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Nathaniel CooperMar 17, 2020 4:00:00 AM1 min read

Destination Matters: Video testimonials with purpose

If you create video as part of your marketing strategy you'll be working with  different types of videos and multiple video platforms. To optimize your content for the different audiences you need to create videos with purpose.

Before you create your content, ask yourself these questions:

  • What is the intent of the video?
  • Where is this video going?
  • Who is this video for?

Once you've answered these questions you'll have a better understanding of the level of production your video requires.

If your video is intended to promote your brand and increase awareness of your product you should consider hiring a professional team or using an internal video team to create your content. They will have the right tools and expertise to deliver a high-quality video that you are proud of.

On the other hand, videos that are intended to describe a product feature can be produced quickly and don't require the same production quality. Your video still needs to have quality video and sound but simple cuts and a few simple graphics are more than enough.

Every business needs a mix of both of these types of video but creating quick content is what you need to create the most of if you want to use video to sell your product.

Once you know the level of production your video requires, the next step is getting your messaging right. Creating video content that is aimed at specific parts of the sales cycle you want to be talking to is essential to helping convert your audience into customers.


Nathaniel Cooper

As Chief Operating Officer of ProMAX Systems, Nathaniel Cooper, runs ProMAX Systems day to day operations. Cooper has been working with Storage, Backup and Media Management for video and creative professionals since 2001. Cooper has lead the design and deployment of some of the largest media systems in the world including a range of customers from NFL, MLB & NBA teams, US Military operations, and many of the worlds largest PR agencies and consumer brands. Cooper has spent the last 9 years as part of the ProMAX team and specializes in translating complex technical issues and options into easily understandable concepts.