Thinking about getting a web video production for your small business or brand?
Want to know if it will bring a boost to your marketing plans?
Here are 6 pointers to consider:
Every successful business has a Remarkable Proposition
Your business wins because customers see something remarkable in your offer. Whether this is lower price, bigger spec, more add-ons – it doesn’t matter.
What does matter is that your proposition is remarkable enough for customers to buy from you and not your competitors.
The worst thing that can happen is when customers fail to see your Remarkable Proposition. Maybe it’s buried in text? Maybe it’s not quite clear and obvious enough?
A web video will deliver your Remarkable Proposition. Guaranteed.
So when you produce your next web video, be certain you know what your Remarkable Proposition is – and that your video scriptwriter understands this clearly.
A web video production provides a fast turnaround of profit
From the very first moment that your customers are exposed to your web video, you’ll see an increase in sales and enquiries.
Speed and how profitability can be measured – using Google Analytics or other internet analytical tool.
Websites that measure things like Home Page Bounce Rate, No of Enquiry increases – and any similar related aspect of your web video’s performance – will have the certainty of mind needed to produce further videos to further increase sales in all areas of their online business.
Use a web video and you’re not taking a gamble – what you get is fast measurable payback.
People don’t read text
For the majority of people – watching a business video online is now the norm.
When given a choice between between reading and article or watching a web video – most people will choose the latter.
Expecting customers to plough through reams of “boiler plate & screed” is naive.
Readers of this article – of course – are a noble exception to the rule!
According to recent studies by Nielsen – “On average, users will have time to read 28% of the words if they devote all of their time to reading. More realistically, users will read about 20% of the text on the average page.”
A web video on your company’s homepage will reduce your bounce rate
Okay – so what’s bounce rate?
Bounces are the people who come to your site and leave without looking further than the home page.
In business terms it means you’ve wasted your money paid to get them there in the first place.
Example: If your bounce rate is 50%, then 50% of people leave without exploring. Bah!
By contrast, anything that reduces your bounce rate is magic.
Video provides that magic.
Video not only engages visitors and persuades them to stay, it also (as proven research consistently shows) makes them more interested in you generally, and more prepared to engage with your products and services.
Try looking at it this way too:
Let’s say a home page video reduces your bounce rate by, say, 15% – and it can.
This means that out of every 1000 people that visit your homepage an extra 150 will stay on your site and explore.
That’s really the equivalent of retaining an extra 150 visitors every month (magic!)
People will stay on your site for longer
If you’ve got an engaging homepage video, then classic marketing video research suggest that people will stay on your site for longer, and be keener to see what you offer.
And within reason, they’ll accept what your video says as true.
Video and other multi-media product viewing options were rated more effective than any other site initiatives in an Adobe survey of almost 2,000 interactive marketers. (Adobe)
Acquiring a marketing video production budget
Will a web video production bring a profitable return to your organisation?
First, look at the price of the web video.
Then, taking into account that it will reduce your bounce rate, and increase engagement.
Now forecast the amount of extra sales – and revenue – that better engaged traffic will bring. Try factoring 5% retention. Then 10% – and so on.
Make some assumptions.
Then figure out how much extra revenue you need to justify a video budget.
Then take the cost of the web video production away from the extra revenue.
How much incremental profit have you made?
How quickly will you break even?
You can see how easy it is to establish the budget needed for your web video production.
Click here for examples of great web video productions.