Five Video Marketing Avenues to Grow Your Business and Brand Awareness
Video marketing is still the king of the hill and one of the best drivers online when it comes to effectively growing your business and brand awareness – and therefore be making great sales. So, in this must-read article you will literally discover five types of video marketing avenues for you to successfully take your business to the next level.
But firstly, here are some key stats to quickly point out regarding video marketing. The numbers don’t lie. According to Social Media Today:
72% of consumers prefer to watch a video to learn about a product or service.
78% of consumers watch a video online at least once a week, and 55% do so once a day.
Viewers retain 95% of a video’s message after watching it.
93% of business retain a new customer when they post a video on social media.
Companies that use video in their marketing experience 49% faster growth than companies that don’t use video.
I’m hoping you find the above-mentioned statistics impressive indeed.
Video is actually easier and more affordable to produce now than ever before. And here are five video marketing types that you can easily apply to effectively grow your business and brand awareness – and as a result achieve very healthy sales:
(1) Testimonial Videos
Customer reviews are important in all industries, but a testimonial from a real customer can carry far more weight than an ordinary review.
Testimonials tend to consist of more detailed information than reviews. They give you an opportunity to highlight the specific things you did for a customer and the specific ways they benefited from your product or service. You can also encourage customers who provide testimonials to talk about their experience with your company, including customer service and tech support.
In other words, testimonial videos provide potential leads with a detailed look at the customer experience at your company – and they can help to overcome many of the most common objections from people who may be considering spending money with your business, so you can make more sales.
(2) Product and Service Demo Videos
People need to understand how a product or service works – and how they will benefit from it – before spending their money on it. I don’t think I need to explain why because I’m sure you feel that way too. If you don’t grasp the significance of a product/service or how it can be helpful to you, then you are not going to be spending your money on it.
Hence, demo videos are a cornerstone of any effective video marketing strategy. Product demo videos are straightforward, but here are some things to keep in mind:
If the product requires assembly, include a demonstration in the video
Show the most common uses for the product
If there are alternate uses, include those too
Consider adding some instructions about caring for or cleaning the product
If you sell a service, the rules are slightly different. Your video should include:
An overview of the service
A step-by-step review of what the service includes
A service walk-through to let your target market know exactly what they will be getting if they spend money on your service.
Demo videos should be posted on your website as close to the point of sales as possible. You may also want to put them on a dedicated landing page, your blog and your social media pages.
(3) Brand Story Videos
What is the story of your brand? Today’s consumers want to identify with the brands they support. You can help them identify with you by sharing a customer-centric brand story that lets them visualise how you can be helpful to them with what you offer as a business.
In other words, you are not telling your origin story so much as you are telling the customer’s journey in such a way that is entertaining and compelling. This has really become an increasingly popular kind of marketing tactic these days.
When creating a brand story video, your job is to make your customer – that is the person watching the video into the hero. To do that, you will need to:
Identify the most common problems you solve
Create a story arc to show how your product or service solves the problem
Encourage the viewer to see themselves in whatever success story you are presenting
Another way of looking at this kind of video is as a pre-testimonial that is sort of a fictionalised version of what a customer’s life could look like if they purchase your product or use your service.
(4) Personalised Sales Videos
This idea won’t work for all types of businesses, but it provides a way to hook potential new leads rather than to just send a lead a generic one-size-fits-all video, you can send them something personalised that would make them feel like it is something especially just for them.
Personalised sales videos should:
Address the prospect by their name.
Point out the specific ways your product or service can be helpful to them.
Include information that will help the prospect overcome any objections they might have in terms of buying your product or using your service.
Bear in mind that this type of video does not need to have massive production value. It should feel like you or your sales person is directly speaking to the prospect, giving them valuable information that will help them understand the benefits of doing business with you.
The message that a personalised sales video sends is that you care deeply about your customers. If you are willing to produce a personalised video before a prospect is even a customer, it gives them the feeling and impression that you will be providing a high standard of customer service after they spend money with your business.
(5) Frequently Asked Questions Videos
It is fair to say that we all know about FAQ, right? It’s the section on every website where customers’ most common questions are asked and answered. Nowadays, they are also a great way to improve your SEO (Search Engine Optimisation) to gain visibility in the internet search results, as questions and voice search go hand in hand like milk and cookies go together.
Every question does not need to be answered at once when it comes to FAQ videos. Instead, you should consider doing a series of short videos that answer one question or several related ones in an entertaining way.
You can be creative with this type of video. For instance you could do a whiteboard video or even an animated video illustrating the answer to your FAQs. There is no reason that an informational video cannot also be entertaining.
Conclusion
It is safe to say that video marketing is not going anywhere. You can definitely put videos together these days without spending a lot of money. And once you have created a video you can post it anywhere you put content online including your website, social media business pages, Youtube channel and so on, as a way to effectively be growing your business and brand awareness – which therefore will of course help bring you great sales.
Surely, if you try the above five types of methods, you can mix them up with cool video technology like virtual reality or live video. Your focus should always be on producing the type of video marketing or web video content that is most likely to convert new leads into paying customers.