A recent article from Entrepreneur highlighted the 3 types of videos every business should have on their website: a highly produced marketing video, an 'About Us' video, and testimonial videos. In this post, I'd like to expand on the 'About Us' video and how you approach making one for your business or organization.
An 'About Us' video is a typically a three to four minute video that details who you are as an organization, business, or entrepreneur. Where a commercial would give specific details about a product or service you offer, the About Us video is a chance to introduce yourself to prospective clients and let them know who you are as both a company and as people. So, with that in mind, here are the things you should focus on in your About Us video that will help maximize the impact with your website's visitors.
1. Build Trust
All things being equal, people prefer to buy from people they know. When they don't know anyone selling a product or service they need, they ask their friends for referrals or they go online to research. Your About Us video is your primary tool for quickly establishing a relationship with a new potential buyer and making them feel like the 'know you'.
Therefore, like it or not, you and your staff need to be ready to be on camera. If someone is looking to buy from you, they want to see you!They need to see they people they are going to be doing business with. A faceless narrator and pretty pictures are not going to cut it.
We understand that not everyone is going to be great on camera, but a great video producer and director will be able to help you through the process and the editing process means only the best bits will be used.
2. Tell Your Story
Why do you do what you do? What made you get into your line of work? What was the 'A-Ha!' moment that made you start your business?
Those are just a few of the ways you can frame your story, but it's important to share how your business came about because it weaves you into the community. Your story, even if you're a new business, should demonstrate how you've always been part of the community or been working on the problem your product or service is looking to solve. Your story should establish that you've got a history that started well before a new customer first found you. Again, people prefer to buy from people they know, and establishing your story is a great way to get them to feel like they know you.
3. Get Customers in on the Act
This point blends the first two points a bit. Ideally, you want to have stand-alone client testimonial videos on your website that serve as word-of-mouth referrals. But don't forget to include them in your About Us video as well. A few well-placed statements from happy clients will only help you build trust and help enhance your story.
4. Show Off
But not in a braggy way. Make sure your production company is going to get high quality, well-lit shots of your store, your products, and your staff in action.
An tried-and-true adage in film and video storytelling is 'Show! Don't Tell!' Don't tell us you have great customer service; show it with smiling staff members helping clients! You video production company can help you create scenarios that will look and feel natural.
So, there are four ways that you can focus your effort into a stellar About Us video for your company or organization's website. If you can blend those elements into your video, you'll take a big step forward in converting website visitors into customers.