7 Videos Your Company Needs
Are you thinking about adding videos to your company’s website? If so...do you know where to start? Sure, you could get “some videos” to throw up on your website, but don’t you want the right videos? The type of videos that will propel your company forward during these challenging times. Of course, these seven fundamental videos I’m going to share with you today have always been a cornerstone for building a strong brand foundation. But during this crazy pandemic season of 2020 they are so much more than that -- they are lifelines...they are essential. And if you don’t have these videos, you risk failing during this time.
Adding this structure to your website transforms it from “just some information” to an evergreen funnel. Funnels are a multi-step buying or relationship-formation process you lead your audience through. It’s that timeless AIDA process: Attention, Interest, Decision, Action. At the top of your funnel, you start building brand awareness. As a prospect continues to journey through your brand, they’ll start to engage in the middle of the funnel. Finally, potential customers will land at the bottom of your funnel which is the point of purchase.
How would your business change if your website was no longer just providing information, but actually converting prospects to new customers?
Part 1: Core Marketing Videos
Video Type 1: Introductory Video | Who You Are and What You Do
So, to turn your website into a mighty selling funnel, let’s start at the beginning: first impressions. When you first arrive at a website, what are your expectations? What are you hoping to find out? You’ve got two questions you want answered quickly:
Who are these people?
What do they do?
If the website doesn’t answer those questions right off the bat, you're bouncing. So the first video you're going to want to have is an introductory video that answers briefly who you are and what you do.
Once that information is found, you’ll go in one of two directions: you’ll either want to know more about who they are or learn more about what they do. Let’s follow the “who we are” path. Where do you click for this information? Naturally you head to the “about us” tab where the first thing you should see is:
Video Type 2: Brand Story | Communicates Your Why
A brand story communicates your ethos and values. It’s your opportunity to explain why you're doing what you're doing and why you care. They’re powerful tools for sharing the heart of your business and what keeps you driving forward.
Video Type 3: About Us Profiles | Short Bios of Key Leadership
Once someone has engaged with your brand story, they’ll stick around in the “about us” section to find out more information about key leadership people in your organization. These short bios are helpful because they provide an opportunity to further create a relationship. And relationship building is especially challenging in this season. You can’t easily take someone out to lunch or meet them at a conference. Without these normal tools, you need to employ new ones to build relationships with potential customers. And every moment someone spends on your website is an opportunity to do just that. Your leadership will shine in these videos as they authentically explain why they do what they do. Your potential customers will start to build a relationship as they hear why your team is excited and passionate about their work.
Video Type 4: Service/Offering Area | Explains Where You Add Value
After learning who you are, the next step of the journey is leaning more about what you do through service or offering specific videos. These short explainer videos share why these offerings are valuable and which problems they solve for a client.
Rather than just list your offerings on your website, these videos help people better understand the services you offer, decide whether or not they're the right fit, and also get a sense of your knowledge and expertise. They’ll know they're in the hands of an expert. That's why these videos are essential.
After you have these four videos complete, you’re ready for the next level…
Part 2: Sales Enablement Layer
Adding the sales enablement layer to your existing building blocks will help remove friction from the buying and decision process — which gets people to make a decision faster.
Video 5: Customer Testimonial or Case Study | Story of the Value You Provide
A well crafted customer testimonial is extremely powerful because you take a prospect on the emotional journey of experiencing what it's like to to work with your organization and receive the value you provide. Additionally, they provide social proof and third party support. They're providing validation for what you do and essentially removing the “is this legit?” fear and sensitivity. That’s powerful.
And if you go the case study route – just know it’s essentially a customer testimonial, but with hard facts and not as much emotion.
Video Type 6: FAQ Videos | Address Common Concerns
You know the most common questions your business receives. Why not go ahead and create videos that answer them? Not only will that further demonstrate your expertise, it shows your potential prospect they’re in great hands.
They’re an extremely effective trust building tool because you're putting a potential buyer at ease. You're answering their questions before they can even ask you.
You can also utilize FAQ videos by sending them in a predictive way such as an email. Suppose you’ve already spoken with someone and know they’re feeling hesitant due to a particular issue. Well, if you have an FAQ video, you can send it their way to answer this question swiftly and strengthen trust.
Video Type 7: Process Overview Video | Sets Proper Expectations
If you have a tried and true process, this type of video is great for clearly showing what you do. It helps set expectations before someone starts doing business with you. Ultimately, it removes that “fear of the unknown.” By listening to you explain exactly how you do what you do, the customer is able to see what you provide in a predictable format.