Question
We've got a lot of 'Why' to cover - a dual network, need to cover different cohorts / geographic considerations / applications of what we do.
We've tried to edit it further, but feel like we're just losing key messages.
We have a product that needs to be highly engaging for (generally older) consumers as there is a lot to consider / at stake when they commit to it (and probably an entirely new concept, so needs to get across the why - and the what) - it also generally attracts an older demographic who need more reassurance. By reducing it also means difficult to give a 'global' feel which is important too.
Can this 'work'?
I used to be in the screenwriting business pre-start-up. These rules were fairly tight, but with justification could be extended.
Any thoughts very much appreciated. Thanks!
PS - we've produced 4 short films...
A homepage why / some what =2.50 mins
A video for each side of the selected network that gives more detail still and is approx 3.45
An about us video - again, quite long, but users want to know more about us as it's quite a 'product you'd appreciate knowing more about who's behind it' - approx 3.45 mins.
(Happy to possibly send if helpful).
Hope you can help! Thanks!!!
Answer
So let's step back.
There are two sides and only two sides to the online sales equation:
Traffic
and
Conversion.
Your videos are conversion methods.
Let's ignore them for a moment.
What kind of traffic are you sending to your home page?
What are the sources?
How pre-qualified are they?
If you're sending junk, it doesn't matter how short your videos are.
If you're sending high quality leads, then they will stick with the video regardless of its length. When you badly want to know about something, you want AS MUCH INFO AS YOU CAN GET.
So before we get around to your conversion tools, let's find out more about your traffic. How are people reaching your site?
Are you paying for leads?
Are they coming organically?
Are there feeder paths like Youtube videos linking to the home page?
If your traffic side is bad, it's going to be tough no matter how good your conversion side works. At the beginning, the biggest bang for your buck will be improving the traffic side.
