9 Web Videos To Create For Your Business
Web videos can be a powerful way to engage with customers and prospective clients, as well as sell products and services.
Here are nine types of videos a business could use to get results.
1. Show and sell your product/service
Online businesses can use web videos to help sell products and services by demonstrating their features and benefits visually.
A short, engaging video showing someone interacting with a product can bring people closer to the product. This can help a prospective buyer to imagine owning and using the product.
Likewise, a video depicting an individual using a service can help prospective buyers to better understand what they will get if they use the service.
The ability of video to bring products and services to life can help reduce doubt in a prospective customer’s mind.
Your prospects will be much better informed about what itis they are contemplating purchasing after viewing a web video. The fact your business has gone the extra mile by producing and sharing the video, can also help to instill greater trust.
Here are a few examples of how various types of online businesses might use web video.
a) You sell chairs
A video might feature a presenter displaying and talking about your product. This could be filmed at your premises, workshop or showroom. If you drop-ship a wide range of products, the presenter could be filmed against a green screen, upon which images of the products are then displayed. This approach can work well for affiliates who don’t physically stock products themselves.
b) You sell surf lesson experience days
Here a presenter could run through a typical surf lesson experience day, covering what happens on arrival; any safety issues; the warm up, the beach and location; and elements of a typical lesson, with a summary of how much fun the day was.
c) You’re a photographer
A photography business might film a video on location,whether at a fashion/commercial shoot or a wedding. You can demonstrate how you work and detail any courses that you run. The video could include stills of your portfolio and clips of clients giving feedback.
2. Customer testimonials
Authentic customer video testimonials are a powerful way to promote your business.
Customers will have their own way of describing what it is they like about your business – and this may not be what you first imagine.
Video testimonials featuring existing customers can resonate with prospective buyers in a way that corporate sales literature seldom can. Happy customers speaking their own words can also help to leverage trust in your business.
Watching real people say what they think is incredibly powerful and can help to boost both your image and conversion rate.
Ideas for customer testimonials
Of all the types of web videos, customer testimonials probably need the least in terms of professional production. You can film customers using a webcam, hand-held camcorder or even a mobile phone.
The key things are to make sure that the customer is framed properly in the shot and they can be heard clearly.
As long as testimonials come across as genuine, they can be a powerful addition to your online sales collateral.
3. ‘Who we are’ videos
It can be good to remind customers that behind your business are real people. A ‘Who we are’ video can serve as a great introduction to your team and business. As an online retailer, you may not have the same customer facing presence as a traditional high street store, so it can be useful to show customers and prospects what goes on inside your four walls. A short video is a great way to do this.
A ‘Who we are’ video can be an introduction to your team. It can show who works for you and give an insight into your company culture.
In this type of video, you can cover your location, business premises and perhaps even touch on your work processes. You can also introduce key staff members and their roles.
Again, the important thing is to keep the video short and engaging. Keep your audience in mind at all times. The videos you produce must be of interest to your website visitors – not just you.
It’s up to you how much detail you go into in this type of video. If you want your video to have a longer shelf life, avoid introducing staff by name if they are likely to change frequently.
4. ‘Why buy from us?’ video
Adding a video to your ‘Why buy from us?’ page can bring your website to life. This can focus on your unique selling points (USPs) and provide a concise summary of all of the reasons why it’s best to buy from you. USPs will vary for each business, but might include the promise of:
- price matching
- money-back guarantees
- free delivery
- freephone number
- guaranteed delivery by a certain time
- excellent customer service response time
Using a short video to cover four or five of the best qualities about your business could make for compelling viewing and aid the conversion process. It could be embedded in or linked to from various pages of your website, perhaps even adding to the shopping cart process.
5. Answer FAQs
Most e-commerce businesses receive a number of similar queries from customers. You can use a series of short videos to deliver responses to your most frequently asked questions.
The benefit of such videos is that they can save both administration and sales time as the customer is able to find out answers directly from the website in a personal and engaging way.
As well as helping your customers, a set of well produced FAQs illustrates your knowledge of your field and shows that you care.
6. Company news
Whether you have a company blog or a news and press release section on your main website, video can be a great way to communicate your latest news to your customers and prospects.
Short news related videos that cut straight to the chase can also be of interest to your industry peers. You also needn’t limit yourself to news from your own company – you can cover issues facing the wider industry.
You can opt for a serious or light-hearted focus. And you can take a more or less elaborate approach to production. Green screen technology can be used to create a virtual news studio or you can simply use a webcam – or even a screencast with voiceover – to make a news video.
As well as showing that your company is staying ahead of industry trends, fresh news-led content can give people reason to revisit your website regularly.
7. Viral videos?
The concept of the viral video has become very popular with marketers. This isn’t surprising – stories of some early YouTube low budget videos achieving millions of views have spread like wildfire.
One of the early examples of these types of videos using everyday products was the WillIt Blend?® video series starring Tom Dickson, CEO ofBlendtec®. In each video in the Blendtec series of infomercials, the company’s industrial strength blender was put to the test using a different everyday item– ranging from golf clubs to an iPhone®.
The videos went viral and their success resulted in a 20% increase in sales of the blender.
The Blendtec videos are a well-known campaign that worked well for a commercial business. They featured entertaining content that people wanted to share. They also demonstrated the power of the blender.
Viral videos by definition imply that many people have shared them. Some people say that these days you need 1 million or even 5 million views for a video to be considered truly viral. But for some businesses achieving, tens of thousands of views could be considered a great success.
Viral videos are one of the hardest types of content to produce. Even creators who have succeeded in making a number of viral videos such as Joel Ackerman who created many successful online adverts for brands like Poo Pourri and Orabrush, argues that you should never try and set out to make a viral video – instead focus on creating content that can help convert to sales. And if it goes viral – then that’s a bonus.
Video content that has consistently been shareable tends to fall into categories where the video makes people laugh, feel good, shocked or surprised, cause controversy, or illustrate a skill or technique rarely seen.
Entertaining videos can help take the dull edge off a corporate image o business and, as demonstrated by Blendtec® and many brands afterwards – it is sometimes win the hearts and minds of the public and make sales with engaging web videos.
It’s important to restate here that most videos won’t go viral, just as most songs don’t reach a million downloads. You can produce great content, but it may not take off in the way that you want.
Always consider whether going viral is your real objective. Setting realistic, tangible goals from the outset will help to keep you on target and serve as a more useful measure of success than ‘going viral’.
8. Cover charity events you support
If your company and staff are involved in charitable activities, then this can make for good video content. As well as helping to further promote and raise money for the charity you support, videos of your involvement in fundraising activities show the human, caring side of your company culture.
Adding this type of video to either a news and PR section or company blog also offers visitors to your website fresh content.
9. Illustrate website features with video
Perhaps your website has some unique or useful features you want all of your customers to know about? Then consider creating videos to help draw attention to these key features.
The videos could feature a presenter or might integrate screenshots of the features on your website.
Video can be a great way to highlight the features and encourage more visitors to your website to use them. In turn, it could help you to attract repeat visitors and boost your website conversion rate.