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How to Sell with Video: Conversion Video Effectiveness Explained

how to sell with videoIf you’re trying to create a video to sell something, you need to focus on how to convert effectively.  Every sales process has a difference sales cycle, some are impulse buys, others take a very long time. If you’re able to sell online, even better: in theory any view could lead to a sale…if you reach the right audience, with the right message at the right time.

The first thing you need to determine is who your target audience is. Then you can craft a video with the right message that speaks to their motivations. (More on that in a moment). Then there’s the issue of ‘the right time’ and that’s become very interesting. Now that we have mobile, they could buy products just about anytime, anywhere. The obvious conclusion is that you need to be available when your customers are, or you’ll miss sales opportunities.  The right time, is up to them.

The timing of that sales can vary due to where they are in the purchase funnel, which goes something like this:

  1. Awareness: Who & what your product is
  2. Interest: “I’m listening”
  3. Consideration:  “I might want that”
  4. Intent: “I want that”
  5. Evaluation: “Which one do I want, which vendor, when, what price?”
  6. Conversion: “The Sale”

    If your product has  a longer sales cycle, you probably need to focus on Awareness and Branding type of videos to do the heavy lifting.  If those are covered well, you’ll be their pick at time of purchase. For a conversion video, the opportunity and challenge is greater.

If you consider that your video could be ‘stand-alone’, meaning a share, on You Tube, Facebook, etc. then this little video probably has a big job to do.  In many cases, this video may be the first time someone is hearing of your product. If it’s the type of product that the target audience might buy right away, then you can take them through the whole sales process to sale in a minute or two. Your video is a virtual sales army! Here’s the battle plan that will help you engage and convert your target audience:

The Hook

You have to get their attention right away and keep them engaged so you can communicate your message.  You could use humor, shocking or amazing images, interesting music, sound effects or words. That’s teh art of it of course, but just do anything you can to keep them from clicking away.

Product Awareness

If they do end up clicking away, it’s probably better they at least know your product exists. I like to make sure we let them know what we’re product we’re talking about as soon as possible. The challenge is to do so in a way that isn’t off-putting. People usually don’t like being sold to.

Value Proposition

Help educate your prospective customers about what value your provide. Why is your product the best solution to their problem? In many cases with technology, those explanations are tricky because product categories are new or complex.

Overcome Objections

Help them understand why their objections may be unfounded, help earn their trust. It’s easy to say your product is great, but if your customers say it’s effective, that’s far more convincing. Provide guarantees, reviews, etc.  Deal with the objections head on, they can tell if you are glossing things over and it makes you seem untrustworthy.

*Call to Action: Suggest what you want them *to do. Buy now, click here, subscribe, etc. At the end of your video is the perfect chance to drive the conversion in the simplest and most effective way.   Make them an offer they can’t refuse!

I hope these examples and ideas give you inspiration for your next project. If you want some more helpful perspective, check out our complimentary downloadable guide outlining 5 ways you can use video to help your organization grow, complete with case studies and examples!

Hungry for even more insight? Download our free Online Video Marketing Guide: Learn How to Promote your Organization with Video (Free Download)

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