shelves of VHS tapes with questionmark

The first video you should create for your business

In Case Studies, Production, Strategy, Video Marketing by Josh Burdick0 Comments

What is the best video to create for your business? What will give you the biggest return on your investment?

There are lots of different types of videos you can create, and if you’re new to making videos the options might be overwhelming. This post is the start of a series that will highlight several different options for videos that you can create to help grow your business.

So how do you get the most bang for your buck? Every business is unique and has it’s own needs when it comes to marketing. Budget is often the biggest factor in deciding which video(s) to produce.

For most businesses creating a brand explainer video is the best place to start. This is typically a short 1:20–3:00 video that gives an overview of your business and the products and services you offer. It’s the video that you look for when you’re on a company’s website and want to know who they are and what they do.

Brand explainer videos are versatile and bring a lot of value to lots of different marketing channels. Here are a few ways, with examples, that the explainer video can work for you:

1. Quickly explain who you are, what you do and why your customer should care.

We can pack an incredible amount of information into 120 seconds. If you had someone on your website for 60-seconds would you rather have them read two paragraphs on your homepage or watch a video that shows off your location, products, employees and the overall ethos of your business?

Below is a video we created for the Lighthouse Mission Ministries in Bellingham, WA. Everyone in Bellingham knows of the Lighthouse Mission but most people that I talked with didn’t realize how many amazing services they provide to our community. This video highlights their different programs and keeps people engaged through personal stories of people who have stayed at the Mission, work on staff or volunteer there. They use this video at every presentation they give now before they take the stage for their presentation because it quickly and effectively gives a holistic picture of the work they do.

 

2. Put a human face behind your brand (relationships are huge for business)

Connecting with your customers has always been important and as relationships and social interaction move more to an online platform it’s increasingly important to connect with people in a very human and personal way. This is where video excels! Video captures your emotions, friendliness and helps give your clients and customers someone to relate to.

Bob Burg says that “All things being equal, people will do business with—and refer business to—those people they know, like and trust.” An explainer video helps you build this rapport with people that you might otherwise never had a chance to meet in person.

We produced the video below to show people all of the different programs Carol Frazey offers through The Fit School. Carol’s charisma and passion is evident right off the bat and the video shows that her running programs are fun, encouraging and safe for women of all running abilities. Conveying all of this information in text or through photos would have been a real challenge!

 

3. Use it in all of your marketing channels

One of the things I love most about the explainer video is its versatile. You can put it on your website, create more engaging social media posts and even use it in email. Emails that include a link to a video in them have been shown to boost open rates by 19% and click-through rates by 65% according to animoto. Explainer videos can also be a great tool for your sales team to use when they reach out to a prospect who might not know much about your company, product or services.

4. Enhances your most valuable channel: your website.

Including video content on your website helps to boost search rankings and total time spent on your site. Video makes your site feel more alive and dynamic when people can interact with your content.

You can also more easily control the attention of your visitors with clear calls to action. Depending on how your video is hosted you can add a clickable prompt for people to take the next step immediately after they view your video.

5. Producing this video often captures content that can be repurposed in future videos

Creating these videos typically involves capturing a lot of footage around your business to provide good coverage of your business. Once this footage is captured it’s a lot easier in the future to incorporate it into other projects and videos. Often times we can repurpose that content into shorter pieces, like this 30-second TV spot we did for the Lighthouse Mission.

 

 

Creating your first video doesn’t have to be overwhelming. Think about the image you want to present to your customers about who you are and what it’s like to work with your business. Focus on your core message and keep the video tight and compelling. Creating this video first will open up a lot of possibilities for your marketing and will pave the way to create even more engaging content in the future.

If you’re ready to create an explainer video for your business we’d love to talk with you about your marketing goals and plan a time to get started. Contact us for a free consultation!

Do you have an explainer video for your business? We’d love to see it—post it in the comments below!