The cold, hard truth is no one cares about your business. They don’t care about your people, your offices, your brand, your history or who you are.
Not at first that is. Not when they’re searching on Google. There’s just one burning question in their mind: What can you do for me?
It’s critical to answer this question immediately in your video. First impressions count and your target audience wants to instantly understand the value your business can add to their day to day lives. They don’t know you so why should they choose you rather than anyone else? The hook needs to be right at the start of your video because if a viewer doesn’t feel engaged and excited in the first few seconds, you’ve lost them forever.
So how do you get their attention? That can only be answered through understanding your audience’s motivations and needs. Use insight to pack a punch with your messaging and channel choice and people will stand up and take notice. The most impactful videos are short, sweet and get to the point quickly. They give answers to questions that haven’t even been asked yet.
A single-minded strategy will help you stay on track and avoid a couple of common pitfalls such as:
Don’t show off
There’s no other way of saying it. It’s great to be proud of your showroom but don’t make the viewer endure 10-15 seconds of a logo or building shot before diving into the good stuff – the stuff they’re interested in. They’ll be long gone by then.
Don’t be over-fancy
People want authenticity – to see the real you, what you offer and proof that it works. Slick, polished videos sometimes have the exact opposite effect to that intended and can alienate your audience. Even the biggest brands have started using videos filmed on mobile phones as part of their video marketing strategy to show the human, down to earth side of their personality. For most videos, keeping the content simple and raw helps the audience relate to your brand.
So, keep it simple, keep it short and get to the point. Use conversational, uncomplicated language and make it about them, not you. If you stick to these pointers you won’t go far wrong and will create some powerful video content that will excite and attract new customers.
Danny Lacey is CEO and founder of Stada Marketing, experts in video production, content creation and management, SEO, PPC, social media, web design and PR. Find out more here.