While it is true that it could be a while before video becomes the sole content we’d see online, the fact remains that video is an undeniable force to reckon with in online marketing. We’ve seen many of our client funeral homes gain more client families and see an increase in their calls through video marketing.
But many businesses that once thrived with video marketing now plateaued, possibly because of neglect or they failed to improve their video marketing strategies.
Don’t let this happen to your online funeral marketing campaigns. If you’re already implementing video marketing for your funeral home, here are some improvements you can implement for more site visits, increased calls, and more conversions.
For many businesses, video marketing offers nothing but uncertainty. How can they be so sure that their video works? How can they determine if their target audience agrees with or likes their content?
One way to find out if your video works is by testing it within your organization. Encourage feedback from the people you work with. Another way is to put out a secure version of your video to a select set of contacts with a feedback form. Ask them if they find the video to be effective or if there’s anything they would like to say about your message.
Use video to drive subscription
Lead generation tools that capture email addresses are great for newsletters and white papers. But they’re also great for videos, because videos are more engaging than any other forms of content out there. For example, you can create an intro video on how client families can take advantage of pre-need services, and then prompt them to subscribe to gain access to more information on the next set of videos.
The first few seconds are crucial
The first few seconds of your marketing video may either make or break your campaign. That’s because the typical attention span of humans is only about eight seconds. Use that first eight seconds to hold the attention of your viewers and to qualify them whether your service is right for them or not. Done right, your video should be able to hold about 60% of viewers until the very end of the video.
By the way, be sure to keep your videos under two and a half minutes. Experts agree that videos longer than 2:30 minutes tend to perform poorly than those that are shorter.
Determine performance through analytics
One of the reasons why some funeral homes and other businesses stay away from video marketing is that it’s quite a challenge for them to figure it out, let alone determining how it’s connected to ROI. But with tools like analytics, you should be able to determine how your videos perform in terms of engagement, attention span, and even conversion. By analyzing your videos’ analytics, you should be able to modify your content to make it more in-tune with your target audience and your company’s goals.
Get better casts in your videos
If your funeral marketing videos require actors or speakers, choose those that will not only truly represent your organization, but those who would also win the hearts of your intended audience. The actor or speaker who is boring and who speaks in a monotone way could be the reason why no one is sticking around till the end of your video.
There you have it, some ways to improve your online funeral video marketing to win more site visits, increase your calls, and get more client families. For more information on our video marketing service, call us today at (800) 810-3595.