Think about a time you listened to a story: not just any story, a great story. Even if it is about a topic in which you have no real interest, you find yourself getting swept up. The excitement, energy, and passion is contagious. (By the way, this is how I ended up with a wine club membership with 12 bottles shipped to my home when I don’t even care for wine… I bought the story.) Your prospects and customers do have an interest in your products or services; what they need now is context. How will it better their lives? Make them easier, more streamlined, enjoyable, rewarding? And, most fundamentally, how does it work? The demo video is a powerful format for capturing their attention — and leveraging it into sales.
Elements of an Effective Demo Video
What if you could sit down with every potential customer and explain how your product or service works on an everyday, nuts and bolts level, answering questions, anticipating trouble spots, and proving how easy/effective/fun it is?
You can. A demo video allows you to communicate on a personal level with a wide audience. It is an extraordinary sales resource, marketing asset, and, critically given today’s consumer behaviors and habits, trust- and relationship-building tool. Seventy-two percent of people prefer to use a video to learn about a product or service, and 73% more brand website visitors who watch product videos (including demos) will purchase.
But let us be more clear: a demo video can be an extraordinary resource, when executed properly. We’ve all sat through our share of mind-numbing educational videos that convinced us to buy the product or service — from the competition. Keep your audience’s attention (and their wallet share) by incorporating these key elements of an effective demo video:
1. A Strategic Plan
Failing to plan is planning to fail, and so forth. Without a video marketing strategy that aligns with your business goals, you’re casting all those great ideas — not to mention time and resources — to the wind. You know the drill: you have to clearly identify your target audience, articulate your message, and determine how to distribute and manage your demo so it lands in front of the right people at the right times in the right places.
The purpose of a demo video is to show your product or service in action. Keeping strategy at the forefront, ask yourself what your prospects and customers need to know; what types of questions they have; and how you can deliver the most value in your demonstration.
2. Forget Features: Think Solutions
So you have 1 gajillion gigabytes of whatever or ten million horsepower? Great. That’s super impressive — but in your demo video, it’s important to focus far less on features and much more on solutions. People have to understand what makes your product/service valuable before they’ll fully appreciate the specific features. Or understand what the heck they are. We’re still not sure what a gajillion gigabytes even means. Technological-speak, jargon, and industry terminology doesn’t resonate with folks at this point: answers to their questions and solutions to their problems do.
What challenges are they trying to overcome? What tasks do they need to complete? Place the emphasis here.
3. Replication of the Consumer Experience
Don’t tell your prospects and customers that your solution is user-friendly and effective. Show them so they can see for themselves. Take a look at how teaBOT does it:
Maybe it’s just us, but when you walk into your office or a cafe and see a machine that looks like it’s on loan from the International Space Station, do you ever think, “What? How do I make that thing pour me a hot drink? I just barely figured out what a triple venti is at Starbucks.” In this demo video, you see clearly how the teaBOT works. It solves the problem — how to get that perfect, customized cup of tea to wake you up or calm you down — from the perspective of the customer.
4. A Story
You had to know this was coming: tell a story! A demo video that goes beyond features and benefits, that explores people and the challenges they face, is key to winning over your audience. It appeals to them on a practical, and even emotional, level.
Salesforce consistently hits the mark when it comes to video marketing, and this demo video is no exception.
They touch on the pain points of salespeople, the difficulties they face, the pressure they’re under… and how their solution works to make their work lives much easier. It’s a story to which we can all relate!
5. A Distribution Plan
You’ve created this helpful, informative show-not-tell demo video. Great. It’s going to go to waste if you don’t have a strategic distribution plan. How are you going to ensure the right people see it? At the right times? In the right places?
Where is your target audience? How do they consume content? A distribution plan allows you to plot how you will promote, launch, and link to your video assets. It can include creating interest on social media, uploading it to YouTube, sending it as exclusive content for your email newsletter subscribers, hosting it on your website, including them in blogs, articles, and whitepapers, editing it into social shorts, etc. After you wrap production, the fun’s just beginning: it’s time to put this video to work.
Ready to Get Started with Your Own Demo Video?
So are we. AGP will help you take the nuts and bolts and how-tos of your products or services and transform them into compelling stories that capture the attention, and emotion, of your audience. Demo videos give you the opportunity to sit down one-on-one with each of your prospects and customers and show them how you can help. And, at the same time, you’ll show them who you are and the value you bring to the relationship. We call that a win all around.