Article · Social Media
Make YouTube useful for buyers
Before planning a video schedule, ask what a customer needs to understand that video can explain well.
Before planning a video schedule, ask what a customer needs to understand that video can explain well. A demonstration or a clear answer may be more useful than another brand introduction.
Choose a job for the video
Show the product in use, explain a difficult choice or answer a recurring sales question. Match the format and length to that job. Give the viewer a relevant next step, such as a service page or a fuller demonstration.
Choose one recurring question from recent sales conversations.
Measure what the viewer does next
Views help you understand reach. Also look at whether viewers find the relevant page, ask better questions or use the video in a buying decision. Ask your sales team which videos they can actually use.
Record the task or comparison the viewer needs to see.
Put the idea to work
Choose one recurring question from recent sales conversations. Record the task or comparison the viewer needs to see. Link to the service, product or demonstration discussed.
Interested viewers need a relevant destination after the video.
Why this matters
Give the work a useful business purpose.
Video helps when a customer needs to see or understand something before deciding.
What to understand
Three ideas worth keeping.
The purpose
Answer a real customer question.
The useful check
Show what the buyer needs to see.
The next step
Lead viewers to relevant information.
Aeolus view
Keep the useful question in view.
Video helps when a customer needs to see or understand something before deciding.
A demonstration should make the product or process easier to assess.
Interested viewers need a relevant destination after the video.
Choose one recurring question from recent sales conversations.
Link to the service, product or demonstration discussed.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.