You’ve probably done this before. You click to watch a web video regarding a company’s product that you may be interested in buying, only to see a video with a long introduction followed by a history of the company. Before the video ever addresses the product you are interested in, you click away. Why? Because you didn’t hear what you wanted to hear. Your time is precious. You want certain information and you want it now. Your experience is not unique. Your customers are doing the same thing.
To successfully market your business with a video on the internet and on your website, you need to keep your customer’s interests in mind. Each customer has different needs, so it’s better to create several short videos on specific topics, rather than one video that encompasses everything about your business. A good place to start is to ask yourself, what does your customer want to know? What type of things do they ask you about? Try to develop several short videos that addresses those specific topics.
Another element is the style. I find that people want either information or entertainment or both. For information, consider demonstrating a product, touring a facility, customer testimonials or providing useful information for your customers. For instance, a financial planner would generate more interest with a video titled “Tips to Retire Wealthy” than “An Overview of XYZ Financial”. Auto Dealers may get more hits by demonstrating the features of a high-end car rather than just announcing they are having a sale. By providing useful information that gets right to the point, you’ll engage the viewer. Now, entertainment can be a little tricky. What you consider to be funny, someone else may not. So be careful when you do that. I think it really depends on your company’s culture and products. Do what’s appropriate for you, but it’s always better to error on the safer side so you don’t offend a customer.
When a customer comes to me and doesn’t have a solid idea for their video, I suggest they do a little research on YouTube. Check out what others in your industry are doing. Make notes of what you like and what you don’t. Also, pay attention to how they title their videos, what caught your eye and which videos you don’t watch all the way through. Use your research when developing ideas for the videos for your business. With a little work upfront, you can create videos that appeal to your customer and draw attention to your business.
About the author:
Deborah Shapiro is a producer, videographer, and editor for her Akron – Cleveland based business, Montrose Video Productions where she specializes in web videos for large and small businesses. She likes to hike, has two dogs, two cats, is a part-time vegetarian and loves really good chocolate.
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