Startup City – Tips for using a homepage video in your company brand marketing



When visitors come to your website, what do they see? This can be a hot topic, especially if you’re not happy with the current look and feel of your website. Generally, when you get traffic, the homepage is the first page they see. This is your first impression, and you want that impression to be amazing, but you also want it to convey the nuances of your business to your customer; those things that separate you from your competitors. This is part of your story, and a homepage video gives you the opportunity to tell your story to your customers, in a way that, these days, they are kind of expecting. Think about it, what are your thoughts when you visit a website, and a well-crafted, clear, and concise, and most importantly, to the point, video is presented. You are probably thinking, though you might not be aware of it, that the company or individuals who this website represents thought enough about their work, to commit to a video production. Let me explore more.

This is the main takeaway you want your visitors to receive after watching your video. That we mean business, and specifically, we mean the business you saw highlighted in the video that sits on our homepage. This is the positive result that you achieve when you set out to do a homepage video with a clear marketing vision and objectives, and in this series, we’re going to give you some tips to making your homepage video project, an absolute success.



Keep your brand in mind

If you haven’t crafted a branding statement, or gone through a company identification process, then now’s the time to do that, before you take on a video project. You brand is your image, identity, and who you are as your company in the mind of your customers, and your message is generally your promise to them. When you start to brainstorm a story and message that you want this video project to convey, make sure the story and message in the video fit your message and promise of your company brand. Write them down on a white board or a piece of paper, and remember that the video is supposed to support them, and not contradict or distract from them.



Talking points

After you have come up with a direction and story for your homepage video, it’s a good time to establish some topics of interest or talking points that you want to cover in the video. You might have a list of directives given to you by the marketing department, but if not, my advice is to talk about what excites you most about your business. The passion and authenticity that comes when you speak about what you are actually interested in, attracts the attention of others, and in my opinion, will make a better video 99% of the time. Focus on what you are best at, or what you are known for and go from there. If your video is shared on one of the popular video sharing sites, probably like this one is, and if it’s a good video, people will leave comments for you. Those comments represent more potential talking points, given to you directly by your audience, and should be included in a follow-up response video. Now that’s engagement, and it will pay off over the long run.



Plan your production

I’m feeling like a broken record these days, but planning and preproduction are especially required for a homepage video project. The purpose of the homepage video project is to present your message and brand to your audience 24/7, and that video needs to look good. Do your planning first and if you need further guidance, there are a lot of videos on planning and preproduction, because I’m that crazy about them, and they are that important. Plan, plan, plan, and you will thank me later.



1 – 2 minutes is a good length

How long should your video be? Ask yourself the question, how long does a company video hold your attention, and you’ll have your answer. The Internet is a great medium for distributing and sharing information, but it has also incredibly decreased our attention spans. Generally, keep your videos as short as possible, but anything less than 1 minute feels like an ad, and ads aren’t cool. Anything longer than 2 minutes runs the risk of not being seen. YouTube analytics provides a great tool where you can see exactly, and I mean to the second, when people stopped watching your video, and that will be a good analytic after the production, but if you’re curious about a ballpark figure, 1 – 2 minutes is right in the sweet spot and what I recommend to all of my clients.



Should encourage folks to click-through

The last note in this series on the homepage video project is that whatever video you end up producing, should have some clear and obvious next steps for your audience. Perhaps you want your customer to call you, or to click on a “More Stories” link option. The top next steps (you should select at least one) are for your customer to:

  • Click-through to another page.
  • Share it, through social media or embed it somewhere else.
  • Or, act on some next steps you have mentioned in the video.

That’s all for this week, and there’s no way I could cover everything you should consider in a homepage video. If you have some comments or ideas you would like to add, please do so below. Thanks for watching, and I see you here next week!

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