We hear it all the time. “I know I need to create video to help us online, but what do I create?” While it may be difficult for some to come up with ideas, we’ve seen hundreds of ideas. So if you’re having a tough time, give us a call and we can help you come up with a few. More importantly, what type of video content will provide the best return on your time and investment?
Let’s begin with how your customers research and make buying decisions. Most of the time customer acquisition and customer buying habits are similar. Customers start out not knowing who you are or if you’d be someone they should call or visit. If they become aware of you, they may become aware of how you might be able to solve their problem or improve their life somehow. Then, they start to do some research. They find other companies who can do the same type of work and decide on the one, two, three or more to contact to get an idea of who might be the best fit for them. Once they’ve done all the research, they pick up the phone and make the call. Once they’re a customer, you begin the trek of retaining them by keeping them happy.
We think there’s more to video than just creating it. We believe there has to be a long- and short-term plan to creating and using your video. One of the most important factors is knowing how you’ll measure success and whether it is worth the investment. Sometimes, in our meetings, we tell our prospective clients that creating a video isn’t worth the investment based on what they need, how they are measuring success, and how they’ll implement the strategy. If we find it is worth the time and effort, we talk about how it will be used. Knowing how it will be used is critical to the success of a video. Let’s dig into the types of video and how it can be used.
Educational Videos or Topical Videos are simply short videos that answer a specific question someone might want to know the answer to. We typically see this type of content with professional service businesses. Think financial planners, attorneys, estate planners, fitness trainers, etc. If there’s education to be sought by your prospective client/customer, this is the type of video you should consider pursuing. The other thing to consider when creating this type of video is what is the problem you’re trying to solve? For example, if you’re a financial planning firm and people want to know answers to questions regarding their money, if they find you to be highly knowledgeable and trustworthy, they’re more likely to make the call. So educational content is typically used for those who want to convey a high level of trust and illustrate a depth of knowledge.
Explainer videos are just that…they explain what a product or service is and helps the buyer understand how they should use it. These can also be referred to as a demonstration video. If you’re trying to connect with the viewer (on a more personal level), you might consider using a live action video. For example, in the video below, this product explainer video helps the viewer understand the problem it solves, how to set it up, and who might purchase it. This is the type of video you might need if you were trying to help someone make a decision. They’ve landed on your page or they’ve spoken to you already, have enough information to be informed and now they want to understand a few more details. These types of videos typically live on a website homepage (landing page) or YouTube or anywhere someone might discover your product/service by searching for it (don’t forget about Amazon).
Sometimes your space is so beautiful and captivating, it becomes important to show it off in a video. For example, in this dental practice, it’s one thing to say, “I’m great with kids!” but it’s whole other level to show how cool your space is and how cool you can be with the kids. That’s what this dentist in Port Saint Lucie did with this video. Notice how he shows off the space talks about how much kids love it? Notice how the kids are having a great time while visiting the dentist? What you don’t know is that they sometimes have a hard time getting the kids to leave after they’ve had their checkup! What a problem to have, right?
In most cases, when a customer is happy they don’t always tell everyone, but they should. Why would they want to hide great service? Well, it’s just not as easy as that. You have to ask them. Ask your best customers, your best advocates, to tell their story about how you helped them. They will most likely be happy to do it. Take this example of how one company helped Bill reduce his debts by negotiating with the debt collection company on his behalf. By listening to his story, one can understand how stressful it must have been to live through the experience before they negotiated on his behalf. Video reviews should be used when the prospective buyer is about to buy, meaning, one of the last steps of the buying process. This might mean after a website visit you could follow up with one of these videos or on the testimonial section your website.
Commercial videos hammer home the point, “You should buy this.” It’s direct advertising and typically pushes the viewer to take some form of action. This can be done directly, softly, or through stories, but are highly effective. This type of video is typically shorter in nature and appeal to as wide of an audience as possible. This is a video that should push a viewer into your sales funnel. It is critical to target your audience as directly as possible while using this type of video because if it shows up in front of the wrong audience, you’ll have a zero return on the investment of time or dollars. Speaking the language of the viewer becomes critical as well. The example here is the Tater Gator. This was used on end caps and websites where the product was sold to help the viewer understand what the product does and how to use it.
When you’re choosing which video to create, remember to think about why you’re doing it. If you are doing it to get your name out there, we highly recommend you stop what you’re doing and ask yourself how you’ll measure it’s success. If you are not sure how to do that, ask us. We’ll be happy to share with you a few of our tips to know whether it’s worth your time, money, and energy to take on a video project. Sometimes doing what you’ve been doing is just fine…and sometimes it’s time to elevate your game. Have more questions? Give us a call and we’ll be happy to answer any questions you have!
SOURCE: Demo Duck. https://demoduck.com/video-for-business/