I can’t believe I’m saying it, but we are a month into the new year. I know, crazy, right? Now, it’s very likely that by the time you’re reading this, you and your team are already deep into planning your marketing strategies for the year ahead. If so, great! If not, don’t panic – you’re not alone. Regardless of what stage you’re at, now’s as good a time as ever to take a step back and answer what I think is one very important question:
Have I allocated sufficient thought, budget and time to my video marketing strategy for next year?
I’d argue that there is a pretty good chance that if you really thought about it, your honest answer would be: “Maybe? Probably not?”
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 – please don’t sleep on this, B2B folks!), one of the most effective ways to market your product or service is with a robust portfolio of high quality video content.
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 for a successful 2019 Video Marketing Campaign, in order of importance (IMHO):
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: 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.
3: 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.
4: Culture / Recruiting
Every company needs great employees to be successful. Use video to showcase your company culture to help recruit the best talent.
5: Social Media
The key to any successful social media campaign is visual content and video is increasingly becoming the necessary content to get eyeballs. Fortunately, if you’ve planned accordingly, you can re-purpose existing content via the video library you’ve amassed (overview clips, customer quote snippets, sections from demos) to capture attention and drive traffic to your site. It’s also a great way to announce initiatives, product releases, or send quick event recaps to your audience.
Of course, this is just scratching the surface and video should be an integral part of every single marketing initiative throughout the year. Hopefully this post will help spark ideas to kickstart your 2019 with plenty of killer video content!
What do you think? What video content are you planning to prioritize this year?