Video marketing isn’t new, and it isn’t going anywhere anytime soon. Nowadays, you see videos on every platform and channel imaginable, but above all else it has dominated social media. According to a recent HubSpot research report titled Content Trends: Global Preference [TH1] , four of the top six channels on which consumers watch video are social channels. Why does it matter? Because consumers like videos; but what they like even more are helpful, authentic, content driven videos.
With the advent of smart phones, it’s never been easier or cheaper to shoot HD quality video. Over the last few years we have seen video marketing go from a simple tactic, into a full-fledge business strategy. Video is an incredible, versatile tool and extremely helpful to your salespeople, not only increasing customer engagement but also allowing you to showcase your brand in a variety of ways.
Before you pull out your iPhone or book a videographer to begin filming, think about the types of videos you want to produce. Check out our list to get a better feel for your options:
The Goal: build awareness around your business and intrigue consumers
Think of this as your stepping stone. Branded videos are usually created as part of an advertising campaign but can easily be used as stand-alone marketing material. These videos showcase the company’s vision, goals, and what they have to offer. Ideally, this should attract your target audience and make them want to learn more about you.
The Goal: show off your products/services and what makes them unique
Demo videos are pretty self-explanatory; the main point being to showcase how your product or service works in an engaging way. That can mean creating an “unboxing” video to put your product to the test or giving your viewers a “tour” of how your service works from start to finish.
Educational or “Explainer” Videos
The Goal: educate your audience on something relating to your business
These types of instructional videos can be used to teach your viewers about something within the realm of your business. Overall, this will help buyers better understand the problems you solve and why they need your product or service. There are a wide variety of ways to create this content, from a webinar-style educational how-to video to the fictional journey of your buyer persona as he or she navigates a problem.
Case Study Videos
The Goal: Let your business shine in a real-world application
Nothing speaks to your prospective customers as well as your current, happy and successful customers. The audience wants to know that your product can truly solve the problem you say it can, and one of the best ways to prove this is by filming a case study video. These should feature a loyal and satisfied customer who saw measurable results.
Expert Interview Video
The Goal: Showcase your knowledge and expertise in the field.
Utilize the talent you have behind you and gather your internal experts or thought leaders to create a compelling video about your business. These videos are a great way to build trust with your target audience.
Video marketing can seem like a daunting challenge for many business owners and marketing teams alike, but don’t let it fool you. With these simple tactics in mind, using video to showcase what you bring to the table has never been simpler.