Capturing And Retaining Customers With Your Videos
We all know how valuable video is to online marketing. If you don’t, then you obviously haven’t read our previous blogs! But while there are a lot of things that video can do for your business, it rarely performs better than if it’s used to attract, capture and retain new customers. But the key question for many business owners is, how exactly can videos help me do that, and where do I start? Those are the questions we’re here to answer today.
Videos Capture Attention
When it comes to the internet, it’s pretty saturated with content. There are over 4.45 billion pages on the internet, and trying to direct a prospect to yours can sometimes feel like directing air traffic in a rave. But video has the power to attract and capture attention in that sea of content, making it the most popular In fact:
- Almost half of all internet users look up videos related to a product or service before they go to a physical shop to buy it.
- 59% of business decision makers would rather watch a video about a product or service than read about it.
- On average, people remember 70% of videos they consume online, and share video content 1200% more often than text or images alone.
- Viewers watch over 5 billion YouTube videos every day, and over 500 million people watch Facebook videos daily.
If you take one message away from those numbers, it’s that people love video content. They can’t stop watching it, and are demanding more of it from the businesses they want to buy from. Videos have become a huge influencer in buying decisions, and should be a crucial part of any marketing plan as a way of hooking in new prospects and starting them on their journey with your business.
Creating Compelling Videos
That’s all well and good, but once a prospect has clicked on your video, how do you keep them there? By making your content interesting, engaging and compelling of course! Cutting through the noise caused by thousands of hours of YouTube videos can be a challenge, but it is doable. It’s just a case of knowing who your audience is, and creating the right content for them. There are a few easy ways you can do this:
Make Your Videos Relatable: In general, customers don’t like or trust adverts, so making your videos into one long advert is a bad way to go. Instead, focus on making your video relatable for your audience. Not in a ‘has this ever happened to you?’ kind of way, but by customising the problems you talk about to your customer’s needs, and creating something that showcases why your brand matters in their lives, rather than just telling them that it does.
Showcase Your Brand’s Value: Not your brand values mind, that’s a different kind of video. When you’re looking to capture new customers, you need to show them why your brand matters to them. Don’t focus on selling, instead, use your video to create a useful and entertaining experience that gives your customer something to care about. If they benefit from your videos, customers are much more likely to associate your brand with authority and trustworthiness.
Tell A Story: The human race loves stories. It’s something we innately connect with. We actively seek out stories, and even the way we talk to each other is all about creating a narrative. So to reach your customers and keep them interested, you need to tell a story too. Start with a problem, explain the solution with a narrative, and then offer a reward, success or positive ending for sticking around.
But How Do You Track It?
But how do you tell if your videos are effective? Many people think video marketing is difficult to track, but in reality, that couldn’t be less true. Video platforms and even social media platforms are all equipped with in-built analytics software, that can provide you with some pretty detailed read outs on your videos if you want them. If you’re not sure what to look at, or what the terms mean, here are the most important ones for video marketing designed to capture new customers:
Video views: this is the number of users who watched your video. This only starts to matter once they have watched over 30 seconds of the video.
View-through rate (for ads): The number of views or other engagements (like clicks or likes), and divide it by the number of times you’ve shown the ad. This will give you an average view rate for your ad and a measure of its success.
Play rate: The number of people who watch your video, divided by the number of impressions your video got.
Video clicks: The number of times viewers clicked the video to reach an external destination (like your website or social media pages).
Clickthrough rate: The number of clicks generated by your video, divided by the number of times it’s been viewed.
Average cost-per-view: The average amount you’ve paid for every view of a video ad.
Each of these metrics can help you measure the performance of your videos, and provide an in-depth view of your marketing efforts. Using this information, you can track who viewed your video when and on what device. If you hook them up with Google Analytics on your website, you can even track if they click through to your website and what pages they visit there. So you can fully track and measure the effectiveness of your videos, and see if they really are helping you to capture new customers, or retain existing ones.
At Swanwood Productions, we love helping businesses just like you imagine and create new and exciting videos. With video content slaying the metrics in terms of capturing and retaining customer attention, it’s not a question of why, it’s a question of how. Finding that balance between emotion, information and call to action to create a compelling video that truly speaks to your prospects and turns them into customers. And we love helping you do that, from script to screen. If you’d like to know more, please get in touch with us today.