Creating a video (or video series) to help market your product or service is a no-brainer. It's an easy, shareable way to communicate your company's core message.
Chances are though, you don’t have the in-house resources to create a clip or much time to waste on learning video editing software yourself.
If you don’t have a ton of experience in video production, it may seem like your only options are to pay a lot of money for someone else to do it, or hack together a bad video on your own.
Good news: there’s a third option. Even with limited resources, companies launch with great video campaigns all the time. Read this post and take away five tips to create a great video to market your business.
1) Showcase Your Personality
Whatever it is you’re producing, you’re likely not the first one to do so. The number one marketing challenge you’ll face during launch is standing out from competitors in your field. What sets your productivity app or hilarious slogan t-shirt or handcrafted eco-friendly wooden rocking horse apart from the pack?
Approximately zero potential customers will likely read your thousand-word written explanation about why your wooden rocking horse is more eco-friendly than the next guy's. Visual content is much more digestible, accessible, and shareable to the average person. Infinite bonus points if you can figure out a way to showcase the personality of your product (or your company, or just yourself) in a way that’s relatable and memorable.
Have you ever made a purchase just because you loved the personality of the brand? Chances are, it was a piece of visual content—perhaps a video—that you instantly connected with because it was just so likable. Aim to create that kind of video content. If people decide they like you, they’ll show you by becoming customers.
How to do itBe honest with yourself about your on-camera skills. Is your business partner more charismatic? Put him or her in front of the camera, instead. Talking into a mic and speaking to an unseen audience may seem easy, but it often is not. Do several takes, upload them all, and edit out awkward pauses. Practice trimming and splitting clips until your transitions look natural.
People love to learn about the personality of a brand by getting a glimpse behind the curtain. If you’re making a physical product, some footage of the manufacturing process is an excellent way to make your product relatable. Don’t be afraid to whip out your cell phone if you’re missing a moment, be it putting the final touches on a great-looking product or your lead developer falling asleep at his desk.
2) Explain What You’re Doing
Have you ever joked about being married to your work? Like a regular marriage, you’re incredibly familiar with your “spouse”. You know things about each other that no one else knows.
You know your product better than anyone else. That’s great, but you may make the mistake of assuming everyone else knows the ins and outs of your product, too. Don’t jump right to marketing Awesome Thing About My Product #5 just because you assume Things 1 through 4 are obvious.
Take a look at your product as if you know nothing about what it is, what it does, or what kinds of problems it can solve. Tell yourself the story of your product as if you know nothing. Then, take that story and tell it to everyone else.
How to do it
If you’re marketing a digital product, it’s time to learn how to create a quality screen capture video. Demonstrate the typical use of your product, but don’t jump right into it—use screen capture to demonstrate a problem or pain point that your product solves. If the viewer can identify with the problem you’re showing them on-screen, they’ll be much more engaged when you introduce your product. Use repetition, and don’t go too fast. This is the first time they’re seeing your product in action, and you want to give the viewer the chance to experience the full effect of its genius.
If your product is physical, focus on showing them what your product does and how it can help. Think about demo videos or commercials you’ve seen for popular pieces of technology. They don’t spend two or three minutes talking about battery life and storage capacity. They use that valuable video real estate to show the product in action, being used as the average consumer wants to use it.
Be helpful in your video, and err on the side of over-explaining. Use captions or video annotations (think Pop-Up Video) to explain anything that isn’t obvious, or use them to supplement your voice over narration.
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