In today’s fast-paced, ever-changing, App-centric world, time is often something people just don’t have, well, time for anymore. People want information fast, quick, and now.
When it comes to promoting your business, a marketing video is a great asset. Video is everywhere and easily accessible on all platforms.
The problem with video, however is this: If it is too long, then viewers give up, move on and go elsewhere to the next thing.
Think about it: why are movie trailers under two minutes? It’s because the producers want to get the point across quickly – they want to give a little taste so you come back for more. That’s why it’s called a “teaser trailer.”
The same idea applies to a marketing video: Keep it short and sweet and to the point. Much like a newspaper lead has to grab the reader to keep him or her reading, a video has to grab the viewer in the first 10 seconds and keep him or her watching. For instance, if your product or service does or provides something unique, wow the viewer with that at the beginning of the video.
The best advice is to give them the who, what and why of your business. A large part of those using the Internet are searching for something and those are the ones to grab immediately with your product or service.
The goal is to give the searchers a taste of what your business offers and make them want more – and then give it to them. If successful, the searchers and the curious prospectors will become customers.
Once they are locked in as customers, it now means they will give you the time to teach them more about your company, its products and its benefits. Now is the time for the longer, engaging, in-depth how-to videos or “infomercial” or testimonial.
They will now spend more than two minutes to learn and engage with your business – and keep coming back for more.
Best of all, it increases the chance of these new customers telling their friends about your products, and those friends become searchers, then prospectors then customers. And so on, and so on, and so on.
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