The number of retailers using video as a sales tool is expected to grow dramatically in 2012.
There are many factors which make video so desirable, and importantly for advertisers, it is consumers who are driving it as their preferred way to communicate with their friends through social media.
For anyone new to this area of marketing, how do you work out how to add video into your marketing strategy, and how can you work out how much you should be paying for it?
How Dig can help
We’ll make sure you understand the options available before you commission any production work so you only invest in the level of production that is suitable for your requirements.
We’ll help you get your brief right; turning your own brief into a format which is expressed in a way which is clear and meaningful to the production companies. This is often overlooked by people commissioning work, and will vastly increase the chances that the video you get at the end of the day will do what you want it to.
We can also help you understand how best video will fit into your own business:
1. Identify the areas of your business that will benefit from video the most
2. Advise on testing strategies and how to set them up so you can analyse the results
3. Evaluate the cost in relation to the forecasts of how it will drive your sales?
4. Find out how cost effectively you can get your video produced and understand the timings
5. Advise on the methods available to measure the impact of video on your site traffic and sales
Common areas where businesses incorporate video:
- Product or conversion videos – using product videos as a direct sell
- Brand messages (conversion support), i.e. videos which demonstrate the quality of your products, which give customers reassurance to buy
- Range messages – showcase product ranges and link to direct sell
- After sales support, eg installation guides
- Customer testimonials – get your customers to post their own videos
Don’t forget:
The amount you spend on each video, should be linked into its role in the sales process and should be clearly evaluated so you can be confident that you will get a positive return on your investment.
Measure, learn & refine
Once your videos are live, building in regular performance analysis is key, because different approaches will work in different ways. Only by measuring each approach or type of content will you be able to refine your strategy over time, and make sure that video becomes a highly effective sales tool for your business.