In this article, I’m going to break down exactly how to create a marketing video that grabs attention and delivers results. Whether you’re just starting out or you’re an experienced business owner, I’ll share the core components and goals of a successful marketing video, along with practical tips for getting started.
9 Essential Tips for Your Marketing Video
- Keep It Short and Sweet The first tip is simple: the shorter, the better. In the world of marketing videos, people have short attention spans, especially when they know they’re watching a promo. Think about the 30-second commercials you see during the Super Bowl – they’re packed with value and designed to get straight to the point. When scripting your promo video, focus on making it as brief as possible without sacrificing impact. Refine and condense your message to get it across clearly in a short amount of time.
- Make It Easy to Follow Ask yourself, is the message simple and easy to follow? You want your storyline or message to be clear and straightforward. Try to convey your main idea in the quickest way possible and test it with your team and clients for feedback. Their perspective will help ensure that even in a condensed video, the message remains crystal clear.
- Focus on Benefits, Not Features While it’s tempting to list all the features of your product or service, that’s not what will sell it. Instead, highlight the outcome or benefits your audience will experience. Explain how your offering will positively change their life. This approach will resonate much more than listing technical details.
- Showcase Customer Success Stories If it applies to your business, showcase your clients and their success stories. Let potential customers hear directly from those who have benefited from your product or service. This not only builds trust but demonstrates real-world results.
- Use Testimonials Wisely Testimonials are powerful, but they can be lengthy. Find the best soundbites—the moments that pack the most punch—and insert them at key points in your video. This approach will keep your video engaging while reinforcing your message.
- Polish Your Script You don’t need to script every casual video, but when it comes to promo videos, scripting is crucial. Refine and polish your script. Whether you’re driving traffic to your video through paid ads or organic reach, a well-thought-out, polished script is essential for ensuring your message is impactful and professional.
- Hire the Right Professionals To make a promo video that truly reflects your brand, hire professionals. While it’s great to produce content in-house, sometimes bringing in experts who specialise in creating high-quality promo videos can make all the difference. The investment is worth it, especially when it comes to making a lasting impression.
- Host Your Promo Video on Your Website Promo videos belong on your website or a dedicated landing page—not on YouTube. While YouTube is a great platform for building relationships, your promo video is not designed to go viral. Instead, host it where it can serve its true purpose: converting viewers into customers.
- Avoid the Pitfall of Buying Views One mistake many businesses make is paying for views on their promo video. While this may generate some leads, the reality is that people are savvy. They know they’re being sold to and will often tune out or skip ads. Instead of focusing on viral views, use strategies like my 3-video lead generation formula to build a relationship first, then introduce the promo video when your audience is already engaged.
The Bigger Picture: Defining Your Video’s Goal
After you’ve refined your video script, ask yourself the big questions:
- Is the video clear about what your business does and who it serves?
- Does it focus on benefits or have you gotten too caught up in listing features?
- What emotional journey does the viewer experience as they watch? Are you guiding them through a journey that makes them want to take action?
The emotional impact of your video matters. Consider how the viewer feels at the beginning, middle, and end of the video. If the emotions don’t line up with the story you want to tell, don’t be afraid to make changes to improve it.
Building Relationships Through Video
Building trust and rapport in a single promo video can be challenging. That’s why I recommend a 3-video strategy to nurture relationships before pushing your promo video. By delivering value through a sequence of videos, you help your audience build a connection with your brand before they even see the promo. This strategy helps avoid the feeling of being sold to and instead creates a sense of choice and engagement.
Testing and Refining Your Approach
If you’re new to business, don’t feel overwhelmed. You can create a promo video now, test it, and then refine it over time. A promo video is a living piece of content. As your business evolves, so should your videos. In a few months, you’ll have gathered enough feedback to create an even more powerful version.
Final Thoughts
Creating a great promo video takes time and effort, but it’s worth it. Avoid making the mistake of pushing your video into the market before it’s ready, and instead, take the time to craft something that will connect with your ideal clients. When done right, a promo video can become a powerful tool in growing your business.
If you’re new to the process, start with the basics and use the 3-video strategy to build relationships before introducing your promo video. Over time, you’ll see how these videos not only boost your visibility but also convert leads into loyal customers.
By following these tips and focusing on quality and strategy, you’ll create marketing videos that truly resonate with your audience and help you reach your business goals.
