Early this year my job role at WooThemes evolved into working on videos full time. My goal, and what I’ve been doing so far, is to be our in house video guy for all of our needs. I’ve been able to break down our video needs into two categories, those being Educational and Promotional. Educational videos falling more on the support side of our resources, while Promotional fits into our marketing team’s agenda. Surely some videos can fall into both but usually they have one goal in mind when planning for them.
And if I can be bold and say I’ve pioneered a great system that lets us manage all the videos we’ll ever need for WooThemes. I’d love to cover this system at some point, but it essentially helps us create effective and sustainable videos that anyone can get involved with making. A set of standards for WooThemes and Team A/V that no matter who is working on videos they can help keep our video library up to date and relevant through the years. Just know that we currently have over 400 products to help educate people on and promote through video, while also maintaining a video library that stays up to date as our products evolve and change. While not every product needs a video, there are some like WooCommerce that will have quite a few videos. Take for example a series I’ve been working on called WooCommerce 101. It has 29 videos in it just covering the basics of WooCommerce. To say the least there will always be lots to do and lots of things to learn as our newly founded Team A/V gets off the ground!
Now back to one of the first videos I managed as I was getting comfortable in this new role. We had a new extension coming out for WooCommerce and I wanted to try creating my first promotional video for this in house. We were releasing a photography extension that makes it really simple to create and sell products around your photos on your site. You can simply drag and drop your photos into this extension, create sets of photos, and set prices across all photos you uploaded and created products for. As this extension grows it is going to be perfect for any type of photographer that wants to proof and sell prints online.
My philosophy, that I’ve learned from other experts, is that you really have to focus on selling the benefits of your products and not their features. You have to aim to make an emotional connection with your potential customers, show them how this product will make their life better. If you can communicate that clearly your actual feature set then only helps to reinforce that connection. I obviously took this approach with our WooCommerce Photography promo video.
“People don’t want to buy light bulbs. They want to be able to work or read at night.”
This extension in its essence simply makes it a breeze to sell your photos with WooCommerce. Before your photo products had to be created one by one by one, but with this it is really drag, drop, set price, publish. To communicate that I wanted to show this process from start to finish to start again, in just around one minute. Attention spans are short!
I decided I wanted tell a story of a local photographer who starts earning more money by selling online. I created a fictional photographer who has a loyal and local fanbase. That following often bought prints through local coffeeshops, galleries, etc… but were never able to buy online or outside of the Indianapolis area. We had this photographer photograph the Indy skyline from the canal, edit their favorite shots, export & publish through WooCommerce Photography. This all happened so fast and easily that they had plenty of daylight left to go back out and create more photos to sell. Also with their first collection up for sale online they could share this with their fans and start bringing in sales while they were out creating more photographs! I had written a script that I then recorded to narrate our photographer’s actions and benefits they got from using this product.
So how did I do on this first promotional video? I unfortunately don’t have any sales data to say what impact the video has made on converting watchers into purchasers, but I do have other stats that are always fun to look at. The video is embedded on our WooCommerce Photography page and was launched in January of 2015, at the time of writing this it the video has been loaded 48,649 times and has been watched for 109.3 hours with 81% of watchers watching the video all of the way through. Not too shabby for the last three months.
This at the least tells me that people are watching this video and are engaged with it’s content as it plays. For the majority of viewers they aren’t stopping half way through the video, or watching certain spots again and again, etc… Which makes me feel good knowing my first forray into selling the benefits of a product is captivating to some degree.
I’m currently working on a revamp of another promotional video, but this is on a much larger scale for our most popular product WooCommerce itself. Its current promotional video is approaching 750,000 plays! I’ll be doing my best to take what I’ve learned so far and applying it to this project, so watch out for that next! With that said, here is the WooCommerce Photography video and some photos taken as we shot the video itself. Enjoy and let me know your thoughts!