Closing a deal face-to-face or on the phone is great. Wouldn’t it be nice to close leads, however, without having to do all the heavy lifting yourself?
When it comes to converting leads, marketing videos that are done right can carry some of that weight. They require a bit of work upfront. When you have your marketing videos dialed in, they can help you minimize time spent on cold calls and maximize your time spent optimizing your offer, customer service, and the rest of your marketing strategy.
If you’re wondering how to make a marketing video that actually converts new leads to take the next step in your sales funnel, here are a few tips:
Keep it short
The most successful marketing videos are anywhere between twenty seconds and three minutes. People’s attention spans are short; they want to know what’s in it for them within the first few seconds.
If you’re wondering how to make a marketing video short when you have a ton of great information to share with your viewers, the key is to stick to “one big promise” your product or service can make.
Keep any secondary benefits short and to the point, if they’re necessary. Try to address just one or two main objections your viewers might have rather than a laundry list of proof or benefits.
Use a script and make it sound natural
When you’re learning how to make a marketing video, there’s a tendency to use cliche marketing jargon in your script (“but wait, there’s more!”), but viewers can sense insincerity from a mile away.
If you don’t feel comfortable writing your own script, run it by another team member to make sure it sounds natural and conversational. Another option is to have a professional marketing video scriptwriter generate it for you.
Even though the video shouldn’t sound scripted, it’s best to have a script to avoid fillers like “umms” and “uhhs” to stay on track. Again, marketing videos are fairly short, so every word and every second counts.
Include a specific call to action
Which action do you want viewers to take after they watch your video? After watching the video and self-qualifying, who exactly should take action?
One of the biggest mistakes people make when learning how to make a marketing video is using general calls to action, such as “Click below to learn more” or “Give us a call for more information.”
You’ll want to get far more specific by letting viewers know exactly who should take action and what taking action will do for them.
For example, if you’re promoting an offer to open a checking account at your bank, you might say something like, “If you’re a college student who’s looking to pay less in monthly maintenance fees on your checking account, click the button below this video to fill out a free application to open a flexible checking account with us.”
The above calls out your perfect customer and lets them know exactly what happens when they take action. Framing your call to action this way can soften some of the resistance people can have to making a purchase or giving you their information.
Need help creating a video marketing strategy that works for your business?
Check out our free guide to planning, creating and executing a rich media content strategy here. If you have any questions, the experts at Tobe are happy to help.