If you’re anything like most business owners, chances are you have an “About” page on your business website.
But in a world where people prefer watching and listening over reading, it may be time to consider adding an “About” video (also known as a company profile video) to your website, too.
When done right, your About video can create a human connection between your company and your potential customers, as you communicate much of the same information you might find on an About website page, but in a way that feels more personal.
Before you take the plunge and make your About video, it’s worth taking the time to consider these five tips, so you make an About video your business can be proud of!
Make your “elevator pitch” the main feature
Your company’s Profile video should offer a broad overview of who you are, who your clients are, and how you solve your clients’ problems or make their lives better. As such, the most important thing to include in your About video is your “elevator pitch”.
A typical elevator pitch will include the following
- Brief overview of your business’s history (or your experience, if you’re a solopreneur)
- Why you do what you do (what drives your business)
- Who your customers are
- The problem your products/services address for your customers
- How your products/services solve this problem
The first two points in this list offer an opportunity to connect with your audience in a personal way, because they humanise your business. The third point, talking about who your customers are, helps you to connect with your audience on an even deeper level, as they recognise themselves in your elevator pitch – e.g. “we work with single mums who want a better work-life balance” or “we help teenage boys who are struggling with maths”. The final two points showcase your offerings to an audience who should now be at their most receptive to learn.
Understand and address your specific audience
As is the rule for any video you make for your business, you should take the time to consider who the audience for your Profile video will be.
The most obvious potential audience for your About video is people who are considering using your products or services. If you’ve done any kind of research into who these people are, or if you’ve developed personas for your ideal clients, then you can and should use this information to tailor your elevator pitch accordingly. For example, an elevator pitch tailored to married, professional thirty-year-old women, will almost certainly look different to an elevator pitch tailored to widowed, retired men in their seventies.
Of course, your ideal clients may not be the only audience your Profile video will need to reach. Your company profile video may also be watched by prospective employees when you post a job ad. If you run a publicly traded company, prospective investors could also form a part of your video’s audience.
Whoever your audience may be, you’ll want to tailor your About video’s “elevator pitch” to interest them, connect with them, overcome their hesitations, and get them excited about what you have to offer.
Include your contact information
Even though your business’s Profile video will appear on your website’s About page, it’s still important for the video to include your contact information.
That’s because your Profile video may be viewed in other contexts too, such as on YouTube. No matter what environment a person watches your video in, you want them to be able to easily contact you. Even if your contact details are on your website (and they should be!), it still makes it easier for someone to contact you if the information is right there on the screen in front of them.
So, where should you include your contact information? It’s up to you! You could choose to include your contact information on an “end slate” or in the “credits” at the end of your video, or you could include it in text overlayed on a segment of the video or the entirety of the video. You may also choose to share your contact information verbally in the video, but if you do so, be sure to include it in text on the screen, too.
Keep it brief
Your company’s About video isn’t the place to delve into too much of the nitty gritty of what you have to offer. Instead, brevity is the name of the game.
Although your “elevator pitch” (see above) should hit on all (or most) of the points we described, you don’t need to go into great depth for every point. In some cases, a single sentence will be enough. For example, an events planner specialising in family activities could address the question of why they do what they do by explaining “we love bringing families closer together with shared, fun activities, everyone can enjoy”.
When writing the script for your video, put all your ideas down on paper (or whatever medium works best for you to brainstorm). Then write each of your ideas in a more concise way, or cut them out completely. Editing in this way will help you narrow your message down until you hit all the points you need to, without spending too much time on any of them.
Consider a call to action
Not every About video should include a call to action, but it’s important to consider whether yours should.
A call to action can be something as simple as an invitation to learn more: “To learn more about our award-winning products, check out our website”. It could also be an encouragement to do something that will appeal to your audience, even if it’s not directly related to getting people to buy. For example, if you were a camping equipment retailer, you could end About video with an on-brand encouragement such as “Now get outdoors and have some fun!”. Of course, your call to action could also be more sales-focused: “Visit our online store and use code LOVE10 for 10% OFF your next purchase”.
The decision about which call to action you use (or whether you use one at all) will be primarily driven by considering who your audience are, what you want them to do, and whether they’ll be ready to do it after a single interaction with your About video.
One extra hint: no matter what your call to action is, make sure you make it easy for people to complete. If you tell them to go and buy something on your online store, give them the URL for the store. If you tell them to watch more videos, link to those videos. Make sure it’s as easy as possible for someone to complete the action you’ve called on them to take!
Get an About video for your website
If you’re interested in a professionally-produced About video for your website, Starlight Media can help.
Contact us today to discuss how we can help you connect with your audience and get them excited about what you have to offer!