“What service does your business offer?” it’s a question many business owners hate answering. Not because they don’t want to talk about their business. On the contrary. The stress relates to the challenge to do it justice in an elevator pitch. How do they explain what they do, how they do it and what sets them apart from their competitors?
The same applies when people put together the content for their website. They know they have only a few seconds to seize the reader’s attention. But how do you explain what’s special about your services in a few words before the busy web user clicks away?
The answer is a video – one that demonstrates the service you offer your clients or customers. An example is the one we produced for Optimax IOL that you can see here. We call this our Service 100 video.
Here are 5 reasons why a Service 100 video is essential for your business (and beats putting the same message across in words alone every time):
Improved understanding of what you do
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (source: insivia). This explains the old adage that showing is better than telling. And, as people process images 60,000 times faster than text (source: 3M Corp), a video is more likely to grab a web visitor’s attention in those crucial first few seconds after they land on your site.
"Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text."
Your Service 100 video demystifies what you do, so your clients know exactly what to expect when they engage with you. What’s more, as it is easier to recall visual memories than written one, they are more likely to tell someone else about it too.
The ‘how’ and the ‘why’
Once your clients know what you do, the next thing you’ll want to impress upon them is how and why you do it. The reason you do what you do and your values – ‘the why’ – are often the factors that determine whether clients choose you over someone else.
Winning new customers, and keeping existing ones, is the Holy Grail for all businesses. CRM software business Salesforce says we are living in the age of the customer. The customer has the power to choose when and with whom to spend their money. The tipping point for those decisions often comes down to personality. ‘People buy from people’ is as true in B2B services as it is in B2C.
The Service 100 video allows you to add personality to what you do and show potential clients what sets you apart from your competitors. Your clients get a clear picture, in ways words could never explain.
Improved Google ranking and more traffic
Google ranks websites with video higher than those that use text and images alone, so you are more likely to be found online. Plus, once people land on your site you have a better chance of them staying there. More than 70% of Internet users watch video online and over 65% of viewers watch more than three quarters of a video (source: The C100).
And don’t forget, you aren’t limited to hosting the video on your website. You can upload your video onto free hosting sites. This exposes your business to a huge potential audience and makes your video easy for people to share.
Video is not just for leisure and shopping
It’s easy to imagine that while video is important for leisure and shopping, it is less important for service industries and business people. This isn’t the case. In fact,
- 59% of executives would prefer to watch a video rather than read text (source: Forbes)
- 75% of business executives watch work-related videos at least weekly (source: Hubspot)
- 54% of senior executives share work-related videos with colleagues at least weekly (source: Hubspot)
What’s more, Hubspot state that video increases click through rates by 65%, thereby helping conversion. There are several studies that show videos help consumers make buying decisions. One of these says that visitors who view product videos are 85% more likely to buy than visitors who do not (source: Internet Retailer).
"Visitors who view product videos are 85% more likely to buy than visitors who do not."
And there is every reason to believe that the same applies when people buy services (we’re just waiting for someone to produce a study that proves it). After all, business people are just normal people dressed up in work clothes.
Social media traction
Video is excellent for sharing on social media for the simple reason that people love watching video. Nothing demonstrates this more than the fact that YouTube receives more than one billion unique visitors a month – more than any other channel apart from Facebook.
Videos that allow you to peak inside the way a business operates, are especially popular. That’s exactly what a Service 100 is. So, with visual content 40 times more likely to be shared on social media than other types of content, your video is likely to spread your message much more quickly (source: Buffer Social).
For more information about Element 26’s Service 100 videos and our sister videos, Product 100 – for products rather than services – please contact Nathan Haines at firstname.lastname@example.org