Tracking how well a video effectively led to a sale can be tricky, but developments in social media advertising and metrics can help you learn if your video investment is truly paying off.
Below are four ways you can use video to drive conversion.
1. Tap into user insights
Think about the qualities of your brand that make your customers most excited. Are they looking for luxury and exclusivity? Or are words like ‘safe’ and ‘reliable’ more likely to engage them with your brand? Perhaps you’re looking to reach a specific segment of your customer base, or a new market altogether. What is it that you have to offer that group? If you can use video to capture how your brand is relevant to a potential customer’s life, you’ve opened the door for greater conversion.
2. Use editing to stir up excitement
You only have a short period of time to capture a viewer’s attention. In creating and editing your ad, borrow techniques from film to elicit an emotional reaction from viewers and draw their interest. How you frame shots, pacing, quick cuts and music can all build action and excitement. If viewers are eager to learn what’s next, they’re more likely to watch your entire video and absorb to your call to action. This is where a great production team can help
3. Add a simple call to action
Your video should always contain a call to action that’s easy to follow. If the video is posted on social, add a link to the page you want to promote that’s readily available. Be specific about what the viewer’s next steps are. Instead of a vague “Check this out!” explicitly tell them what to do next, like “Sign up for a free trial.” Make it as easy as possible for viewers to land on your page and ultimately using your products and services.
4. Custom targeting based on user insights
Remember the viewers you wanted to reach in step one? The video won’t do much for conversion if it doesn’t appear on the platforms where your target audience is looking. Use analytics for your webpage and social to learn more about your users, and spend most of your energy putting your video where and when potential customers are most likely to see it. When you post your ad, make sure it will be shared with the demographics you identified.
These four strategies will help you utilize video ad campaigns to drive conversion for your business. Videos that are creative, captivating and actionable will help you reach your goals.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
