Company introduction videos should focus on consumer needs instead of brand history

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2020, 3:36 PM GMT+0

Including videos on the homepage can help improve Google rankings by increasing the average page time.

Though adding videos on business websites can enhance SEO, organisations should create consumer-focused videos as audiences are generally not interested in company history. Marketers should start by identifying the problems and then show how the brand can resolve consumer pain points.

Adding customer testimonials can help add credibility to the company’s introduction video. Brands should further feature real people in their videos, whether the company’s CEO or a salesperson and avoid depending solely on animation. Keeping videos shorter than two minutes can encourage viewers to watch it till the end.

The author recommends brands should hire professionals to create the introduction video and highlight it across their homepage and social channels. Marketers should also ensure the videos have a clear call-to-action.

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