Why Your Videos are Not Converting

Video Marketing has become a necessity for entrepreneurs, business owners, and marketers that are looking to generate more leads for their business. It is a proven method that increases website retention, reduces bounce rates, and increases engagement. 

But your video is not converting. Don’t worry; you are not alone. 

With the right steps, you will be able to revive your video marketing with a new strategy and start generating more leads with video.

Your success with video marketing often comes down to how you approach your video marketing and production process. Successful marketers treat video production as an extension of their marketing and brand. 

Consistency is Key

Building an audience takes time and repetition. You want your viewers to understand that every Friday (or whatever time frame you choose) that you will be putting out new video content. They will begin to expect and anticipate your video. That is certainly a lot of pressure, but it’s a marketer’s dream! Consistently delivering quality content will keep your business top of mind and build trust with your viewers.

“Three hundred hours of video are uploaded to YouTube every minute”

Distribution is King

“If you build it, they will come” only applies to cliché baseball movies, not your video marketing strategy. There is a lot of content online. Three hundred hours of video are uploaded to YouTube every minute! Almost 5 billion videos are watched on Youtube every single day. 

To stand out, you need to build the distribution network required to reach your audience. Focus your video efforts on 1-3 methods or social networks. It’s better to do one social media channel great than to do three haphazardly. Over time, you will build an audience, and a means to distribute your videos quickly and effectively.

If you already have an email list or significant social media following, then you’re off to a strong start. Utilize these networks to promote or deliver your video content.

Strong Call to Action

When your audience gets to the end of your videos, don’t leave them hanging with a simple “I’ll see you next time” or “Catch you on the flip side.” Your audience might have loved your content, but you’re leaving them high and dry with nowhere to go! Your videos should always end with a single call to action to entice a specific response from your viewer.

Your call to action can be a content upgrade, sign up to social media channels, buy our product, come to our event, etc. The possibilities are endless. Make it easy to follow your call to action with a visible and easy to follow link or subscribe button. Complicating the process or asking them for too much will drastically drop your conversions. Your audience may be astute, but they’re internet users, so they’re inherently lazy and don’t like to work for the information.

Repurpose Your Content

To boost the ROI of your content and promote SEO try repurposing your content. This can be simple as turning your blog posts into videos or transcribing your videos into blog posts. The text will attract people who prefer to read, and the video will attract those who like to watch. Not to mention the additional text from your video will give your website additional information to be crawled by search engines.

Tip: Using services online, such as Rev.com, you can have your video transcribed for an average price of $1 minute.

Measure KPI’s [Key Performance Indicators]

I said it once, but I’ll repeat it… Video is a form of marketing and needs to be treated as such. When creating a video, you need to decide on a Key Performance Indicator (KPI). These indicators will give you a way to measure the performance and ROI of your video.

Measuring your video performance provides a roadmap for how to improve. If you’re not measuring, you won’t know which videos work and which videos don’t. This carelessness will cause excess spending and lower conversion rates.

Learn and Repeat

Generating leads with video marketing doesn’t happen overnight. It’s a process that takes time and effort with successes and failures. After every video, you should be learning what worked and what didn’t. This knowledge will then transpire into the next video and the next video.

Just like A/B testing your website or landing pages, you can do that with your videos. Using video hosting websites such as VidYard.com or Wistia.com, you can track your audience’s movement to see viewer engagement and bounce rates.

In Conclusion

Video Marketing is a form of marketing that is here to stay. If you want to be successful in doing business online, you need to be implementing video into your marketing plan. Over time, a well-thought-out video marketing plan will always outperform the random, inconsistent content flooding the Internet. Through consistency and healthy marketing practices, you can create an audience from which you can generate leads and customers.


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