If there’s two things I’ll be saying to clients in 2022 it’s “how much budget are you putting into promoting your video content? And, “Tell me about your customer sales journey.”
Let’s start with your video budget.
Having spent some of your marketing budget on creating some video content in the first place, you now need eye contact to help drive traffic.
You are creating this video content to drive sales or communicate with your customers. Either way, you won’t get a lot of views unless you stick some money behind it.
Just think about click through rates a second.
If you do well and 2% of your potential viewers click through from the video, industry averages predict that you’ll convert around 1-2% of these click throughs, so you’ll need some viewing figures in the thousands to stand a chance of helping this video content to drive sales.
Re-marketing is obviously a different story, these customers have shown an interest, so the opportunity to convert is a lot higher.
Either way, no budget for promoting the video equates to very low views and no potential sales.
Let’s also consider the customer sales journey from cold lead to a sale.
People generally want to see between four to six bits of content before they are ready to make a purchase. This can be a mixture in types of content. They may see a 30 second ad, followed by an article, then a longer form client testimonial video, another article or video, when finally, they are ready to purchase.
So spending all of your budget on one piece of content may not be the best way to qualify a lead, break it down into a customer journey of content.
Integrate your video content into your marketing plan to maximise it’s effect
This is how we approach video content at Vebu.
Video content isn’t a marketing add-on, it’s a very powerful way of increasing click through rates, leading to more conversions and sales.
So consider, how are these segments of video content pushing your customers down the sales funnel? What sticking points are they solving?
Create themes for each segment of video content.
Let’s assume this video content is the first time a potential customer has seen your business. What should you be thinking about in terms of scripting?
Video One – high level approach to a problem and how your business solves it. 30-60 seconds long
Video Two – let’s hear from some customers of yours who tell us how your product has improved their business. 2 mins
Video Three – let’s here a bit about your process, how you work whilst also introducing an element of pricing. 1 min
Video Four – takes the best bits from video’s 1-3 – problem, solution, testimonial and pricing, with a clear call-to-action at the end to get in touch. 45 seconds.
The more you segment and target your audiences with key messages the higher your conversion rates will be. People want to feel you are zoning in quite concisely on their particular problem.
Create Customer Persona’s – I’ve dealt with this in other blogs. Get in touch if you need help here.
The more segmenting you can do, the higher your strike rate. This could be through; job title, age, location, country, differing customer problem or variety of solution your product provides.
Test which ads are working as cheaply as possible before really turning on the marketing budget.
If you do need some creative marketing help with video content, paid ads and running campaigns online then email me firstname.lastname@example.org