Video marketing can be a strong tool for creating higher conversion rates. For businesses of all sizes, video can be an effective way to showcase products or services to enhance customers' experiences and bring more attention to your brand. The key is knowing how to use this medium in a way that makes sense to your audience.

Let's dive into tips and strategies that can help you use video marketing to create higher conversion rates.

Video Marketing Best Practices

It's important to have a solid foundation before the camera starts rolling. The better your research and path, the more likely you are to attract qualified leads that will turn into customers.

  1. Know Your Purpose

You don't want to make videos just for the sake of making videos. Be clear about your purpose; this will help your message resonate with your audience. Start with the “why” before the “how,” so people can understand why they would spend time watching your video in the first place. If you can't find a compelling reason, you shouldn't be making that video.

  1. Tell a Story

Video is a great format through which to tell stories and grab customers' interest. And keep in mind, stories have been implanted in us since we were children – we’ve read books, watched movies and listened to stories told by others. Stories are also more memorable, as we tend to remember them better than lists or bullet points. So make sure you start with a good story.

  1. Try to Make Videos That Work Without Sound

A lot of people will watch your videos on mute. Will your message still come across if people can't hear what you're saying? If not, you probably need to revise your plan of action and create content that makes sense whether the sound is on or the device is muted.

  1. Keep It Simple

Nobody wants to have too much information. You must walk a line between providing just the right information and going into information overload. Your goal should be to deliver a clear, concise message. You want to communicate in a simple manner that isn't overwhelming; that way, the viewers will remember what you said (and they'll be less likely to leave your video before it even starts). 

  1. Optimize for Search Engines

Videos are great for consumers, but you still want to optimize for search engines so they can send people your way. Here are a few steps to incorporate SEO (search engine optimization) into your video marketing endeavors:

  • Transcribe your video. This transcription will appear on search engines and include important keywords.
  • Optimize metadata. Be sure your videos' titles are complete with relevant and user-intent keywords in the title and description.
  • Create a video sitemap. Once this is complete, submit it to Google Console so the web crawlers can easily access the data you've provided.

Hire a Skilled Video Marketing Team

Your phone can do a lot these days, but it can't handle proper lighting, setup and scripts like a professional video marketing team. If you're considering going to the next level, let a professional video marketing team lead the way. For further information on effective video marketing, be sure to read the accompanying resource.

Author bio: John Jung is CFO & Vice President of Strategy of Banner. Jung is an accomplished leader in finance and strategy with more than a decade of experience in tech, media and entertainment. He works with brands on content strategy, providing data-driven support for decision-making on creative and platform. Jung graduated with a JD/MBA from Stanford University.

Here's a useful infographic showing how video marketing increases conversion rates….

Infographic created by Banner}