Why a business video is the best marketing tool

Why a business video is the best marketing tool

As a business, you have invested dollars, time and effort in your website. And you understand the importance of attention-grabbing content for converting visitors into customers. Fresh, eye-catching content is a must, and the video is the best marketing tool you can have.

As an exercise, search the keywords for your business and check the results for video thumbnails. If there are none or few, you have a potential advantage if your website has a video.

Ultimately, the main elements of a quality video are great music, good writing and clever design. So, where do you start?

First, not just any old video will do. The bar has been well and truly raised. Second, video production is a complex undertaking, which is why you may need the assistance of a professional videographer. However, even before you engage a videographer, here are some tips for producing a video that people will want to watch. Remember, people skim text, but a moving picture will grab their attention every time.

Everyone loves a story

Everyone loves to be entertained by a story. More and more companies are beginning to understand the important of the narrative. It’s all about capturing hearts and mind. When you tell a story, you are more likely to engage your viewer in a deep, personal way. For inspiration, see Activate Your Business’s video at http://www.youtube.com/watch?v=4uyz3Fi7zDs. It was voted the world’s best small business video in 2010.

What’s in it for me?

The viewer wants to know: “What’s in it for me?” People come to your website because they are looking for a solution, so skip the facts and figures and focus on the benefits. Be direct about why they should take notice. Use quantifiable numbers, for example, “This will reduce your production costs by 30%” or “When you use this product, you’ll only have to reorder every six months instead of every two.”

Have a hook

A hook is vital for engaging the viewer. Think of the way television commercials hook you in. Remember the Guiness ads? See http://www.youtube.com/watch?v=69MpLiYhsXw.

Think visually

Video is a visual medium, with sights and sounds, and great for showing rather than telling. Combining sights and sounds in a story will stay with your audience for much longer than words alone.

Call to action

What do you want the viewer to do? Tell them. Ask for that order. Explain how they go about purchasing your service or product. You've told the story, you've provided the solution, now it’s time to sell your service or product.

Until next time,

Paul