Using direct response videos has proven over the last few years to be very effective and continues to grow daily for businesses looking for branding their products.
Answer your audience’s question. “People who are searching have a question to be answered. Make sure you understand the question your viewers are asking, and that your video answers that question.”
Don’t copy television. “Traditional TV commercials are not the kind of videos that they have found to be most successful in the search and directory market. A lot of the pre-roll video that you see today is really just re-produced re-purposed video from advertising.”
Include a call-to-action. “The video content can be optimized not only for the search but for response itself. Your call to action within the video can be a discount, monthly coupon, etc. If you see a 10% response rate from your video, this can only be determined if that video is trackable.”
Don’t get tricky, fancy or too cute. “You’re looking for efficient transfer of information. Instead, look for direct response types of videos – where again, you’re answering a question, and you’re quickly giving a call to action.”
Limit pre-produced ads for comparative businesses. “This is most effective in multi-location advertisers where the same story is shown but tweaked with local images or the particular establishment or location.”
Make it portable. “Give people the opportunity to be advertisers for your business. Enable them to embed your video in their blog or website.
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