7 Ways to Use Video to Drive Traffic and Conversions

Are you interested in using video but unsure of where and how to get started? Your video marketing campaign will be able to drive traffic and conversions in a variety of ways; all you need to do is pick one and get started. Here are a few of the most common methods that video marketing campaigns use to engage their audience and improve their revenue.

1. Directly Advertising through Social Media

Video ads are quickly distributed through social media as long as they are interesting and clever. Social media conveys a very important advantage over traditional video distribution: it’s completely free! Once the video has been produced, you can have it distributed in as many social media channels as you want, through word-of-mouth. Of course, you can also pay for advertising too; some campaigns will pay for advertising until the content has been “shared” and “liked” enough that it has achieved popularity on its own. The most effective social media advertising tends to be less commercial and more entertaining. Customers can generally be trusted to be interested in a product as long as it isn’t too aggressive about its own marketing.



2. Video Content Marketing With How-To Videos

Video content doesn’t need to be directly related to a product or service. Many companies are able to extend their content marketing through the use of How To videos. Home improvement stores will commonly upload “How To” videos on laying carpet, putting down tile, or building a fence; they do this with the knowledge that those who watch the videos are more likely to purchase things from their store. Content marketing doesn’t just lead to direct conversions; it also expands brand awareness and builds traffic. Video marketing does require an initial investment, but will continue to bring in traffic for some time.


3. Build Trust With Video Testimonials

Real video testimonials are a superb way to gain the trust of consumers, especially with products that may be higher in value. From real estate to pharmaceuticals, testimonials give prospective customers something real to connect with. A video testimonial tells the story of a specific individual who was benefited by a product; in so doing, it allows the customer to imagine themselves in that person’s shoes, and prompts them to believe in the product or the service. Video testimonials are also one of the least expensive types of video to produce, especially compared to larger scale productions such as commercials. All a testimonial really needs is a real customer and their experience. Particularly compelling testimonials can also be shared on social media.


4. Re-Targeting Customers Who Failed to Convert

Retargeting involves approaching customers who displayed interest in a product but nevertheless failed to convert. Commonly, customers may get all the way to the end of a transaction and then simply abandon their cart before paying. This can happen for a variety of reasons; they decide they no longer want the product, they’re surprised by shipping costs, or they’re simply distracted. Customer re-targeting can be achieved through the use of compelling video, designed to tip a customer interested in a purchase over the edge. Re-targeting is often incredibly useful for a campaign because it pulls from a pool of customers who are already interested and knowledgeable about a product or a service, they simply have some slight misgivings.



5. Reduce Customer Service Requests

Many companies find that explanatory videos, screen casts, and other video tutorials are one of the easiest ways to reduce customer service inquiries. Customer service inquiries drastically reduce profit margins; the more time employees spend dealing with troubleshooting, the less profit is being made for the business. But more importantly, most customers actually just want to find their answer fast; they will find it through a video if they can, and prefer looking through a video rather than having to call and speak to an individual. By producing and providing explanatory and instructional videos, you can easily head off many of the simpler questions before they ever get to your customer service representatives. Consequently, you’ll reduce the costs of your administrative overhead and improve your revenue picture.


6. Educating through Product Walkthroughs

Product walkthroughs are one of the easiest ways to facilitate the process of on-boarding. A product walkthrough is designed to offer step-by-step insight into the process of a product or a service, especially those that bear a little explanation. The prospective customer is told a story: the story of themselves and their relationship to the business. Through a walkthrough, the company is able to explain how their product or service works and detail the benefits to the customer. By the end of an ideal product walkthrough, the customer won’t just know exactly what the company does, but they will also know how they can personally benefit. Product walkthroughs are often able to describe intricacies of a product that could not otherwise be easily explained through text, and will also give a highly professional vibe to the business. Product walkthroughs also cut down on the amount of time that the business must spend with prospective customers one-on-one before they determine that they want to take the next step.


7. Increasing Conversions through Product Videos

Product videos and highlights don’t just engage a customer; they explain elements of a product that the customer may have questions about, and they make the customer feel more familiar with the product. When dealing with online conversions, it can be difficult to make the customer feel a connection with a product. Though they cannot hold the product in their hands, they can experience it in detail through a video. Product videos can address any potential concerns that a customer may have, show how a product works, and engage the customer through the use of clever copy. The more engaged a customer is, the more likely they are to commit.


The best video marketing campaigns use a combination or all of the above methods. The more you put into your marketing, the more you get back. Video marketing is particularly useful because it is the most engaging form of media; video marketing sticks in a customer’s mind and promotes sharing. Video marketing is also extremely scalable; you can start with low cost product demos and then slowly ramp up to commercials that you can distribute online. Either way, the most important step is simply to get started.


Article by Joe Forte, co-owner and producer at D-Mak Productions, one of the top video production companies in Scottsdale, Arizona