1. “What kind of video should I post on my website?”
People go to the internet for information and they’ll spend more time watching videos that provide useful information and advice instead of just beating them over the head with a sales pitch.
Post some video tips on the things to look for when shopping for your product or service, or short how to videos for simple procedures consumers can do on their own. Another video might help consumers recognize a situation in which it would be better to call in a professional.
You should also put video testimonials from your best customers on your website and in email newsletters. Remember that testimonials have to be genuine, from real consumers the viewer can relate to. People who faced the same choices the viewer faces now, and can explain in simple language why they were happy with your product or service.
Select different customers to make different points. One can tell how you saved them money by doing the job right the first time, another can mention how you solved a specific problem, etc.
Multiple short videos are better than one long one that tries to be all things to all people
If your product has multiple applications, consider a short video for each of those applications. If your product is both a “great dessert topping” AND a “wonderful floor wax”, fine – do one video targeting each of those two different markets. Don’t make the people looking for floor wax sit through the segment on dessert toppings, and vice versa.