Video is hot, and YouTube isn’t just for consumers. B2B prospects who won’t take the time to read an email will often click on a video link. Then, despite being crazy busy, they’ll sit back and watch a video all the way through. It just has to present a problem they care about right upfront, and cut quickly to the chase with a compelling story about your solution.
What we call “Web InfoVideos®” are not only informative. They’re guilt-free and productive fun. They seem to generate immediate action too. People respond to take the next step in your sales process, like a free trial.
There’s a lot of neuroscience behind the structure of Web InfoVideos. You appeal to the emotional right brain (where, studies show, all choices are made) and deliver a left brain rationale. You engage all the learning channels: visual, auditory, and kinesthetic – with sound, text, pictures and motion.
The great thing about InfoVideos is that they have so many applications. You can use the same video in:
Videos deliver an excellent return on investment. Just make sure they are strategically focused, clear, relevant and interesting. Be careful about length too. The optimum time seems to be around 2 minutes for an introduction to a concept.
The most entertaining and sophisticated videos make use of the layering capabilities of Flash programming (HTML5 isn’t “there” yet). So, you need to do a version that lives online on your server with live links, and a version for YouTube that works on mobile devices. For a few examples of Reality2 Web InfoVideos, check out our portfolio section here.By Farida Fotouhi