For software companies promoting products online a video is an essential tool for quickly getting your message across – it’s perfect for breaking down complex problems and solutions into easily digestible “explainer” videos and is also a great way to demonstrate your product in use In this post we will cover a few ways to effectively use videos to promote your software business.
We get it – your company has come up with an innovative solution to an everyday working problem (or even a problem that nobody knew was there…) – the trouble is that internally you are working as developers and product managers, not as film-makers or visual communicators. You might have a good idea of how your target audience behaves when actually using the software, but do you understand how people think when they are searching for information online or watching a video?
You only have a few minutes to sell something online to an impatient audience, so you must break down your solution into the most basic components, and this will form your script. This is no easy task, with many companies employing the services of a professional script writer or sales copy editor just for this part alone – it really is vital to get it right. Here are three points to consider when planning your video and coming up with a script.
1. Solve a problem
It’s essential that your video focuses on solving a real problem in the video. This allows you to develop a context around the solution using simple everyday situations. If you are solving a problem that can be addressed in everyday language then technical specifics and jargon can be unhelpful. Even if your target audience is technically proficient you could end up alienating those people responsible for buying for your product. Save the lingo for another, more detailed video.
2. Focus on practical solutions
Once you have established the problem your software addresses, you can go into slightly more depth (avoiding jargon) to explain your solution. But focus on practical examples – using visuals, diagrammatics or infographics; even messages with a voiceover work well. Alternatively, a brief hands-on demonstration can work if your User Experience and Interface Design is simple and the process can be intuitively understood in a step-by-step explanation. The most important thing is to focus on real, practical examples that a typical user might find themselves doing. If your software is very complex, then consider an explainer or quick demo followed by a series of introductory tutorials.
3. Simplify, simplify, simplify
It’s vital to remember why video is such an effective medium for the art of explanation: it is a multimedia, multisensory experience – often incorporating visual communication, cinematography, verbal and written communication and music. Given that you will likely utilise at least a few or all of these tools in your kit, you need to avoid overloading the viewer with too much information.
he goal of a successful short form software marketing video is to communicate your message effectively, using only the essential information in the shortest space of time to maximise on sales’ leads. If you can reduce the essential information to a minimum before you even begin to look at how you will present this, you can avoid a lot of pain, wasted budget and, ultimately, poor strategy performance. Before long your viewers will just switch off and will look for another solution, one that is more easily digestible.
But what kind of videos work well for software marketing?
Of course every business is unique and if you are wondering how video could work for you feel free to get in touch with us. Subscribe to our RSS and follow us on Twitter for more on Video Marketing, Video SEO and latest developments in the online video space.