What does it mean to use video for business? You’ve heard that your business needs to invest in video, and on the surface, you can’t disagree. Most business owners and marketers who have yet to take the plunge into video struggle with the same issue. Getting started.

It can be overwhelming when you Google certain terms around creating video, from the initial range of cameras and other video equipment available on the market today to the different production companies trying to convince you that it’s just too hard to get started and you should just pay them to do it for you. It’s understandable how year after year, those who said this is the year for video find a way to put it off once again. 

Types Of Videos For Business

This is by no means an exhaustive list, but can hopefully serve as a practical springboard for the types of videos your organization should be creating. 

Demo Videos - This type of video showcases your product’s features or the service benefits that set you apart from your competition. 

Brand Videos - Speaks to the character and tone of your business and highlights the culture surrounding your product or service and mission statement.

Event Videos - Promote or feature a company-sponsored event or outreach, one that benefits your community and, when distributed on social channels correctly, can increase engagement. 

Expert Interview Video - Show off the human capital at your organization and let their expertise educate your future customers. 

Educational or How-To Videos - This can be a great asset for your service teams or could potentially serve as an introduction to your products. 

Explainer Videos - Important as part of driving awareness of your product or service, can be a great first step in the customer buying journey.

Case Study and Customer Testimonial Videos - Let your customers tell the world how awesome you are. An awesome customer support experience told from their perspective can do wonders in fostering trust in your organization. This can also be a great tool for salespeople.  

Use Video For Your Business’ Existing Marketing  

When planning out your video projects, keep in mind that your audience could be anywhere in the sales journey spectrum. The video content your business uses should complement your traditional marketing, meaning these goals should serve as guidelines when developing your video strategy. 

Video Creates Awareness: Here, a challenge or opportunity is defined and the viewer realizes they have a problem. Videos in this stage should attract users and introduce your brand to a new audience.

Video Fuels Consideration: The viewer is now considering how he or she will solve the problem they’re faced with. They’re researching, asking for recommendations, watching product reviews, and trying to find cost-effective solutions.

Video Drives Decision: The solution has almost been found and you want to remain top of mind. Present your prospect with proof of customer satisfaction and prove why your product or service should be chosen over your competition.

Video can be a powerful marketing tool when executed correctly, and it doesn’t have to be overly complicated. However as with any business endeavor, be mindful of your budget, timeline, production process, and the metrics you’ll be looking at to make decisions about your video marketing efforts. Need help getting started? Contact me today and let’s talk about your video content goals and how they fit into your current business strategy.