What Video Should Your Business Make?
July 9, 2019
Types of Videos
Consumers are watching more video than ever.
Businesses are creating more video than ever.
In fact, 87% of businesses were using video production as a tool for marketing by the beginning of 2019.
Regardless of whether you’re a video virgin or you’ve been around the video marketing block before, deciding what types of videos your company should use can be overwhelming.
There are virtually endless types of video content, but thinking about your end business goals can help you understand what’s right for you and ensure the greatest ROI.
Establish Your Goal
Ask yourself what your main company goal is.
Is your goal attracting new business and generating awareness about your brand?
Is your goal engaging with leads and converting them into customers?
Is your goal delighting current customers?
Once you decide on your company goal, you can narrow down your options to the video content that falls into that stage.
Videos that Attract
Attracting new business is often top of mind for startups, small businesses, and companies looking to expand their brand presence. However, video production is also useful for staying top of mind among current customers to turn them into repeat customers.
Video is the most effective digital medium for capturing attention, so it’s the most efficient method of attracting.
brand video
Show people who you are and explain the problem you are solving
micro video
Short clips designed for social media to capture attention and invoke curiosity
thought leadership
Establish yourself as an industry thought leader while boosting your SEO
industry faq
Providing free information establishes a sense of trust for your brand
Videos that Engage
The engage stage is all about taking your pipeline leads and converting them into customers. Video content in this stage is designed to show consumers why your product is their solution.
90% of consumers report that video helps them make purchasing decisions.
Converting prospects is often about relationship building, and video helps establish the foundation of a solid customer experience.
Product / Service Video
Show off your product or service
Customer Testimonial
Develop trust by letting your customers speak for you
Case study video
Highlight how you’ve solved a client’s problem
Recruiting Video
Hire the people that fit both the job and the culture
Videos that Delight
In an era where consumers are constantly inundated with advertisements and distrust traditional sources of media and information, peer recommendation is heavily relied upon.
This is why delighting customers is more vital than ever.
In this day-and-age of seemingly endless options, about half of loyal customers have ditched a company and jumped ship to a competitor who was able to provide a better customer experience.
We all know it’s cheaper to keep a customer than to acquire a new one. If you keep these current customers delighted, it’s more likely that they’ll help you acquire new ones.
How-To Videos
Provide your customers with tips & tricks for success
Product FAQ
Answer common questions about your product or service
Event Recap Video
Remind attendees how fun your event was
Onboarding Videos
Walk new customers through the onboarding process
Conclusion
Video should be used at all stages of the customer lifecycle, but when deciding where to place your video marketing emphasis and what types of videos to create, always think of your business goals. Thinking in terms of attract, engage, and delight can make the process of deciding what video content is best for you more manageable.
Once you decide on the types of videos you’d like to create, learn what distribution channels to use and how to optimize your videos.
We’re happy to help you decide what type of videos can help you meet your business goals. Schedule a free consultation below!
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