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Video Marketing: The Elevator Pitch Technique

You should think of your video marketing campaign as the simple elevator pitch. Brief; persuasive and memorable. They also need to explain what makes your organisation, product, or idea – unique.

 

In an ever increasing, fast paced world, the average consumer does not have the time – or perhaps the attention span – for long advertising videos.  For example; if you’re showing your product or service on social media to the average Instagram “scroller”, you need a short, snappy video, that is engaging and different.

 

Unless you’re going up the 100 floors of the Empire State Building, you’ve probably only got up to 30 seconds to sell yourself, your product or your company to your potential buyer. But a good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name.

 

Four Steps to a Great “Elevator Pitch” Video:

  • Identify the goal

What do you want the viewer to do? If they’re watching a 15 – 30 second video on Instagram or Facebook, you’ll only have time to get the viewer interested. So, it’s important to lead them to a place with more information, like your website, with an explainer video on the homepage.

 

  • Explain what you do

Focus on the problems that you solve and how you help people. Explain how your product or service, is going to make someone’s life easier.

Animated explainer videos are a valuable way of doing this as they have the ability showcase a complex product or idea, in a simple and engaging way. How are they engaging? They stimulate your brain. Much more than reading an email, or a PowerPoint. They can tap into your emotions and your memories.

So, people will not only have a better understanding of what you do, they’ll remember it too.

 

  • Communicate your USP

Identify what makes your company, product or idea, different. What’s going to make your customer base come to you, rather than your competitor? This is especially important if you’re operating in an oligopolistic or monopolistic market.

 

  • Bring it all together

Use your company strapline, or a phrase that is memorable and will be associated with your product.

Imagine it; the doors have opened. The video has finished. You have successfully wowed your audience, whilst taking no time at all out of their day. They’re now checking out your website or emailing their PA to set up a call with you.

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