What Does a Company Introduction Video Include?
Video marketing has become a powerful tool for achieving business goals. It can answer the question of how to increase conversion rate in eCommerce and other spheres. According to 91% of respondents in Wyzowl’s survey, video marketing has increased their website traffic. Let the video speak for you, for example:
- describe the company’s culture;
- provide the brand motto;
- discuss your beliefs and objectives, among other things.
1. Unique Selling Proposition
Before writing a script for the video, define your unique selling proposition (USP). You should mention it at the beginning of your clip because it will draw attention and set you apart from your rivals.
How can you determine your USP? Consider how your service differs from similar companies, whether it has distinctive features, and whether you can offer faster or better outcomes than your competitors. Note that the following things aren’t USP:
- a 10% discount;
- free shipping;
- round-the-clock customer support;
- a flexible return policy;
- a header copy on your homepage.
Look at the example of what makes a strong USP. Pipcorn sells pre-popped popcorn, a widespread product with lots of competitors. However, their unique selling proposition is the focus on health benefits and ingredients. We can see it from the words such as:
- gluten-free;
- vegan;
- non-GMO;
- heirloom;
- whole grain.
Pro tip: Use eye-catching graphics, captivating visuals, and persuasive language to convey your message.
2. Information about the Company: Location and Team
The environment in which your company operates can have a big impact on the impression you make on potential clients. Suppose you help a local community and want others to know about it. Thus, the local area and your influence therein may be the main subject of your corporate video. Demonstrate how your location influences how you conduct business and what impact you have on it in return.
A case in point is Coca-Cola. It doesn’t use a voice-over in the video but presents an inspiring background song with text over the video clip. It shows its contribution to various communities and efforts in reaching sustainability.
You can also talk about your team. Customers want to see humans behind the brand. Therefore, your video can showcase the individuals who contribute to the success of your business.
3. Success Stories
Sharing real-life examples of how your solution has helped other clients can be a powerful way to build credibility and demonstrate the effectiveness of your proposal. Add a success story or testimonial because social proof is more valuable to the audience than commercials. Having another person say positive things about you will sound more natural than doing it yourself. A satisfied client or customer may express authentic opinions.
After hearing from these existing clients, prospective customers may feel more connected to you. So a success story can establish deeper connections, leading to more sales.
Tesla demonstrates that using words to describe customer feelings is not necessary. We can see the genuine emotions of people sitting in the Tesla car at the end of the video. This video is so impressive, thanks to its storyline, music, and transitions, that it makes you want to buy the car immediately!
4. Values and History
Your company certainly has a story to tell. Employ storytelling to describe how you started, where you are now, and your plans. Your organization’s values demonstrate what matters most to you as a company and how you want to be perceived.
Describe your goals and mission. The combination of all of these factors can persuade the audience to believe in your company and its goods. Speaking about the brand’s mission is also a wonderful method to draw in young talents eager to contribute to its heritage. A vivid example of storytelling in a company introduction video is Adidas. It depicts the person behind the brand, Adi Dassler, his motivation, and his goals.
5. A Call to Action
The last component is a call to action. Let everyone know what to do next by placing a prominent and clickable CTA button. Not everyone will click this button or link, but that’s ok. Your task is to inform viewers what to do and what will happen after doing it. Unlike TV advertising, a corporate intro video should actively promote sales. So encourage viewers to buy now, book a call, message your AI contact center or visit the website, depending on your goals.
7 Ideas for a Business Proposal Introduction Video
1. Focus on Your Customers
Even though it’s a corporate intro video, put customers and their issues front and center. Rather than describing how fantastic your business is, talk about customers’ issues and the solution you propose.
Demonstrate that you understand customer needs. That’s where you need to identify internal problems of your potential buyers, not surface ones. Suppose you provide email automation services. People contact you not because they want to deliver numerous messages to everyone. They pursue more important goals, such as:
- reaching clients at any part of the day;
- increasing sales;
- reducing the workload on employees.
Solve these internal problems to engage users and spread a stronger message across your target audience.
2. Be Clear and Speak to a Wide Audience
Avoid industry-specific terminology while attempting to impress the buyer. Describe the benefits in terms that the buyer understands and uses to keep them interested and motivated. How can you know that the video is easy to comprehend by a broad audience? One of the possible ways is to show the final product to coworkers and friends who are not in your field.
Pro tip: Screenshots, product overviews, and other forms of visualizing ideas can speak thousands of words. Utilize them while demonstrating the value of your product. That’s what HubSpot does in its strategy.
3. Mind the Video Length
The best model for a business proposal introduction is short, snappy clips. Creating videos that are too long is one of the common video marketing mistakes. Always remember that you are using the busy person’s time, so they want you to go right to the point and provide a compelling reason to watch the remainder of the proposal. Keep it brief — maximum five minutes — since you have several seconds to capture viewers.
4. Use Branding Elements
Branding in the context of creating an introduction video for a business proposal refers to establishing a unique image for your company through visual and verbal elements. It’s common to interpret branding as just appearing professional. However, it’s more than that. Branding aims to deliver the USP by using supporting components like logo, music, colors, words, and overall aesthetic. Look at how Booking.com employs this strategy in its video.
5. Pick Words Wisely
It may be tempting to exaggerate your achievements. But if you aim for long-term growth, you should work hard to build credibility. So don’t make promises you can’t support. It can undermine the hard-earned reputation while producing an introduction video for your company.
Avoid the temptation to entice the audience with exaggeration or pushy language. Choose statements that you can back up. Set reasonable standards and meet them.
6. Employ Dedicated Tools or Ask for Help
Even though a business introduction video should be concise, creating it may take time and effort. The first and crucial step is writing a script to convey your thoughts. Some actionable tips for developing the text include:
- Ensure that each sentence contains vital information.
- Cut any fluff and lines that repeat the already mentioned facts. Write the text carefully, check it several times and use a free grammar checker to be 100% sure that it is correct.
- Utilize tools to streamline this process. For instance, BIGVU AI can generate a script based on a few words, record the video with a teleprompter, add subtitles, and more.
7. Choose Channels to Distribute the Video
Let’s assume you’ve recorded a business introduction video. How will everyone know about it? First of all, place it on your website homepage. Hiding it on the “About us” page will reduce the chances of reaching potential customers. Why? The reason is that people should know you can solve their problems before reading information about the business. Other effective distribution channels include:
- social media posts;
- email newsletters;
- retargeting ads like Facebook video advertisements.
Pro tip: Track video effectiveness with the help of metrics, such as the number of views, shares, comments, click-through rate, etc.
Final Word
Imagine attending a networking event and entering a room filled with strangers. How can you interact with attendees and develop relationships with them? Make introductions and start discussions to establish contact and start building rapport. The same applies to your business.
An introduction video can convey your values, showcase your proposal, and reach a broad audience. It will feel personal and strengthen the relationship between your audience and your brand. Yet, you want your presentation to influence the needed people and their purchase decision. That’s where you should remember several aspects of your introduction video:
- You create them for people who may not be familiar with your innovative products, ideas, or niche. Make it straightforward, bright, and visually appealing.
- The video should be entertaining and professional, so leave hyperbole and buzzwords for TV commercials.
- Encourage people to act by placing relevant buttons, links, and CTAs.
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About the Author
Kate Parish is a chief marketing officer at Onilab. She has almost a decade of experience in the company and is still enthusiastic about every aspect of digital marketing. Kate sees the marketing mission in ensuring sustainable business growth. For this purpose, she helps companies and readers create efficient campaigns, solve common problems, and enhance crucial website metrics, such as conversions, bounce rates, and others.