Shorter videos require less attention and less focus. The attention span of the modern viewer and visitor is getting shorter with increasing technology and available content. It is possible to lose the viewer within seconds – within 5-10 seconds of the beginning of the video.
Shorter Videos for Greater Impact
Brief and concise messaging and content make greater impact. You are forced and required to get your message across succinctly, to the point, and with as much effective words and style you can. This combination drives a highly effective visual and audio media which can drive a highly effective video.
Television Commercials as Examples
Most TV commercials are 30 seconds or less, so the critical question is why should online videos be longer like 2-3 minutes or more?
Keeping Things Simple
Keeping your video short means keeping things simple and simpler. Basic content and pared down messaging means you are offering a cleaner presentation of what you mean to say to your audience. You viewer is more likely to pay attention and allow the message to sink if it’s done with simplicity and ease for the viewership.
Short, one minute videos offer a balance of enough time to get your message through and short enough to keep your audience’s attention.
Be sure to keep your message energized and make all your points across. If you feel like that one minute isn’t long enough for your content, you have the option of creating a “series” of videos with sectioned content with Part 1, Part 2, Part 3…etc.
Your brand’s image and market reputation are the two things which will differentiate you and set you apart from your competition. Remember, your brand should be unique, different, and special which your competitors can’t replicate completely.
The Perception of Your Viewers
Always keep in mind, that branding deals with the perception of you by your audience or target market. You want to be regarded as an expert, and this is to position yourself through the way you communicate.
Talk to Your Audience as if They are Sitting Next to You
How you “converse” with the audience in your talk or speech during the video is going to make a huge difference and impact on how the audience perceives you. You can do a “how-to” video, but the talk, the script should demonstrate knowledge in a manner that is easy to understand for the viewer.
Keep Your Message Simple
Remember, you should communicate your knowledge and experience, but keep it comprehensible and understandable for the viewer. The viewer should come away from the video believing you have the knowledge and know-how but also getting information the right way. This will establish your credibility in a huge, critical, and influential way.
Be yourself, be passionate about what you’re doing, and demonstrate your belief in what your worth is to them. If you are able to convey and communicate these qualities in a convincing manner through the words you choose, your expression, and ability to speak, then, you are able to establish credibility, trust, and probably engagement. These are aspects to creating your reputation and branding as an expert.
Test Autoplay vs. Manual Start
Be sure to test autoplay vs. press play. Guidelines advise to not use autoplay. It is an interruption technique that irritates your viewers rather than being effective. However, it can also increase conversions. A key decision is to measure the impact it has on conversion and how it affects your brand impression.
Add a Call To Action
Always add a CTA to the video. It can be permanently visible, shown at a strategic time, or at the end of your video. The CTA is the most critical way of conversion rate.
Keep Your Video Short For Maximum Impact
Try a one minute video or slight shorter version. Some product offerings may need longer than others and others may need shorter versions. Different lengths of just 5 to 15 seconds apart can change the impact of your video on the viewer. Your video should be no longer than a minute.
Directional cues to help point your visitors at your landing pages can influence the conversion goals. This can be a physical cue such as pointing or verbal cue and direction.
Write A Script
Be sure to always write a script. It will help make your video flow more smoothly. Remember, the script is half the content. Don’t forget the manner of your speech/conversation is going to have audio impact as well as pitch to the viewer.
Demonstration Video Strategies
In demos that don’t show you talking, record the screencast first and then, the overlay audio later. It is important to properly edit your video.
Content redundancy can optimize your video for SEO. Re-use and repeat content can increase search efforts.
Videos on Landing Pages
You should use videos on your landing pages whenever possible. It is a way of engagement for visitors to experience your message without much effort on their part. Videos on landing pages provide an immediate offering, easy access, and quick viewing. Always remember visitors are looking for easy and quick information.
Videos on landing pages can increase conversion substantially. Due to the impact of videos and its similarities to TV, the way content is consumed has changed dramatically. Increasingly, content is viewed and not read.
Video content now placed strategically on landing pages can steer your viewers to becoming prospects. Here are some reasons how video can increase your landing page conversion rates:
- Videos increase the amount of time people stay on your page. This allows your brand message to have greater impact and a longer amount of time to sink in and get the message across to your viewer. Slogans, mottos, pitches, logos now have stronger impact as viewership increases on your landing page when the audience watches a video while on the page.
- Just by videotaping yourself on the video, you raise the trust factor significantly. Matching a face to the company, a voice to the words or slogans and mottos, or pitch, provides a basis for the viewer to see where the message is coming from.
- Remember, it is always easier to watch a video vs. reading an article. People are lazier rather than more active. The passive way of absorbing content is preferable rather than the active way. There is less effort involved.
To create branding, you need to initially identify and target the right audiences. The video’s purpose is to message the audience with relevant campaigns and drive conversions.
Identify and segment your audience
Knowing your current customers will help you understand your future prospects. Also know who actually visits your online channels will help you further. Take advantage of analytics-based tools to identify your current audience and target audiences and determine certain demographics.
Touch up and refine on re-branding to appeal to the prospects
Campaigns are to build awareness among prospects. Shaping image, perception, brand of your company, and product offering to get the end goal of funneling prospects through the right channels. Do this by building the right and relevant messaging and content on your video.
Your video should engage and educate with relevant messaging
Your video should focus on building familiarity and trust in your brand. When the target audience understands and knows who you are and “how” you differentiate better than others, you stand out among your competitors.
Redesign to increase conversions
Be sure to display videos that re-target your prospective audiences. Create customized videos to focus on specific audience segments. Remember to target audiences that are defined by their interests and demographics as prospects.
Use and apply proper metrics to measure a channel’s impact
Track and define your marketing campaigns’ metrics to determine how your videos’ focus have influenced conversions. You should be asking about the numbers of conversions based on your prospect’s viewing of your videos.
Your focused video should be strategic and purposeful. These qualities can guide your prospects through the sales funnel and encourage conversion. The main requirements for a great video are: do they evoke emotions? Does the video appeal to the target buyers’ personalities? Do they influence viewers to take actions based on the video’s content?
Your Call To Action
Build specific calls to action. These CTAs should have annotations pointing to different resources, a short link to another landing page, and a direct prompt from the video’s speaker.
Give Your Viewers An Easy Way to Contact You or Sign Up
Be sure to create a lead-capture technique: email gate and lead-capture form. Embed an email gate so that interested prospects and leads will be able to inquire further or give your information or seek further questions.
Key Tag Words Help Viewers Find You
Your SEO function (tag words) should include key information. This means using both tag words and vocabulary words throughout your video that are meaningful and accurately describe your product offering or business. Try thinking of buzzwords that fill the minds of prospects and leads who may be searching for the right product or service. What words would they use to find your video in a search? Make sure your keywords and descriptions are optimal. Try multi-platform searches for the same topic and tweak your titles just a bit to avoid redundancy.
Analytics for Your Site
Finally, look at the analytics to access detailed data which will help interpret your prospects digital behavior and what they are up to. How log do they stay on your site? Which pages keep viewers on the longest? Which videos are watched the most? Figuring out viewership will help you determine your current performance. You will be able to plan future video content and how to influence your prospects into actions.
Keep Your Landing Page and Video Uncomplicated
When you create a landing page for your video, be sure to keep it clean and without too much information. Use bullet points so that visitors can skim and scan your information; remember internet viewers usually skim read online content.
Use super clean designs and keep your prospect’s focus on your product and the call to action. Try using images to help your customer decide to convert. Complementary and contrasting colors also help to make the page more appealing.
Get Your Viewer’s Attention At the Start
You’ve got about 5 seconds to draw in and appeal to your viewer. You must attract immediately or otherwise your prospect will leave. You need to get your interested visitor to convert with effective marketing when they land on your page. You can use CTA with contrasting colors. Make an appealing offer they can’t refuse. Try showing how you’re better than the competition. Use a unique company tagline or a motto for your campaign.
Make Your Business Accessible
Be sure to create a sense of urgency of limited supply or limited time for your offer. But also include a solution or answer to the customer’s problems with a list of benefits you can provide that will solve or fill their needs. Show your contact information with phone numbers, social network links, and address/map of your location. By being accessible, you are more friendly and appealing to the prospect. Create an open quality about yourself and your company and you will come across as more trustworthy and worth investing.
When you use a video to give information about your business, keep in mind that it is all about customer service handed out from you to them, without them asking you.
Research Helps Focus Your Videos
You should probably do some research or surveys to seek out what customers need. Remember, self-service is important in online customer service. This can result from providing frequently asked question to address the most common questions. A how-to video section or whole video in a series can effectively answer customer questions.
Include Your Contact Information
Provide quick and convenient access to contact information: phone, email, or chat are some of the ways you can support the customer. This could be included in your call to action.
Ask For Feedback
Engage the customer by soliciting feedback. Continuous improvement helps your product and business and a link to a short survey with yes/no questions can give you great information and market research as well as make your customer feel they are listened to and cared for.
It All Falls Under Customer Service
Develop a customer service based business. Show and demonstrate this quality to customers with the first impressions you give on your video. You might want to ask insightful questions that address the customers’ need. Give your responses that are qualified by your expertise or professional knowledge. Explain how your service or product can fill their needs.
By showing interest in the viewers’ queries and being able to predict or gauge their needs with publishing FAQs, you engage the target audience to become potential customers.
Using your video to sell or your business or pitch your product is not just about posting a “good” video on YouTube. There are more steps that are needed than just a video and a post on YouTube. Rather, more than just the making, it is the marketing that really counts.
Think of it this way, creating the video is just half the job. You have your ad, your video that displays the information about your product. Now what do you do with the video? Social media is just an outlet. And there are many channels to use with deliberate strategy.
Where to Post Your Video
YouTube is no longer the only or main source of showcasing your video. Other techniques are embedding your video into Facebook which can be highly effective and drive other customers to seek further info about your business. This is called “video content marketing.”
Coordinating Your Content
To do video content marketing successfully and strategically, you should produce lots of diverse videos in a series. Diversity doesn’t mean that the content is not cohesive nor have a theme.
Try creating a relationship between the two platforms, your website and your videos. Do this with complementary or the same SEOs on your platforms. Repeat the language, the talk, and the words in both your website and videos. Make sure the channels are interlinked this way. Embed your video content into your website.
Engage your target audience and community with your specialized video with relevant material. Inform, entertain, or show with how-to knowledge that they want to see or hear about.