“Our product is complicated and there’s no way we can pull it off in a short video”
You don’t need to tell them everything about your company and its products or services at any point; you just need to tell them enough to get them to the next step which is contacting you. Identify your message and decide on the best way of getting it across. If that’s a video, it only needs to convey one message, so no single video should explain everything you do. Short 30 second to 2 minute videos are great at conveying a message and enticing potential customers to contact you for more information.
“Video is too expensive”
Video used to be big-budget, but costs are coming down all the time. That’s why it’s more important than ever to think about video in terms of the customer journey, because cost is no longer the problem; effectiveness is. Too many companies spend all their money on one video, expecting it to do everything. As a result, it succeeds at nothing. It’s not focused – and is probably too long. Focusing on the customer journey solves this problem. Because the cost of video has plummeted, you can now afford to make a number of videos, released monthly, each addressing one single topic in the journey. That means they’ll be more relevant, focused and conveying a single message, they can be shorter too. So people will be more likely to watch them all the way through to the call to action, and to take that action.