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February 15, 2018

5 Ways to Wow and Boost Conversions with Creative Video Experiences

Ebooks, blog posts, and written content are important in a marketing strategy, but it’s hard to generate a real emotional connection and emotional response with those content formats. Video, on the other hand, gives you that exact opportunity.  You have a chance to stand out, be super creative, show your brand, have some fun, and to ultimately invoke a more emotional reaction and build trust and empathy with your audience.

In the video below, Tyler Lessard, VP of Marketing at Vidyard looks to inspire all of you with different ideas for how you can use video content to take your marketing from good to great, giving you results that are amazing, and make people want to engage with your brand.

It’s harder than ever to get people’s attention, right? We’re now living an attention economy, and as marketers, a big part of our job is getting people’s attention, and keeping their attention once we’ve got it. This is where video plays such a key role, especially if you do it right and you do things that are interesting, creative, and can invoke that real personal and emotional response.

Here are 5 ways to create video experiences that help you wow your customers, and boost conversions.

#1 Humanize The Pains

Put yourself in the shoes of your audience and think about, what are some of the pain points they’re trying to solve? And maybe there’s a new content asset that’s focused on your value in addressing that pain. How could you create a video that brings those pains to life and makes it clear that you understand what they are going through, and that you can help solve those pains.

We created a campaign around a particular pain point—poor prospecting emails. Our sales fail video series, featured below, put terrible emails on blast and highlighted our solution to that common pain point—Vidyard GoVideo.

#2 Bring Your Website to Life

“Over 72 percent of businesses who use video says it has increased website conversion rates.” – Hootsuite

There are numerous opportunities for video content on your website. By embedding a video, you can efficiently reduce bounce rates and increase conversions on crucial landing pages like homepages, products, solutions, customers, demo or trial requests, campaign pages, etc. Video is a great way to get a large amount of content and story across in short amount of time.

#3 Get Very, Very, Personal

Video is an inherently engaging medium, and when you personalize it, it becomes doubly so. We’re social and animals who like to watch stuff—including each other—but when you show buyers a video that includes them in it, they’ll be awestruck. They’ll wonder how you did it and you’ll have both their attention and interest, for as Dale Carnegie reminds us: “A person’s name is to that person the sweetest and most important sound in any language.”

#4 Stop Trying, Start Connecting

There is no better way to ruin an opportunity than for a sales rep to send an obviously templated email. You should have your sales team sending out one-to-one video messages that connect with that individual.

With tools like GoVideo, it’s easy for reps to quickly record 1:1 videos that increase response rates, and give your leads a unique, more personal experience during their buying process.

#5 Culture Videos

I know a lot of companies where marketing kind of ends once customers are acquired, but I think all of us need to get better at making sure the long-term customer experience takes that wow factor throughout the entire journey.

There are lots of ways that we incorporate video into our ongoing outreach to existing customers, like introducing them to their Customer Success Manager (CSM), congratulating them when they hit milestones, giving them product updates, and more. We even make sure to film fun culture videos, like the one below, that leaving our customers feeling more connected with our staff, company, and brand.

What ways are you using creative video experiences to WOW your customers? Let me know in the comments below.

Hannah Cameron

Hannah Cameron

Hannah is the Content Marketing Manager at Vidyard. When she isn’t planning killer content or shooting fun videos, you’ll find her playing video games, binging true crime podcasts, or planning her next road trip!

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