Attracting Customers with Educational Videos
In addition to being informed, YouTube viewers like to be educated. That is, they often want or need to learn how to do something important. If you can help them learn what they need, they’ll remember you as the authority on the topicand keep you in mind for their next purchase.
An educational video, then, is an instructional video. This typically takes the form of a “how to” video, where you show the viewer how to do something useful, in step-by-step fashion.
What do your customers need to do? If you’re a home improvement company like Home Depot or Lowes, your customers do a lot of home projects; they build things and paint things and even plant things. If you’re a manufacturer or retailer of kitchen appliances, your customers do a lot of cooking. If you run an auto parts store, your customers work on their cars.
So if you’re in the home improvement game, you might produce a series of videos showing people how to complete various home projectshow to build a deck, how to prime a room for painting, how to plant a tree, and so forth. If you sell kitchen appliances, you might produce a series of cooking videos, showing viewers how to use your appliances to cook a variety of recipes. And if you’re in the auto parts business, you might create a series of videos showing how to change oil, replace a brake light, and so forth.
The key with this type of video is to offer truly useful content for either pre- or post-purchase use. Present the content in a step-by-step fashion, using multiple shots and camera angles. Attack a task common enough to draw a large audience, make the steps easy to follow, and make sure you feature your products used within the video. It’s a soft sell kind of thing; the real value is in the step-by-step instruction.
At the end of the video, viewers will have learned how to do whatever it is they wanted or needed to do. They’ll also remember who taught them, and the products used in the course of the video. That should translate to new customers when future projects beckon.