No matter what size budget you have, the best way to get started with video marketing is to only invest in making videos that will have the biggest impact on your bottom line. It’s simple math.
So in this post, I'm going to outline the 3 most important videos any competitive company MUST have.
Video Number 1:
The first video that I recommend for any business is a Product Explainer. If you have no other video, you need an explainer video. Ever visited a company’s website and wondered “what do they do” or even if they’re a legitimate enterprise? That’s the last impression you want a potential customer to have about you.
And before you worry about budget, place your biggest concern on the content of your video. Content is the most important aspect of that video. Content is KING, and it’s far more important than how shiny or professional it looks.
You don’t have to break the bank to make an effective product explainer video. In fact, I recommend that before you invest in a big production, try making this type of video yourself and see how it works for your business.
Here’s one done by a mom and her son that I think is clever, fun, thrifty, and super simple
Even the simple act of showing your target audience a video of your product or service that highlights its benefits can have a strong impact on their purchase decision. And a product or service video should definitely be part of your social media marketing whenever you launch a new product. Conveying product information via video makes it easier for users to absorb the information than simply reading about it in an article.
Most computers today come with screen recorder software included. With a microphone, some stock music, and a preplanned script, you can use screen recording software to make an explainer video like the one below.
And check out this 45-second video on Twitter from last year where Aura outlines the main features of its digital photo frame, shows how it works, and introduces the mobile app that controls it, only using a tripod mounted camera, some simple on-screen text, and some royalty free, stock music.
Again, you can do this yourself.
You can always upgrade your video later or even test different versions to see how your audience responds before you go BIG. Grab a cheap tripod for your smart phone and get to work shooting a product or service explainer video for your company.
Here is a general outline for creating your own explainer video script:
1. Quick overview of your product and what it does
2. Introduce the problem
3. Answer the problem with your solution (via product or service)
4. Call to action (e.g. sign up for our free trial by clicking here!)
5. Broadcast your trust signals (such as well-known clients, awards, write-ups, etc.)
Keep it short – 90 seconds or less is ideal.
Your key message and value proposition should be in the first 30 seconds. Don’t keep folks wondering.
Speak in 2nd person, using words like “You” and “Your.”
Use simple language – don’t alienate viewers with technical terms they won’t understand.
Keep in mind the tone you want for your explainer video. Most videos opt for a casual, conversational tone.
Try a touch of humor – videos with some subtle laughs tend to be more enjoyable.
Once you have a script, you’ll need a voiceover. Some options are:
Voices.com: This site has a large network of professional voice actors to choose from.
Craigslist: Ah yes, old reliable. You can find just about anything on crazy Craigslist, including voiceovers.
Fiverr: Yup, you can get a decent voiceover for your explainer video for just $5 on Fiverr! You’ll probably have to pay a bit more than that ($5 is usually the starting price – some charge by the second, others by the word. Chances are you won’t be in the lowest price bracket). Still, you aren’t likely to find a voiceover anywhere for cheaper.
Of course, a company like ours can handle all of this for you and deliver a highly polished, premium product, but if you're a DIY kind of person, just follow those steps and you'll have a potentially effective explainer video for your business.
Video Number 2:
The next video I believe is crucial for your business is known as a Customer Testimonial Video.
Many companies tend to shy away from collecting client testimonials, and I understand that. It can be somewhat intimidating, especially if you’re not convinced you’re going to get much return on your time investment.
However, what I think is great about testimonials is that a couple of really good ones can make a huge impact. Interviewing a a few of your long-term customers about the results they’ve seen working with you or using your products are marketing gold.
Building trust is sometimes a challenge when marketing any small business, but good testimonial videos will help tremendously - and inspire confidence in your products and services.
To get started on this kind of video, think about which of your satisfied customers most closely matches your ideal customer.
Some best practices I recommend are to try and make your video as natural as possible. Focus on capturing a natural response of your interviewee. Don't script it. let your interviewee use their own words so they can show their love for you in their own way!
It’s also a good idea to put your video into context. Include a bit of b-roll or the surroundings or activities going on where the testimonial is being shot and if the client is discussing a particular challenge your company tackled, get some supportive video that helps tell that story too.
As for the interviews themselves, prepare your questions in advance, but be sure to really listen to the responses you get. It’s best to give the interviewees only a general idea of the topics you’ll be covering in the interview, otherwise they might practice their answers too much,and wind up sounding robotic and unnatural. You should also try to give your interviewee some time to prepare.
Another way to make them comfortable is to choose a spot that feels familiar to them. When you do a scouting of the place you'll be filming in, look for the best spot in terms of lighting and frames. You want the composition to be clean, and interesting but not distracting,
Finally, and most importantly, include some pain points of your clients.
What were the issues your customer was struggling with when they found your service or product? What was their problem, and how did your brand and your product help them solve it? When you’re done shooting and it comes to the editing process, choose the best takes of your interview to create a video with good rhythm and a good length for web usage, but always stay faithful and honest to what was said in the interview. You can always hire an editor to knock this out for you.
Video Number 3:
The final must-have video is a Company Story Video. If your small business has a particularly interesting history, a company story video is the way to go. You want to tell the viewer how it all began; what was your motivation for starting the company; what’s your company’s culture like, etc.
Show off the friendly faces of your teammates and I promise it will make prospective clients feel right at home. The truth is, that people are buying your products and services based on their emotion far more than logic, which is one reason why this kind of video can be so appealing.
And using video to show off what makes your business so special and unique on a human level is the most effective method.
Once someone can associate familiar faces and names with your business, they’re more likely to feel a strong connection to it — and ultimately have a positive impression of your brand.
And again, you don’t necessarily need a big production company to do this for you.
Some tips I recommend for any company story video are universal to most company videos. The best ones are driven by the desire to solve a specific problem your target audience is struggling with. And your story should uniquely represent your brand so it allows you to stand out in viewers' minds, whether that's through a different angle, storytelling technique, or style of video.
Now if you’re still skeptical, I get it, testing new approaches and tactics before going all-in on any one is always the best way to make an informed decision. And I know that when you run a small business, resources can sometimes run thin, so you want to make sure you’re spending your time and resources wisely.
One of the best ways you can save money when you hire an outside video company for any of these videos is to schedule as much as you can get away with on the same day. Most reputable video companies charge a flat rate for production by the day, which can last up to 8 hours. That means, unless they are willing to charge a half-day rate, that you're going to pay the same amount for 5 hours of shooting as 8 hours of shooting. Why not maximize your productivity using that extra time? Different productions require different approaches, and not all videos are created equally, but if they vendor is worth their salt, they'll admire your moxie and frugal attitude and help you shoot perhaps up to all 3 of these videos in one shooting day, as long as there's a lot of production assistance from you and your team in the process.
That’s why I recommend getting started with these three types of videos first before making a large investment any other kinds of videos. By implementing these videos first, your company can easily build trust, establish credibility, and even show off your company in an exciting way. Pretty soon, you’ll soon be on your way to building an even more reputable and buzzworthy business.
If you're interested in discussing any of these kinds of videos, click here to book a complimentary initial consultation appointment today!
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