Let’s face it: regardless of your company’s size (startup to Fortune 500), industry (tech, health, lifestyle, manufacturing, professional services, retail, etc.), or target audience (B2C or B2B), a robust portfolio of high quality video content is the most effective way to raise brand awareness, generate leads, drive sales, and elevate your customers to evangelists.
You likely already know this, but may be struggling with how or where to get started. Fear not – we’re here to help.
Here are the five types of videos you definitely should include in any successful video marketing campaign:
1: Company Overview / Mission Statement
At the very least, you should have a video right on your company’s homepage that communicates some or all of the following: who you are, what you do, who you serve, what problem your product or service solves, and/or what you believe in. Keep it high-level and engaging and consider it your blue-chip asset. Can be live-action, animated or a mix of both.
2: Product Demos
Once you have a solid Overview Video and one or more customer stories, it’s time to focus on potential customers who may be further down the sales funnel with more in-depth or specific product videos. These could be explainers of individual products, live walkthroughs, recipes, unboxings or any other deeper dive/instructional content.
If at all possible, avoid just posting webinar recordings. If you’re in a pinch, then fine, but let’s be honest; webinars are great live but are pretty inefficient as pieces of video content. Make the effort to create a 3-5 minute video that accomplishes what webinars do in an hour.
3: Customer Success Stories
Few assets are more valuable to a company than solid third-party validation and nothing sells that authentically better than a video. B2B companies should look to their premier client relationships and B2C companies should look to either crowdsource happy customers or work with influencers.
4: Thought Leadership
Often simple to execute, but extremely effective in building trust with prospects nearing their buying decision, thought leadership videos engage your audience with helpful content and position your people as experts. Would you buy from someone you know is an expert in their industry (because you’ve seen it first hand)? I thought so.
5: Culture / Recruiting
Every company needs great employees to be successful. Use video to showcase your company culture to help recruit the best talent.
Of course, this is just scratching the surface, and video should be an integral part of every single marketing initiative throughout the year.
Ok, I’ve produced these videos – now what?
As with any type of marketing, creating the content is only half the battle. You’ll need to strategically distribute your videos across your entire martech stack. It takes time, work, and often more budget – but it’s completely worth it. More on that in another post…
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