Attracting Customers with Informative Videos
The first type of video that can attract new customers is an informative videothat is, a video that imparts information of some sort. There are actually several types of informative videos you can produce.
The easiest type of informative video to create is a talking head type of company news report. In this type of video, you or another spokesperson for your company appears onscreen to deliver the relevant news; think of it as the YouTube equivalent of a television newscast.
What type of information should you present? First and foremost, it has to be something that your customers are interested in. This can be information about your company, your products, or your industry. What it can’t be is self-serving promotion; it has to be legitimate news that is relevant to consumers.
One common approach is to inform viewers about your company or product, and what’s new with you. For example, you might talk about the grand opening of your latest location, or your latest product releases, or even feature a favored customer.
Another approach is to talk about the latest issues in your industry. If you’re a clothing retailer, for example, you can go on camera and talk about the latest fashions, or how to accessorize, or whatever.
With this type of video, the key is to use the format to establish yourself or your company as the authority to turn to. Then, when customers need to buy what you’re selling, they’ll think of you.
Other informative videos are more like video brochures, presenting in-depth information about your company’s products. This could take the form of a extended product guide or demonstration, where you use the medium of video to provide a closer look at what your product is, what it does, or how it’s made.
Video is quite effective in this regard. Instead of just telling someone about your product’s features and benefits, you show them what your product can do. Showing a product in action can make a big impact, and YouTube lets you do so in depth; you’re not limited to television’s 30-second commercial length.
Lots of companies, big and small, use YouTube to offer informative product tours of this sort. For example, many of the big automakers utilize YouTube to deliver virtual test drives, product overviews, and the like. It’s a lot more convincing to show a video of how a car drives than it is to talk about it in print.