How do you convert your blog traffic into actual sales?
Obviously, growing an audience isn’t enough. Content marketing is about delivering value while paving the way for the sale. It’s very rare that a first-time visitor of your blog will immediately buy your product. But it does happen.
Thus, instead of hoping that visitors will somehow rediscover your blog later, you want to take actionable steps towards building a communication channel – so you don’t lose them. Here are several ways you can capture leads to build a relationship with your audience through video marketing and ultimately convert them into new customers.
1. Check your Existing Content
Consistently creating attention-grabbing, social-friendly video content isn’t an easy task. As content creators, we have to use various communication tactics to satisfy our diverse audience groups. But, would you completely recreate the wheel when you’ve already spent countless hours creating content most of your audience already loves? Of course not!
It’s easy to monitor heated conversations taking place on your social media channels to understand what your audience cares about most. When users comment, sharing powerful statements, questions and comments, you have a wealth of user-generated content (UGC) on your hands to repurpose as you see fit.
As you create videos inspired by UGC, remember that photos and text are the most important elements of many videos watched and shared via social.
After all, 85% of Facebook videos are watched without sound, so it is more important than ever to make sure your video is watchable without requiring viewers to turn up the volume. Use existing content and experiences to figure out what your audience finds valuable, and then use it to create videos they’ll actually watch, use and better yet – share.
2. Arrange Your Text Placement
There comes a point in every video project when you should consider how you’ll use text graphics. Maybe you need lower thirds to fill the audience in, or an eye-popping titles sequence to establish your project’s mood. Solving how to add text to a video can be overwhelming. Rocketium has some good insights on how to use text in videos and right placement on videos.
3. Include Audio to Your Video
Audio content, historically, is one of the most traditional and popular forms of multimedia online and here’s why:
- Audio content is both useful and entertaining for your audience, but selfishly, audio files’ small size and compatibility makes it easy to add to ones site without compromising speed and usability.
- All encompassing. Audio content comes without limitations, a brand’s info and product descriptions can be accessible to visually impaired users.
- Audio content performs as an enhancement for your products descriptions, adding more detailed information as well as interviews or testimonials. Taking a page out of the book for sites selling music, which offer previews of tracks, audio can assist other products. For example, British Airways is relying on a recent study from Oxford University. They discovered that combining sound with food or drink can enhance one’s flavor, called ‘Sonic Seasoning.’ The airline is debuting an in-flight playlist to enrich the taste of its dishes served in-flight.
4. Diversify Video Types
The purpose of content marketing is to create and offer valuable content customized for your audience. It should attract, engage and convert your visitors – basically it should carry them down the marketing funnel.
That’s where video marketing comes in. There are so many opportunities for you to offer your audience video content throughout the buyer’s journey – videos that will help educate them, make it easy to trust your brand, and move them to a purchase decision faster.
Here are different types of videos you can use for your content marketing strategy, wherever you are in your marketing funnel:
Top of the Funnel: The Awareness Stage
The top of the funnel is all about awareness through introduction and seduction. In marketing, you can use the form of fun and informative free content to achieve your means.
Here are a few examples of video content for the awareness stage:
Top of the Funnel: The Awareness Stage
- Brand Films
- Animations Videos
- Educational Videos
- Video Documentaries
- Explainer/Tutorial Videos
- 360° Experience Videos
Middle of Funnel: The Consideration Stage
- Video Emails
- Product Videos
- Company Culture Videos
- Testimonials
- Video PSAs
Bottom of Funnel: The Decision Stage
- FAQ Videos
- Demonstration/Instructions Videos
- Personalized Videos
- Thank you Videos
5. Research Every Step of the Process
Maybe you know all about writing scripts, editing videos, and following the current best practices for video marketing. But if you don’t know your audience, you’ll still have a hard time getting your effective video campaigns off the ground. Ultimately, the most important aspect of video marketing isn’t technical – it’s personal. To run effective campaigns, you’ve got to connect with your audience on an emotional level.
Whether you have years of video marketing experience or you’re just getting started, keeping your finger on your audience’s pulse is one of the most efficient ways you can make better and more effective videos. This guide will walk you through the process of conducting market research to learn more about your audience. Then you’ll learn how to incorporate your new insight into your videos. The result: highly targeted video content that builds brand loyalty while convincing your audience to take action.
Conclusion
If video marketing is part of your content strategy, you need to invest some time and energy into getting to know your audience. A little market research can go a long way in helping you create effective videos. Whether you want to move more inventory, increase brand loyalty, or draw in new customers, understanding your audience will help you turn your goals into reality.
Great marketing isn’t about your business – it’s about the customer. No matter who your ideal customer is, they should be the star of your marketing videos. Your product or service is the sidekick, not the centerpiece. Placing the focus of your videos on the customer is a universal way to get viewers emotionally involved and create a positive association with your brand.
Make videos for your business with Rocketium!
