With the viral success of videos from Dollar Shave Club and Old Spice, and compelling statistics from numerous studies, businesses are becoming increasingly aware of how powerful video is when building a brand.
But videos aren’t just great for branding; they’re also great for sales. Consider the example of kitchen accessory and housewares outlet StacksAndStacks.com: they found that the addition of a product video increased conversion by an astounding 144%. Plus, sales videos can be used by your sales team when they meet one-on-one with prospects. Furthermore, videos are effective through other channels as well. When sending out an initial email to a client, for instance, you could include a link to an educational video that’s relevant to their problem; instantly your brand provides value and you start to build trust among your clientele.
So, what types of videos improve sales?
Take a look at some video ideas from around the industry below:
#1 – Videos that Answer “the 80%”
Marcus Sheridan of River Pools and Spas and The Sales Lion has become an iconic business figure thanks to the smart content marketing strategy that resulted in astronomical growth for his Virginia-based pool store. Sheridan recommends answering questions that an online shopper might have – what he calls “the 80%” of questions that are asked over and over again during sales appointments – in a single video. Briefly answering typical customer questions upfront, through a visual medium, allows you to focus on their individual needs and any additional hot-buttons during in-person interactions. Think of this type of video as a visual Frequently Asked Questions (FAQ) page.
#2 – Product Storytelling Videos
Does storytelling work? We sure believe it does. So does help desk firm Groove, which saw a 300% rise in blog traffic following the introduction of storytelling to their brand. The key is to choose a product or aspect of your brand with meaning behind it. For example, West Virginia’s 40-year-old Nu-Era Bakery received 4000 hits and 150 comments from a video about the history of its famous pepperoni roll.
#3 – Video Email Marketing
Email marketing is one of the most powerful ways to introduce yourself to prospects and build relationships with current customers. Just look at the case study from the Direct Marketing Association (and explained by Neil Patel), which showed that $1 invested into email marketing yields a $39.40 return on investment. Until recently, emails had mostly been static images and text. Now email marketing often includes video to make your communications dynamic and compelling, improving message effectiveness and retention by making your brand come alive.
#4 – Sales Team Biographical Videos
Another recommendation from Marcus Sheridan is to create biographical videos for each member of your sales staff. A two-minute video about the people behind the brand can immediately create a human connection with your audience and liken them to your message. Try sending out bio videos to potential customers prior to appointments so that they can get a feel for what your brand is all about.
It’s never too late to set yourself up for success with a video that establishes your brand and builds trust, all while boosting your sales by 10%, 50%, even 100% or more. Give yourself some time to see what type of video works best for your brand and get filming! Soon enough you’ll see the results you were looking for.
Do you want to close more sales at your business using video? At Golden Arm Media, we create business web videos that attract customers and increase conversion.