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Want to know how to turn your online video into your number one sales tool? Andrew Angus gives the lowdown on the 9 ways that you can make that happen below!
According to a 2011 Content Marketing Institute study, 90% of B2B marketers do some form of content marketing, whether they realize it or not.
More importantly, 60% of B2B marketers plan to spend more on content marketing in the next year. As interest in content marketing continues to rise, so does interest in video as a sales tool. In fact, 53.5% (and 70.8% of Internet users) will watch videos online in 2012. That’s a 7.1% increase from 2011!
Here’s how you can turn video into your number one sales tool. (Oh, you didn’t know? Video is also Content Marketing.)
You’ve heard it before and you’ll hear it again: our brains are hardwired to respond to visual stimulation. We already know that research shows that nearly half the population learns visually. If given the choice between reading a full page of content and watching a 60-second explainer video, the video would win out every time. Not only is it faster to watch a video than read written content, but we retain more information when our brains are both verbally and visually stimulated.
Use this natural predisposition to video to your advantage. A simple video introducing your product or service can go a long way. Place it on your landing page and watch conversions increase.
We also know that the average person will spend 2.7 minutes watching an Internet video. Still, the idea is to ensure everyone watches your video from start to finish, so it’s best to keep your video short and sweet. We typically recommend between 60 and 90 seconds for best results.
By staying well below the average, you ensure that you have the potential to hold everyone’s attention. Plus, 60 seconds means 140 to 160 words. That script restriction means only your most important (and powerful) benefits make the video.
Your script and visual effects will be the focus for the majority of the video, but they won’t turn your viewers into customers. What truly increases sales is a fantastic call to action at the end of the video. Just as it is on a landing page, a video call to action is what pushes visitors into the sales funnel. The best calls to action tie into the theme of the video while still standing out.
For example, Comet’s whiteboard style explainer video has an effective call to action. The logo and tagline are visible for a full 10 seconds. All of the whiteboard elements from earlier in the video surround the branded info, bringing the entire video full circle. Also, the voiceover narrator clearly defines the next step for the viewer: contact Comet to discuss potential solutions.
For even better results, use tools that allow you to add links to your video content. For example, Google Voice’s explainer video has an active website link thanks to a YouTube feature. All viewers have to do to act on the call is click the bubble around the link in the video.
The tone of your script and voiceover narrator is vital. Do you want your video to be conservative and to-the-point or casual and laid back? The bigger question is: how do you want your brand to be perceived? The words and style of your script can make a huge difference. Of course, so can the way the voiceover actor reads the script. The same sentence could be interpreted in two very different ways, depending on the tone the narrator uses.
SonicBox is the perfect example of a company that put a great deal of thought into its explainer video’s tone. The team wanted a video that resonated with a young, fun audience. The tone of the video fits the target demographic perfectly and depicts SonicBox as an edgy brand. Note that the content of the script and the product are not all that edgy. It’s the video’s tone that conveys that message.
Voiceover narration is not the only auditory stimulation your video should be capitalizing on. Whether you set your video to music or sound effects, finding the perfect match can be difficult. The key is to insert the music or sound effects strategically, much like you would a keyword on a landing page. You don’t want to overuse or underuse the two. Music should be played softly in the background so not to distract from the script. For the same reason, sound effects should only be used to match animation or movement.
“We found that the video with music performed better than the same video without the background music. People watched longer and around 10% more people completed the video”, says Daniel Debow, Co-Founder of Rypple.
Be sure the tempo and genre of music matches your theme and brand. If the video is upbeat and fast-paced, don’t set it to classical music.
Check out the rest of this post on The Daily Egg.
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