Let’s face it. Picture-based marketing campaigns are becoming outdated. And companies are innovating at a rapid pace to craft creative video marketing campaigns.
Video marketing offers many advantages that traditional marketing cannot. The biggest perk is that videos are way more engaging than static images. As a result, you can retain customer attention for a longer time.
Besides, videos are a versatile form of media. You can use them for advertisements, social media posts, product pages, and email marketing. Videos can grab the attention of viewers and make it easier for them to trust your product or service.
In the past, you would need an entire team dedicated to video production to use videos in your marketing campaign. But thanks to the advancement of technology, any skilled marketer can utilize video production and editing tools.
Making videos for product-led growth can seem daunting at first. That is why we are here to take you through the steps! Let’s get to it.
Why Use Videos For Your Product-Led Growth Journey?
Product-led growth (PLG) is a growth strategy that focuses on the end-user. It relies on the product to drive customer acquisition, conversion, and expansion.
Many companies have used PLG strategies to grow fast and efficiently. The most notable examples are Slack and Dropbox. PLG strategies are so successful because they tackle one of the biggest changes in sales; the change of power from the buyer to the end-user.
Today, the end-users are more aware of available products and their capabilities. Hence, they demand better quality and value.
62% of customers today watch a product review before purchasing a product. Moreover, videos can increase conversions by approximately 80%. That said, you’re missing out on an entire realm of opportunities if you neglect videos in your product-led growth journey.
The product landscape is more crowded than ever. Companies need to prove that their products are worth the money. And there is no better way to do this than by giving the end-users a taste of your product or service through interactive and engaging video content.
Using Videos in Your Product-Led Growth Journey - Best Practices
Now that you understand why it’s so important to incorporate videos in your product-led growth journey, it’s time to learn how you can craft videos to use in your campaigns. Here’s a step-by-step guide to help you get started!
1. Formulate a plan
The first step is to make a plan for your video. You must think of all the information you want to include in the video.
The most important thing you should include is your features. Tell your customers what your product can do and how it can make your customers’ lives better. Moreover, you need to present this in a way that is easy for them to understand.
You can also highlight interesting aspects of your product or service. Let your customers know if you offer variations for your product. You can address frequently asked questions as well. If there is a unique story related to your product, you can convey it to your audience through your video.
2. Choose a format
The next step is to decide on the format of the video. By this, we don’t mean the file format for the video. Rather, we are talking about the way you will present your product in the video.
The first format you can use is to have a person talk about your product in front of the camera. This format has a personal feel to it. But you should be careful that these videos aren’t too long. Otherwise, customers might lose interest in the product.
The next format is to showcase your product with a voiceover. This method maximizes the functions of the product. The voiceover retains the personal element while also highlighting the best parts of your product.
The final route you can take is using titles and captions. Instead of using a voice, you can put texts within the video to highlight various aspects of your product. This is a sleek and clutter-free way to showcase your product or service.
3. Write a script
You know what you want to do with your video and how you want to present it. Now it’s time to brainstorm the content of your video.
The content will depend on the product or service you are selling. If you’re selling a visual product like clothing, shoes, art, or jewelry, you should focus on showing off your products. You will want to introduce the product and highlight key features that the customers can utilize.
If your product is more utility-oriented, like electronics, kitchen tools, or digital service, it is best to show it off in action. You can demonstrate how to use the product or just show a clip of someone using it.
After you’re done with the script, it is time to shoot the video. When working on the video, you should focus on keeping your viewers engaged. Due to the rising number of videos on the internet, the attention span of an average viewer is starting to decrease.
To maximize the attention of the viewer, keep your videos as short as possible. Moreover, you should not rely too much on sound during the initial part of your video.
Most social media platforms require the viewer to click on the video to listen to the audio. So, if you are planning on using these platforms, you must ensure that your customers stay engaged without needing sound.
When using videos for any campaign, you must remember to incorporate your brand into them. Most companies have a logo and brand colors. Try to incorporate them into the video.
If you’re having difficulty adding logos to your videos, just know that Sendspark makes incorporating your brand into videos a breeze.
6. Include a CTA
Remember to add a CTA (Call-to-Action) at the end of your video. That way, the viewers will know what you want them to do after they have finished watching the video. It also nudges them towards making a purchase.
You can get help from a video marketing tool to perfectly add a CTA to your video. Sendspark lets you easily customize the CTA you want to add. Your CTA can be of three types:
- You can add a title card towards the end of your video.
- Use a person on the video or a voiceover to tell them what to do.
- Add a CTA button in the video that redirects the viewers to a link. However, you can only do this on specific websites.
7. Tell a story
Your video will be meaningless if it isn't set in context. There is no point if your viewers do not relate to it. So branding is essential for your video.
The video must contextualize your product or service. A good story will stay in the mind of your customers. If there is an interesting story behind your product or service, try to incorporate that into your video.
The more relatable a video is, the longer it will stay in your viewers’ minds. This is a good thing for long-term customer retainment. So use your video to continue reiterating your brand’s principles and promises.
8. Keep it short
As we have previously mentioned, the average attention span of a person is decreasing. So, your video needs to be concise.
It is a good idea to keep your videos topped at 30 seconds. This can be difficult, especially if you are trying to get a lot of information across. But it is worth the trouble, and you will surely see an improvement in your engagement rate.
Many social media websites like TikTok focus on short videos. So you can upload shortened videos on those platforms as well to maximize reach.
9. Be human
The personal element of videos is one of its best selling points. It is harder to relate to images and texts than to a video. Whether it's an animated video or a live-action video, you want the film to convey emotion and honesty.
You want potential clients to leave feeling like you truly understood them and talked to their best selves.
Final Words and Tips
With these steps, you can craft a nice video that you can use for your product-led growth. Before finishing, here are some tips that you can implement to maximize returns from your videos:
- Use a tripod: Tripods help you stabilize your video. This gives your video a professional quality.
- Don’t use digital zoom: Digital zoom ruins the resolution of your video. If you need to zoom into something, use an optical zoom lens.
- Avoid vertical ratio: Unless you plan to shoot for social media stories, try to avoid shooting in a vertical ratio.
- Lighting is important: Lights make your videos look better. So make sure you are using adequate lighting for your shoot.
- Use a dedicated microphone: Integrated microphones don’t work as well. So you should keep a dedicated microphone to record the audio.
And that’s all! Now it’s time to get going and make high-quality videos for accelerating your product-led growth. If you’re just getting started, feel free to sign up for Sendspark for free!