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How to Increase Sales and Profits by Making Use of Online Videos

How do you go from practically nothing to a multibillion-dollar company in just a few short years? Just ask Dollar Shave Club. The budget, subscription-based shavings products company started as just an idea in the mind of its founder Michael Dublin, but soon grew into a worldwide phenomenon, reaching millions of customers.

Dollar Shave Club offered a product that everybody wanted: inexpensive shaving materials. But the way it achieved its success wasn’t through regular advertising like the incumbents, Gilette and Wilkinson Sword. Instead, it used online video to win over customers on a variety of platforms.

Its marketing videos were not only engaging but also explained the brand’s mission - to make shaving more affordable. The videos also showed people how the existing firms were ripping them off and how they could save a fortune by switching to the new brand. It was all exciting stuff. But Dollar Shave Club only got to where it is today by executing one of the smartest and most powerful video marketing strategies to date. In short, the company nailed it.

The following is how you can use videos to sell more and make fatter profits.

Select The Optimal Video Length For Engagement

Facebook and other marketing agencies have investigated the question of how long a typical marketing video should be. The result of those trials are still ongoing, but the data we have right now shows that the optimal video length is between one and two minutes.

When you think about it, that’s a lot. You can say quite a bit in two minutes e about your product, company, and mission. You’ve even got sufficient time to create a compelling narrative - something that will instantly hook your customers and get them to believe in your business.

Cover three or four key points during your video and use them as a basis for telling your story. Stick to the two-minute time limit and convey vital information in a way that people will understand.

Make Your Videos Shareable

Most video platforms give users options to make their videos shareable. However, it’s worth making this point all the same: a video can’t go viral if people can’t send it to their friends.

What makes a video inherently shareable? You might think that it’s just down to luck, but researchers now know quite a lot about what works and what doesn’t.

  • It must not be overly promotional
  • It should “tug on our heartstrings” in one way or another
  • It needs to tell a story
  • It should evoke strong and unexpected emotions

Videos, therefore, require an enormous degree of creativity. You want to make something that is not only emotionally appealing but also related to your business. It’s a tough call, but with some thought and consideration, you can make it happen.

Make Videos For Specific Customer Groups

Today’s consumers expect a personalised marketing experience. They want companies to speak directly to their needs, not their audience as a whole. A customer will skip a generic advertising video if it doesn’t appeal directly to them.

The impact that personalisation can have on sales is potentially enormous. Laptop maker Lenovo achieved a 300 per cent increase in click-through rates when it started customising advertising to particular consumer segments. And Tradeshift, a supply chain management platform, saw its revenues soar by 231 percent when it began applying the same approach.

If you want to increase sales and profits, then create videos that speak to individual customers with specific needs. Address them, and your business will thrive.

Put A Call To Action In The Video

While you want your videos to be engaging and emotionally compelling, you also want to sell more. It’s vital, therefore, that your customers not only watch your videos but take some kind of action afterwards.

It’s worth pointing out that many customers NEED direction after watching marketing material. Often it’s not clear what they should do next, even if they want to. A call to action at the end of your video is a helpful nudge that pushes them in the direction of your website and products.

There are several ways to incorporate a call to action at the end of your video.

  • Use a click button superimposed on the video (some platforms such as Facebook and YouTube allow you to do this in their content creation tools)
  • Use a verbal call to action where you tell customers what to do next through your narrator or actors
  • Use a written call to action, directing customers to contact a rep from your firm
  • Use a clickable link that will take customers directly to the relevant web page

Make Your Videos “Mobile-First”

Not only do people watch the majority of videos on the web on their mobile devices, but data suggest that 34 per cent of people only do so on mobile devices. For companies like yours, this means that it’s vital to create videos that are “mobile-friendly.”

So how do you do this?

The first thing to do is to ensure that your videos make sense when viewed on different screen sizes and formats. Mobile screens tend to be wider and shallower than desktop screens.

The second important consideration is whether your video makes sense without sound. Eighty-five percent of all Facebook videos play without any sound at all. So your task is to convey your message in a way that makes sense with the audio switched off.

Finally, mobile videos need to be posted on a variety of mobile-friendly platforms to pull in as many viewers as possible.

Optimise Your Video SEO

Facebook, Google, and other search engines don’t just look at the content of your videos when deciding how they rank: they also take cues from your descriptions. All of the usual SEO rules, therefore, apply.

You want to make sure that your descriptions contain relevant keywords, provide a summary of the content of your video, and give links to your site. Use keyword tools like SEMrushm just as you would for other SEO applications to check that you target the correct phrases and avoid the irrelevant.