If a picture is worth a thousand words, then imagine how much a video can convey! In fact, video content has become one of the hottest trends in business marketing strategies over the last few years. According to the latest Hubspot video marketing research, 81% of businesses use video as a marketing tool — up from 63% over the last year.
Video is being utilized by marketers to build trust, boost sales and conversations, encourage shares, and engage even the laziest of buyers! It has been shown to provide great returns on the investment when used properly, can be very appealing to mobile users, and is well loved by Google search engine algorithms too.
Top 7 Ways Of Using Video For Business
With so many advantages to using video content for business, the obvious question becomes, how can I use it? Here are the top 7 types of video to incorporate into your marketing mix.
1. Introduction Videos
When a consumer navigates to a businesses web page or social media account, often the purpose is to better understand who that company is and what they sell. While a traditional “About Us” page is great, a short introduction video to go alongside is awesome.
Introduction videos give the business a brief moment to connect with the person browsing and grab their attention fast. Often, introductory videos are more personal than text, because they can connect a face and a voice to a company.
They are especially helpful in sales industries, where a consumer is trying to choose a person to work with, such as a real estate agent, insurance rep, or even account executive.
If the consumer can feel connected to the company via video, they will be more likely to pursue that relationship and take a next step.
2. Testimonial Videos
Everyone loves a good happy ending story. Testimonial videos of real clients sharing about their successes can really build trust for a company or brand. These types of videos are often highly shared on social media, especially if there is a humanitarian or social aspect involved. They can give a business the element of community, and create a feeling of connection with potential customers.
Those who watch may identify with the subject of the video, and relate to their problems and frustrations. As the video progresses to the success portion, the viewer begins to see hope in their own story because of the win that someone else experienced.
3. Tutorial Videos
Many people are visual learners, and they are drawn to video content that teaches or explains how to accomplish a task, use a product, or utilize a service.
The length of a tutorial will depend on the scope and complexities of your business. This could either be a very short and simple video or a series of longer, in depth videos.
Tutorial videos often show how to use a product or service. However, they also can provide you with knowledge on how to use complementary products or ideas as well.
4. Commercial Videos
Most people are familiar with commercial video content that offers a product for sale or highlights the benefits of a service for hire. Commercial videos often show up in places like Youtube, Facebook, and Instagram TV. They can also be utilized for television as well, in some cases.
Commercial videos are usually fairly short, and attempt to quickly focus the viewer on the theme of the advertisement. They also typically include some sort of call to action that motivates the viewer to click, call, or purchase.
5. Demonstration Videos
People love details, especially when it comes to shopping for products or subscribing to services. They want to understand how something works, feels, acts, and responds. Images can help paint the initial picture. However, a video that shows the product being used or demonstrates the service in action can be just the thing to convince a skeptical customer.
When demonstration videos are created using real people, they also bring in an element of personal connection, and can be emotionally stimulating. These types of videos are widely used on product pages or as part of a purchase funnel.
6. Retention Outreach Videos
Once a customer has been secured, a business wants to keep them! Customer retention can often be accomplished by simply staying in touch with them in meaningful ways.
Retention outreach videos are great to incorporate into email marketing campaigns for things like
- announcing new product launches,
- sending birthday or holiday greetings,
- providing quick tips or tricks for a product or service that the customer has purchased, and
- announcing sales or special promotions.
The idea is to keep your brand in front of the customer regularly, in a way that adds value to their lives.
7. Branding Videos
Last on the list, though certainly not least, is the branding video. This type of video is less about selling a particular product or service, and more about connecting a brand with the viewer.
It can often be more editorial in nature, sharing the value of a company or giving insights into the businesses core mission.
This type of video content is designed to build awareness, and hopefully, respect for your brand. The goals is to make people want to learn more. It is generally short and sweet, and makes a great video content option for both social media pages and websites.
This list is not inclusive of all the ways that video can be used for business. Yet it does include some very popular options. If you feel that jumping into video content, even for something small like an introductory video, is intimidating, it is important to note that there are a variety of resources available to help make the task simple and easy.
Renderforest, for example, is a professional video maker that provides useful tools and stunning templates to make video creation simple and affordable. There are also many great beginner’s guides to video marketing that can help you get comfortable and confident in using video for business. So, what are you waiting for? Start creating video content for your business today.
This is a guest post by Roman Daneghyan, Chief Marketing Officer at Renderforest, a professional video maker. Roman is a Content Marketing Specialist and an Expert in SEO, Social Media Marketing, and Link Building who enjoys sharing the experiences gained along working as a marketer and helping other entrepreneurs succeed. His works have been published on different blogs and mediums like Crazy Egg, Forbes, Upwork, ShareThis, etc. . He can be found on Twitter @roman_daneghyan.