“Give me your thoughts on driving more traffic to our website,” implored a marketing manager in BT Global Services. Already creating case study video programs for the company all over the globe, we came up with the trailer idea.

Produced in filmic, forthcoming-attraction style, trailers are simply 30-second mini-videos. Economically edited using footage from the main feature, they’re overlaid with a dramatic music track. As MP4 files running to around 3MB, they’re designed to be used as email attachments and are playable on virtually any device.

Audiences and uses are manifold:

• Account managers – Emailed to the salesforce when the video is posted on your website, they publicise the solution. Account managers are given an email template, including video URL, to share them with their customers.

• Customer-internal – Provided as part of the video deliverables package, the customer featured in your video is encouraged to circulate the trailer internally to inform staff and show the value they’re bringing.

• Social Media – For both salesforce and customers, trailers are a great way to get attention on platforms like LinkedIn, Instagram and Facebook. They can also add online content to a CV.

• PR – Embedded as links in online newsletters, they’re ideal for time-poor readers who lack the bandwidth to watch a full-length video. In any online application they get people to sit up and take notice.

See an example here and talk to us about how to use trailers to boost your website traffic and uncover new sales leads.