Most business challenges can be solved with these 4 words:
“Increase your conversion rate.”
Problems like lack of sales, slow growth, high refund rates, poor customer retention, not enough customer research data, even lack of job candidates – if you know how to increase your conversion rate, you can solve all of these and more.
In today’s article, we’ll discuss one of the best tools for taking your conversion rate from “ugh” to “whoa” – marketing videos.
We won’t waste your time with super-tactical advice like “make sure your video title is X words long” or “this is where you put your call to action.” We’ve already done that – more than once, in fact!
Instead, we’re going to look at 4 low-risk, high-return strategies you can apply quickly, and see substantial results in short time.
Sound good? Then read on!
Make your brand more visible online – and drive targeted traffic to your site
Want to know the best way to increase your conversion rate?
Attract more people who are likely to convert!
It’s one of those things that sounds painfully obvious – but isn’t. Most brands don’t focus enough on driving relevant, high-quality traffic. And that’s the main reason their conversion rates remain abysmal even after they spend tons of money optimizing the crap out of their website!
Here’s how video can help you attract warm, highly targeted traffic that will respond well to your marketing…
For starters, marketing videos are beloved by two of the biggest search engines in the world. They’re a Google darling, 50 times more likely to appear on the 1st page of search results than any other type of content! And YouTube, with its billion-plus users, is effectively the world’s second-largest search engine – and it’s all about video, too!
So if you want to increase your conversion rate, focus on two things:
- Create marketing videos that effectively engage and ‘warm up’ your viewers before directing them to your free or paid offers.
- Use the basics of video SEO to help those videos rank well on YouTube and in Google, and funnel all that traffic to your site.
To learn more about ranking videos in Google – both self-hosted and YouTube videos – check out this incredibly detailed guide.
Enhance your existing marketing assets (or repurpose them as videos)
Even though marketing videos work well as standalone content, they don’t have to be.
If you have a marketing resource that’s already working well for you, here’s an easy way to add even more oomph to it:
Create a marketing video as a companion piece.
For example, let’s say that you’ve created a catchy, awesome-looking infographic for your industry. Great – now, go the extra mile! Record a video that walks your customers through the key insights from said infographic and shows them how to apply those insights in the real world.
You can use the same approach to enhance any marketing asset you have: landing pages, ebooks, reports, whitepapers, blog posts, slide decks, you name it. Even audio content can benefit from a video with extras, outtakes, or bonus insights.
These “companion” marketing videos are cost-effective, quick to put together, and most importantly – they will impress your customers even more! It’s a low-risk strategy that’s basically guaranteed to generate more ROI on your marketing assets.
You can even use them for lead generation by offering a video as a bonus in exchange for an email address.
Tip: a variation on this strategy would be to create video versions of your marketing content, to appeal to people who strongly prefer video over any other format (like senior executives). In that case, you can give away the original assets as a bonus instead!
Bring back visitors who didn’t convert the first time around
When you’re trying to increase your conversion rate, it’s important that you acknowledge the “elephant in the room.”
Even a terrific conversion rate means you lose the vast majority of your potential customers.
If you have a 5% conversion rate, you lose the other 95%…
A 10% conversion rate? Say goodbye to that 90% who might have bought from you!
And even at 30%, 7 in 10 potential leads still slip through your fingers, never to be seen again.
This is a terrible waste – and a terrific opportunity to get more customers without ramping up your traffic or endlessly tweaking your website.
Create a video advertising campaign to retarget those first-time visitors and bring them back to your website.
Retargeting beats “regular” advertising in many ways:
- It’s a less expensive to retarget existing visitors than to use ads to attract new ones…
- Retargeted visitors are 3 times more likely to click through on an ad…
- And finally, they have a much higher chance to convert on a repeat visit!
Despite all these advantages, retargeting is still one of the most underrated marketing strategies. Combine a targeted retargeting campaign with a well-made video, and you will definitely increase your conversion rate. Give it a try!
Create seamless calls to action using powerful video marketing tools
Marketing videos give you a lot more control over how you ask viewers to take action, and how easy you can make it for them to convert.
Now, when we’re talking about a sales conversion, making it “easy” to buy isn’t always the best strategy (surprising but true, as shown in this case study). But if you want to capture a new lead, it pays to create the easiest, most seamless, even-a-sleepy-toddler-could-do-it point of conversion that you can.
That’s where marketing videos truly shine as a format. For starters, delivering your call to action in a video is more persuasive: you can use visuals, text and audio to make it enticing, obvious, and unmissable. And then marketing videos also give you all sorts of tools and neat tricks to reduce the number of actions a viewer has to take to convert.
We’re talking about things like:
- In-video lead capture forms…
- Clickable overlays and annotations…
- Interactive choices between different CTAs…
You can use any and all of these to make sure the viewer doesn’t have to scroll down or navigate away from the video to take action. This minimizes the chance that they get distracted and forget about your offer. And, in turn, helps to increase your conversion rate – massively!
How massively? According to our friends at HubSpot, you can achieve a conversion rate of up to 22.17% with a well-optimized lead form – and anywhere from 11 to 16% if you’re not really trying!
Pretty neat, if you ask us!
Want to increase your conversion rate? Here’s something else you need…
Of course, the one thing you need to increase your conversion rate with marketing videos is… actual high-converting video content!
Don’t worry – we got you.
After 2,000+ projects for hundreds of clients in dozens of industries, we know a thing or two about what makes marketing videos truly effective.
If you want to learn more about making your marketing videos convert like gangbusters, we invite you to read more of our blog.Here’s a great guide to high-converting videos to start with!