Effective marketing requires you to reach the right people, at the right time in the right place. Now this may sound like a lot to ask, but after a careful look into your target customer (Learn how to build customer personas here) you should have a good idea.
From there you will need to decide what type of content will resonate with your audience best. Remember to keep in mind that this will differ depending on their stage in the buying process. Below we explain some of the most commonly used online videos, there purpose and what to focus on when producing your own.
The recommended distribution channels are only the most common channels in regards to the respective video. Other channels may include social media platforms such as Twitter, video platforms such as Vimeo or any online platform that supports video. Identifying a relevant distribution channel will depend on your target audience and where you will have the best chance of reaching them.
Although people hate being sold, promotional videos are an effective way to increase the awareness of your products. Just remember to keep them light and fun.
One way to promote your products is using visual stories that present your solution and connect with customer lifestyles and interests. You may also choose to create demos that show your product in action and provide an opportunity to highlight the key features that differentiate you from competitors.
These videos are becoming especially popular across social media as viewers are able to consume the message without playing sound on their phone. Product videos are particularly useful for goods or services which require customers to understand complex features before justifying the value.
- Precision: The messages should be short precise and focus on the problems customers have and solution you offer.
- Language: Talk from your customers perspective and in language that they will understand. Industry jargon is generally only relevant to you.
- Communicate benefits: Focus on the benefits your product provides not its attributes. Keep to features that differentiate you from the competition not generic category claims.
- Visual aids: Support your verbal or written arguments with visual stimuli to increase the effectiveness of communication and retention of information.
With word of mouth being a favourite way to spread a business’s message, client testimonials and success story videos work to create a similar effect in the online marketing space. Prospecting customers love hearing and seeing about other customer experiences with your product. Short customer reference videos (typically less than 90 seconds long) with them speaking on how your business helped them will go a long way.
- Customer Testimonials: The main aim of these types of videos is to share your customer’s experience in working with you. Gain footage of them speaking about how they choose you, what they experienced and the outcome this has had.
- Success Stories: This is a great chance to really sell your product without looking like you’re floating your own boat. Capture the story about the problems your customer faced and how your product allowed them to overcome this.
These videos should convey similar information to your “About Us” page. This is the equivalent to a company brochure, which should include an overview of your history, key products, management team and company culture. This is an opportunity for your business to connect with your customers as humans not just a brand.
Corporate videos are a great marketing tool for service industries whose staff have a high involvement in delivering the end product. This is also good for building trust in B2B industries.
- Vision: Introduce customers to your core vision and explain how the company culture drives success and service excellence.
- Rich insights: Offer insights to any rich or unique history your business has hidden away.
- Promote staff: Introduce your team as experts and highlight their passion for the job.
Video has proven to be extremely effective when it comes to delivering new information. People will be more likely to retain what they are taught when they hear and see message at the same time. Video offers a cost-effective way of delivering this information to potential customers and can be delivered through a number of online channels.
Using video for online training is a great way to establish authority in the industry and increase brand awareness.‘How-to’ , online training series or assembly demos are becoming very popular on the web and are now a top solution for customers in search of instant answers. It is important to optimise these videos to be watched on mobile so viewers can receive them from where they want, when they need.
There are a number of online training and inductions management tools that allow you to integrate video. This can provide a cost-effective way of providing effective training to your staff and contractors also.
- Simplicity: First take time to consider the topic you are training and how someone new to this information would best understand your instructions.
- Engagement: Ensure you engage with your audience on their level first. Once you have them engaged, they will be ready to receive and process the meaning of your training messages.
- Visual aids: Be sure to provide plenty of visuals around what you are explaining, this assists those who are more hands on learners. You may also want to include annotations to provide further directions and break down your process.
It’s no doubt that trade shows, conferences and networking events are excellent means of establishing expertise and building a strong network. If you’re headlining an event or your business is being featured, you should be capturing video content and ensuring you maximise the return of this opportunity.
Events are a great time to capture impressions of your product or service from attendees. This can answer important questions that your customers need to know. These can be shared individually or placed with footage captured across the day that reflects how your brand provided this unique experience.
- You should first decide whether the video will be distributed on social media pages, your website or amongst your email contacts and create a video to fit your strongest distribution platform.
- When creating a video at an event it is important to focus your efforts towards capturing messages that can be shared with your customers. This is also a great time to gather friendly experiences with your staff and shots of people using your products.
Question & answer videos and VLOGs are amongst the most common types of thought leadership videos. These videos are intended to provided timely information to customers either while investigating your product or encountering common issues faced throughout the industry.
If you’re a confident speaker or have the ability to create quality video content then you should consider these videos, as they are a great way to generate potential leads and establish your brand as a leader.
Consider an important question that your customers need answered, either about your specific product or category and become the source of information amongst the market.
- Relevance: Consider an important question that your customers need answered, either about your specific product or category and become the source of information amongst the market. If you’re lost on this then don’t be afraid, speak to your customers directly.
- Engagement: As we said above, the success of these videos will generally depend upon the ability of the person on camera to engage and communicate with your audience. If this is not your strongest skill then you should consider finding someone within your business who can.
We hope you have enjoyed this blog and now have the knowledge to implement video in your marketing effectively.
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Thank you again, we hope to see you using video in your marketing soon!
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