When you are investing a piece of you marketing budget into a video, you want to make sure that you don’t set yourself up to fail. If you want people to buy a certain product, but you create a video that explains the ethos of your company, you most likely will not see the results you want. It is important to have a clear goal. Here are three types of videos that can help your business:
Brand awareness is especially important for new companies and older companies that are making some changes or that want to reach a new audience. You want people to not only understand what your company does, but also who you are as a company so they leave with a positive impression of your brand.
Hopefully, all video marketing will lead to revenue generation, but this type of video specifically highlights your product. This can be done through a typical advertisement, a demo video, branded entertainment, etc. but you focus on enticing the customer towards a product and link to how it can be purchased. You can also see if satisfied customers would be willing to give a testimonial. Prospective customers will trust people who’ve used the item even more.
When I say customer service I do not mean a video about how to contact the billing department. These videos are really educational videos for existing customers. One of the best ways in business to build clientele is through the recommendations of current customers. Create disciples of the brand through amazing customer service. These videos can be explainer videos that highlight the best ways to use and take care of products or ongoing education about services you provide.
The best video marketing campaigns will have all three of these types of videos. While you may want to focus on only sales videos one month, consider using a good mix of these to continue to engage with new and old customers.