A recent article from Business 2 Community calls video "the future of content marketing." When you create a video to promote your business, it has the potential to captivate customers, convincingly show them what you have to offer, and significantly boost sales.
Often, people prefer watching a video to reading longer text. Videos also combine multiple elements that keep people's attention: stories, images, voices, and music.
A promotional video in particular can give customers and clients a strong sense of who you are within a short amount of time. If it's well-made, they'll want to reach out to you, buy from you, and contact you for further information.
Another benefit to videos is that you can easily run them on popular social media platforms, in particular YouTube. Through YouTube, you can link to your business website on each video and on your channel page. YouTube also provides you with analytics that give you a clearer sense of who's watching your content.
For videos to offer a strong return of investment, they need to meet high standards of quality. A poorly made video will make customers question your professionalism and your ability to meet their needs.
The following are several important tips for making a powerful promotional video for your business:
- Outline it.
Before working on your video in any great detail, you need to figure out its overall message, narrative arc, and organisation. What story do you want to tell throughout your video? What main points do you want to cover? A common outline involves portraying a problem, then giving viewers a sense of the unique solutions you offer, and ending with a call to action. There are creative and fun ways to work with these common elements, but they're a good starting point for how to organise your video.
- Avoid being overly complicated or too detailed.
A promotional video needs to clearly convey the heart of your business and let people quickly know who you are, what you do, and how you're uniquely beneficial to them. Keep things streamlined and focused. Provide enticing or interesting details without getting bogged down in them. The video shouldn't tell people everything about you. By the end, they should want to know more.
- Don't make it too long.
People don't want to sit through a lecture. They're busy, and there are other kinds of content in huge quantities competing for their attention online.
- Speak to your audience.
Who is your audience primarily? Let's say they're millienials. A 2015 article from Contently points out how most millienials won't find favour with your video if it's overly promotional, and how they value hearing real customer testimonials and watching product demo's.
You have to figure out what your audience wants and gear your script and tone towards them. Regardless of your target audience, avoid making your video sound too pushy and insistent that people buy things from you. People generally value informative content. More specifically, they want to understand why you're good for them; focus on showing them how you can improve their quality of life.
- Make sure all the non-verbal elements represent who you are.
All elements of your video should work well in combination with each other, and each should convey something about you. The music, the tone of voice, and the colours and images are all telling people something important about your business. Any element that feels jarring or out-of-place can undermine your message and your credibility, confusing customers or turning them away.
Don't hesitate to contact us for further advice on developing your promotional video and launching it to great success. A strong promotional video can quickly convince customers that you're the right business to work with.
Want to find out how Inbound Marketing can help your business?
Speak to the experts at Pixel Fish