Lots of business owners have heard that they “should” use online video to connect with prospects, communicate with clients, and make customers raving fans.
They realize they “should” create product demo videos, client testimonials, and how-to tutorials to expand their brand.
They feel they “should” hire a professional — or at least take a class — to learn how to do it right.
I’m here to help you stop “should-ing” and get going!
Why use online video? Online video has many benefits for sales, customer retention, fundraising, talent recruitment, and Search Engine Optimization (SEO). The use of internet video increases conversions, some studies say by 30% or more. It has also been shown to decrease returns and improve customer satisfaction. And if you have a YouTube channel and embed your videos in your website, your site will show up higher in search results than ones that don’t.
There are three basic themes particularly well suited for online video, and they have a specific order in a sales funnel:
- Who Are We? The Profile Video (60 seconds or less): This video gives an overview and establishes the identity of the company. The best profile videos give a prospect an idea of what it might feel like to work with you. It’s not about image – it’s more like culture and your WHY (and why a customer will love you for it).
- How do you do it? The Process or Explainer Video: Build credibility with the viewer by proving you can do what you say you can do. Walk them through the process, talk about outcomes, or share a success story. How-to videos and client testimonials fall into this category. Breaking a complex process into easy steps (often accomplished through animation) is another powerful way to increase buyer confidence.
- What can I choose? The Product or Service Demo: Demos help in the decision-making process by demonstrating key features and benefits of a product or service. Viewers can compare one product to another and showcase upgrades or options that will make the user’s life easier.
If you’re interested in learning more about these three video themes, as well as how to weave them through your social media video marketing and connect them with offline efforts like print ads and presentations, join me in my session “Video for Social Media” at Fred NMT 2014.
Editor’s Note: Fred NMT will be held at Mount St. Mary’s University, Frederick on Thursday, February 13, 2014 from 8:00 a.m. to 3:00 p.m. Click here to learn more about Whitney’s presentation about using video for social media.