Why Video?
Video on the Internet is still novel enough to be compelling in its own right. People now routinely use the Web to search for information about products or services that they want to purchase. If you can dig up a typical website’s traffic patterns, you’ll find that an enormous percentage of visitors click away from the site in less than a few seconds. They scan the text and pictures and make a snap judgment about whether or not the site has anything to offer them. It is extremely difficult to get them to read all the way through the home page, let alone click through to get more information on subsequent pages.
In contrast, once they start, people are more likely to watch video clips through to the end than they are to read a whole webpage. This gives you a better chance to engage them and get your business across.
What’s Your Message?
The most important step is to determine what you want to tell your audience. Maybe you have a novel product or service that customers may not understand. In this case, an “educated sell” might be most appropriate, in which you explain the category as a whole and the benefits it offers. If the product or service is familiar to your prospects - such as buying a house - than you want a “comparative sell” that showcases the advantages that your particular product or service has to offer. Or maybe you want to use a “promotional sell” message that makes a special offer such as a discount or bonus item for people who see the video.
A well-crafted video that gets promoted to your target audience will deliver your message in an efficient and effective way that engages your prospects and boosts your business. |
