Like many experts, I use Facebook advertising to drive traffic. In a recent campaign, I went from zero opt ins with one landing page to a 66% opt in rate with one simple change: adding video to the landing page.
We were targeting people who are NOT familiar with who I am or what I do. Without the video all they knew was someone “behind the curtain” wanted their name and email address.
With video, I became a real person to them. There was a much higher level of the know, like, trust factor.
From zero to 66%… that’s huge. Imagine if we hadn’t been willing to experiment with video on the landing page? We could have made all sorts of assumptions as to why people weren’t opting in.
The reality is this: video works.
Benefits of video :
- Brand awareness
- Easy to create
- People become familiar with you and your message
- You can build a loyal following
These are just a few benefits of using video in your overall marketing.
I use video in many different ways – but one of my most favorite, and effective, are the impromptu videos I shoot with my I-phone. I use those to build the ‘know, like and trust’ factor. The content varies from health and wellness, through to public speaking tips, to travel recommendations.
These tend to be the videos that get the most interaction too – especially on FB. People like to see the real person.
Not in the game of video yet? Perhaps this will convince you it’s time; according to comScore, an online engagement tracking company, just over 45% of internet users viewed at least one video per month, and the average user is exposed to an average of 32 videos per month.
That’s one per day. Chances are, it’s even more. Think of your own video viewing behaviors.
It’s likely when you’re looking for a quick solution to an immediate problem you go right to YouTube. One search likely brings up a boatload of videos specific to your issue.
Whether it’s a video showing how to bake a cake, a meditation video, how to change a dryer belt, or a proven book marketing strategy, video draws in viewers. Check out the number of views on a video by Debra Berndt-Maldonado.
Many people avoid using video in their overall marketing for a few simple reasons.
- They claim they don’t have the right equipment.
- They freeze when the record light goes on
- They don’t realize how much opportunity they are leaving on the table
Video accelerates the sales process and gets you results faster, because video builds ‘know, like and trust’ better than any other marketing tool.
According to Aberdeen Group, “Video users grow revenue 49% faster than those who don’t use video.”
According to MavSocial, in one survey conducted by Demand Metric and Ascend2, when it comes to making use of videos in marketing, video is the preferred form of content used for building brand awareness (52%). It is followed by lead generation (45%) and online engagement (42%).
These numbers are huge.
- Cute puppies
- Playful cats
- Brand awareness
- Push button marketing.
All of these are reasons people shoot video. Another reason is that instant stars are born. With shows like The Voice, all of the contestant’s performances are immediately available online. More than one contestant became an overnight sensation due to the number of views and downloads their star-level performance received.
Again, if you’re not in the game of video, isn’t it time. You can get started shooting video with your phone. The quality of video we can get from our Smartphones is incredible.
Video makes you money.
Use video to create a connection by allowing your personality to shine through. Someone recently told me they love watching me because I’m fun and thought-provoking. That has brought me sales – because people are paying attention to me, especially on Facebook. Last week I was asked to share a product for a good friend, but already had my own emails scheduled.
Instead, I went onto Facebook and shared the information there and ended up on the leaderboard – that means I was one of the top affiliates in the promotion. Why? Because when people are watching your videos, and liking them, and commenting on them, Facebook shows more of your posts to more of your friends. They pay attention. And when they pay attention, they can see your messages about buying from you.
But that’s ONLY if they LIKE you. They get to like you by “you being you” on video. That’s the secret sauce to how it all works. So be the you that you are in real life, whether that’s fun and silly, thoughtful and serious, loving and sweet, helpful and friendly, or some mixture of all of the above! Be you!
Communication and Public Speaking Consultant
There are tools that make video management incredibly easy. My buddy, David Perdew, just released Simple Video Management System that makes managing your video simple. His system gets videos to play consistently across all browser and mobile devices AND you can effortlessly manage all your videos from one area.
Click here to get your own plug in.
Be watching for more video tips in upcoming posts.