If a picture is worth a thousand words, then how could we gauge the value of a video? NOT just any video but an effectively composed 60 second video? According to chief researcher Dr. James McQuivey of forester research – it is approximately 1.8 million words.
Considering the fact that over 290 million online shoppers* prefer to be informed by video before making a buying decision, smart companies and innovative entrepreneurs are turning online video marketing campaigns in to 24/7 sales funnels.
How well do videos convert?
TOP 15 Reasons why video converts visitors to buyers better than any other medium
Just like how people prefer watching the news on television than reading it in a newspaper, consumers prefer to be informed (and sold) by video than reading about products. In fact, I guarantee you will understand why product videos are even more important than having a shopping cart on your website, after reading this article. Videos (when done effectively) will become the ultimate sales accessory that will help any business “sell” in the future.
Six Unique Ways to Use Video for “selling”
ONE – “Product-Videos”
House wares e-tailer StacksAndStacks.com reported 144% visitors became buyers after seeing a product video than those who did not. Let’s put a product that may hardly warrant a video to test. Imagine buying a simple storage cabinet on the internet.
While the video clarity can certainly improve, it nevertheless does a great! job of a store salesperson. The best part of a product video is that it can be shared on any social platform, email or through an instant message via a smart phone. It is simply irresistible NOT to click a product video when presented with the choice of watching it as against reading about it.
Be mindful that the goal here is to “INCREASE conversions” (making visitors become buyers), and it goes beyond than simply pushing a product video on your website or on youtube®. The videos need to be creative from concept to completion that will have a lasting and memorable browsing experience for any visitor.
TWO – “The-Irresistible-Video”
If your business has something unique – a special offer, a discount, a FREE offer – which can be irresistible to clients and customers, then you should do a video about it. This will not only stir up your business popularity but will also set you apart from your local competition (if none are offering something similar). This can also be a “rare” milestone your business has achieved that can legitimize and add credibility to what you do. If your aim (be it video or any other marketing strategy) is to “lure” customers and clients to your business (with strings attached) then this can backfire on you. So be careful not to engage in “baiting” the consumer, because no one really likes it. Here is a video I did for a Big Smile Dental that highlights a “unique offer”… something that most dentist do not offer.
… Wish you lived in Chicago?
THREE – “The-Informative-Video”
Informative videos can become powerful agents to attract visitors to your website. These videos are ideal for products and services that generally a customer or a client will do a lot of research before making a buying decision. The advantage here is that not a lot of your competition is informing through video. Below video is a PERFECT example of informing a patient about treatments for deep wrinkles by dermatologist Dr. Jeanine Downie. Here the doctor is answering a patient question about possible (non surgical) treatments options. The video is informative to anyone regardless of proximity to the doctor’s facility, but for those in the locality it can be considered as a consultation with the doctor, prior to making an appointment. The video can certainly improve on correcting the excessive glare,
Now you know the importance of sun blocks and how it can improve those pesky wrinkles J and possible treatments to improve how you want to look.
FOUR – “The-How-to-Video”
Freebies are always a favorite. Gone are the days when we simply took a broken vacuum cleaner to the electrician without even looking for possible causes (and remedies) to fix it ourselves. Today the internet is littered with not only fixing broken electronic equipment but also at creating and building stuff. Just take a look at how you could build a speaker for your smart phone or PC with a plastic cup, magnet, copper wires and some adhesive tape. Amazing stuff!
Just like that your customers and clients too would love to see how you can help them with your products and services. When you show them how to do things (without even purchasing anything) through video, your viewers will become strategic, covert agents that will drive traffic to your website by sharing those videos. Here is a GREAT example of a one minute ab workout by diet.com. While the video does not try to “sell” anything to the viewer, it certainly drove up the subscription to their youtube® channel and possibly a lot of traffic to their website.
Now you know you can start with a one minute ab work out…
FIVE – “Testimonial-Video”
These videos are truly the “irresistible-videos” – when those who want to do business with you learn how much those who already did appreciate and rave about doing business with you. These videos are a catalyst to any business regardless of industry. They build your reputation, credibility and instantaneously build trust and confidence of those who wants to become your clients, customers and patients. Here is a testimonial compilation for Big Smile Dental on how they improved their patient smiles.
SIX – “Real-Time-Chat-Video”
The future of marketing (and selling) will be done via video chats and video messaging. Many websites offer live chat with an associate with visitor queries. Imagine the impact if you incorporate video? Instead of smileys and emoticons, now the visitor is presented with the visual of another human being in real time, answering their questions. These video chat sessions can become a GREAT! opportunities to invite visitors for product demos that can be hosted on Google hangouts or via Skype.
The chance of a “sale” can greatly increase when there is a human element to it for products and services that may need explanation. However, this transaction can be complex, after all visitors will love your presentation and will not become buyers. There can be so many “in-between steps” to bridge the gap and close the sale. To do this, it will require you to learn-on-the-go as you keep doing real time product/service presentations to potential buyers.
- How to appear comfortable and relaxed
- Not depending on a script
- Improve your presentation skills
- Increasing your “salesperson” persona
- Building relationships
- Maintaining eye contact
The best part of this is that you can record a live session and have these videos available to others in the internet. These videos are automatic trust builders and confidence boosters, because those who watch it know you take a great interest in doing what you do. Here’s a live video chat session (hosted on Google hangouts) on How to Start a Business with No Money:
Now you know why Video is as important as a shopping cart in your website. Learn how to build your IDEAL sales team with video - Get started right away by learning how to create your own video – Download my Video Strategy Guide HERE!