We’ve been hearing this cliche again and again on our blog, but it’s one of those events that gives us the right all the time. This is true even for videos. The content of your video will ultimately be the deciding factor when it comes to popularity, effectiveness, impact on your marketing campaign be video and video sharing. Nobody wants to see a video that is not interesting, informative and a waste of time.
So what makes some viral videos, while others are totally ignored?
The answer lies in the content of your video. And also, the manner in which it is presented. Some of the video content ideas that are sure to be beaten with viewers are:
Make Your Mind – What Type Of Video You Want To Create
Usefulness – If your videos offer solutions to some of the common problems faced by your target market or advice on some of the common pain areas, it is sure to get shared across their networks. To find ideas regarding the content, go through some of the frequently asked questions about your products/services and try to answer them through your videos. Social media networks are slowly becoming platforms to help people out with common problems and people love to share ideas and solutions that they think will help others. Make use of this fact and offer valuable information in a different way.
Funny – Funny videos tend to go viral easily because people need a respite from their stressful lives. Try to incorporate your business messages with a little humor and see it appeal to your audience. However, simply adding humor for the sake of making funny videos is not the way to go about it. It should be genuinely funny.
Interviews – Get your industry experts or thought leaders to comment on or offer solutions on common problems faced by your target market. Not only will their popularity add to the appeal of your videos but they will also help it share across their networks which will ct as a ready target market for you.
Controversy – The easiest way to capture eyeballs and viewer interest is by going against the established norms and saying something controversial. But make sure not to make a fool of yourself by saying something you know not to be true. You need to make sure that you can support your statements with reasoning or facts otherwise your marketing strategy might backfire.
Set Your Video Goals
Creating video is a lot of fun, but as with any marketing project, it’s important to set goals for the video you produce. What do you want to achieve from your video?
Suggested Goals :
1. Increase “ direct traffic ” to your company’s website
2. Grow your YouTube Channel’s subscribers
3. Grow your blog RSS subscribers
4. Build inbound links into your website
5. Develop company personality and brand
6. Recruit new employees or build company culture
7. Increase brand awareness (search traffic for your company name)
Here’s How You Can Create An Video That’ll Convert:
It’s all about script, not the video
The most important part of a video is the script and not the actual video quality. If you have a high quality video or a mediocre, if the script is not good it will not convert well.
Also you do not want the company that is creating the video to write the script. The video company does not know your business as you do. They do not know what the pain points that customers are experiencing. They do not know how to write to drive conversions.
The video aims to answer all your prospects questions and concerns. If you can do that in a short video, you will see an increase in your conversions. If you can not, you will not see their sales increase.
Here is what you need before you can write a script
Before you start writing the script, it is necessary to study the consumers mind of your services. To do that i do recommend you to ask some basic questions to get the clear image for your services.
What else would you like to see on this page?
What is the number 1 reason that prevents you from buying?
What is your biggest concern about this product or service?
Is there something that is confusing on this page?
What can we help you solve?
By getting the answers to these questions and other questions you may have, you will get a better understanding of what is stopping people from shopping. It may be that they do not understand what you do, or how easy it is to use. Knowing what all their concerns are, will help you create a better script.
How to write a script?
Now that you have all your prospects objections, you can start writing the script. And when you’re writing, you have to answer all the objections, or at least the most important. You do not want to create a script that is more than 2 or 3 minutes. If it is too long, you will start to lose people.
To explain how to write a script, I’m going to show the order that I use.
Introduction slide should state what your company does – the explanation of what your company does should be short and sweet.
- Explain the problem – you have to carefully articulate the problem your potential customers are experiencing.
- Create a transition – use common verbiage that your potential customers are given during the study to discuss the specific problems they are experiencing. Then see why you created your product or service.
- Showoff your features – videos are visual for a reason. Show off your product or service and when showing it off, make sure you explain how specific features solve specific problems your potential customers are experiencing.
- Tell people to signup or buy – after you explain what your product or service does, you have to tell people to signup or buy it. During this process you need to answer any customer objections or concerns they have about signing up or buying.
- Answer any last objections – this is where you answer any last concerns a potential customer may have.
- Use proof elements to strike the deal – after you answer any last objections, make sure you tell people to signup or buy from you, while visually showing proof elements.
Your script won’t be perfect at first and it will take a few revisions before you get it just right. When you are writing it keep in mind that every 120 to 150 words is roughly a minute on video. You ideally want to keep your video less than 2 minutes.
Find someone to create your voice over
- A voice over (audio recording) for a 2 minute script shouldn’t cost you more than a few hundred dollars.
Find someone to shoot your video
- Again you can go through a professional video company to shoot your video , or you can go through freelancers.
A/B test your video
The reason I explained how you can get your video created cheap and efficiently is because you’ll have to a/b test it to maximize your conversions. This means that you’ll continually have to spend money to tweak your video.
When you are doing A/B tests make sure you are also tracking your video plays. Through software solutions like Wistia you can see video engagement stats, which will help you figure out how you need to modify your video to maximize conversions.
Also, make sure you are adding appropriate and effective Call-To-Action messages at the end of every video so that you can measure the impact of your video and your video content marketing campaigns. Every Call-To-Action should be in sync with your original video marketing objectives whether you want to generate leads or make sales or just want to see viewer’s response to your new product or service demo.