Spokesperson Video Don’ts and Pitfalls
Spokesperson Video Don’ts and Pitfalls
By Scott Martin
CEO, Live On Page
You may be thinking you want to “dress up” your site, or make it stand out against your competition by putting a video spokesperson video on it. You may already have a script in mind, or already written. If this is your reason for using video marketing on your home page, you’ll be happy you did it – for about a month. Then, as you realize your showpiece isn’t paying for itself by converting more visitors to leads or customers, you’ll tire of it. You won’t be a believer in video any longer. And you’ll be wrong. It’s not use of video that’s wrong in this situation, it’s what the video is being used for, and what it’s communicating.
Think of a spokesperson video as a communication tool to greet your visitors when they arrive at your door. But don’t waste the first two sentences on “Welcome to our site…” and “You’ve come to the right place for…” Why? Because your visitors already know they’re on your site, and they’ll know they’re in the right place when you actually tell them something that sets you apart from the list of sites they just saw in the SERP (search engine results page). Don’t waste those precious first few seconds on the obvious.
If your site is suited for two or three different kinds of visitors; as in businesses, consumers, and partners, and they all have specific places they should go on your site, tell them so. Say something like “if you’re a business, click over there, if you’re a consumer, click here, and if you’re a vendor, click me.” And if you have a form you’d like them to fill out, ask them to do it. And have something to give them as instant gratification for doing it. Encourage them to “please fill out this short form” and tell them that for doing so, “in just a few seconds you’ll receive our….” This is where video marketing shines; telling your visitors what to do, how to do it, and what they’re going to get, immediately. And if you have a phone number to use as a first or last catch-all, you should say “and if you have any questions, you can always call the number above.”
Imagine your video spokesperson as the salesperson standing at your door. They can get your message exactly right every time a new visitor arrives.
