Video content marketing is one of the most effective tools available to any business. It boosts customer engagement, improves your SEO ranking, and increases conversions at a much more efficient rate than most other forms of content. But what kind of video content should you be making? Depending on your business, there are a lot of different options available to you.
One of the strengths of video marketing is its flexibility, but that flexibility can also make it hard to know where your efforts are best spent. As a full-service video production company, Pretzel Logic Productions has helped many businesses find the right video strategy for them. With that experience in mind, here are five different types of video marketing that you should consider.
1. Educational Videos
Educational videos aim to teach your audience something. They can cover the actual usage of your product or a related topic where the product might come into use. For example, a software developer who publishes a digital painting application might release a brief how-to video that walks the viewer through painting a simple beach scene. The video would not only show the viewer how to create a work of art but also explain how the software’s tools are used to do it.
Educational video content marketing gives you the chance to demonstrate the various applications of your product as well as how easy it is to use. They can be particularly effective if your product is highly technical or complicated, letting you explain it step-by-step in simple terms and demystify the features that might make consumers hesitate before buying. Where you once might have needed to ask people to read a long and complicated instructional manual, you can now deliver the same information in a much more digestible video form.
2. Testimonial Videos
Customer testimonials are a classic form of video content marketing, harkening back to the pre-internet era. The format is simple: you find a customer who has had a positive experience with your business and gets them to talk about it on camera. Testimonials are great for helping build trust in your brand, connecting with your audience, and giving them proof that people like them have used your product or service and walked away happy.
Often, people have reservations they can’t quite articulate or vocalize. Chances are, some of your past customers have had similar thoughts. Trying something new can be scary, so being able to assure your potential customers is an invaluable tool for your marketing strategy. Your satisfied customers can be the perfect champions for your company to do just that.
3. Brand Videos
Your video content marketing shouldn’t only be informational, it should also sell your business’s brand. With a brand video, you can take the time to tell the story of your business. Why did you start the business? What goals are you trying to achieve? What problems do you want to solve? This is your opportunity to set yourself apart from the competition. You want to make people believe in your company’s mission, to really buy into the value you offer.
Since a brand video is pitching the idea of your company as a whole, we recommend bringing in a video marketing company such as Pretzel Logic Productions to help create it. They’ll be able to deliver a final product with a professional finish, demonstrating to your audience that you’re serious about your work. Most importantly, a brand video will help your audience connect with the human element of your business. You won’t just be a faceless business to them anymore, but a group of people dedicated to a singular goal.
4. Social Media Videos
With the proliferation of smartphones, having a social media presence is more important than ever before. If you’re not an avid user of social media, figuring out what to post can be a little overwhelming. Really, though, it’s just another opportunity to show off your services and your brand. If you’ve already made video content explaining your products, you can share that content across multiple social networks. Want to show how things run behind the scenes? Give your staff a phone and have them record footage of your operation in action, demonstrating the different kinds of work and personalities that make up your company. Or hop onto the latest trends online and create video content that shows your business is relevant and current.
Just remember two things: be brief and meet your audience where they are. The first should be self-explanatory. You have a limited time to make your point, so be quick before your viewer scrolls on. As far as your audience, you should be aware of what social networks they flock to. Depending on what your product or service is, that might mean prioritizing some sites over others. Once you figure out where your average customer spends most of their time online, you can make sure the content you are posting is being put in front of the right people.
5. Event Videos
Attending a convention? Hosting a panel discussion with experts in your industry? Having a soirée in honor of your business’s anniversary? Then you have a great opportunity to create some brand-new video content marketing. In addition to your existing marketing strategies, you should always think about creating video content for any events you attend or put on. Having events on your calendar can be an effective marketing strategy, both before and after they happen.
A little while before the event, create a video telling your audience where and when the event will be. Encourage them to attend and learn more about your business from the people who run it. They’ll have the opportunity to learn more from experts in the field, and you’ll be able to make a personal connection with them. After the event, create a highlight reel of the most exciting moments and share it across your website and social media channels. You’ll be able to share the event with people who weren’t able to attend and incentivize them to come out to the next one. Events are exciting, and you want to be able to share that excitement with everyone who follows you.
Working with a professional video marketing company can help you create exceptional video content for your business. Discover what the team at Pretzel Logic Productions can do for you. How will you use video content in your marketing?