Original article: Barbara Loynet
You will already be aware of the value of video within your sales and marketing techniques. But do you have an About Us video? If not, then it should definitely be next in the pipeline.
An About Us video really gives you the opportunity to let your company’s true colours shine. It can be humorous, dramatic, historical… as long as you get the fundamentals in place.
An effective About Us video will not only convey a strong message about your brand (branding), it will also boost your SEO (marketing), help you hire the right associates (recruiting) and help your staff get a deeper understanding of the company’s values (educating).
Why does your brand need an About Us video?
#1 To optimize your marketing strategy
Did you know that the ‘About Us’ page is the second most popular page on a website after the home page? Whatever initiated a visit to your website, grab the opportunity to give your visitors a deeper understanding of who you are.
By way of introduction, why not have a loyal client or partner open the video with a great testimonial? They can explain what made them choose your product, and talk about their experience. The message is trusted because of its authenticity.
The video should be a show of personal commitment, passion… emotion even. Video is a powerful tool that can create an engaging connection, and keeping visitors engaged longer on your website will help in your SEO.
#2 To recruit the right people
Are you expanding? Looking to diversify your offer? Searching for a replacement?
When people hear that your company has vacancies, they will almost certainly visit your website, and take a close look at your ‘About Us’ page. A video will give applicants a real insight into your company culture, and get a feel for who you are.
A ‘Company Culture’ video will reveal much more to a prospective applicant than lengthy text, and will allow them to reflect on whether they are a good fit for your company, and vice versa. Ultimately, you want prospective/current employees to feel at home, be excited to work in your company, and add to your company culture.
Including staff in the video is a great idea, and offers a double benefit: it can make your employees feel valued, and give prospective applicants an idea of your company’s diversity and demographics.
Of course, you could also have a ‘recruitment video’ too, but that’s for another blog post.
#3 For employee adherence
Videos are highly effective for training or educating your partners or employees. Did you know that people remember just 10% of what they read, 20% of what they hear, 30% of what they see but 50% of what they see and hear?
Having current associates watch the video and new hires view it as part of their initial training will ensure that your staff better understand your company’s values and missions.
Has one of your employees been asked by a client to deliver a sales speech, despite not being a salesperson? Your employees should be your company’s advocates both in and outside the workplace. Yet when asked to talk about their company, many employees struggle with what to say. Educating them, as well as your associates, is fundamental to reinforce your brand.
What makes a great ‘About Us’ video?
#1 Introduce yourself and your company
Nobody likes buying goods from total strangers, so an About Us video should establish a trusting relationship between your brand and your consumers.
Introduce yourself (by name ideally, especially if you run a family business) and explain who you are and what you do. As the phrase goes: ‘People buy from people’.
#2 Introduce your service/product
- Why would people buy from me?
- What added value do I offer?
- What makes me stand out from my competitors?
Briefly introduce your activity, highlighting only your major competitive advantages, or unique selling points. Take time to think about it and try to put yourself in your clients’ shoes.
#3 Why does your company exist in the first place?
Have you ever watched crowdfunding videos? The most successful ones not only tell a great story, but it’s the people’s passion that really shines through.
Explain the reasons why you went into that industry, or why you decided to develop that particular product. It could be:
- To fill a gap in the market
- To solve a problem
- To improve everyday life
- To save time, money, etc
Note that you should only ever mention one product or service per video, ensuring that you are targeting the exact audience for that particular product or service.
Having an “About us” video, “It’s like hiring a salesperson who works 24/7 on your website” (tubularinsights.com)
Have a look at Dollar Shave Club for one of the best examples of an engaging ‘About Us’ video: