Here’s The Video We Use To Sell Our Services. Below I Explain Why It’s Structured As It Is.
The Essential Components Of An Effective Video For Business
When it comes to making an effective video for business use, there are a few things you should understand. First, you must know exactly what questions your viewer wants answered. Second, you must know how that viewer came to see your video. In some ways, the answer to the second question will help you with the first. Let me explain.
Context Is Critical When Making Video For Business Purposes
Too many companies make business videos without properly putting themselves in the shoes of their customer. By thinking about how a customer came to see your video, you can dramatically change its effectiveness. Let me give you an example.
Here at Fire Starter Videos, most of our advertising is intention-based, meaning that we don’t buy ads in magazines or on Facebook. If we did, we would be hoping that someone sees the ad and thinks to themselves, “That’s an interesting idea. I might learn more about using video in my business.” We call that “interruption-based” marketing.
Instead, we buy AdWords from Google. The difference is that people who arrive at our site (and the video above) through AdWords already knows that they want an animated video because they sat down and typed in some phrases that we bid on related to that exact intention.
Interruption V Intention-Based Video Marketing
If your video marketing is interruption-based rather than intention-based, the content of your business video should be vastly different to what it would be if the only people seeing it have come from intention based advertising. Knowing the source of your viewer will shape the questions that the video answers.
In our business, interruption-based viewers might want to know things like:
- Why should I use video?
- What data is there to support video as a good choice?
- Who else uses video in their marketing?
Whereas intention based viewers want to know:
- How much does it cost with you guys?
- How long does it take?
- What is your process?
- Can you show me examples of your work?
Totally different content is required for each type of viewer.
Video For Business? We can help!
Fire Starter Videos is one of America’s leading video production companies for businesses. We are not just animators, we are business people who understand the commercial context of video for businesses and the principles that drive effective engagement.
Contact us today to learn more.