Are you losing money every day because you don’t do a great job of selling products and services on your site? As business becomes more competitive on the web, e-merchants need to grab attention and engage prospects quickly. One way to do that is with compelling product videos posted on YouTube and on your site.
Posting videos on YouTube is a powerful way to turn prospects into customers. Video can communicate your message more effectively than any other medium. Yet, this medium is sometimes overlooked by wholesalers and manufacturers. Why use video to increase conversions and drive traffic to your site?
Your videos can engage customers and increase revenue-per-visitor by 2 percent when you create and post personalized product videos. Video can also boost your organic search traffic up to 10 percent in visits per day for video-enabled products. The use of video can help you gain market share, discover how to get more business and improve your bottom line.
In the world of fashion, it’s not always easy to engage and retain brand enthusiasts online. However, YouTube is a great platform because it empowers its users to be content creators and influencers in the fashion industry or any other. Just imagine the emotional impact of your content on YouTube. You can create brand awareness and reach new audiences. On YouTube, you can share your message and also engage with your core customer base, possibly resulting in the creation of loyalty and engagement.
In fact, digital media, including videos on YouTube and video ads, can deliver fast, accurate analytical data so you can track the performance, impact, and return on your investment.
YouTube TrueView video ads allow you to promote engaging video content and then analyze its performance. YouTube TrueView promotions sometimes drive traffic to websites with an 18 percent click-through rate, while industry averages are normally in the single digits. Therefore, compared to a cost-per-click search campaign with an average of $0.55 per click, a TrueView video ad campaign could reach more customers with an average $0.06 cost-per-view.
That’s what happens when you target the right audience on a granular level. You can drive potential shoppers to a site where they can spend time consuming product information and actively engaging with your brand.
The trick is to target specific keywords and then leverage YouTube Analytics to gain a deeper understanding of who your audience is, where they come from, and how best to interact with them.
YouTube is the second largest search engine on the planet; it allows you to integrate SEO, referral content and paid campaigns while reaching the greatest possible audience across platforms and devices. Your brand can become more visible through the emotional impact of video because it’s the ultimate medium for engaging an audience and getting them to interact with you.
Placing a call to action on top of your product videos can help curious viewers find new products and related items. Here’s how you can leverage YouTube to ramp up traffic and conversions.
Videos Convert Prospects
Your videos should emphasize your company’s unique selling proposition. Therefore, start by stating the most important reason why a prospect should visit your site. For example: “ABC Fashions provides high fashion apparel and accessories for the lowest wholesale prices on the Internet.” Remember that your company name must be built into your script.
Trust: Start by providing credibility. Tell them about your expertise, how long you’ve been in business, and something about your warehouse or manufacturing facility. Customers purchasing apparel products want to buy from suppliers with quality products they can depend on for prompt delivery, etc.
Benefits: Talk about the benefits of buying from your company. Mention the prices you charge, your workmanship, delivery track record, etc. Imagine what your customers might be afraid of and quiet those fears.
Test: Testing is a must, and here’s what you should test on your product videos:
- Opens: What’s the first mental image for viewers in your video? What is the still image displayed before they click play? How will you capture their interest in the first five to seven seconds? Research says 80 percent of those watching the first 12 seconds of a video will watch for about 70 more seconds.
- Closes/Calls to Action: What is your final mental image? Have you created enough desire to get your viewer to take action? Not every product video will lead to a sale; therefore, some videos will lead to the next demo or to learn more.
- Content density: Don’t try to say too much in too little time, yet don’t make it too slow and non-informative. You don’t need to answer every question but you must create desire. Show rather than tell.
- Voiceovers: Try a male voice vs. a female voice.
- Content Quality: Optimize your script.
In summary, your compelling product videos posted on YouTube and on your website have the potential to turn prospects into customers because video can communicate your message more effectively than any other medium. Don’t overlook the power of video to increase drive traffic and conversions to your site.