Every company has a story to tell, but how do you tell that story? If you’re like thousands of business owners, the typical website is a long bio in the “About Us” or “What We Do” sections of your page, along with scattered graphics and photos. Simply put, this is not good enough. Headshots, how many kids you have and where you went to college are not convincing. In most cases, it doesn’t even grab attention beyond the second paragraph. It’s no secret that attention spans are shrinking, especially when it comes to reading. Don’t tell them what you do… Show them! To really tell your story, you need a video.
To add to the cliché of written biographies and headshots, one of the most popular is, “A picture is worth a thousand words.”
If that’s the case, the video is worth a million. Consumers love video. It is more attractive and holds attention longer than photos. Video allows for more creativity. Photos are static and don’t really allow you to tell your story, show your personality, or highlight what makes you different. The video humanizes you. Give face and personality or vibe to your business. The opportunities and versatility with video are endless.
Let’s look at the benefits of video from a direct business standpoint. It is a huge advantage for search engine optimization (SEO). Google loves optimized video content. Two of the most important metrics Google takes into account when ranking a website are the time users spend on your page and the number of backlinks pointing to your domain. On average, users spend 88% more time on a website with video content, and according to a recent survey, 94% of marketers agree that videos have helped increase user understanding of their product or service
Then there’s the versatility of video. Not only is YouTube the second most used search engine after Google, but other social media giants like Facebook, Instagram and TikTok are also getting eyeballs like never before.
According to a recent Wyzowl survey, the amount of online video Americans watched has nearly doubled since 2018. If you use Facebook or Instagram, ask yourself this question… how many times do you scroll uselessly through images? but you actually stop and watch a video. ? Even if it’s just a few seconds, the video will grab your attention better and keep it longer.
Now, if you’re just starting to see the benefits of video, try coming up with a strategy to help market your business. Again, the creativity and versatility of video gives you tons of options. Consider a longer, more detailed “profile piece” on your website that explains who you are and what you do. What makes you different and what makes you better. Include “day in the life” footage of your business with audio notes from your company’s movers and shakers. After that, come up with interesting and entertaining topics that stand out better in a shorter form on your social media pages. Be persistent and learn as you go. At the end of the day, people will notice.
Every company has a story to tell. Please consider allowing us to tell you yours.
NCET is a member-supported, non-profit organization that produces educational and networking events to help people explore business and technology.
Bill Frankmore is the president and founder of Bill Frankmore Productions, LLC. Bill is a Hall of Fame journalist with 25 years of experience in broadcast journalism. Bill is widely recognized for his storytelling, writing and interviewing skills that humanized the people he reported on. Bill now takes these talents and helps companies share their stories with stakeholders.
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