Video marketing is quickly becoming one of the most prevalent forms of marketing online. It translates well on websites and social media platforms. However, figuring out the elements of a successful sales video requires intensive study of the market and understanding what drives your customer base.
An average video keeps about 35 percent of viewers to the very end, but stellar videos have a 77 percent retention rate. Add video to your marketing strategy to increase leads, ramp up sales and boost brand recognition.
Since you want your video to fall closer to the 77 percent retention rate, make sure you follow these nine steps for creating a successful sales video.
1. Define Your Audience
Before you even write a script for your video, figure out who your audience is. A defined audience will drive every other element of your sales video, including the tone you take, what emotions you tap into and where you post the video.
There are many ways of figuring out who your audience is. Start with some analytical data about who visits your site and takes action, such as signing up for a newsletter or making a purchase. Next, look at your current customer base. Who are your customers currently? Look at competitor videos and figure out their audience. Yours should be somewhat similar.
2. Write a Script
A short video often requires hours of footage and retakes to get everything just so. Writing a script beforehand saves time and money, and it will ensure you get the exact footage needed to tell your story as a brand and highlight the products or services you’re selling.
3. Tap Into Psychology
Psychology can help you understand what motivates your buyers to make a purchase. Outside factors (extrinsic) drive people to act, and so do some intrinsic factors, or those on the inside, such as fear and love. Intrinsic motivators are much more powerful, but a good video is a combination of both types of motivational factors.
4. Keep It Short
The length of your video will drive users to either watch the entire sales pitch or move on to something else. Most experts advise getting to the main point in under eight seconds, but touching on the primary call to action rather quickly, at least in passing.
A sales video isn’t the time for lengthy company backstory. There’s a time and a place for a company history, but your sales pitch video isn’t it. Just explain what the product is, why the person needs it and how they can get one for themselves.
5. Show Your Personality
A strong sales video will show off your personality as a brand and give the consumer someone with whom to connect. Think about the voice of your brand. Is your personality lighthearted or serious? How can you reflect this quality while still making the information about your product clear to the viewer?
Make the video conversational no matter what your tone is. Address the user in the second person with “you” and “your.” Even though you spent the time writing a script, don’t memorize it word-for-word to the point that your speech comes off stilted or insincere.
6. Offer Extra Value
While some people will stay with you through the end of your video, others need the incentive to do so. One way to grab the interest of viewers and keep it is by promising extra value at the end of the video, such as a discount code or free report.
You must also decide what the video itself offers your audience, such as telling a story or solving a problem for them. Show them what the benefit is of watching your video, and they’ll view and share it.
7. Check the Story
No matter what type of video you create — sales or otherwise — it should have a beginning, middle and end. Make sure you’re telling a concise story that captures the user’s attention and keeps it. If you’re not sure, run some tests and see what viewer reaction is. At the end of your story, you should leave the viewer with an action they can take for their next step. Don’t leave them wondering what to do.
8. Present a High-Quality Video
You don’t have to spend a fortune creating a sales video, but some essential elements make a video stand out as professional and worth viewing. First, the images should be sharp and in focus. Using a cellphone camera may not provide the required resolution. A digital camera is relatively inexpensive and worth the investment if you plan to create videos regularly.
Pay attention to the lighting where you’re filming too. Too much light, and you’ll look washed out. Too little light, and the set will appear dark and unviewable. Practice with lights until you find just the right hue that isn’t too cool or too warm.
Also, make sure the sound quality works on the platform you load the video onto. Have you ever tried to watch a video where you couldn’t hear what the person was saying? You likely bounced away, and your viewers will too, so take the time to ensure that your sound quality is excellent.
9. Speak Slowly
Have you ever given a speech you were nervous about and spoken way too fast? Most people only understand dialogue if it hits between a range of 140 to 170 words per minute. If you talk any quicker than that, your audience may not grasp your full meaning.
Practice talking in front of a camera and play back the recording to make sure you aren’t talking too fast. If you still aren’t sure, get feedback from trusted advisors about the speed of your presentation.
Ramp up Sales
A successful sales video has a number of key factors that drive sales after potential customers view it. Consider your target audience and the factors listed above and put together a video that’s irresistible to your typical buyer. Remember to focus on one item at a time and never appear too sales-focused, as that can be a turnoff to viewers.