People quite often create marketing videos with an 'if you build it they will come' attitude but this, sadly, isn't always the case. Marketing videos in today's digital landscape should be purposeful.
A well-planned and strategic marketing video will hook your viewer's attention, keep it, and funnel them through to your website. If they aren't purposeful, you could be wasting money creating a worthless asset, instead of an asset that adds value to your business.
1. Hook the viewer's attention in the first 10 seconds. It's a classic for a reason. This can be done by using text to hint at offering a solution to a problem they might be facing (eg. Feeling pressed for time?). It could also be done by indicating they might learn something they WANT (not need) to know. This video about Street Growth - a charity that grows and sells plants to raise money for the homeless - demonstrates the effect of offering the viewer something quickly:
2. Decide on your key statement. Marketing videos work best when they're simple and clear. Decide on 1 key statement and use that to keep your story on track. Videos become more engaging, more memorable and more remarkable when there is a clear takeaway. This Success Story video about AIE Alumni Eddie Prickett centers around the idea of specializing your skills within the VFX industry:
3. Be clear on where you want to funnel the viewer to next. Even if you don't want to explicitly tell the viewer where to go with a call-to-action at the end, you should still be crystal clear on what function you would like this video to perform. For example, if you want to generate leads, you could do something to make learning from your company seem super high-value. If your goal is to convert warm leads, you could use client testimonials to illicit a herd instinct in your viewer, giving them the final push to follow others and sign up. In our Black Iris Films Homepage Video, we funnel viewers to our lead magnet - our free report:
Making your video more purposeful can mean the difference between a value adding asset and a wasted expenditure.
These videos were all (you've probably guessed by now) made by us at Black Iris Films. If you want to get your own purposeful marketing video created and/or edited, feel free to book a strategy session with us now to see if we might be a good fit to work together.