Attract. Convert. Retain.
3 Videos You Need In Your Portfolio
1. High-Impact Attention Grabber – 30-60 seconds
2. Company Overview – 3-5 minutes
3. Customer Welcome Video – 1-3 minutes
Many of our clients come to us with a specific need in mind,
but there are still plenty of customers that know they need video, but aren’t
sure of exactly what their need is. We
have consulted numerous clients through the years on the best videos for their
business, and while each company’s specific needs may vary, we have found three
videos that are successful across the board. The individual content varies by
industry & specific client needs, but this list can give you an idea of
where you as a company should begin your Video Marketing journey.
The first video we recommend is a 30 to 60 second Attention
Grabber. There are many terms for this “High-Impact” “Sizzle Reel” “Promo”
“Demo” – whichever term you choose, this is a short, fast-paced overview video
consisting primarily of high-energy music and dynamic graphics. Take your
elevator pitch, add some rockin’ music and voila – your first marketing video.
Of course, there are many keys to making a successful attention grabbing video
that will depend on the intended usage, expected viewer response and target
audience, but those can all be determined in your pre-production meeting. For
now, just deciding to do one of these videos is your first step. Jot down some
bullet points that you feel are necessary to get across in this quick
introductory video.
The second video we recommend is a 3-5 minute CompanyOverview. This video is one of our favorites – it’s where we get to meet you
& your team & watch you in action! Typically, we love to interview the
owner or key personnel on your staff and shoot b-roll around your facility. If
you don’t have an exciting facility or office, that’s OK! We can always use
stock footage or graphics to fill the screen. There is also an awesome
opportunity here for customer testimonials. The first thing you need to ask
yourself when selecting this type of video is “what sets us apart from the
competition?”
The final video that is important in an emerging video
marketing portfolio is a Customer Welcome Video. Now that you’ve attracted
attention, converted that lead into a sale, how do you ensure they have the
best experience with your company possible? A Welcome Video can let them know
what to expect in the early stages of working with you and can introduce them
to the key people or processes that they need to know. While this video is not
aimed at attracting new business, RETAINING customers is key to marketing
success! When approaching a Customer Welcome Video, consider the main questions
a new customer may have and aim at answering them quickly and concisely.
You don’t have to stick to these three videos when you begin
building your portfolio. What other ideas do you think are important to have to
Attract, Convert & Retain customers?
Darcie King
Executive Producer
