Marketing has evolved greatly over the past few decades and video is getting more attention than ever before. It has been suggested that using marketing videos in your strategy is the absolute most effective way to connect to your audience. Forbes has informed us that up to 65% of humans are visual learners, further supporting this suggestion. It might feel a little out of your wheelhouse to get in front of the camera as a means of selling your product or service, but it could be exactly what your marketing plan needs.
The Benefits of Using Video
Marketing videos can be used to educate your audience about your product, service or business, to entertain them and to keep them engaged. One of the biggest perks to video is that it enables you to tell your story and offer your audience a plethora of information in about half of the time that traditional images or text will be able to convey the same message.
In 2017, SmallBizTrends predicted that video traffic would account for up to 80% of all consumer traffic on the web, and they did not miss the mark. Facebook has reported that over 8 billion video views take place daily on their site and YouTube has reported a consumption rate that consistently rises 100% each year! SmallBizTrends also shared research that suggests video posts are 12 times more likely to be shared than traditional image or text posts. With statistics like these, it’s easy to see why including marketing videos in your plan is an obvious choice.
Using Marketing Videos Effectively
Different types of marketing videos will speak to your audience in different ways. Every person that interacts with your business is in a different stage of the buying journey, so if you do choose to use video, you will want to make sure that you include some variety. There are four basic stages in the buyer experience that you will need to get familiar with in order to ensure that you are posting worthwhile content.
The attraction stage of your buyer experience is where you get the opportunity to bring awareness to your brand. This part of the process is like shaking your audience members’ hands for the first time and introducing yourself, so you’ll want to make sure to make a good first impression. This is the time and place to talk about your core values, the story of how your business came to be, and to help your audience understand why you are worth further interaction.
Now it’s time to get to know your audience a little bit better by getting them to engage with your brand. Typically, videos in this category will captivate your audience’s attention through eliciting emotion. This will help you get likes, shares and comments in reaction to your posts.
Eventually, you will want to work toward converting your audience into clients. Videos in this category will educate your audience by offering them a solution to a common problem that they might be having. There are many different ways to achieve this goal.
Lastly, keep your audience content and entertained by offering some interesting or inspiring content here and there and by making them feel special by acknowledging how they have helped you to grow your business.
Attract Through Marketing Videos
To initially attract your audience, you will want to personalize your brand. You can do this through several types of marketing videos.
1. Company Culture Videos
Educate your audience on what your core values are, why they are so important to you and how your product or service reflects them. Speaking about your brand authentically helps to humanize the experience for your audience, making them feel much more connected to you and your business. You might also choose to do an office tour to showcase your company culture or to videotape a company outing or event that can help your viewers to get to know you better.
2. Behind the Scenes Videos
Consider documenting your journey from first getting the idea to start your company to getting it up and running. Include behind-the-scenes videos that show how much time, energy and heart you have put into your product. Your audience will surely appreciate this glimpse into your life.
Teach your audience more about your company by videotaping candid interviews with your employees, existing customers or even yourself as the owner. This is a great way to make people feel more personal with your business.
4. Compare/Contrast Videos
These marketing videos are a great way to talk about what makes your business stand apart from your competitors. Start by highlighting what makes your industry important. Then, talk about other businesses that inspired you. Lastly, tell your audience how you took that inspiration and created something similar but different. Make sure never to bash another business in this type of video!
Once you’ve captivated your audience’s attention, you’ll need to keep them engaged with your brand by appealing to their emotions. There are many ways you can use marketing videos to do this.
Create excitement around your brand by organizing a contest that encourages your audience to like your post, share it and tag others in it for a chance to win a grand prize. This is also a great way to collaborate with other businesses.
6. Social Responsibility Marketing Videos
Infuse passion into your audience by being active and aware of what’s happening in the world around you. Get involved both locally and globally and post videos that show how your business is supporting a cause or fighting injustice.
7. Entertainment Videos/Skits
Humor your audience with skits or entertaining videos. Helping your audience to experience a joyful moment will leave them with a positive and memorable impression of your business. They are much more likely to come back and see what else you’ve posted if you’ve gotten them to laugh!
8. Success Stories
Offer hope to your audience by posting success stories of customers and clients who have used your service or product. When possible, ask those clients to give their own testimonials, as it will feel much more authentic and relatable to your viewers.
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Once you are front and center in the minds of your audience, you’ll need to take the next step and get them to convert to buying your service or product. Videos are one of the best ways to increase conversions.
9. Product Demos
Relatively self-explanatory, a product demo will show your viewers exactly how to use a product you’ve created and highlight the benefits of doing so. This is much more clear than written instructions.
10. Solution Videos
Educate your audience by identifying a common problem many of them might have and posting a video on how your service or product can help them to overcome that problem. When possible, offer real examples of how this solution has worked for others.
11. Explainer Videos
An explainer video will show your audience exactly how to achieve a goal step by step. These are a great way to help your audience learn to trust you on a greater scale, as you are offering them a benefit without asking for their money. Once they see the results, they will be more inclined to support your monetary offerings.
12. Frequently Asked Questions
Another great way to convert your audience is to show them that you understand them. Answer their questions before they even have to ask them!
Keep Them Happy
Now that you’ve turned your viewers into customers, you need to keep them happy! Here are some ideas on how to keep your customers happy through videos.
13. Thank You Videos
Showing your customers that you truly care about them and appreciate them is a great way to make them smile. Be authentic and genuine.
14. Loyalty Program Videos
If you want to offer extra perks for your loyal clients, consider creating a video that outlines what those perks are. Show your customers how they can take advantage of them as well.
Keep your audience engaged long-term by consistently posting new content that teaches them how to use your product(s) or service(s) most effectively. This is not only very helpful, but also shows you care about your customers’ ease of use.
16. Customer Support Videos
If, once you’ve launched, you find that you are receiving a lot of feedback looking for help in a certain capacity surrounding your product or service, post customer support videos that will help to answer any new questions for your clients.
Using Marketing Videos
These are only a small sampling of the types of video you might choose to post for your business, but they offer a great starting point for you to follow.
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