Standing out as a brand in today’s rapidly changing digital landscape is an ongoing challenge!
This is where video comes in. From the types of videos, to the overall strategy. The best practices, to the length, quantity and size. Video has rapidly changed everything for businesses.
Today video is the universal language every company needs to know how to speak. It is:
1. The most effective way to communicate what’s important
2. The most compelling way to tell stories about your brand
3. The audiences most preferred way to consume content
Think of one of the most memorable ads you watched lately? It probably went viral. Liked and shared everywhere.
It’s easy to think, “why can’t I just copy and replicate what they did.” But most video case studies of successful viral videos are not applicable to you and your brand. Because face it; they aren’t applicable to most brands.
You need to make your own content. Authentic and genuine. Your story. Your company. For your audience. And in order to create momentum, your content needs to link to a concept which is then aligned to your overall strategic framework.
So, where should you start?
Start by thinking about what already works for you & how video can amplify that.
Typically, there are 12 types of video that apply to most companies
1. Thought leadership- Build your expertise in a particular industry and share your valuable knowledge with online tutorials and interview videos.
2. Blog teaser -Teaser videos are one of the best ways to drive audiences to your blog posts, introduce new products or services and highlight new community events or brand initiatives.
3. Company overview- Don’t just tell viewers, show them. Give them an insight, a behind the scenes in action and invite them into your company to create trust.
(Find out more about our corporate video production services)
4. Product Demo- Turn people into buying customers by showing how your product or service can help solve their problem. Demonstrate how to use your product and eliminate all challenges and confusion for new customers.
5. How To’s - Provide a clear set of steps for users to take with a ‘How To’ video. By teaching viewers and making your products or services easier to use, you’ll have customers returning in an instance.
(Find out more about our How To explainer video services)
6. Announcements - Spread the word and get your message out there with an announcement video.
7. Interviews/Q&A’s- Creating engaging content by interviewing your employees, customers and valuable influencers. Get people engaged and demonstrate your brands knowledge and expertise in a particular industry.
8. Editorials - Editorial content is anything that documents a newsworthy story or event. Don’t just tell people about the events, show them and get them engaged.
9. Testimonials - Show your new clients, existing clients talking about your brand and the experience they have working with you. Written words are one thing, but with videos you answer viewers questions around honesty and authenticity, building a strong level of trust.
(Find out more about our case study & testimonial video services)
10. Event Recaps - Maximise your events reach by creating video content that highlights the event itself, the customers experience, speakers or key notes. Use it to promote your next event, sell it online to those who couldn’t make it or simply use it to demonstrate your company’s community involvement. The potential is endless.
(Find our more about our event video production)
11. Explainers- Quickly tell your brands story in a memorable way with an explainer video. Highlight your brands products or services and give information to prospective customers.
(Find out more about our explainer video services)
12. Back Stories - With an overwhelming number of brands, products and businesses online, it’s important to demonstrate your authenticity and invite customers in to build trust.
How can I leverage video in my customers journey?
Firstly, use video to create interest
Video is the first step to get customers engaged. It’s more than just about creating one video. It’s about creating a series of engaging content.
Creating interest and leads which aren’t dependent upon people about you or your company.
But my company doesn’t really have an interesting story?
Firstly, that isn’t true. You just need helping to get it out onto paper.
And these six questions will get you started:
We believe that social video…
We started this company because…
The reason people love us is…
The secret to our success is…
Our biggest lesson learned is…
What we care most about is…
Secondly, use video to convert leads
Video is a way to amplify your existing sales and marketing strategies. Think about what has already worked for your company. Now, how can you amplify that?
1. Website
2. Email
3. Blog content
4. Testimonials
It’s things you repeat. The video content that works and drives interest. Leads are already generated. Now use your content to convert them.
The more elaborate customer funnel might look something like this:
Conclusion
The learning here, is that video can be used at every single stage of the customer journey.
And the best practise to do this, is to create content which is:
· Useful to your audience
· Aligned to the wider company’s story arc
· Is authentic in order to build trust because of all the noise/fake news out there
Building trust in your brand is key and as the well-known Zig Ziglar quote says
“if people like you, they’ll listen to you. But if they trust you, they’ll do business with you.”
Want to find find out more about our video production services
Or have a specific creative idea that you want to put into action then don’t hesitate to contact us today!