Tips to Improve Your Brand’s Mid-Funnel Impact with Video Marketing
Your site is getting solid traffic, your social media looks strong and there are plenty of full carts on your site. But given these great numbers, people just don’t seem to be purchasing. How can you increase your conversion rate?
Video can help take your customers from browsing and planning to actually buying. While you likely have videos that introduce viewers to your brand, this video remarkets to those who are already familiar. Think of videos for this stage as a friendly nudge reminding potential customers that they’ve already done the research, now all they need to do is commit.
Let’s explore how to use video to drive conversions.
Learn more about your potential customers
Potential customers at this stage have spent enough time with you that analytics should provide a helpful picture of your target audience. What can you learn about the people who aren’t converting? Create a video concept that connects with this audience emotionally to build trust and show how your product can help their specific needs. Regardless of the artistic direction, the focus should always be on the conversion point and your call to action (more below).
Recruit current customers for testimonials
The potential customer is already interested; they just need that little push to convert.
Testimonial videos are effective at this stage. Testimonials illustrate that people are happy they committed to using your services. They also build trust with potential customers: positive discussion about your brand always sounds better coming from a client than from you.
Send a reminder
Depending on your ecommerce software and ad analytics, you can target users who have visited your page, abandoned a cart or haven’t signed in recently and send a reminder message. The video in the message should is designed for an audience who is familiar with your product but needs that nudge, perhaps with a testimonial video. Sweeten the nudge by accompanying the video with a promotion code or other incentive to convert.
Use a specific call to action
Tell the viewer exactly what you want them to do that will lead to a conversion. For this video, a call to action like “check out more” or “get started” is too vague.
Specific calls to action you can use for this video:
·Book
·Order
·Download
·Call
·Reserve
Make it easy
Lead customers to a landing page where they can easily complete the conversion. Design a conversion page that makes the next step obvious – no paragraphs pushing the action below the fold or other actions the customer could take.
Test that your video actually converts
Unlike a video designed to build awareness, a video designed for mid-funnel impact needs to produce results. Before launching, test your video on a smaller audience. Use A/B testing with different edits of your video to see which one leads to more conversions.
For help designing a video that will boost conversions, say hello.
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.
