Video Marketing and Lead Conversion
Video Marketing and Lead Conversion
By Joe Schaefer, PhD
President, Live On Page
Whether or not you end up using video on your website, the creation of a 30 seconds video script will be the most important exercise for shaping your home page content. It takes discipline to write a 90 word rendition of your value proposition and desired website action.
The rising success and prevalence of landing page sites for lead conversion is an obvious evolution along this line. The landing page site is simple, with a simple message, single possible action, and easily digestible bullets, graphs and images. In general, lead conversion specialists live their lives measuring every single element of a landing page in order to maximize their conversion percentage. So when you see a focus on simplicity and clarity, you should pay attention. They do this because it works.
Now write your video spokesperson script and you will have boiled down you message to the bare minimum. Once you have this script in hand you should then stop for a moment and make sure that you shouldn’t just go get a spokesperson to deliver that script. Unless there is a critical reason to not use video, you will never find a more compelling or attention-grabbing way to communicate your message.
In order to critically think about the vehicle to carry your message, remember that reading the content is entirely optional and therefore you are already having a subset of visitors consume the content. Video on the other hand will easily double the percentage of visitors who hear that carefully crafted, boiled down story about your service or product. Is this why you built the website in the first place, to communicate about your business? So choosing a video spokesperson might be the best option for your home page
