How Value Rater Increased conversions with video

Matt wants to change the face of his industry, which sometimes does not get put in the most favorable light.

He wanted our help producing entertaining promo, educational videos and collaboration content along with other experts in his industry.

The aim was to create a magazine vibe to the site and the marketing which was in line with his overall strategy to drive more sales through that engagement.

Presenting and scripting support: We helped Matt turn his ideas into video content that engaged viewers and kept his personality forefront. Stuffy videos don’t build relationships.

Strategy: Matt’s a marketing pro. He tests, he measures and he tries things out. As a result, we’re always having conversations with him about how else he could use video.

He was using Facebook ads a lot in the beginning, and we advised him to take a look at YouTube ads. Since then he’s not looked back, getting a better return and a result from placing his video ads on horse racing specific content on the platform.

Brand partnerships: Matt has stuck up partnerships with racecourses, as a result they have been promoting his videos on their website to race fans and their channels.

We produced videos from the races that just happen to show off his sponsorship (convenient!) and which builds credibility for his online business. This also allowed us to capture a bank of footage we could use with his vlogs to increase production quality and to further the prestige of Matt’s unique brand.

Results: From the YouTube ads, Matt’s cost per click is down, and his conversions are up. So much so, he no longer does any digital marketing without video specially produced for landing pages and campaigns.

He increased conversions 40% as soon as he started using our videos.

He’s grown awareness, traffic and revenue, combining his video with a solid online and offline strategy.

Matt was once told he should produce his own videos to save money, he replied, “no, I’m a professional.”

It’s this attitude that separates content that’s personal from content that builds a personal brand. Big difference!

If you want to be seen as an expert who provides a quality product, you have to look the part.

Matt is selling success and let’s be honest, success doesn’t get shot on a smartphone in a car park, it comes in the form of careful scripting and presentation that is packed full of energy and honesty.

Sure, DIY video has its place, but for credibility building, nobody buys into cheap production.

The second thing to learn is that your strategy is everything. Matt has spent years testing and measuring until he could find what works best. It’s this persistence and consistency that pays off.