How to use video to win customers

  • 27 Dec 2021

Video can be a useful way of getting your message in front of the right people at the right time, and persuading them to engage, says Rob Edmonds.

Visual content can be a powerful tool to increase sales, when used in the right way. Bold, engaging and inspiring video and animation content can make all the difference.

Telling people that your company can help them will persuade some people, but many more will be convinced when you show how you can help them. The following six steps will help you create engaging videos to increase sales.


1 Decide on the type of video

The right video can give you a competitive advantage and convey a lot of information in just two to three minutes – but first you have to decide what you want your video to convey.

Do you need it to provide an introduction to your business? Is it to highlight an interesting case study – an inspiring customer story that a potential new client could empathise with? Or are you looking for an explainer video to show how a product works?

2 Get the messaging right

Maximise your return on investment by identifying which of your messages will be most effective visually – and therefore give you the results you need.

Create a brief with a breakdown of what the video is for, who the target audience is and why you want to make it. Then storyboard it, visualising the key stages of the brief – are you showing how a product works, for example, or are you planning interviews with team members or clients?

3 Think about tone

Graphics, animation and sound can all help to reinforce your brand. A well-placed logo, gentle music and a good speaking voice create a feel for your brand that would be impossible using just text.

Make it easy for the viewer to absorb your video content by avoiding technical jargon and using everyday language that anyone can understand. Keep the tone light and friendly and the styling simple – avoid jarring transitions and effects. Your video needs to elicit an emotional response and be memorable.


4 Work with experts

Instead of briefing your video production company on tone of voice and brand guidelines, brief them on the emotional response you want from your audience. How do you want them to feel while they’re watching, what behaviour do you want to trigger and what do you want them to do when they finish watching?

Once the creative process of filming or animating the video has begun, your feedback will be important during production to keep everything on track.

5 Repurpose content

Work smart to get the most out of your budget. Make sure your content can be reused and repositioned for different purposes – create short clips for social media, or use an extract from a case study interview to explain how straightforward your onboarding process is.

Your video will also contain frames that can be used as still images for visual communications, from your website and social media to company presentations and sales material.

6 Get it out there

It’s no use creating a great video if no one sees it – use the right platforms and distribution tools. Use easily shareable platforms such as YouTube or Vimeo, and take into account formatting specifications.



You also need to tailor your video according to the channels you choose – social media videos tend to be short and attention grabbing. The aim is to capture attention, keep people engaged and inspire them to act.

Rob Edmonds is founder and creative director at NRG Digital

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