Chances are your business has a vision statement, and chances are your marketing team spent a good deal of time crafting it. Company vision statements are written and rewritten, honed, tested, massaged, and whipped into shape until they get the necessary buy in and end up tucked away somewhere on the company website. Now, here’s the $64,000 question: does anyone really care?
The truth is that most vision statements are pretty boring, and even those which are carefully wordsmithed and meticulously vetted tend to fall flat when they hit the visual medium which is the internet. It’s not really the fault of the vision—it’s just that text alone can’t compete with everything else from which web surfers can choose, like engaging video, for example. Trying to get someone to seriously consider your text-only vision statement on the internet is liking trying to get the kids to clean their rooms when dad just walked in the door with the latest installment of Grand Theft Auto.
Take Your Vision Statement to the Next Level with Video
If you want to convince skeptical consumers that your company has what it takes to improve their lives or solve their problems, telling them just won’t cut it—you have to show them, and the best way to do that is with what’s called an explainer video. They are short (usually not more than 90 seconds or so) presentations which explain something, for example, how to solve a customer problem, or what a new product will do, or what your company’s all about. Properly executed, an explainer video is an ideal way to position your company and set yourself above the competition, and to push your message to email and social media marketing.
How to Create a Video that Works
A smart video can increase your conversion rates by 20% or more, but it has to be done right. Here are 5 tips for creating an explainer video that works for your business:
- Experience counts: most companies don’t have the staff or production capabilities in house to create outstanding video. It’s best to work with experienced video services professionals who can add that touch of quality which will impress viewers and improves conversions and sales. It’s critically important that you work closely with the production team—remember that they know video, but you know your business. To this extent, the best videos are the result of active collaboration between clients and consultants.
- It’s not about you: your explainer video will put the best face on your business, but it’s really not about you—it’s about your customers. You have to understand who they are and what they want and need, then create a video which shows how your company can address those needs. Create your video from the viewpoint of your customers to maximize results.
- The script’s the thing: you can’t create a great video without a great script. The script will provide direction and organization and make sure your video stays on track. Use your script to keep your video lively from beginning to end, and to keep it brief and tightly focused. Keep words to a minimum (definitely no more than 150 words per minute of video). Write the script keeping your target audience in mind, and that means no insider jargon that will at best confuse viewers, and at worst persuade them that you don’t really care about them.
- It’s about benefits, not features: whether your explainer video is about your company, or about a product or service, remember that what matters isn’t features—it’s benefits. Customers want to know how the features of a product, or of your company, will benefit them. Make a list of all features, then for each one, ask yourself how it will benefit your customers.
- Keep your eye on the prize: it’s easy to get lost in the shuffle of writing and rewriting. Generally, that means moving your customers to some kind of action, like clicking on a link, filling out a form or purchasing a product. Be sure to structure your video in a way that transparently moves customers to your intended call to action, and be sure to make that call to action simple and easy to perform.