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The Three Important Videos Every Business Needs on Its Website

The Best Marketing Tips of the Month

When a company finds out that a Video is very important for its Website (search engines, marketing, traffic, customer information etc.) and says:

“We need Web video!”

It’s a statement I hear all the time from my existing and new customers.

New clients call and say they’re redoing their website and their web designer & developer or SEO specialist told them they really need to add videos to their website. While this may definitely be a smart move, not every customer knows exactly what kind of video he/she wants.

Sometimes these new customers have too many ideas & want to fit everything into a sixty-seconds spot. Others have no idea what they want & need, and just search someone to lead them in the right direction.

After years of experience and working on projects that span nearly every industry or services & consulting company, I’ve identified 3 videos that should be the most important for any businesses just wading into the world of video.

  1. A short but highly produced Marketing Video

This Branded Video should be importantly featured on your Website’s Homepage & should be a exact advertisement for your Business. Using Voiceover, it should clearly and briefly explain WHAT your company does, WHY your services or products are unique or special, WHICH kind of customer needs are covering & WHAT differentiates you from the Competition. The length should be short, perhaps 45 – 60 seconds or maximum up to 90 seconds and should incorporate graphic & music elements that compliment your existing Branding. It has to be exciting and has fun with upbeat music or a more reflective, serious tone. Think of it as a Broadcast Commercial without the firm 30-second length restrictions.

  1. The “About Us” Video

People do business with people they like, know & trust. One of the best ways to introduce your team to customers is a video that shows them in action on your “Contact Us” or “About Us” page of your WEB-site. Skip any professional descriptions and let your team tell their stories. Film them talking about WHY they’re passionate about their jobs, or better yet, GET them talking about each other because you’ll find that your individual Team Members may be shy about bragging about their own accomplishments but are more than willing to dish on each others’. In the end, you’ll portray your team as a highly functional, unified family!! Who wouldn’t want to hire that kind of group?

  1. Video testimonials

Video Testimonials give a new meaning to the phrase “word of mouth.”

Text testimonials inherently leave room for doubt: How does the reader know that this testimonial is real? Seeing & hearing someone speak highly of your Company instantly builds goodwill & ¬†trust. Make sure your existing & former customers keep their statements short & have them focus on the results you delivered and not on the problem they came to you to solve. If you’re in a service-related business sector where competency & trust is paramount, like a staffing firm, video testimonials should go right on your Home Page. Otherwise, you can place them to spice up other pages like “Services” or “Solutions”

There are endless ways to promote your Business using Video. The 3 Ideas I gave you here, work universally. If you’re new to the video Production Process start with these concepts, & after a while you’ll get inspired with more ideas that are entirely individual & unique to your business.


Elena Petraki CEO online2win Global


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