Tell me if this sounds familiar.

You’ve designed an effective marketing strategy suited perfectly to the needs and ability of your team.  Your website looks great, you’ve nailed down your offer, and visitors are starting to roll in… 

…but you’re having trouble moving them down the funnel.

That was Michelle’s problem, too. 

As a marketing director, she constructed a bulletproof funnel for her company and noticed an uptick in new visitors to her website, but those numbers weren’t corresponding to new leads and sales.

How could she improve her conversion rates without overhauling her entire marketing strategy? What was she missing?

If you’ve got a job like Michelle’s, then you can probably relate.  Econsultancy reports that 72% of businesses aren't satisfied with their conversion rates. 

That makes sense when you figure that, for every $92 spent on acquiring new leads, only $1 is spent on converting them.

If you’re looking to fill a gap or simply take your marketing results to the next level, what’s the best way to turn visitors into leads — and leads into real, paying customers?

Make a video… 

We’re all about video here at Creative114.  And while we might be a little biased (we admit it), the proof is in the results.

• For instance, Wyzowl reports that 77% of people surveyed said that they’ve been convinced to buy a product through a video.  
• That could be because 4x as many people would rather watch a video than read text.
• The team at Eyeview Digital found that businesses increased conversion rates by up to 80% within a week of implementing video into their marketing strategy.
• In fact, over 70% of B2B marketers say that video converts better than any type of content, according to a comprehensive report by Vidyard.

For our team, video is one of the most effective tactics for emotional storytelling — and THAT’S what really motivates people to take action.

…and put it on a landing page 

We’ve talked before about how to use video and as a lead generation machine but placing videos on landing pages can also be one of the best ways to CONVERT them.

That is what all landing pages have in common, after all: moving people down the funnel.

Of course, what type of landing page you use — and what type of video you put on it — depends on where your prospect is in the marketing process and what you hope to achieve.

1. The “awareness” stage (top of funnel) might be a squeeze page with lead magnet downloads and an educational video.
2. The “consideration” stage (middle of funnel) might be a splash page asking readers to sign up for a webinar or mini-course.  A video here should begin to offer solutions.
3. The “decision” stage (bottom of funnel) should offer proof and highlight results on a sales page, along with a compelling video to close the sale.

Adding a video to any of your landing pages can make the difference between a click and a bounce, so we highly recommend giving it a shot.  Here’s how.

5-Step Process

If you’re starting from scratch, how can you make sure a video is as effective as it can be?  Really, it’s a matter of nailing these five things:

1. Plan and design accordingly — your target audience and position in the funnel should dictate the length, mood, and desired action
2. Pick the right style — animated or live-action? scripted or off-the-cuff?
3. Tell a good story — use relatable characters and a transformative journey
4. Focus on a strong call to action — tell viewers what you want them to do next
5. Repurpose your video content — publish videos on YouTube, turn them into blog posts, or rip the audio for a podcast

Of course, these are just the fundamentals.  There are a lot of ways to optimize a video once you have it.

These include factors like loading speed, mobile responsiveness, proper thumbnails and subtitles, overall design of the landing page, and whether to have it autoplay.

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We recommend integrating videos across all parts of your marketing strategy. Why?  Because video marketing simply works.

If you want to begin creating powerful, emotionally compelling videos to generate more leads, boost your conversion rates, and improve the bottom line, then you need our free ebook Videos That Create a Stronger Connection.

It will teach you how to identify what your audience REALLY wants and how to create video content that meets them where they are.  All you have to do is enter your email address below to receive your free download.