Are you trying to increase your business’ sales? Product videos can be the ticket you are looking for.
These videos let you showcase your products or services in ways that few other types of content can. Done right, they can consistently encourage ideal customers to commit to a purchase – Which is easier said than done!
For these videos to work, they have to be crafted in a customer-centric way. It’s not just about showing your product or how it works, but making their key selling points shine while tying them to the audience’s pain points.
As any savvy video marketing team would tell you, a well-crafted product video can have a dramatic impact on a person’s stance toward your product. They can increase brand trust, and nurture longer-lasting customer relationships… But not every piece works the same.
In this article, we will go over the basics of how to make an awesome product video that works, and give you insight that you can use for your next piece!
Most Effective Types of Product Videos
There are plenty of ways and formats in which you can approach a product video. So, the first thing you’ll want to do is figure out which one suits your situation best.
When it comes to promoting your products, having a satisfied client share their experience can be a game-changer.
Before buying, potential clients want to be sure that they are making the right choice; testimonials and reviews are perfect to set their minds at ease – and put them that much closer to sealing the deal!
“Comparisons are odious”, says the phrase, but, used correctly, they can be a powerful tool in video marketing. Comparison videos present different options for similar products and show one as the best, focusing on its advantages.
With these pieces, you want to be clear and to the point. Highlight the advantages of choosing your product above others. One caveat: These videos are more “acceptable” in certain niches, like cosmetics, than in others, and are often tied to social or influencer marketing.
Also known as demo videos, they are meant to describe how a product or service operates, providing visual guidance of its functions. Does your product require technical know-how? Then a tutorial is probably in order.
Keep in mind that tutorials should be in-depth, play-by-play explanations. As such, make sure they are both detailed and relevant. Crafting tutorial videos on trivial matters can potentially backfire.
If you want your potential customers to get a clear sense of what your product is about, and how it can help them, you can’t do better than explainer videos.
Explainers are all about weaving your customer’s needs into an interesting narrative that presents your solution to their problem as the best alternative around. Their focus is to tell your audience, “We understand your problem, and here’s what you can do about it” in a compelling and entertaining way.
Some Essential Pre-production Tips
Regardless of the specific type of product video you end up going for, there are some useful pre-production tips that will fit any and all. Tips you should keep in mind if you want to make a piece that actually helps your sales!
Set Your Goal Early On
It might sound like a no-brainer, but you’d be surprised by how many people fail to have a clear idea of their product video’s purpose from the get-go. Yes, you want to sell more, but how exactly are you going to go about it? Do you want to introduce a product and build awareness? Do you want to teach potential customers how your product works? Showcase the ways in which your product is better than the competition?
Determining your goals will help you choose the kind of video product you need to work on and lead to a much tighter, better-crafted piece.
Know Your Audience
Spend some time doing demographic research to find out what your potential clients are looking for in a product. Know which problems they wish to solve, or the needs they want to fulfill. You can also look for the opinions of happy clients to find out what they like the most about your products.
Customizing your product video’s angle to fit these aspects will help you get your potential customers’ attention much more easily, improve engagement, and boost your video’s effectiveness.
Create A Compelling Script
You need an engaging script to hook people’s attention – especially if you are competing with social media content!
The script is the soul of your piece and will end up affecting all aspects of it: Pacing, believability, and overall effectiveness. Your product’s benefits should be at the forefront and always under the lens of your potential customers’ pain points. Reinforcing the advantages that you want to convey.
Moreover, at the end of the product video, make sure to always include a clear and compelling call-to-action to persuade the audience to take action.
Design an Appealing Storyboard
Storyboards aren’t optional! They are an indispensable tool to help you guide the visual aspects of your piece.
A storyboard gives a detailed overview of the frame-by-frame action and progression of the scenes that will make up your piece. So, ask yourself what images would synergize best with the segment of the script they are paired to. Don’t be afraid to try a couple of things and move elements around, which often helps to make a tighter final product.
Properly Branding Your Product Video
Whichever type you end up going for, your product video has to showcase your brand’s identity.
You need to transmit your company’s personality in every single detail – color palette, fonts, music, logo inclusion… All the brand-representation elements should make an appearance in some form or another. However, be careful not to overdo it! When it comes to branding in video, subtlety is most often the best way to go.
Promoting and Distributing Your Product Video
Here’s a thing a lot of companies stumble upon when it comes to video marketing: finishing your video is not the same as being done! Once you have a great piece, you need to capitalize on it by putting it in front of your audience as effectively as possible.
Here are some tips that can help you in that regard.
Start with YouTube
Don’t you have a YouTube channel? It might be time to create one and start uploading your marketing video on to it.
Having your product video on YouTube allows it to rank independently from anywhere else you uploaded it to, and over time become a go-to spot for people to see your content. It’s also a reliable repository for your content – if you use your video’s YT link with anyone, you can rest assured it’ll be available 99.9 percent of the time.
Use your social media profiles to distribute your video as well! Facebook timelines, Instagram feeds, and Twitter feeds can be fantastic places to expand your reach and bring more eyes to your products.
When using social media, remember to keep your video mobile-friendly. It’s often a good idea to enable silent play mode and add captions or subtitles to make your video understandable, even in silent mode.
Place It On Your Website
If your potential customers want to find out how your product or service works or its main features and advantages, one of the first things they’d probably do is go to its related website.
Along with some images and text explaining what you are offering, make sure you put your product video front and center. Multimedia experiences are the closest that online customers can get to your actual product, so placing your piece in key pages of your conversion funnel can make a huge difference.
Include It In Your Email Marketing Campaign
Using product videos in combination with email marketing is just too good of a match to ignore. Sharing the right piece with an existing subscriber base can have a remarkable effect on your conversion ratios.
You can embed YouTube videos or add an engaging video thumbnail image with a play video button at the top. That way, recipients will be directed to your website or YouTube channel to continue watching the piece and hopefully take action after.
Product videos are an excellent way to expand your brand’s reach and convince doubtful clients to try your products or services once and for all. But you need to use them the right way.
Choose the type of product video that better fits your campaign’s needs, and pay attention to the pre-production tips we discussed today. Spend time establishing the goals and the target audience and design a good script and storyboard.
Once that’s taken care of, don’t sleep on your laurels! Work hard to capitalize on your video and make it available as much as you can! After all, the best piece will be useless if it never gets seen.
Follow this advice to the best of your ability, and I guarantee you’ll be surprised by the impact and return a single product video can deliver!
How to Grow Your E-commerce Business in 2020
In the past five months, e-commerce has noticeably increased. It was already steadily rising due to life moving more and more online, but the Covid-19 pandemic has caused it to grow even faster than expected. This rapid surge has left many businesses in a position where they need to develop a stronger web presence – and fast! – or in a position where they’re flooded by consumer demand and using all their resources just to keep up. In this article, we’ll tackle the first subset of businesses: those trying to develop a stronger web presence to capitalize on all the e-commerce growth.
It’s a given that if you want to increase your growth as an e-commerce company, you need to increase your sales. But you obviously can’t just wave a magic wand to do that. If you want higher sales volume, the first thing you need to do is attract more people to your website. And we all know cutting through the noise and clutter online can be a major challenge.
That’s where Search Engine Optimization (or SEO) comes in to play.
SEO refers to the keywords, related keywords and long-tail keywords you use on your website. The more you optimize your site for keywords, the higher up you can appear in the results of a Bing or Google search. For example, let’s say you’re a company that sells protein bars online. Each and every page of your website should intentionally be populated with the keywords people use when they search online for protein bars. If you’re having trouble honing in on what those keywords should be, try a site like Ubersuggest. It’s free, and it will help you generate a list of keywords. In the example above, when “protein bars” was inputted to Ubersuggest, a list of 540 keywords and long-tail key words (or longer phrases people search) popped up. The list included things like: protein bar, protein bars, protein bar one, quest, Costco, Kirkland, low carb, healthy, protein, vegan, and so on. Ubersuggest even gives ideas for particular types of content you could host on your site using keywords – like protein bar recipes ideas.
We Got Them Here, Now Let’s Get them to Stay
Once you attract people to your site, the next hurdle is keeping them on your site so you can entice them into making a purchase. If your website looks dated or it is difficult to navigate, you can safely bet new customers will click away faster than you can say “e-commerce.” The bad news is: if people click away from your site quickly, the search engines punish you by lowering your ranking in SERPs (Search Engine Results Pages). It is therefore imperative that your website be attractive to the eye so people stay on your site as long as possible. Ways to hold the attention of new customers include using high quality photos and videos and minimizing clutter.
Further, you want your site’s content to be easy to digest and relevant. It would behoove you to look at competitors’ websites to see the type and quantity of information they include and follow suit. Back to our protein bar example: if your competitors all have beautiful photos of their protein bars, a vibrant color palette, great videos, and great articles about the health benefits of their particular protein bar, you will need to post similar content if you want to stand a chance at keeping customers on your site.
Here’s an example we use on one of our top-performing product pages, called the Brondell Swash 1400
You can see on the page we include:
- High Quality Photos
- Video Walkthrough
- Reviews on the Top
- Production Information
Another great way to hold peoples’ attention on your site is to include any awards, badges or seals of approval you’ve earned. These marks of cachet can go a long way in building trust with a new customer. Another way to earn trust and keep people on your site is by posting customer reviews and testimonials. These could be Google Reviews, Yelp reviews, or testimonials.
How Do You Make These Improvements?
Now that you know how important it is for your website to look great and have amazing content, you might be thinking: Okay, I’m sold. I need to re-design my website, but how do I do that? I’m no web designing guru! Don’t despair. You can always hire someone else to take charge of your website’s redesign. Or a more middle-ground approach could be to use the services of a company like Squarespace or Shopify – which provide you with various templates to choose from and require minimal web design knowledge.
The nice thing about a service like Shopify, for example, is that it helps ensure a potential customer’s checkout experience on your site goes as smoothly as humanly possible. According to various market research firms, 70% of online shoppers begin a shopping process online, then abandon their carts due to some sort of “friction.” Things that cause friction at checkout include suddenly revealing hidden costs, forcing shoppers to register for your site in order to complete the purchase, and a checkout process that is simply too long. Knowing what causes friction, your goal should be to devise a checkout process that is friction-less, while still getting you the information you need.
A great example of an extraordinarily fast check out process is the Amazon “Buy now with 1-click” option. It literally couldn’t be easier – which is part of what has made Amazon a trillion-dollar company! If a one-click option isn’t something you can feasibly do, consider putting a progress bar at the top of your site during checkout so customers can track how far along in the process they are. Another useful tip is to de-clutter your checkout page so that users have as few distractions as possible to entice them to click away. Easy checkout = more sales!
One huge point about your website to keep in mind: your site needs to work equally well on desktop and mobile. Many e-commerce businesses forget about how their site loads and looks on mobile, which is a big mistake. Especially given that in 2019, almost 2 billion purchases were made via mobile. Further, 95% of e-commerce customers report doing research on their devices prior to making a purchase! So it is well worth your while to ensure your site looks great and loads quickly on all devices.
Let’s Not Forget the Videos
Another thing that can help your e-commerce business grow is starting a YouTube channel. YouTube is the #2 search engine in the world. That means having a presence there is worth your time and energy. Plus, videos – specifically product videos – help potential buyers better understand your products and services. According to marketing guru Neil Patel, viewers are anywhere from 64-85% more likely to purchase products after watching product videos. So consider making a How-to video, or a product review, or a testimonial, or a product comparison. Another quick example to show how we put this in practice, we have a YouTube channel for all our users to reference, but we also include an easily accessible video library on our website that users can look through when evaluating different product.
A bonus for your efforts: Google – which incidentally owns YouTube – prioritizes websites that have video in their SERPs (Search Engine Results Pages). Which means having videos on your site, preferably hosted on YouTube, is a great way to raise your rankings in SERPs. And remember, the higher up you are on those results pages, the easier it is to get customers to your site.
Social Media & Email is Always Great
If you have money to invest in advertising campaigns, another strategy to consider to grow your e-commerce business is to allocate money for either a social media campaign, an email marketing campaign or both. Over 2.6 Billion people use social media, and on average, they use it for 2.5 hours per day. Further, 94% of companies who use social media for e-commerce pay for social media advertising – the biggest two spends being Facebook and Instagram. It is therefore likely that your competition is spending money on social media, so you probably should, too. Email marketing is also a great tool to reach your customers since studies say almost a quarter of online sales are generated by it. Consider either organizing your own email campaign or using a service like MailChimp to organize one for you.
In conclusion, if you want to take part in the e-commerce growth that is happening all around us, start by looking at your website. Make sure it looks attractive, make sure your content uses plenty of keywords for SEO, and double-check that the checkout process is friction-less. Consider starting a YouTube channel or investing in a marketing campaign via email or on social media. And last but not least, remember the power of word of mouth. If you treat your customers right, provide them with a great product and an excellent shopping experience, they will spread the word – and that will lead to the continued growth of your e-commerce business.
4 Use Cases of Insurance Chatbots for a Compelling Customer Experience
From back-office tasks to handling customers, virtual assistants, a.k.a., chatbots are innovating the Insurance sector by leaps and bounds. And understandably so. The new-age policy-holder is also transforming. From shopping for – and even self-servicing aspects of – insurance policies online to comparing policy quotes and prices, customers have evolved, and so have their expectations from the insurers. In fact, data by Cognizant claims that 64% of users say that the best insurance chatbot feature is the ability to contact customer service 24 hours a day.
In this blog, we will look at the top-4 use cases of insurance chatbots that are enhancing customer experience, while winning their hearts and minds – one conversation at a time:
1. Quick Access to Information: For the Policyholder & the Provider
In the insurance world, the value of getting contextually-relevant and insight-driven customer data for insurers cannot be overstated. On the other hand, there’s a growing need to educate customers about the existing products and services. This is where chatbots work their charm. Let’s look at some real-life examples to understand how this process works:
HDFC’s life insurance chatbot, Elle, is a good example to start with. This chatbot doubles up as a Financial Guide to assist users in choosing the best plans and solutions for them. The bot is available 24×7 for users and is capable of addressing routine FAQs in addition to answering queries related to policy details, requests for premium receipts, fund value, payment history, annual premium statement, among other things.
“Elle is another initiative by HDFC Life to simplify customer interactions and provide a quick and easy resolution to their queries, from anywhere and at any time.” – Subrat Mohanty, Chief Operating Officer at HDFC Life
Another interesting example to consider is VisitorCoverage’s travel insurance intelligent chatbot, Luna, which sells contextual travel insurance policies to frequent travelers. This bot leverages AI and machine learning capabilities to help customers navigate the complexities of travel insurance while delivering top-notch services, and that too, regardless of the user’s location and time difference:
Key takeaway: Virtual chatbots are bridging the gap between the policyholder and the provider to offer a seamless customer service that’s in everyone’s best interests.
2. Automated Insurance Agents, at the Customer’s Beck-and-Call
Contrary to popular opinion, chatbots, in general, have evolved over time to be able to handle complex procedures such as claims filing, goal setting, etc. in a jiffy. One of the catalysts of this change can be attributed to the fact that these smart bots have gone from being reactive to proactive – in delivery, and in style.
This is precisely why 53% of people are more likely to buy a product from a provider they can reach out to on a chat app.
In fact, it wouldn’t be out of line to imagine these bots as every customer’s personal insurance agent. After all, chatbots can address queries throughout the insurance value chain and offer a host of other personalized benefits such as:
- 24×7 customer service.
- Reduced processing time.
- Instant query resolution (thanks to a rich database).
- Streamlined and simplified customer service.
- Patient access to relevant information and reminders (e.g., for pending payments) at every step of the way.
The end-goal? By digitizing the Insurance customer journey, these mobile-enabled bots have been able to boost customer satisfaction in the insurance realm.
Zurich UK’s bot, Zara, is an interesting case in point. The bot enables users to process claims relating to non-emergency car and home claims in an effortless manner:
The bot initially gathered data pertaining to the customer’s preferences and sentiments based on various metrics such as adoption, customer satisfaction, etc. to gauge the consumer’s perception. The results were anything but ordinary. An article from the Business Insider quotes:
“The insurer beat expectations in terms of the number of reported claims through Zara. It also recorded a transactional Net Promoter Score, a customer satisfaction metric, of 80 — which constitutes a “world-class” rating — and slashed the time it takes to process claims.”
Key takeaway: By providing an “always-on” digital experience around claims, the company was able to deliver a compelling customer experience.
3. Guided Buyer Experience for an Individualized CX
“Insurers could save up to $7 billion over 18 months using AI-driven technologies by streamlining administrative processes.” – Accenture Report
In the healthcare technology and insurance domains, chatbots have been assisting users on a variety of complex tasks such as providing information addressing billing inquiries, explaining the pre-authorization processes, guiding users in the claims filing process, checking the claims status, understanding the existing coverage, and so on and so forth.
Take, for instance, the case of Zhong An – China’s online-only insurance company, which boasts more than 400 million customers with over 10 billion policies sold! But what attributed to the company’s gigantic success? The answer lies in using AI-driven data to extract behavioral data from more than 300 partnerships. This helps the company cash in at the right moments in which the customer can use an insurance product.
“Insurance is a data game. In the future, IoT, everything within telematics, and even wearables will generate huge piles of data. The question is if you use this data to really generate tailor-made solutions for your new customers. The second time your customer buys the same policy, maybe you could consider different scenarios for pricing. To understand and use your customer’s latest data for recent purchases; that would be the preferred direction.”—Bill Song
The company claims that over 97% of the customer queries are directed to its chatbot communication tool, not requiring any human intervention. As you can imagine, this not only lowers staff load but also drives a quality-driven interaction with users and offers them instant gratification – both of which are key for delivering a holistic patient experience.
Other chatbots that deserve a special mention include:
- Commercial auto insurer, Next Insurance’s bot on Facebook Messenger
with which small businesses can obtain quotes and buy insurance:
- Trōv’s bot offers on-demand insurance covering personal items such as electronic gadgets, home appliances, etc.:
Key takeaway: In the Insurance domains, chatbots will soon emerge as the rule, not the exception. And why not? More and more chatbots are emerging as the patient’s personal assistant for all things insurance- and healthcare-related, making their lives convenient as they recover from their ailments.
4. Faster & Efficient Claims Management & Underwriting Processes
“The global chatbot market is expected to reach USD 1.25 billion by 2025, growing at a CAGR of 24.3%.” – Cognizant Study
If you think conducting insurance business only requires human agents, think again. Lemonade Insurance’s business is conducted online, solely by their in-house chatbot Maya. In fact, the company has been able to drive conversations with users that mirror those with live agents. A remarkable feat, in our opinion:
That’s not all. Lemonade Insurance’s AI bot, Jim, set a new world record by paying the insurer’s claims in just three seconds and with zero paperwork (sounds too good to be true right?). Here’s the proof:
Key takeaway: Insurance chatbots can seamlessly integrate communication, comprehension, and collaboration, keeping customer-centricity in mind at all times – ultimately boosting customer satisfaction and happiness.
“68% of insurers are already using chatbots in various segments of their business.” – Accenture
Clearly, chatbots and other AI-driven technology have evolved from being mere instruments of Insurance sales pitches to virtual conversational agents that have transcended the overall customer experience to another level by facilitating multi-faceted customer interactions. What’s your (s)take?
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