If you stay current with marketing trends, you’ve heard the message a lot in the past year: You should be using video. Everyone’s using video. If you don’t start incorporating video in the next 10 minutes, someone you love will get shingles. (Alright probably not the last one, but you get the picture.)
The reasons for making video a part of your content marketing strategy have been trotted out again and again: video is highly sharable, it establishes your brand quickly and puts a face to your business, it can stand out and be more memorable than text, and it’s a valuable tool for search optimization and tapping into more online traffic.
While you may be convinced that video is important, you’re likely asking yourself a few questions. Aside from commercials, how does video actually fit into a marketing strategy? What kinds of videos are the most effective? Who is going to produce these videos, and who will watch them? Below is a quick roadbed to provide some answers to these questions.
Effective Types of Marketing Videos
- Client Testimonials: Client testimonials are excellent marketing tools for any business. Reading someone’s praise of your company can help establish credibility with potential new clients, but if you give your audience a video of client testimonials, you’ll have them much more engaged.
- Product Demonstrations: A “product demonstration” does not necessarily mean the infomercial-esque types of videos parodied here. A well-made demo or video product introduction is an invaluable way to visually explain what you’re offering while establishing your personality and creating a lasting impression.
- “Meet the Team” Videos: It might seem unlikely to you that anyone would be interested in watching a video about you and your employees, but if your brand is rooted in the strength of your people and your customer service, this can be a powerful way to showcase this strength to potential new customers.
These are just a few examples; if you’re not sure what kind of video would most benefit your marketing strategy – or if it will be a benefit at all – try working your way to the answer by asking yourself the question “why?”
For example, let’s say I want to use video to market my new service. Why? Because I think people will be more responsive if they see a video. Why? Because I know it will be more powerful to show what I do visually rather than trying to explain it with a lot of copy. In this case, a product demonstration video is a good idea.
Rather than wondering how you can get the most views for your video on YouTube, consider your larger marketing goals first, and then consider how video can help you speak to your audience to achieve those goals. Keep in mind that marketing is ultimately about generating new leads; while you may not have a guaranteed ROI with your video, it should work to move your audience toward conversion.
As far as exposure for the video, not every video is going to go viral – nor should every video aim to. If you’re selling zombie-themed cat sweaters, you’ll want to optimize every video and share it across every social media channel because that happens to be the type of material people like to share. For the majority of businesses, the video’s primary distribution will be through the website, YouTube, and, if applicable, any major online sales channels. Again, the channels should be dictated by the strategy.
Getting the Video Produced
Unless you have an in-house videographer, outsourcing the production to video specialists is the way to go. There is no shortage of production and postproduction houses to choose from, so make sure to do the research and find a good fit for your goals and budget. Look for online reels to get a sense of production quality, and take advantage of a free consultation to get a feel for how they work with clients. A good video producer can help with messaging and pre-production work to get your project on the right track.