Every company wants to capture its website visitor’s attention right away and there is no better way to do so than with video. It is known that the popularity of video is growing rapidly, appearing on most company websites lately. Video has the power to display and demonstrate better than any other marketing tool and we are not surprised videos on landing pages increase conversions by 86%. Therefore, you cannot afford not to add videos to your website, the only question is what videos to begin with?
Following is a list of the first 3 videos your company should make in order to have a powerful eye-capturing website.
#1 Product explainer video
How many times have you visited a company’s website and realized that you have no idea what they’re selling or offering?
Don’t let this happen to you!
Record a video that shows why you truly exist as a company. Make it easy for your audience to understand the product you’re selling by shortly showing its main features. Don’t forget to demonstrate how it actually works. State a problem that your customers may face. Try to tell the story of your product in a way as if it’s the ultimate solution to their problem. If you sell a wide range of products, briefly show your audience the story about why your products were made. Let your offer shine by showing how it can help your customers achieve their private or business goals. This video should be the first one catching your visitor’s eye when entering your website.
#2 Company story/company culture video
It is always good to have a company story video, company culture video or even a mix showing both!
It really depends on how interesting your company story actually. You should also consider how old your company if you want to place its activities in a “story”. If you believe your company story is not that interesting, recording a video about your company culture will help generate the image you want the world to see. These kind of videos are interesting for both customers and future employees. Everyone has a perceived image of your company, but these videos give you the chance to tell YOUR story. They change any negative thoughts or misconceptions that circle around.
A good company video should have a personal touch to it, display your company’s strengths and tell a story your audience can connect to. If you are able to capture or draw emotions, you will be able to connect with your audience on a higher level.
Read more in our Complete guide to recording company culture videos.
According to Journal of Marketing Research, brands that inspire a higher emotional intensity receive 3x as much word-of-mouth as less emotionally-connected brands. The same academic study also found that highly differentiated brands earn more positive word-of-mouth. So don’t be afraid to go a bit overboard with creativity, as this will make your video unique. Just remember to keep it short and sweet!
# 3 Customer testimonial video
Did you know that 84% of people trust online reviews just as much as they trust their friends? This is why you should never underestimate the power of a testimonial.
If you can get a testimonial video of some of your long-term customers, you will have your website visitors on the hook in no-time. Customer testimonials have proved to have the highest effectiveness rating for content marketing at 89%. The words of loyal customers are the best promotion your company can get, as they increase trust and incentive. Make sure to update your testimonials, as a 10-year-old testimonial will eventually lose its value. These kind of videos are one of the most powerful and free marketing tools out there. Hence, not including them to your company’s website would be a waste.
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