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B2B Warning: One Persuasive Video May Not Be Enough
Posted By Brendan Regan On April 2, 2009 @ 11:57 am In Improving Conversion,Optimization Tactics,Personas,video | 6 Comments
Scary, right? The video was professionally shot, edited, and produced. It conveyed good information, but it did so in a style that started to persuade one tester, and didn’t remotely persuade the other tester.
It got me thinking about how important video can be for persuading B2B site visitors, but also about how different types of videos are persuasive to different types of visitors.
I think a lot of sites go out and get themselves a video to stick on the homepage and think that they’re “done,” and that their conversion rate will start doubling every week or so. But, I propose that one video may not be enough, because you’re trying to persuade people in very different personality profiles . Further, I think the truly optimized B2B site can benefit from multiple videos, in multiple styles, in multiple sections of the site, from multiple video-production vendors! I’m sure I’m not making any friends with budget-constrained site owners, but hear me out.
The real budget-waster is investing in one video that tries to be “all things to all people.” You’ll end up with a disjointed video that’s too long for anyone to tolerate.
Let’s take a minute to review some common types of videos featured on B2B sites:
So before you start putting makeup on your CEO and rolling the cameras, I advise that you spend some time thinking about the scenarios your visitors are acting out on your site today, what questions or concerns aren’t being addressed, and if or if not video is the right medium to educate (and begin to persuade) them. You may find that several short, less slick videos that answer your personas’ un-answered questions, placed strategically throughout the site, are more persuasive than that super-slick, Hollywood-style video. See? I’m was actually trying to save you money
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URL to article: http://www.grokdotcom.com/2009/04/02/b2b-warning-one-persuasive-video-may-not-be-enough/
URLs in this post:
 Image: http://www.grokdotcom.com/wp-content/uploads/2009/04/b2b-video.jpg
 you’re trying to persuade people in very different personality profiles: http://futurenowinc.com/personas.htm
 SunPop Studios: http://www.sunpopstudios.com/
 Common Craft: http://commoncraft.com/
 OnTarget video testimonial: http://futurenowinc.com/ontarget/ontarget_epicdental.htm
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