How to Make Product Videos That Actually Drive Sales

Product videos are one of the most engaging types of marketing content to show your audience what you offer – not just a product or service, but a solution to their problems.

When done well, it’s good to persuade potential customers to close a sale. Product videos, in particular, provide a direct and effective form of communication that can accelerate decision-making, especially when it comes to B2B customers and potential customers.

If you do it right.

As the best video producers will say, it is more than just describing the characteristics of your product and the end of the day. You must focus on piquing your potential customers’ interests.

In this article, I’ll explain the fundamentals of creating great product videos that generate results. I’ll show you how to choose the right type of video product (yes, there are more than one), how to paint your script, and what options you have to promote your competitive masterpiece.

Present your product’s main value proposition to your audience

One of the most common mistakes in most failed marketing attempts is the inability to explain the product in a way that fits the perception of the target audience. However, determine the value of your product before planning the details of a marketing strategy.

Take the time to understand your potential customer’s needs and how your product meets them.

After all, nothing seems more impossible than trying to sell something you don’t quite understand to an audience you don’t know.

Before you start thinking about your video, you should be able to answer the following two questions. Try to be as specific as possible when collecting the information you need to respond to; this information determines your product and your overall marketing strategy.

Question 1: What are your potential customers interested in?

Each company has a clear culture and identity with specific needs – it can be said that each B2B customer is unique as an individual in its own way. Therefore, your video should appear as if you are speaking directly to them, with specific preferences and interests.

Of course, you might think that everyone in the workplace just wants to save or earn more. But B2B customers also value efficiency and reliability, among other things.

Then, immerse yourself in the mind of your ideal customer. If you understand what your audience wants, you probably know how to create a video that appeals to them.

Question 2: How do your products or services facilitate this?

The consumer makes impulsive purchasing decisions, but B2B buyers have established purchasing processes that take into account different types of considerations and involve different stakeholders.

In today’s digital world, your message must be honest and transparent. Your audience wants and needs to know exactly how the product or service you offer will benefit your company.

Your message will remain with them as it addresses their interests and concerns. Does your product simplify everyday tasks? Will they be able to make money faster? Why is your service better than your competitors?

Video on choosing the right type of product

Specific types of product videos are best suited to specific marketing needs. Let’s talk a little bit about the three most popular types and how to get them right.

  1. Product demonstrations

This is your classic product video, showing the look of your product and the main benefits. Good demos should also show the product in action to give the public a clear idea of   how it works.

  1. Explanatory videos

As I said before, you sell more than one item – your product or service is about solving a problem. And there are few effective tools, such as how-to videos, to explain this to the public.

These videos use all kinds of resources – narrative, whiteboard animation, motion graphics, and sound design – to show you exactly how your customers can benefit from your product.

  1. Customer Testimonials

Follow a customer testimonial if you want to demonstrate the value of your product as a sample and illustration. These types of videos often take the form of interviews with your customers who are satisfied with the benefits of your product or service to their business.

Perfect the basics: script and storyboard

Once you have an idea of   the type of video you want to make, it’s time to start with the script! Here are some tips to help you.

  1. Always start with a script

The script is the backbone of every successful video. Developing and refining your script before moving on to other tasks will avoid many headaches during production.

If your message is clearly written on paper, your video will be developed from there.

  1. be short and simple

Your script shows the tone and estimated duration of your video. Of course, you probably start with a long outline of your ideas, but sooner or later you start adjusting and cutting.

In general, keep your text short and simple – no one wants to sit on a long, complex piece!

  1. End with a CTA

Always include a call to action in your message, with clear instructions on where your customers can learn more about your company or how to contact a sales representative.

Create a storyboard

A storyboard is a great way to get a clear idea of   how you want your video to look and even reveal inconsistencies that you didn’t notice in the text.

An effective product video can directly engage your B2B customers and get their attention. But it is important to remember that these tips are not written in stone. Your video must be an evolving project that adapts to the needs of your strategy and the business profiles you create. If you do it right, you will have content that can produce amazing results.