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5 Tips for Nailing Your Small Business ‘About Us’ Video [New Research]

Analyze a website’s traffic and you will see that most visitors will inevitably find their way to the About Us page where engaging videos and memorable photographs successfully capture the heart of the organization.

For many small businesses however, the About page is an afterthought; a collection of random words that fail to highlight a company’s core beliefs. Your About video can reinforce your brand and leave a lasting impression with your potential customer. Here’s a few tips on how to go about creating a stellar About us video.

• Be Yourself
• Be Original
• Tell Your Story
• Use everyday language - speak your customers' language
• Summarize what you offer and how is answers your customers' needs (save time, on budget, superior quality, reduce costs, reduce waste, socially conscious, environmentally friendly )
• Provide a soft call to action - Call us today - call to action should be focus on the benefit of making the call

Be Yourself

Lights, camera, action - Panic

We get that not everyone is born to be a brand embassador After all, companies spend lots of money on tasking out press conferences and promotional efforts to experienced speakers. If you run a small business, then you may not have the financial means to hire someone. Take a deep breath and relax; You've got this!

Before you shoot your video or have someone else record it for you, jot down key points you want to highlight about your business. Pretend at a dinner party and casually discussing how you started your business venture. Being real and telling your story without going over the top is a good start. Talk about what role you play in your company. Keep it short and concise. Remember, here you're answering the commonly asked question "so, what do you do?"

Be Original

Start your video off with something that is eye-catching. For instance, do you have a cute dog or an interesting story behind your logo? Lead with information that gets visitors wanting to hear more. Additionally, you can lead with an audio excerpt of a single phrase that summarizes your corporate vision. Alternatively, you may lead with footage that captures a funny moment in time. Your audience will stick around to see what lead up to the incident.

Whichever creative option you lead with, make sure it’s original and specific to your brand. If you run a small business that deals with serious matters such as health, death and sensitive topics, then refrain from using humour. In this instance, shoot for a strait-laced approach.

Tell Your Story

People are always interested in learning how a brand was started. What was the initial spark that lead to the creation of a company. Here's your oppotunity to reveal what prompted you to take action. Were you trying to create solutions to a common problem? Share your story about how your curiosity lead to the trials and tribulations that eventually lead to your eureka moment.

What sparked the idea behind your business?

Are you filling a void in the market?

Were you dissatisfied with the way things were done and wanted to offer alternatives?

Telling your story is probably the funnest part of an ‘about us’ video. Pretend that you’re talking to an old friend and they've has asked you ‘why did you started your business?”

Your story will inspire others to take action. If they are on your website’s ‘about page’, then they want to know more about your brand's vision and what you stand for. Don’t forget that you’re in the business of selling.

Research shows that people make purchase decisions based on:

• Environmental concerns
• Health conscious - example : no GMO
• Political leanings  - (touchy but sometimes effective)
• Fari Trade
• Locally sourced material
• Grassroots based
• Gender empowerment
• Socially conscious

Highlight which core value was the driving force behind the birth of your business.

Speak Your Customers’ Language

If you’ve been in business for a while then you’re familiar with the language your customer use on a daily basis. Use keywords that describe the challenges your customers face and highlight ways in which your brand offers solutions to their problems. Put your best foot forward and focus on what you do better than your competitors.

Value Proposition

• Time saver
• Budgetary concerns
• Superior quality
• Cost reduction
• Waste reduction

Time saver

Time is money. If you have a novel way of rendering a client’s request in a short period of time, then say it. Think you can guarantee it? Then be sure to leverage this feature in your marketing campaigns.

Budget concerns

Can you make it for less? Maybe you’ve found a novel way reducing costs. This is the part of the video that should focus on helping individuals, start up companies and well-established businesses.

Superior quality

If your product offer better quality materials then mention it in your about us video. Millennials are likely to support  brands that offer better quality ingredients as evidenced in food purchases.

Cost reduction

Do you offer a product or service at a cheaper price? Explain how you're to lower prices without sacrificing quality.

Waste reduction

During your about us video, be sure to convey your stance of the environment. At this point in the video, highlight your commitment to reducing waste and splice in video footage that supports tangible steps you've taken. For instance, showcase which strategies you've implimented for recycling waste while contributing to the environment.

Call To Action

Ending an about us video with a soft call to action is a great way of engaging your viewers. Remember to focus on what benefits your viewers gain if they were to connect with you. You can sign off with a welcoming message: "We can't wait to start working with you".

Remember at this point, you're not looking to close the deal. Rather, you're seeking to relay your contact information (phone number, email or social media handle). If you run a brick and mortar boutique shop then opt for "We're open weekdays 9am - 5pm so come on in and say hello".

Conclusion

Lastly, an About Us video can offer insight on the behind the scenes and candid events that take place in your day to day business life. It's clear that curious viewers can't seem to get enough of this type of content. Give them what they ask and prosper.