It's a dirty word in today's business world.
People prefer focusing on things like their 'vision' or 'why,' or how their business is 'disrupting the organizational ecology with innovative cloud IOT AI self-driving food delivery trucks.'
The reason sales is a dirty word is it conjures up an image of the sleazy car salesman.
No, this isn't the beginning of an article talking about the positive psychology of why 'sales' is excellent.
This article will go into 'how to optimize your video for conversions.'
But before we do that, let me tell you why optimizing conversions matters…
What really matters when producing a video?
A lot of clients come to us wanting us to make them a video that communicates their core message in a way that resonates and engages their audience's attention.
They want something that is on brand.
They want something that illustrates messaging.
They want something that saves their audience some time.
All of these are great goals of course, but they are only 20% of what really moves the needle.
The reason I say this is, when it comes down to it, optimizing for conversions is what will decide whether your video is compelling enough to get viewers to take some action, even if it's only to remember you exist.
Sure, the main goal may not be to drive more sales; it might even be training new team members.
But if you aren't optimizing for conversions, then you're not training those team members in the best way, because conversions aren't just leads, calls, sales.
Conversions are making the viewer remember the message, communicating a message that sticks, and resonates with the viewer to the point that it drives action.
So, optimizing for conversions could mean, optimizing for the conversion of training your new intern Tom to make your coffee just right.
Now that we've got the whole 'conversions are everything' lecture out of the way.
This is how to optimize your video for conversions (Sales time).
The 5 ‘Must Have’ Needs for Your Attention Converting Video
These five things, in this order, will drive attention and conversions across your creative content!
Have you ever wondered what the best way to influence someone to act is?
If you ask anyone, they'll have an opinion, often based on the experiences of themselves or others. But is any individual's experience the best place to get your knowledge?
No, of course not.
Luckily for us, though, there's a place we can look to, to find that knowledge, a place that doesn't lie or rely on the individuals' personal bias.
I'm talking about the objective data-driven science that marketing has become in today's digital age.
Through split testing across markets, messages and media, marketers of the past and present have discovered principles from this data that never go out of fashion.
These principles of human nature go unchanged because they're based on evolutionary biology that's remained the same for thousands of years.
The drive business success in diverse industries around the globe, and today we have for you a small piece of this knowledge.
The following 5 "must-have" needs for converting attention work across all mediums of creative, but none better than video, which today accounts for over 67% of the information we consume online.
When put in order and shown to the right audience for the message, these five keys will drive attention and convert that attention into action; purchases, subscribers, downloads, calls, customers, and clients…
So, learn these keys and their order carefully if you want to improve the way you communicate your message online!
ATTENTION “The true art of memory, is the art of attention.” - Samuel Johnson
To communicate your message to the right person, they first need to know it's meant for them, and they need to know it exists.
We can't just assume that by putting your message out there, it'll be noticed.
We must construct our message in a way that first grabs our audience's attention, and we only give attention to things that are relevant to us.
So, in any video, the first line should be a call out to our viewer, peaking their attention.
A simple, classic example of this is to say who the message is for, e.g., 'Attention: Software developers' or 'Are You Looking for More Website Visitors?'
The biggest mistake we see amongst our clients is a tendency to focus on their business first if anybody automatically cares.
We only care about our needs, and what is relevant to us, this is our nature as goal seeking beings.
So, before you start rattling on about how great your business is, focus on the person you're trying to communicate to, what simple call out can you use that'll have them subconsciously feel:
"Hey, this message looks like it might be relevant to me."
Once we have them thinking that, it's time to dive right into HOW the message is relevant, through defining their problem…
PROBLEM DEFINITION “Turn their obstacles into opportunities and their problems into possibilities.” - Roy T. Bennett
The Light in the Heart If you can explain a problem to someone better than they can explain it themselves, they'll instantly see you as an authority on their problem.
Show your target audience that you understand their problem, and thus that you know THEM.
The better you understand and explain their problem, the more of an authority they'll see you as, and the more credibility your solution will have.
Once again, to start talking about ourselves, we first need to talk about the audience.
As soon as they see that we have a great understanding of their problem and we hit that authority switch, they'll be much more likely to listen to the solution we present afterward.
That's mostly where most people go wrong in talking about themselves first.
We automatically feel: "You think you have such a great solution, but you don't even understand my problem." There's no relevance, trust, or authority established.
Define your audience's problem in a straightforward yet complete way.
They must see that you understand the problem, its causes, and side effects. As soon as you've fully defined their problem and have them thinking: "they understand the problem. but how do I solve it."
It's time to present our solution to that problem.
AMAZING ATTAINABLE SOLUTION “Focus 10% of your time on problems, and 90% of your time on solutions.” - Anthony J. D’Angelo
Once they see you as an authority on their problem, you now have permission to provide a solution.
Explain your solution in a simple enough way, so that it clearly solves their problem, remove all ambiguity.
However, remember it's not enough for your solution to solve the problem simply, it must also be attainable.
You can find the right audience, get their attention, and tell them the amazing solution to their problem, but if they can't attain that solution due to a lack of resources or availability, then it's pointless.
So, try to make it attainable for them! Offer multiple packages in different price ranges, making it easy for them to get started, make it more of a done for you process.
When they know your solution fixes their problem, and they can quickly get it, the barriers and objections melt away, making the process much smoother for them and you.
PROOF & CREDIBILITY “Propaganda, to be effective, must be believed. To be believed, it must be credible.” - Hubert H. Humphrey
So, great, you've got the first three steps, you've peaked their attention, they're interested. BUT if you can't prove to them via past work, examples, demonstration, etc. that it works then you leave doubt in their mind!
You must demonstrate that you're a credible provider of that solution or you won't have the essential thing in converting someone to a paying client or customer TRUST!
We only trust people we believe are authorities in their field.
Another way beyond just having examples is explaining the ways each component will solve their problem, because if it sounds feasible, then it has more credibility.
Remember; case studies, testimonials, reviews, all build trust…
CALL TO ACTION “Pull the trigger.” - Troy Rawlings
Now, you've got their attention, their interest, and their trust.
What do you do next?
It may seem obvious, but time and time again I see examples of people beautifully explaining their amazing product and FAILING to do anything with the relationship capital just built up.
You need to have that one line that tells them what you want them to do next, whether it be visiting a landing page, entering an email address, or setting up a call.
This is the perfect moment to get your potential customer/client to take that next step.
If you fail to ask for that next action, you may never get it.
You have a small chance to ask the person exploring your product to act…
Post Production Optimization
Now that you have produced your video.
And you have a piece of video content that's focused on directly converting a cold audience into a customer or client it's time to test the material.
From here you will want to gather as much data about the video as possible.
We will want to gather and analyze this data to further optimize the video from there.
First, you will test out different pause screens/thumbnails.
Test out as many variations as possible right down to the detail.
The reason we test thumbnails first is that they will be the thing that calls the viewer to click most likely; for example, on Facebook ads, the image will have the most significant effect on click-through rates.
Once we have tested the thumbnail, we then move forward to testing the voice-over, and we test different accents, genders, delivery styles.
Now we have the perfect voice artists and pause screen, and it's time to move to test out different messages.
You will want to test different aspects of the script, the attention, problem definition, solution, etc.
Have different variations to test so we can see which works best.
You should be getting the picture now that you can test your videos ad. infinitum if you will be using the video content over a free long time then focusing on optimizing for conversions is the path to take.
To create a sales video that directs attention across your marketing channels, you need to focus on optimization during and after the production process.
Start off aiming to create the best possible video during production but be open minded once you distribute it to make continuous improvements.
If there's one key take away from this article, it's to keep an open mind in terms of what works.
Your beliefs will not always match up with reality in the market.
This will only be apparent if you keep your ear to the ground and measure the conversion rates and key performance indicators of videos across markets, mediums, and messages.
During production ensure that you have the above five elements nailed down if this is to be a primarily promotion-oriented piece.
Select points and angles in your messaging that best match what you and your video production studio think will be most effective.
But once you release the video to the market, empty your cup and test every possible aspect of your video to ensure that it's fully optimized based on your own experience during production then the data during distribution.
If you're able to balance experience and the data successfully, you will come out with a video that communicates your core message in a way that drives results for your business online.
Once your video comes out of the process mentioned above, you will have an asset that drives ROI over a very long period that can be easily adjusted when necessary.
If you're interested in learning more about how a video marketing production strategy can impact your bottom line without spending exorbitant amounts of time and money check this out.
- Dylan Sigley – Instagram Ads Tutorial For Beginners (2019) – Become An Expert In One Video
- Video Production – How to Create A Video That Converts | Dylan Sigley
- Video Marketing Guide – The Ultimate Guide to Your Video Strategy