’s why it’s so important to create videos that inform and nurture the leads you’ve already attracted to your brand. A short video that demonstrates your product in action while highlighting its features will elicit a stronger emotional response than a static ad that relies only on text, photographs, and diagrams.
Poo-Pourri, for instance, uses humor in its video ads to provoke an emotional reaction — happiness and laughter — and demonstrate how people can use its before-you-go toilet spray. With more than $27 million in estimated revenue, which far outpaces its nearest competitor, harnessing the power of emotion to persuade has worked very well for Poo-Pourri’s brand.
Further, videos that show leads why your product will help them overcome specific pain points can also play a key role in driving sales. Taking this route will show potential clients that your brand truly understands who they are, what they want, and why they’re shopping around for solutions. Software company Apto, for example, knew companies across the globe were struggling to effectively segment their sales leads, so the brand created a promotional video that focused solely on this pain point, showing how its product helps clients overcome it.
Hope Horner is CEO and founder of Lemonlight Video Production, a company that produces and distributes branded video content at scale. Hope is a three-time entrepreneur who has been featured in Inc., KABC, Extra and other publications highlighting her successes in the Silicon Beach community over the past decade.