If you are using web video to promote your business, and increase sales, then similarly to other forms of marketing, you need to incorporate a strong call to action. With so much competition these days, it is vital to make the purchasing process easy for the buyer by providing them with all the necessary information they need to make their purchasing decision.
You certainly don’t want to run the risk of the buyer simply giving up and switching to a different website if you don’t make it easy for them to buy from you. Interactive functionality can be embedded throughout the web video during the online video production process that can let the buyer learn more, get further information and ultimately make that all important purchase. Below are just some of these direct response mechanisms that should be included throughout online video production:
• Order now – Ordering is one of the most important functions, so the ‘Order Now’ button needs to stand out to the viewer. During the online video production process, make sure you incorporate intuitive and relevant cues throughout the video at the appropriate time (and it doesn’t have to be just the once), that lets the viewer easily make the purchase by simply clicking on the ‘Order Now’ button.
• Web video presenter – Many people generally prefer to listen to a person selling to them, rather than just reading about it. A person has the power to influence and motivate the viewer to click on the ‘Order Now’ button, so using a presenter throughout the web video will help guide and persuade the viewer to make that purchase.
• More information – Let the viewer easily access further information if they need it by including a ‘More Information’ button in the video. The ‘More Information’ button could link through to product pages on your website, or to brochures and guides to help the viewer learn more about your offering.
• Share with friends – One of the best ways to promote your business is through recommendations from other satisfied customers. A ‘Share With Friends’ button lets the viewer email the web video to their friends and that helps to spread your brand’s message.
Online advertising is already taking interactivity to the next level by putting the viewer more in control. Rather than just promoting a brand, some advertisers are now offering games or enabling the viewer to download coupons as part of their online promotion. This leads to the viewer spending more time with that particular brand and if they have enjoyed the experience, they are more likely to share the video with their friends.
Online video production should not just be about creating content that simply just talks at viewers. By letting viewers get involved through interactive functionality, it is sure to increase the chances of them taking that next action. Whether it’s requesting more information, or contacting you directly, it all helps to bring them one step closer to your business – and then allows you to get closer to them. That is the power of online video production.
The author, Neil Adams, is Managing Director of Powerhouse, a UK creative commercial photography company based in Leeds.Powerhouse offers a range of photography services, including online video production.