Utilising video can be one of the most effective ways to make an impact with your audience during a launch. Video is an extremely powerful marketing tool because it builds connection and trust faster than any other medium. Whether your e-Course is brand new or well established here are 5 ways to use video in your launch.
Sales Page Video
This is one of the most important videos that you’ll make for your launch so it’s vital that you invest time and effort in planning your sales page video. The benefit of producing a professional sales page video is that the investment lasts beyond one launch. Your sales page video won’t replace any of the text on your sales page – it’s designed to supplement the text and create a feel for what the program is about. Not every sales page visitor will watch your video but a good video can definitely boost conversions on the sales page.
There are many different types of sales page videos, you don’t need to be talking at the camera if you don’t feel comfortable doing this. Create a Pinterest board for the videos that you like when looking at sales pages and look for common themes to help you plan your own video.
A three to five part video series can be a highly effective strategy that can be used for eCourse launches. Generally the video series is one of the main list building tools used during the pre-launch phase and the final video announces that the cart for the program is now open.A video series should give the viewer plenty of value and leave them wanting to learn more from you in your e-Course. Click To Tweet
When planning a video series you need to select a topic which can be spread across multiple videos… often engagement rates drop on the later videos in a series so it’s important to ensure that you have a compelling topic that the viewer wants to learn more about.
You can film your own videos for the series with a good camera and lighting set-up or you can have them professionally filmed. With a video series it is possible to combine being on screen with voice over slides so if you aren’t comfortable being on screen for the entire video you’ll need to prepare slides as well.
Keep in mind your ideal customer when planning the length of the videos in the series and try to keep them consistent. If your audience consists of small business owners then they’ll be probably happy to watch 30 minute videos full of great content but if your audience are busy mums with no free time then keep them much shorter so that they can digest the content. The great thing about a video series is that you can re-use it again in future launches.
Live webinars are a fantastic launch tool to help you connect with your audience and sell your e-Course. You can choose to be on screen at the beginning and/or the end of the webinar to help build rapport or you can choose to utilise PowerPoint slides for the entire webinar. Webinars have grown in popularity in the past couple of years and they are suitable for most audiences. Generally you want to keep your webinar to around an hour in length so that people stay engaged with your content and it’s always a good idea to test your technology before the live event. It also helps to have an have an assistant monitoring the chat box to ensure you don’t miss questions from viewers.
Webinars during a launch will close with an offer to purchase your e-Course at the end so the webinar topic should be closely related to the results that can be achieved with your program. You may also decide to offer a fast action bonus at the end of the webinar to encourage sign-ups. Popular times during a launch for hosting a webinar include the cart opening day, the end of early bird sales period and then the day or night before the final cart closing.
You should also record your webinar and then send the replay to those who registered. Now that you have the recording you also have the option to re-purpose the video in other ways.
Live Streaming – Facebook Live and Periscope
Live streaming on social media video has become huge in the past 12 months and it’s definitely a tool you want to consider for your next eCourse launch. It all began with Periscope (which is an app linked to your Twitter profile) and Facebook then followed with Facebook Live which is now becoming an important marketing tool on Facebook. When Facebook Live was first released it was exclusively for popular public figures with large followings but now everyone can utilise the Live video feature. You can also do Facebook Live videos to groups so if you have a free Facebook Group then consider doing some Facebook Live videos for that community as part of your launch.
Live streaming videos are not about delivering a sales pitch, they can be used for many different messages to your audience and the biggest benefit with live streaming is the instant interaction from viewers. All you need is your phone and a good internet connection, you can do spur of the moment live streams or have a plan in place for a topic with a scheduled time and promote it to your audience beforehand.
Video advertising on social media is definitely one strategy to consider for your eCourse launch. Video ads on Facebook and Instagram are known to have better much reach than image ads but they also offer the added benefit building a stronger connection with your audience.
You can also utilise Facebook and Instagram video ads for re-targetting, if people view a small section or all of your video content you’ll be able to create an audience of those viewers for different ad campaigns. This means that you can become highly targetted with your advertising on social media and ensure that the right people are seeing your ads.
Now you might be reading this post thinking ‘I really don’t want to be on video’ but remember there are many different ways that you can build video into your launch. Your audience want to get to know you before they purchase from you so launching is the ideal time to embrace video.
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