There was a time when I worked with a client that hired me to create a viral video series to help them sell their product and brand. Trusting their marketing team, I thought they had all of the important elements of their marketing campaign carefully planned, which gave me the confidence to just focus on my video production expertise and show them how Creative Haven can help them get the results they wanted with high-quality video content.
After we delivered an amazing series of videos, we offered some help and advice on content strategy but they told us that there was nothing to worry about because they had a lot of money to throw into ads. In a week, the videos gained hundreds of thousands of views, but not the amount of conversions or engagement that they wanted.
So what went wrong?
Even though you can buy your views with ad spend or strike gold by creating a viral hit, it doesn’t necessarily mean that you will sell more products or services. There has to be a clear strategy in place that understands your target audience’s viewing and buying habits so all the content involved in a campaign influences an ideal customer to take a specific action.
So what are some of these strategies to boost conversions? Here are 10 tips to apply your marketing campaigns to boost conversions.
Master Your Messaging
Precise, clear, and compelling messaging is crucial to your campaign's success. One study showed that personalized messages could increase conversion rates by up to 20% [1]. Make sure your core message speaks directly to your target audience's needs and wants. It's all about the right words at the right time.
Leverage the Power of Video Production
Today, video content is king! According to a report by Wyzowl, 84% of people say that they've been convinced to buy a product or service by watching a brand's video [2]. Embrace videography, use it to tell engaging stories, and watch your conversions surge. At Creative Haven, we help companies get the results they want with targeted video content based on a customized content strategy because we truly believe in the power of video content. We’ve seen countless businesses increase conversions with just one engaging video so don’t sleep on video content.
Optimize Your Calls to Action (CTAs)
CTAs are the gateways to conversions. Your CTA should be compelling and urgent. Make it stand out with striking colors, persuasive text, and make it impossible to miss on your landing page. A well-crafted CTA can increase conversions by 121% [3]. Do you want more sales? Newsletter signups? Book downloads? Point people towards the action you want them to take so they do exactly what you wanted them to do when you created the campaign in the first place.
Employ Content Strategy
Crafting and distributing valuable, consistent content is a cornerstone of digital marketing. Research indicates that companies with a documented content strategy get six times higher conversion rates [4]. So, study your ideal customer profile and how they behave online. Research the platforms and social media apps they frequently visit, examine the content that they’re consuming, and develop a plan that will help you create intentional media that will get the results you want.
A/B Test Everything
Every audience is unique; what works for one may not work for another. A/B testing allows you to compare two versions of your campaign and find out which performs better. A study by HubSpot showed that businesses that conduct A/B tests are 2X more likely to report a significant increase in conversions [5].
Trust in Testimonials
Genuine customer testimonials boost credibility and create a sense of trust. Nearly 95% of consumers read reviews before making a purchase [6]. Sprinkle testimonials liberally across your campaign to show you're as good as you claim to be. Social proof is crucial to customers who are shopping around for a solution so don’t be afraid to let your happy clients brag for you.
Maximize Mobile Optimization
Over half of the world's web traffic comes from mobile [7]. If your campaign isn't mobile-friendly, you're missing out on a wealth of potential conversions. Make mobile optimization a priority. Make your videos in 9x16 vertical formats, ensure your text font size is readable on a phone, and preview your design elements on your mobile device so your target audience can actually see, read, and hear your message.
Embrace Email Marketing
Don’t underestimate the power of a well-timed email. Email marketing has an average ROI of 122%, which is more than four times higher than other marketing formats [8]. Reel in those conversions with personalized, engaging emails. Segment your email lists according to how your readers respond to your messages and send out customized campaigns that are based on their actions so someone who already bought your product doesn’t get a newsletter promoting the same widget.
Invest in Analytics
It’s not enough to launch your campaign and hope for the best. Analytics provides the insight necessary to see where you're succeeding and where improvements are needed. Google Analytics can help you measure, understand, and improve your conversion rates. And it’s not only Google, all the social media platforms have analytics that will help you leverage data for future campaigns so you can understand your audience more and create content that will have more success.
Offer a Seamless Checkout Experience
An intuitive, straightforward checkout process significantly reduces cart abandonment. Baymard Institute found that a complicated checkout process was the third biggest reason for cart abandonment [9]. Keep it simple, and your conversions will thank you.
Armed with these proven strategies, you’re no longer aiming in the dark. Plan correctly and you’ll make your marketing campaign a conversion generating machine.
And if you’re stuck and need help with crafting a series of video content that will help you boost conversions, book a call with our team today and we’ll have a free strategy call to demonstrate how video content can help you increase conversions. Click on the button below to book a call with our team today!