In order to sell anything, you first need to prove value to your customers. In any industry, whether you’re selling a product or service, it’s crucial you can demonstrate why your customers will need it and why it’s head and shoulders above any other.
The important thing to remember is not only do you need to get one customer pick up what you’re putting down, you need to bring in multiple customers who then tell their friends and help continue the organic growth of your business.
Video is no different. You need to be able to show how this content is working for a business. You need to be able to show it’s enhancing the product or service, and delivering the results you want it to – whether that’s sales, time spent on your website, or the level of feedback you’re generating.
Initially it may be difficult to quantify the benefits, especially if use of the videos is not linked to a specific channel or revenue stream. You or your bosses may love the content, but if you’re not correctly tracking these metrics, then it can quickly seem like a waste of money.
However, spending on video is far from being a waste, and can significantly boost many areas of your business.
So how can you prove the value of video to your customers? Check out our techniques on how to demonstrate value to your customers through video.
Carry out A/B testing
A/B test pages with and without a video. Make sure you know exactly what you’re testing for. Is it conversion rates? Is it leads? Is it email address captures? Design a video specifically to target what you’re testing for, then A/B test it against the same page without a video.
Gather and analyze results and prove to your clients that video provides an uplift.
Once you can prove an better performance from the landing pages with videos, you can start putting a number to that, whether it’s financial, page visitors, or plays.
Connection and engagement on your videos
Use your analytics tools to measure the amount of time people are spending on pages on your site. Then measure that against the same page with a video on it. Are people spending more time on your site because of a video? Are they increasing the amount of time spent interacting with your brand because of the video? By how much? Twice as long? What actions are they taking online after viewing your video?
Another option is to set up quick surveys to ask your customer how much value they got out of the video, or whether they feel it was worth their precious time watching.
Videos build trust
I know trust is not quite a tangible, but it’s a no brainer that it’s easier to form an opinion on someone if you can see and hear them rather than if you just read about them on a website.
Whether including videos as part of the purchasing process, to inform about the product, or simply welcome users to your site, it’s a great way to ensure your brand seems legitimate, honest and open. Use the power of video to build this trust with your customers.
Perhaps the easiest thing to measure for a client of yours – and the most easily quantifiable into a dollar figure – is to work out how much time a video can save them.
If they know how much they are worth to the business in terms of salary or hourly rate – you can easily equate that to a monetary cost. Do they spend 2 hours a week onboarding patients or training staff? Do you charge $100 an hour? Well, produce a video explaining the welcome process and it will easily save you more than $800 dollars a month or $10k+ in a year.
Don’t forget to download your FREE guide on the 27 different videos you can film in ONE day to help boost your business.