Video is a great asset that sales and marketing teams want. It’s a flexible medium that can make your brand look great. But both sales and marketing are staring at an ever-narrowing pipeline and wondering how they can increase lead conversion. It’s a common struggle: How do you encourage leads to move forward and convert? The goal of a conversion campaign is to move a qualified lead from a sales conversation to a transaction or purchase. By measuring engagement and tracking specific actions of a prospect, you can see if they are ready to buy your service or product. At this point, the interaction becomes more active. A transaction occurs or a permission-based marketing activity moves to the next stage. At this point, consider the following questions: _What kind of video is effective for conversion? As we have already mentioned, the key is to show the right video to the right person at the right time. Let’s take a look at what kind of videos are most effective and what makes them successful or unsuccessful. Why are videos useful in the conversion stage of the customer journey? ——————————- Let’s change the phase. Videos are useful in the conversion stage because they are inherently persuasive. When combined with a well-designed landing page or e-commerce page, they can overcome barriers to abandonment. It has been reported that using video on landing pages can improve conversion rates by up to 80%. Consider creating product-specific content such as product demos, Q&A sessions, customer testimonials, and videos of customers reviewing/opening your product. Video can draw potential customers into the experience and share the excitement, satisfaction and confidence that come with a new purchase. Some videos can be made interactive and shoppable. While consumers are watching the video, they can click on the product on the screen to buy it. Conversion Campaign Considerations ——————— 1. What does “conversion” mean specifically for this particular campaign? What is the intention, and how does the video lead the potential customer to that goal? 2. Where is the call-to-action (CTA) that triggers the lead’s action? Is it in the video, the player, a button on the page, or a form? 3. If the conversion doesn’t happen, is there a next best action for the viewer to take to continue the customer journey? [Interactive video elements](http://www.marketingprofs.com/opinions/2016/29360/how-personalized-interactions-will-kill-todays-video) (English article) Consider interactive video elements as well. These elements turn the passive act of watching a video into an active activity, requiring some action before filling out a form. Once they are used to interacting with content, the unfamiliarity of clicking on a CTA or providing more information is reduced, as they have already had some experience with the interaction. Where to promote your video content —————- It is effective to use email and landing/product pages, i.e. channels where prospective customers expect to receive offers, for conversion videos. When creating content, assume that you have already established some kind of relationship with prospective customers. You can say that prospective customers have shown some interest in you. Take this opportunity to create a video that will convince them that they made the right choice.
What to measure: Video conversion Key metrics for your campaign ——————————– Sales and purchase numbers are important, but there are many other conversion metrics. 1. Rate of increase in email subscribers 2. Average time to purchase 3. Average lead velocity (the rate at which leads progress to the next stage) across the campaign 4. Cart abandonment rate (the rate at which shoppers abandon their shopping carts interruptions) 5. Increase in sales from shoppable videos (videos that allow you to purchase products directly) / Increase in sales from shoppable video players 6. Total number of sales and deals generated **What’s your next move?** Conversion video campaigns will stall if marketers can’t produce content that addresses resistance. Be patient and use video content that removes barriers to participation. Release the videos you have created in a place that fits well within the series of content. Otherwise, they may come across as intrusive. To start with, take a look back at the content you have created so far and line it up in accordance with the sales process. What are the answers and information that you already have in place and are ready to receive? Provide them.
