Videos on landing pages and "video sales letters" have become super popular in the past year or so. When technology shifted and making videos became a LOT easier, videos became a new tool anyone can use to build a greater connection to an audience.
Having a video on your landing page or your homepage can cultivate a more personal, engaging experience for your website visitor. Not only can they read the text, but with a video, they can hear and see visuals to compliment it. If you're talking into the camera, they can also get to meet you. Because so much is taken in from first impressions, this gives you an opportunity to make a more lasting impression than text alone can.
Videos are also entertaining. Whether simple and goofy or professional and flashy, videos entertain as much as they can inform.
With that in mind, here's a few tips to guide you in making a compelling video for your landing page or homepage.
9 Elements of a Successful Landing Page Video
1. Grab the Viewer's Attention On the First Slide - Traditional squeeze pages have headlines that function as attention magnets for their visitors. In video, you may or may not have a text headline on the page. But you can add text to a slide and use that as your thumbnail on your video.
This acts as a headline because it's the most prominent visual that people will see once they enter your video squeeze page.
2. Establish the problem - Next, to really connect quickly to your audience, the key is to talk about THEM, not you. You want to acknowledge where they're at: what their problem is, how they got there, why they are stuck.
As humans, we have 2 motivating forces in our lives: to increase pleasure and to decrease pain. Some of us react more to one or the other--but we all respond to both. By identifying the problem that your viewer is facing as well as what they want to happen if the problem was fixed, you demonstrate to the viewer that you "get" them. This builds rapport. If you do it authentically, this can really catch attention right from the beginning.
Problems can be anything from weight loss difficulties, struggles in search engine optimization or even the inability to land a date. The problem you describe needs to be relevant to the statement you showed in the beginning of the video.
3. Put the problem into context -This might be what you call "twisting the knife"... it's emphasizing the pain the viewer is in because of their problem, then describing the result that will happen if they don't fix the problem. This is painting the picture of the nightmare future they DON'T want, to increase the importance of finding a solution to the problem.
4. Introduce the solution - After introducing the problem and giving your viewers a more aggravated perspective of it, it's time for your video squeeze page to introduce the solution.
This is when you present your free content that will help them with their problem. This free content is something you've created to help your prospects with this problem you've identified. It can be a free report, free video training, an app, a checklist, an ebook, whatever. As long as it's something that's of value to your market and you're giving it away free of charge, it's a compelling element that will drive the viewer to give you their email for it.
You want to be clear on what they're getting and why it's valuable to fixing their problem. It should be able to give your viewers a sense of hope and leave them with a yearning to find out more about you, your product or services.
5. State the features, advantages, and benefits - This is the part where you get into more detail about your free content. Features are the definite attributes what it is they're getting, like the number of pages, its total length if it's a video, its size if it's a physical product, and so on. Advantages, on the other hand, are qualities that make your content superior to others. Meanwhile, benefits are the end positive results of the features and advantages when they go to work for your prospects.
6. Issue a strong call to action - If your viewers are still watching your video after you've stated the features, advantages, and benefits of your free content, there's a good chance that you've already made a good case and you can now ask them to opt in. Tell them how to do just that by issuing a strong, clear and easy-to-understand call to action.
In a video squeeze page, this is very important. People will sometimes be clueless as to how they can get whatever it is you're offering them, so they need to be given instructions. Calls to action are usually as brief as "enter your email address in the field below and click the 'Get Instant Access' button to receive your free whitepaper." The call to action in the video should then be supplemented with a brief phrase on the call to action button for good measure.
7. Establish authority - Sometimes, your content alone won't be enough. You need to establish authority with the viewer as to why YOU are qualified to be the source for their problem's solution. Why do you understand them? What experience do you have? How qualified are you to be creating the content that will help them?
8. Set the deadline - Unless people have a reason to act fast, they often won't. If you can use scarcity, you can compel them to take action NOW instead of waiting and never doing so. Say that you're limiting to only a certain number of downloads, or only offering for a week, or offering a bonus to the first 100 sign ups. This creates more excitement so they don't miss on the opportunity you are giving them.
9. Issue a final call to action - After making it known that your free content offer won't be there forever, it's time to give your prospects another call to action. Tell them again to enter their best email address in the field below your video and to hit the action button.
The difference is, you'll be sprinkling in a little bit of fear and guilt this time.
Tell your prospects that, unless they act now and take you up on your freebie, nothing will change in their current predicaments and their problems can only get worse. It sounds a little dramatic, but it enforces the situation they are in, and why doing something as simple as entering an email can alleviate the pain.
There you have it! There's 9 keys to a successful video message that can lead your viewer to take action.
Consider videos you may have seen, pitching an offer or describing a service. Do you remember any in particular? What stood out for you?
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