Persuasion Architecture pops up in every well thought out marketing campaign, even video!Â A lot of people come to us asking about whether or not video increases online conversions or turns people away.Â The truth is, video, like any form of communication online will be helpful to your guest if executed properly. Video is an interesting medium- it can either deliver wanted information quickly and memorably with the use of visual cues in tandem with verbal explanations, or it can bore your guest to death because the content isn’t applicable or the video takes too long to load.
The best solution for creating a video for your site is to make sure you are addressing all the needs of your guests within the video. Or better yet, create multiple short videos for the particular needs of each of the personas on your site depending on which stage of the buying process they are in. For instance, if you are an online company trying to sell a product or service to other businesses, you might create 4 videos for each of your personas.
Learn about how to speak effectively with video in each buying stage fromÂ Andy Havard is a Marketing Executive at Skeleton Productions, a UK based Corporate Video Production company.
1. People Powered Videos
These videos will describe the people that work at your company, your mission statement and your goals.Â They will speak strongly to the Humanistic persona who will base decisions on their emotions and connection with your company.Â The more they know about you and share your values, the more they will want to support your company.Â You can display a short people powered video on you “About Us” page.
2. Helpful Videos
Helpful videos address the common questions other companies might have about your product or service.Â If they are curious about how something is installed for instance, you can show them a video of an installation procedure that clarifies any concerns they may have.Â These videos will be very encouraging to your methodical guests, since they like to understand the ins and outs of everything before they make a commitment.
3. Product Demo Videos
Product Demo videos can be very convincing, especially to early stage and spontaneous guests.Â If someone has never heard of your product or service, they might see a demo video of what you have and all of the sudden wonder how they ever lived without it!Â Demo videos can be displayed on the homepage to entice your guests to learn more.
4. Testimonial Videos
Testimonial videos, especially from reputable companies within the industry you are selling to can be very convincing.Â Your competitive shoppers will want to see what their competitors are saying about your service.Â People who see strong video testimonials on your site are more likely to feel safe investing with your company over someone else.
We at FutureNow like to implement personas to evaluate every aspect of your online marketing campaigns.Â We can help you create video, social media, websites and online strategy that will effectively speak to the needs of all 4 personas.Â Please feel free to reach out to us if you have any questions.