Every company can use two types of powerful business videos in their marketing tool belt. Although most have heard that videos will get more attention and drive customers to your business, where do you start? Start with understanding the fundamental tools for powerful business videos.
Company Profile Videos
This is a short overview of who your company is, what you do, the benefits you deliver, and why your company exists. You’re not focusing on a specific feature or product, but your overall value proposition. Be careful to not lose the interest of the viewer by stuffing it with too many messages. Instead, streamline the content to what your customers need to know about you.
This is your elevator pitch. The viewer just wants to know who you are. They aren’t ready to make a purchase. With a strategically scripted company profile video, the viewer can quickly understand what your company has to offer. The fact is, your customers most likely prefer video to any communication method. We all do.
Remember sales brochures? This video essentially works in the same way. But, a great video is more engaging than just a brochure. With the right music, pacing and imagery, your company profile video can deliver your value proposition far better than you even could in person. However, if you happen to have sales pages or brochures, a company profile video complements them nicely.
If you are looking to strengthen your website’s about page, try adding a visually appealing company profile video. Watching is easier than reading an about page, plus it is much more engaging.
How to Use B-Roll
Your video will contain both A-roll and B-roll.
B-roll is most likely to be under utilized, mainly because capturing great B-roll is difficult. It is much harder to find interesting shots to visually illustrate the A-roll narration, which is why exceptional, professional video is priced the way it is. Capturing great B-roll can be done by anyone with a smartphone these days, so don’t be discouraged if you cannot afford a big budget profile video at the moment. Start with creating your own if you must, then upgrade when you can.
Mistakes to Avoid in Your Company Profile Video:
What Do You Do with Your Company Profile?
Typically, the profile lives on your company website. Platforms like Wistia, Vimeo, and YouTube can host your video. Each platform has its own unique advantages. Ideally, all 3 could be used for an effective distribution strategy. In particular, YouTube is great from an SEO standpoint. Sharing is really easy, and can be a good fit for presentations, corporate email signatures, and social media sharing.
How To Videos
“How To” videos are another type of powerful business videos. How To videos are the main course in your video buffet. Most of the videos you create should be the How to type. This is the content that allows you to reach your audience at all stages of the sales funnel. Visually interesting, attention-grabbing, and useful information is what works best.
You can get inspiration for these videos from these sources:
I’ve talked about both Company Profiles and How To videos as being the two marketing tools used for the most powerful business videos. But writing this post reminds me that there’s a third tool needed for powerful business videos. It’s a compass. Surprised? Before you get started with filming or recording, you’ve got to know the direction you’re headed, and the message you want to communicate.
I believe every company can boost their sales using video. What do you think?