Video content is all the rage right now. As more and more of our lives are lived online, customers are getting increasingly lazy and their attention spans are rapidly plummeting. And with these developments in consumer behaviour unlikely to change soon, businesses are turning to video content in order to capture audiences and showcase their products & services.
But simply having a video on your website is only half the battle. With most businesses now turning to visual content as a marketing strategy, your video needs to have that extra edge in order to grab and keep your audience’s attention.
So what exactly makes a good business introductory video?
A clear objective
Before you even think about picking up a camera or hiring a video production company in Sydney, you need to know exactly what you want to achieve with your video. Is the goal to showcase your business’ expertise? Are you selling a specific product? Or do you want to explain what it is your company does?
Whatever it is, you need to be clear on what you want to achieve before you set out. Because, quite frankly, if you’re not sure what it is you’re trying to say, your audience won’t have a clue either.
Personality
Don’t be afraid to be different. Today’s customer has access to thousands of companies just like yours at the click of a button. Grab their attention by showing them something unique. Don’t hide behind what you think your business should be like or you’ll drown in the sea of stiff corporate-sounding videos already available online. Dare to be different. Show your personality. Explore your company culture and have it reflected in your video. Today’s customer likes to feel connected to the brands they invest in.
Short & succinct
Like we’ve already established, customers can easily click off your video and onto your competitors’ website the second they get bored. So don’t waste time and money making a lengthy video that waffles on for longer than it needs to. If you’ve paid attention to our first point and figured out a clear objective early on in the process, then you shouldn’t have any trouble keeping your video short and to the point.
Be careful however not to be too pushy. Modern consumers don’t like aggressive sales techniques. To win over your customers, you should keep your message short and succinct whilst not appearing too ‘salesy’.
Honesty & transparency
The modern customer can see right through a false and aggressive sales approach. Rather than trying to fit in as many industry buzzwords as possible into your video, be honest with your customers. Give them a behind the scenes glance at how you work. Being honest and transparent is far more likely to earn your customers’ trust and loyalty.
A clear and strong call to action
Make things simple for those who are viewing your video. If you want them to do something, spell it out for them and make it as easy as possible for them to complete the action. If you want them to sign up to your newsletter, say so at the end of your video and have the sign-up button conveniently located below. If you want them to get in touch, say so and provide easy means of doing so. Whatever it is you need from them, give them a clear call to action to follow.
Of course, you once again need to make sure that you strike the right balance between a strong call to action and not appearing too pushy. It’s a delicate dance, but it is possible!
Conclusion
Having video content on your website is absolutely essential in today’s climate. But a video that is too long, too bland or too pushy is almost worse than no video at all. Getting the right balance is key. So unless you’re an acclaimed film-maker in your spare time, do yourself a favour and hire a video production company. From brainstorming the concept right through to editing the final cut, using a team of experts will help keep you on the right track and ensure that your business is portrayed in the best possible way.