Unlike physical products, which have tangible properties, services can be difficult to sell and often fail to convince potential customers. In this article, we’ll explore how to plan, produce, and promote video content for services.
While services (especially online) can frequently be intangible and beyond the reach of some people, presenting them with videos that demonstrate exactly how everything works, what it’s for, and why it exists is the best response to this challenge.
Once your customer understands what it’s about and emotionally connects with the brand’s purpose, they’re likely to become much more engaged and confident.
Below are the steps recommended by Zelios, a financial services video agency, to achieve good results!
Choose the Right Video Types
In addition to the topic you’re going to address, it’s also crucial to clearly define how you’ll communicate it. After all, the way you convey information completely changes how the recipient processes the message.
We experts know exactly which type of video to use to generate the desired results. Among them, the most accurate are:
- Storytelling. Identification and respect
- Testimonials. Trust through social proof
- Explainer videos. Clarity and learning
- Behind-the-scenes. Authenticity
- Promo videos. Excitement
If you have one of the intentions on the right, the best path would be to work on a content creation strategy, considering its counterpart on the left.
Production Tips & Best Practices
Once you’ve chosen the type of video, it’s time to split and delegate tasks.
- Visual quality. Use clean, stable footage, preferably with more natural light and less artificial light for best results. Maintaining visual identity across takes is essential.
- Sound quality. Good recording equipment and a clear voice-over are sufficient, as long as there’s not too much ambient noise. Excessive unwanted noise could be a challenge in post-production.
- Editing. Shorter cuts are best because they make the video even more engaging. Stick to the narrative arc and use transitions in a balanced way.
- Branding. It can be visual or auditory, and involves the addition of colors, fonts, logos, titles, and visible branding.
- Accessibility. In videos, accessibility generally means titles and subtitles, but to meet this need, you must ensure font size and readability, as well as contrast.
By following this step-by-step guide, your video will be well on its way to success.
Distributing and Promoting
Becoming known isn’t enough for a good video; it needs to be seen by the right people – the ones it was created for. That’s what it’s all about: your goal is to get as much qualified attention as possible. So, the first question to ask yourself when you get to the distribution and promotion stage is: “Where is my audience?”
Based on the response, you choose one or more communication channels with complete precision, considering the characteristics of each solution and its impact on the project.
- Hosting – own website, YouTube, social networks, email
- Paid Promotion – Meta, LinkedIn, YouTube, X (Twitter)
- Reposting – Cuts for Reels, Shorts, TikToks
- SEO – Optimized keywords, thumbnails, tags, and descriptions
Once content finally aligns with these platforms’ algorithms, whether through paid or organic means, growth happens much faster.
Measuring Success & Iterating
Every action plan involving online projects involves many variables, so it’s crucial to adjust the campaign. If any factor results in a performance different from expected, the professional manager must, using indicators and metrics, identify what’s not working and correct it immediately.
Step 1. Identify views, time watched, and retention rate. Then, find the CTA, conversions, and engagement (likes, comments, social media reach).
Step 2. Check the points in the video where most people lose interest, and compare this information with videos from competitors that performed well in the same segment. A/B testing is an excellent way to find better versions.
Step 3. Use the insights gained in the previous step to refine your videos. Edit them with the new structure and upload to distribution channels.
These three steps can be repeated until the campaign achieves peak visibility or its objectives are met.
Conclusion
Video has become the most effective form of communication in modern times; it’s capable of delivering far more information than any other medium. Therefore, using it strategically can be a one-way ticket to success in your field.
Putting your services on screen, hence, means your audience will be more quickly convinced of your value and will bring sales to you.
Further Reading
