We understand why you want to showcase every feature your products have. But it won’t work.
People want to buy results, not specifications.
Selling a product or service is about targeting the right people and telling them how you are adding value to them.
By understanding your potential consumer’s pain points you will be able to present your product as the perfect solution to them. And that sells.
One of the best ways of doing that is using video.
Why does your company need a Promotional Video?
Promotional video offers digestible, light content that informs in an efficient and compelling way.
Not to mention that video content is now much easier and cheaper to create and distribute to big audiences than a few years ago.
When people are using social media, watching TV or scrolling through the internet, they are either looking for information or entertainment.
In a world where endless content is available at your fingertips, companies must go above and beyond to get an edge over the competition and get noticed in the crowd.
And video content is that edge.
A short 15-60 second video is an excellent way to notify your audience of new projects and events without demanding too much from them.
Feeding them with small snippets of information at a time won’t only be more effective with engagement, but it will help them retain that information for longer.
Steps to making a great promotional video:
1. Decide on your message & goals
Don’t make a video just for the sake of making a video.
Video can be highly effective and engaging but remember you are not the only one aware of the magic of it.
86% of businesses use video as a marketing tool, and this has increased from 85% in 2020.
Remember to be original!
Before starting to plan the content, you need to know:
Who your audience is
If you are targeting different audiences, don’t try to do it in a single video.
That won’t work. You will need to produce different pieces of content directed to the different dream customers your company might have.
What distribution channels you will use for your video
Is it for a website, social media or TV?
Knowing that is essential for planning, filming and editing the video. Again, if you are thinking about using different distribution channels, you may need to produce more than one video!
What are you looking to achieve other than sales? Brand awareness? Leads to your company?
What ROI are you looking to get?
Are you looking for immediate results or long-term ones?
2. Create a video script
Creating a video script will ensure that you don’t miss any essential shots or information when filming your video. You don’t want to film the video and have to start all over because you forgot something!
It doesn’t take long but it saves huge amounts of time.
When writing your script, question the worth of every single word. Cut the fluff and go straight to the point!
3. Add a Call-to-Action (CTA)
You are spending time and effort building a story to tell your audience.
But once you deliver the message, you need to tell them what’s the next step.
– Do they need to visit your website?
– Do they need to buy your new book?
– Do they need to visit your store?
– Do they need to give you their contact information?
Although you might think this can be pretty obvious, it is not. CTA aren’t just important for business; customers want and expect them.
Without a clear CTA, your message will fall flat.
When you are telling your story, you are guiding your audience through a buyer’s journey.
CTAs are the chance to motivate your audience to take real steps forward to becoming a customer or a client. The easier you make it to the next step; the more people will follow it.
With video, you can upgrade your CTA game to the next level. Give them the answer on how to proceed in an eye-catching, visually engaging way.
4. Tweak, re-tweak and change everything you need before filming the video
There isn’t a magic formula that will make you deliver a perfect video on the first attempt.
Normally, it’s about trial and error. And trying what works and what doesn’t.
Don’t be afraid of adding and removing all the unnecessary information.
5. Film the video!
Now it’s time to film the video.
Your tone, attitude and language will highly depend on the channel and audience that you are targeting.
However, the golden rule is to always keep it conversational. You don’t want to come across as someone reading a text.
Remember that you want your audience to feel as if you were talking to them!
Normally, this step is carried out by a professional video company.
Nowadays, you can benefit from budget-friendly services that can include everything from cast selection to scriptwriting and post-production.
What are the ingredients of a great promotional video?
1. Emotional connection
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”- Maya Angelou.
You can use video to trigger customer emotions and increase conversions.
How can you do that?
– Understanding your customer’s motivations & desires
– Use sound and music to evoke the feeling you are looking to awaken in your potential consumers
– Use colour psychology
– Help yourself from your experiences. If you can capture those in your video content, people will be more likely to empathise engage with it
– Use social proof to motivate more leads
2. Sell benefits, not features
By selling results, you are able to differentiate your product by creating a story that emphasises intangibles.
Did you know that many people purchase a product without knowing the full set of features it possesses?
Think about the smartphone you might be reading this blog from. Do you know every single specification of it? I bet you don’t!
Customers are more likely to buy a phone-based solely on a few benefits that it provides.
Another clear example relies on the automobile market. Two cars with the same or very similar specifications can be targeted to two very different markets.
If the marketing strategy focuses on speed, it will attract younger customers or car enthusiasts. But if it places emphasis on the security or space of the car, it will attract a completely different market.
“You don’t close a sale; you open a relationship if you want to build a long-term, successful enterprise” Patricia Fripp
And obviously, focusing on benefits also makes the decision-making process much easier for the consumer.
3. Make sure it fits in your marketing strategy
As mentioned above, having your goals clear before starting to produce your video is essential.
You don’t want to spend time and money creating a video that won’t deliver any results, just because you think you should.
Your video needs to be planned and fit within your marketing strategy:
– What’s your overall budget?
– Which channels will you promote on?
– How are you going to promote it?
4. Don’t forget your B-roll!
B-roll is simply any supplemental, extra footage that is used to support the main one.
In corporate or product videos, you don’t normally want to have a big, long static clip. Your audience will get bored pretty quickly.
Adding B-roll is a great way of adding dynamism and visually explaining any concepts mentioned in the video.
But not only that. B-roll footage will also allow you to cover up issues in your main take!
If you need to cut in between clips and there is a noticeable jump, extra footage will help you to achieve a smoother result.
5. The thumbnail
If your promotional video is for your website or social media, a great thumbnail is essential for it to succeed.
Studies have shown that changing the thumbnail of a video can improve its click-through rate (CTR) by a massive 34%.
The picture you use to present your video can make it or break it.
And after the investment, time and effort producing the video, I bet you don’t want that last one to happen.