Every important product or service you supply needs a video.
By important, we mean that the product or service contributes to 5% or more of your turnover.
You may also need videos of your customers enthusing about you, or case studies showing how excel.
The real answer to how many videos you need is One Per Page.
Because nobody wants to read text.
While One Per Page is the obvious goal, if you’re new to web video, you need to take a planned approach.
Determining which videos you need first
It can be a mistake to dive in and buy 5 web video productions, all in one go. Especially if you’re a dummy.
The cost will seem high, so you’re likely to spend too much time looking at ways to buy cheaper, rather than looking at the best ways to use video to improve your enquiry rate or sales rate.
A sensible route is:
1 – Start with a home page video – and learn from this experience
2 – Then pick 1 or 2 key products or services – and keep learning
3 – Develop from there – you’ll feel much more confident in knowing what to do.
With the above plan you’re likely to have good relationship a reliable professional video production partner who’s learned something about your business.
Compare this with buying 5 web videos in a hurry, and trying to keep the price down.
Then ending up with:
> you overwhelmed by the amount of work 5 video productions actually takes
> you web video company overwhelmed by the detail of learning your company.
It’s smarter to learn as you go.
> Mistakes will cost less
> You can spread the workload to fit your available time
> You can also spread your cost
> You’ll develop a good production partner – or at least quickly weed out a mediocre partner.
Other videos you’ll need
Look at your customer support costs.
How many customer emails or telephone calls could you eliminate with a Support or Training video
You’ll probably need an About Us video.
This is a corporate overview of your company.
It’ll offer a great deal of comfort to customers who are taking a close interest in you.
Video testimonials get your existing customers to sell your products to your potential ones.
It’s nice to offer your customer tips and tricks videos.
For example, how to get the best out of a product or service. Or how to save money, or run something cheaper.
You’ll make better friends with your customers by helping them in this way.
They’ll love your brand in return for the help and advice you offer.
Creating the Guided Customer Experience
If you have 5 or more videos you need to link them in some way.
For example, after watching your home page video, this video should end on a menu with choices to view the product or service video that interests them most.
An interactive menu offers:
> the customer an easy way to choose where to look next. It’s better for them
> you a way to steer customers where you want them to look, eg, or your high paying web pages.
There’s more on this in the Delivery Section of Web Video Production for Dummies.