We all know that every business should be creating some sort of video content as a part of their marketing strategy. If you are just finding this out, that’s ok, you just have a little catching up to do. And the good news is, we can help. I’m sure you’ve seen the explainer or intro videos many companies have on their homepage, or have used to introduce their business online or through some other type of marketing. The first few times I saw these types of videos well done, I thought “I want one of those!”. But one of the hardest questions to answer for most people is: “What should I put in my explainer/intro video?”. Well here is how you get that answer(s). Whether you’re doing a recorded or animated video, these 7 principles hold true.
- If you’re creating your first video or looking to have something to introduce your company, then you need to start by making a list of your selling points. What are all the best things that make your business great? Even if you’re not the only one who has a certain feature or does something at a high level, it’s ok to still present it as a selling point. Check all the boxes your target market is looking for.
- If you have any glowing reviews or loyal customers, ask them as well. It’s good to get their side of things so that the video speaks to the customer perspective. You can also use review quotes in your video to show the good experiences of previous customers and help build trust with your viewers.
- If you solve a problem, start by presenting the problem, then how you solve it, perhaps better than others do. Connecting with viewers on a pain point is one of the best ways to get and keep their attention. For example: If you’re a plumber, you might start with pain points of frozen pipes and clogged drains, and then how it’s hard to get a plumber who will come quickly, and arrive when they say they will. Then you proceed to tell them how you are experts in offer same day service and on time guarantees.
- Humor can be a valuable tool to help break the ice with your audience as well, but it must be done tastefully. If in doubt, ask others about a humorous detail you’re thinking of including. If still in doubt, don’t do it.
- Call-to-action. This goes for all types of videos. Prompt viewers to take action at the end of the video, and even at part through the rest of the video if it makes sense. Let them know all the best ways they can become a customer and get more information.
- Along with the call-to-action should be your contact information. Your phone number, website, and email address should all be made available during the video.
- Remember that this should be under 2 minutes. A person’s attention span is shortened online. There are way too many distractions with click bait and cat videos to not get straight to the point. People appreciate candor and direct, succinct information. Don’t try to fill time. Present the problem, your company/product/service as the solution, hit your main selling points, and wrap it up nice and neat with a call-to-action. The rest of the 7 tips won’t do you a lot of good if no one sticks around to watch the whole thing.
If you follow the 7 tips laid out above, you’ve got all the basics covered and you’re well on your way to having a great video to market your business.