A lot of businesses think that putting a simple video ad or spokesperson on their website will get the attention of their visitors and somehow maximize the company’s goals. Though these digital marketing platforms are a lot more cost savvy and advantageous than traditional marketing and provide a lot more control to both the business and the users, the truth of the matter is that it is not all that simple. Like any marketing technique, video advertising comes down to the quality of its production and the method it is executed and implemented in. Here we list a few ways through which you can make sure your video ad is bound to bring success.
A Clear Purpose
Your video needs to have a point to it. What are you trying to sell? What are you trying to convey? What are you trying to achieve at the end of the video? These are the questions you need to answer yourself and then determine what kind of video you will need. Like any marketing strategy and alternative, match your purpose and objectives to certain criteria to see if such a strategy is viable. Take into consideration the strength of the purpose and tally in the cost that will be associated to the video. Though online video ads are relatively cheaper than traditional marketing, they still cost at the end of the day. This is why it is extremely important to know what the ultimate goal you wish to achieve by placing an ad on your website is.
Quality of Video
We are living in the Web 2.0 era and sacrificing quality is a big no-no. Invest in a company that has previously shown to produce great high quality videos. Invest in a company that really defines the essence of ‘borderless’ videos, so that when implemented on your website there is no apparent blotchiness. You would be surprised how many visitors will be put off by the poor quality of your video ad or a spokesperson — even if it is trivial. The video also needs to be user-friendly and engaging. You do not generally want to see a 40 year old man speaking on a retail store targeting women. Choose a talent/actor that is relevant to the kind of business you are doing or the industry you are in. At the end of the day, the quality of the video is what the users will first notice once it starts playing. So it is extremely important to be professional when it comes to it.
Clarity of Content
This is perhaps just as important as the quality of the video. The content and the script need to be very clear and precise. Keep the video short, unless it is extremely necessary — try to stay under 30 to 45 seconds. The whole point of the video spokesperson in essence was to direct users to the most important part of your website and to save their time from browsing through tons of text. However, if you start narrating a 2-minute sales pitch, your video will have no real effect. Get straight to the point and deliver the message. If you want them to check out a special promotion or fill out a certain form: then say it in a few sentences and wrap it up! It’s as simple as that.
Equally important is the placement of your video spokesperson or a video ad in general. You do not want to place your spokesperson at a location where it may be a nuisance to the viewer and neither do you want it to be in a place where it may go unnoticed. This is where heat maps come into play. Web Heat maps are graphical representations of what the hottest spots on your website are. This means that it shows you what locations most visitors first lay their eyes on. This technology can be leveraged to determine where you may want to place your video spokesperson to fade in from or perhaps even walk in. This way, your video will already be placed at a location where the attention of most of your visitors is at and will be the best time to achieve what you need to achieve.
We believe that the above four points are the very minimum a business should keep in mind at all times during their video spokesperson ad campaign. Whether it be an increase in visitors or conversion rates – if those practices are followed correctly, your video is bound to bring the results that you deserve to see.