John Cecil – Author – Online Video Revolution – Available on Amazon
Eight Golden Rules For Online Video Success
Rule #1: Keep It Simple!
Your online video content allows viewers to educate themselves about your product or service. Your intent is to increase your sales conversions by turning prospects into buyers.
Don’t go overboard with your video. People are always trying to go way too long, way too broad. You’re not looking to win an Academy Award. You’re simply looking to communicate you’re company’s message with your online video.
This means don’t:
-produce confusing content for your viewers to watch
-have longer than necessary video length
-include multiple messages, unneeded information or other content that can distract them from your primary purpose.
When your content is short and specific you’ll find that customers will be moved to the next step in your sales cycle. Video that is 60-seconds or shorter has the best success rate for informing, educating and engaging web viewers.
Not enough time to get your message across, right? Ask viewers to take one step per video. If you have 5 minutes of video and you need to explain to your customer what your product is, create 5 videos.
Look at your sales process: Does that first step need to be filling out a lead form, clicking or picking up the phone for a freebie, signing up for a newsletter? Your viewers are online viewing your message, and at the same time, they are conducting other activities. Multi-tasking is the norm as attention spans have decreased with online messages of many sorts.
I encourage clients to create engaging, relevant content specifically for highly distracted viewers that gives them the highlights of a particular product or service. Those that are receptive to this guidance see an incline in sales conversions when monitoring their statistics. Those that resist tips for best practices, well, they are not so happy with the sales conversions created by the too-much-at-one-time content they serve their customers.
Bottom line: Don’t go too long; keep the script short and concise. Get to the point and keep your video simple.
Read more about online video and the 8 Golden Rules For Online Video Success in Online Video Revolution: How to Reinvent and Market Your Business Using Video by John Cecil, available on Amazon.