Every profitable online business knows that a high conversion rate is critical to its growth and success.
Without knowing how to utilize and boost your conversion rate, you won’t get much sales activity or traffic on your online platforms, making it harder to sustain your business.
With the era of information technology and social media, businesses have to find new ways to compete for the attention of millions of people all over the world. One essential technique that is proving to be successful in garnering new customers is the use of videos.
We’ve prepared this guide to help you learn to use videos effectively in your marketing strategies, thereby increasing your brand engagement and conversion rates. Read on to find out why every business should be taking advantage of videos' full potential and how they can do so.
What is Conversion Rate?
Conversions mean that your site customer or visitor engages with the action or activity you’re leading them to. If you want them to subscribe to your social media page, like your posts, open your website, send you a message, add to the checkout cart, and so on, then converting that to actual activity means that you’re getting successful conversions.
Having a high conversion rate means that you’re successfully engaging with your potential customers. So, what’s the best way to rake in those conversions?
Conversions can be achieved through multiple means. The usual techniques are having a pleasing and enticing webpage for users to navigate, including customer feedback, creating powerful visual advertisements, and writing using persuasive and inviting language. These are all still effective today and shouldn’t be ignored, but there’s one strategy that’s been making businesses a lot of money since its dawn.
One key factor to many businesses’ high conversion rates today lies in effectively using videos. Online statistics show that videos directly increase customer engagement, and this trend shows no signs of stopping. Complemented with concrete conversion strategies, videos will draw in more customers to your brand and products.
Here are the top five reasons we think using videos is an excellent way to increase your conversion rate.
1. They’re more likely to get views and engagement in social media
When people browse their social media pages, it’s often done through scrolling quickly in your feed or timeline. Many posts will be in the form of written text, and we know that those aren’t as inviting as an audio or visual stimulus.
When people see an interesting video preview, it sparks curiosity and encourages them to spend some time watching the video. It’s easier to watch something than to read a block of text. We’re naturally wired to find watching or listening to something more convenient. Using a video then provides the optimal balance of both informing and entertaining your viewers and can still give the option of using text and audio aspects to enhance your advertisements and provide more relevant product or brand details. Simply put, videos are better in nearly every possible way.
If the video is funny, emotional, or amusing, it effectively establishes a more meaningful connection with the viewer, making them interested in your brand. That’s why you see video commercials that make use of heartwarming or tear-jerking stories that people can relate to. Getting your viewers to empathize with those kinds of stories is easier on a video than in written format.
It’s better if your video organically includes a call to action or a way to redirect them to your site or page. When you’ve made an appealing video that people will want to view, seal the deal with a strong and compelling call to action to translate your viewer’s interest into concrete action.
Now, in many cases, a single viewing won’t be enough for a viewer to follow through on your call to action, but at the very least, you want to show them the door to your brand. From thereon, the more times your video ends up being promoted and watched, the more likely your call to action will turn them into customers.
With social media advertising, it’s a simple process to use paid ads to reach a large demographic who will be interested and engaged with your video content. That translates to more customer traffic, impressions, and conversions.
2. They get more shares on social media
Considering that videos are 12 times more likely to be shared than either written posts or website links, the appeal of using video content is undeniable. Getting those shares can spell high impressions and conversion rates for your advertisements.
Since videos are easier and friendlier to view for most social media users, they’re more likely to share them since they know that their friends can easily enjoy the same content. Sometimes, brands hit the jackpot by creating a viral video, and they generate a lot of buzz among potential customers.
Your brand engagement can skyrocket overnight with just the right video and marketing strategy in place. Of course, you can’t expect every video you make to become the next viral ad sensation. Regardless, videos are just better at spreading throughout the online sphere than text posts, so there’s no reason you shouldn’t use videos to help boost your reach.
3. It has more emotional potential
Advertisements that can touch on the more personal and emotional side of people have a better chance of engaging viewers than purely informative ads. That is because people place more importance and connection with things that can touch the emotional side.
Simply giving them the straightforward facts of your brand won’t do. A video that only does what a text post or ad can already do will be dry and ineffective.
If you know your target audience well, then you’ll know best what can trigger emotional responses from them. Do videos about family touch them? Is humor the best way to their heart? Or do on-screen romances excite them more? Tapping into their emotional sides means that they’re more likely to show interest and engage with your brand, translating into a higher conversion rate.
When you’re able to tap into your viewers’ emotions and create a meaningful connection, that can be a huge stepping stone to fostering your customer’s loyalty and trust in you. And aside from creating evocative videos, you can also get video footage of satisfied customers, team members, the environment cultivated by your brand, etc., to show just how great your brand is.
It also creates a more personal attachment between your brand and customers. They also associate what they see on the video with what you’re selling. Wouldn’t you want your customers to feel in love, at home, or confident when they think about your brand? Videos can help you achieve that connection.
4. They are more effective at explaining your brand
In the same way that videos have great potential for getting empathy from your viewers, it’s also an effective way of explaining or answering questions about your brand and product. That’s why another common type of video used in advertising is the explainer video.
Written articles and posts, like this one, are useful in explaining in great detail the pertinent information you need to know. But with how our media consumption is transforming, people want something that can quickly and easily show them all the relevant details.
T he average viewer would rather watch a short video than slog through paragraphs and paragraphs of information, no matter how useful they may be. Videos are better at attending to most people’s short attention spans as well. If you rely solely on written content, your audience might quickly get tired of going through your advertisements.
People want to know how your brand can help improve their life or resolve their problems, and they want to know how fast and easy. Explainer videos let you show concisely and engagingly how exactly your brand can fill in all those criteria. A common strategy to get your viewers’ attention is to use a popular and trustworthy persona to better narrate and connect with the audience.
Businesses that make good use of short explainer videos and well-edited video ads will see higher conversion rates due to efficiently satisfying their audience’s desire to learn.
5. They improve your marketing funnel strategy
The marketing funnel is the process of how a customer engages with your business, starting from them learning about you and becoming loyal customers. Naturally, online businesses have to master the art of successful marketing funnel strategies to both reach and retain customers for their brand.
Using videos to supplement your marketing funnel has become critical in every step of the process. Let’s go through them one by one.
The Awareness phase is when the business lets its audience become aware of its brand and products. Since videos are easy to consume, more likely to be viewed and shared, and quick to spread, they can bolster your awareness efforts by a considerable margin.
The Consideration phase is trying to find ways to make your audience consider why they would want or need your product. Videos are great for explaining and showing more directly what your product can offer your customers, making your brand more convincing.
The Conversion phase is when your audience now actively engages with your brand. With a compelling call to action or invitation, you can complete the conversion step that will finally make them into customers.
The Retention phase is now your efforts to retain your customers to turn them into loyal customers. To do that, your brand needs to persuade them to trust and stay with you because you can give them what they need. Providing customers with continuous videos that offer more in-depth insight into your brand and reassure your customers that you can provide for their future needs will keep them connected to you. Videos are excellent for drawing in your audience, but half of their potential is in getting loyal customers and building a stronger community for your brand.
Whatever stage of the marketing funnel you’re planning for, videos can help anywhere.
Conclusion
At this point, we’ve outlined the most convincing arguments why videos are a staple for any business. It’s proven that videos can lead to higher conversion rates, which means that more people will be engaged with your brand.
If you want a quick recap of the different reasons why videos are number one for your marketing strategy, here they are:
● Uses both audio and visual elements and effects that will capture your viewer’s attention better than straightforward text advertisements
● People are more likely to watch a video advertisement
● Easily shared and spread across social media
● Many ways to make content that emotionally resonates with viewers
● Better storytelling potential
● More useful in explaining and showing important information about your product or brand to viewers
● Complements every aspect of your marketing funnel strategy
● People are more likely to watch a video advertisement
● Easily shared and spread across social media
● Many ways to make content that emotionally resonates with viewers
● Better storytelling potential
● More useful in explaining and showing important information about your product or brand to viewers
● Complements every aspect of your marketing funnel strategy
Any business that hasn’t learned how to use the power of video will be left behind in this digital era of competition. If you’re serious about promoting your brand and product, videos are the way to go. By utilizing all of video’s marketing potential, you can quickly expect your view count, engagement, and conversion rate to increase over time.
It’s time to make your brand successful with the power of videos.
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