In this Surge Session, we cover the topic of video branding and what you can do as a small business or an e-commerce business to increase your conversions and your visibility through video marketing. Our CEO, Duran Inci, is joined by our Director of Marketing, Joseph Hassun.
Why Video Branding is Important for a Small Businesses’ Marketing Strategy
Everybody loves video. Half of the content consumed online is video. However, business owners usually tend to be scared of video. They don’t know where to start. They don’t know what kind of videos they should leverage. They’re scared that they will do a video and not enough people will see that video.
It’s not about how many people see your video. It’s about how those people that see the video engage with you.
We’ve been doing video for a while for Optimum7. The videos that we’ve been producing have helped us nail down our target audience. We get leads that are more well-informed. They know what they want. They know what they’re looking for and they know our product offering.
The videos that we have put out there have helped narrow down and hit the right potential client. Then, when they come to us, we’re ready to get started. There’s really no gray area because we open their eyes prior to even coming to us about what it is that we do and what we can do for them.
When it comes to this conversation about videos, as a business owner, you’re always trying to differentiate yourself from competitors. Video is one of the fastest and most efficient ways of doing just that.
Let’s start with e-commerce because we deal with a lot of e-commerce clients. A lot of our e-commerce clients do not have video reviews for their product.
We’ve been pushing this a lot recently. There are some challenges. If you’re selling 10 products, you could do video reviews. But if you’re selling thousands of products, it becomes much harder.
Focus on the products that are currently doing well that could potentially do better. Product videos sometimes have an upwards of 144% conversion rate. So, focus on the products that you know do well but could potentially do better, and then work your way down.
If you have thousands of products, it doesn’t make sense to start pumping out videos for each and every single one, so prioritize and work your way down the list.
Do not do automated videos. There are tools out there that do automated 10-second or 20-second product videos from images. Don’t do that. It has no value.
You definitely have to have a review system. You have to have video reviews or video descriptions of your products. It is becoming a must now. If you have a few products, just hire a professional company and do it.
At Optimum7, we work with some other companies and we provide this service because our clients asked us for it. It’s not our stronghold but we have to provide it.
If you have thousands of products or hundreds of products, now look at your past 90 days or six months and focus on the top selling products, this is where the opportunity lies.
How Brand Videos Can Help Your Conversion Rates
One thing that we see a lot is a large increase in engagement where users are not just going to a product page and leaving right away. They’re actually hanging on. They’re looking at the videos. After they look at the videos, then they’re more intrigued to read through the description. So it actually increases the average time on site, which is a good metric for organic SEO. Ultimately, of course, it increases the conversion rate.
If you have a product that really warrants a lifestyle shot where you want to see the usage and application of that product, like a luxury product, then we would highly recommend going through and spending a little bit more on a better production to have that lifestyle shot. Whereas some other products that are pretty straightforward, you can get away with having a simpler video.
It definitely increases conversions due to the fact that you are not just providing a couple of pictures.
If you’re looking for something that’s good quality, you’re not going to be paying anything less than around $3,000. A high range is around $7,000 to $8,000.
Another thing that you need to look at is creating multiple, different videos from the footage you have taken. You can create 60-second Instagram or Facebook videos that you can try to get conversions on or you can create different versions of the same product video to basically leverage paid ads on Facebook. Then you can use that footage to create an informational product video for your website or Amazon store.
We see a lot of conversions on Facebook. We see good conversions on Facebook, especially for attractive e-commerce products. If there’s a social element to your e-commerce product, if you’re selling luxury watches, if you’re selling a lifestyle brand, you’ll definitely get those types of conversions.
Let’s talk about businesses who work on lead generation, and again, Optimum7 is an example. Recently, we redid our service pages and we put videos on every one of those service pages. These videos help inform our potential clients so when they come to us, they know exactly what we do. They know what they’re looking for and they know that you’re the right person for the job. It really helps narrow down the right consumer and at the same time, it helps the consumer narrow down the right company for them to work with.
When somebody finds your website, doesn’t matter where they could find it, they don’t know you. You could be really good at what you’re doing but they don’t know that. Video breaks that barrier where somebody might feel like they know you, they’ve seen you before. It’s definitely going to increase conversions.
If you put a face to a specific service or a product, there’s no question that the conversions are going to increase. If you’re one of the first people to do leverage video this way in your industry, you are going to beat your competitors. So it’s a good competitive advantage if your competitors are not currently doing that.
The moment that we changed this on Optimum7, we started getting more conversions. We started getting more leads. But again, it depends on how much value you provide in that video as well.
Don’t just do a generic video, actually talk about your expertise and your services in detail, and make sure to keep it short. Don’t make it a five-minute video. You want to communicate as effectively as possible.
How to Use Video Signatures for Lead Generation
We are always looking at increasing conversion rates and increasing engagement. So let’s talk about videos signatures.
Video signatures are a great way to humanize your business. It’s a great way for someone to be able to see the culture of your company, which is great. It helps customers feel a little bit more comfortable by working with this individual, knowing what they’re like on a personal level. So they’re very powerful.
We recently started creating videos signatures for our own staff here. When we onboard a new client and we give them an account rep, we obviously want them to be in touch with that account rep and we want to put a human touch to it.
So a lot of people talk about B2C, B2B, and B2G, but a lot of people also forget human to human, which is how you get and retain clients. It’s how you handle customer satisfaction, how you build and maintain relationships.
Relationship is an important concept for us because there is so much noise out there and there are so many options that you have to differentiate yourself with your expertise, with your clients, with the videos that you do. You have to put a face on it because people don’t know who you are and what you’ve been able to accomplish. Why not communicate that through a video?
When it comes to video signatures, they shouldn’t be more than 30 to 40 seconds. They just need to introduce your staff. You have it in your email signature the same way you do with your name and your other information. It’s just a short video that tells clients about yourself, your hobbies, what you like to do, etc. It’s not so business oriented. It’s more on a personal level but it helps the recipient on the other end get a feel for who you are and how to communicate with you.
If you’re a sales consultant, if you are a realtor, if you are a doctor, if you are in the medical industry, if you are doing anything that has to do with interacting with other people, you should have a video signature that introduces you and describes you to your clients, your prospects, your co-workers.
There are different types of videos that you could do as well. We have testimonials, which are very straightforward. Go to your best customers, get them to talk about your business and specifically discuss how you’ve been able to help them or what you’ve been able to do for them.
How to Use Videos to Improve Sales Outreach
Video doesn’t always necessarily mean recorded. We talked about putting a face to your business and that can also mean for your sales department. Rather than hopping on a phone call, hop on a face-to-face video conference, either through Skype, Google Hangout, etc.
Having a face-to-face interaction is extremely impactful. It allows them to see your energy. It allows them to see you. We’ve seen tremendous growth in conversions by rather than hopping on a first kickoff call on the phone, we actually set up the video conference where we can see everybody face to face. We use Zoom for that.
Your prospect or your client doesn’t have to have their video turned down. But turn yours on and have them see you, have them see your passion.
When it comes to producing high-quality video, you need to do your research and look for the right agency, look at some of their previous works, look at what they’ve done and see if they’re a right fit for you. Obviously, it has to fall within your budget. If they’re in the same ballpark that you’re thinking of and they have the talent and the quality to be able to do it, jump right in.
Most importantly, invest in your business. This is a piece of advice from us because we talk to a lot of business owners who look at everything from an ROI standpoint. There are certain things that you cannot put an ROI on. Therefore, invest in your business. It might be intermediate-term, it might be long-term. Video is one of those investments. It’s not going anywhere. It’s going to get more and more popular especially in the B2B segment.
More and more people are going to be leveraging video. Industries like industrial machinery and wholesale will be the last ones to adapt to this kind of approach. So, if you’re in these industries, and you start doing video, you’re going to get the upper hand.
Have any questions regarding video production or video marketing? Need help producing your next video or generating an effective marketing strategy?
Contact us. We’re here to help.