When it comes to selling more products, I’m betting you’re willing to try anything under the sun – or, at least, you read about all the different ways you can get more eyeballs on your products, but you find you don’t have the time to implement them or aren’t sure what the results will be.
If the latter is the case, I want to bring your attention to videos as a method of selling more products. Videos aren’t just a hit and hope technique – the actually work, and the proof is in the pudding:
These stats alone show that adding a simple video to your products page can instantly boost the amount you’re selling. This is partly because people like to see products in action and how they can solve a fundamental problem, and because videos add a sense of authenticity and build trust between a seller and a customer.
So what kind of videos work the best?
Explainer videos are all the rage at the moment (you’ve seen the case of Dropbox, right?!). Essentially, they show potential customers how your product works, and how they can use it to solve problems they have within their day-to-day life or business.
This works particularly well if you’re selling a product that doesn’t necessarily have any obvious benefits. With the case of Dropbox, users didn’t know they have a file-storing problem until Dropbox’s explainer video showed them how easy life would be if they could access all their files anywhere, at any time.
Make it work for you: show potential customers the features of your product and how it will make their lives easier. A simple illustration or walk-through will suffice just fine.
People like to see results. It’s a fact. If you can show potential customers how another buyer has benefitted from using your product, you’re on to a winner.
Online customers like to hear and read reviews before they buy anything (because word-of-mouth, even in the digital age, is still a really important marketing method), and testimonial and case study videos offer this.
Make it work for you: ask previous buyers if they’d be interested in sharing their success stories with you. You can either have them talking to the camera, or create an animation from their results if there are lots of juicy numbers to dig into.
Not all product videos have to be about your product. In fact, if a customer has landed on your site for the first time and all they see is content relating to the sell, sell, sell mentality, they might brush over you in favour of someone who meets their needs more.
If you’re worried about doing this, you can always create a series of “tips” videos, where you offer tips and tricks relating to your industry. For maximum impact, you can present your product at the end as a solution to the problem or as a way to really make the most of the tip.
Make it work for you: think about the questions people might have surrounding your industry or product and formulate a list of quick tips you can offer them to make their life easier. Now consider how your product ties into these tips, and create a short video that, firstly, goes into detail on one specific tip and, secondly, presents your product as a potential solution to make that tip easier.
It goes without saying that people will have questions before they buy your product. How many times have you bought something online without looking for more information? Probably not many, if at all, right?
Q&A videos put potential buyer’s minds at ease. They show that you understand their worries and have a solution to them. Simple Q&A videos with a face-to-camera format work just fine, but you can always add in graphics and tutorials to really show off how to use your product and to dig deeper into specific questions.
Make it work for you: when someone doesn’t buy from you, ask them why when they go to leave the page or via an automated email. Collect all of these responses and run a quick Q&A video that answers them all in detail.
Videos are really easy to make in this day and age, thanks to the high-quality equipment we have at our fingertips (I’m looking at you, smartphone camera), but there’s always room to get creative.
Look at Blenchtech’s phenomenally successful series “Will It Blend?” which saw them putting all sorts of items, including an iPad, into one of their blenders to see how well it works.
While this video doesn’t necessarily relate to the product itself, the product is at the very core of it. It also shows off a major feature of the product – that it can literally blend anything.
Make it work for you: think about one of the main features of your product and consider the unique, creative ways you can show this off.
People love stories. It’s part of human nature, and, to sell more products, you want to tap into this desire for narratives.
Story videos don’t have to be boring chronological videos about how your product came about. Instead, it could focus on a single thread, like how the fabric of the clothing you sell is made, or how the independent wood provider you use to create your furniture goes about collecting their materials.
Make it work for you: consider every aspect of your product and create a list of the different stories you can glean from it.
One-off product videos are great, but if you’re prospect isn’t ready to buy then and there? Well, they might just disappear into the ether and never return again.
Unless, of course, you capture their email address and nurture them with a video series that digs even deeper into the benefits and features of your products. This series should answer further questions potential buyers might have, and show them that you understand their problems and have a solution.
As you can see, videos are an incredibly powerful tool when it comes to selling. They add authenticity to your brand, and answer any pressing questions potential buyers might have. They also act as a great gateway into a nurturing video course sequence, where you can get to know your customers more and build a strong rapport with them.
Mapout can help you build your nurturing video sequence off the back of your successful product videos.