Video marketing can help bring in more leads and generate more sales for your small business. It’s one of the most effective ways to get your message out there and build your brand.
Research has shown that online marketing is becoming more visual. With this shift, video marketing has emerged as an important part of digital marketing, with businesses using videos to share messages, entertain their audiences, and promote their products. Companies that are not creating videos and taking advantage of the huge potential of video marketing are falling behind.
So, what exactly is video marketing for business, and how does it work? How can you start producing marketing videos for your small business?
Table of contents
- What is Video Marketing for Business
- Types of Marketing Videos
- How to Make a Video for a Marketing Campaign
- Posting and Promoting
What is Video Marketing for Business
Video marketing for business is the use of videos to reach audiences. You can use videos to promote products and services, engage with potential and current customers, educate consumers and reach new audiences.
The internet has created a vast sea of possibilities for people who want to communicate, especially if it comes to marketing. And video marketing is already one of the most popular.
Video marketing can help you create a more professional image, make you more relatable, and increase your business brand awareness. So, what exactly is video marketing? Well, in a nutshell, video marketing is any form of content that’s created to be viewed online. Videos can range from YouTube videos and podcasts to Facebook, Instagram Reels, TikTok, and live streams. They can be anything from instructional to funny to serious. Still, they all serve a common purpose – to inform, entertain, or persuade the viewer.
These days, marketing videos are no longer relegated to the back of the funnel. They’re used throughout the entire buyer’s journey, from the initial discovery process to the final conversion. Marketing videos don’t just have to be educational and informative; they can also serve as a powerful form of entertainment that engages viewers. Probably you will use many different types of marketing videos throughout your whole sales funnel.
If your business uses video marketing, you should thoroughly understand the different types of videos used for marketing purposes. Before making videos, first, understand the types of videos you can use in your business video marketing.
These include these types of marketing videos:
1. Demo videos for product showcases
It’s easy to assume that showcasing products with photos and text is sufficient. Still, there are many benefits to using videos. Product demos provide consumers with a visual representation of the product’s features, functions, and capabilities. They also allow potential customers to see how the product looks in use and how they will interact with the product. A video demo can help you communicate your product’s full range of features and benefits in a simple, clear, and concise manner.
Consumers love a good story, and a product demo can tell a compelling story of why your product or service is worth using. However, you should always present a well-made product demo in the context of the product’s story. Otherwise, it can come off as disingenuous and could turn customers away.
2. Brand videos
This is another way brands can use video to tell their story and to market themselves effectively. These videos have a lot of potentials. They can be used to introduce new products, show new product features, give a behind-the-scenes look at a company, explain a business process or offer tips and tricks.
Brand videos are usually part of a business’s advertising campaign
3. Event videos
Event videos are a form of video content marketing, and they usually revolve around a specific event that takes place in real life. Videos can capture audience attention and intrigue, and event videos have a proven track record of being highly successful at driving traffic and conversion.
Event videos are a great way to capture a visual of an important event and explain the context of what happened.
4. Expert interview videos
We all love seeing experts interviewed in video form. Expert interviews can be a powerful, persuasive technique for convincing people to buy from you. With video, you can give your audience insight into the personality of your expert. In addition, expert interviews can be a lot of fun and give your visitors a unique insight into your brand.
By interviewing experts in the field, you can highlight the benefits your product provides. Interviews are a great tool because they can be done anywhere, at any time. They’re simple to set up and inexpensive to produce. They can be shared quickly and easily through social media and are a great way to drive engagement.
5. Explainers videos
An explainer video is a short video meant to give consumers an easy way to understand a complex topic. They’re called explainer videos because they are intended to help the viewer understand what’s happening in a video by explaining the steps along the way. Animated content makes it easy for people to consume and digest information quickly.
These videos usually have a character, like a robot, giving a short tutorial on how to use a new product. They’re also commonly used in webinars, training courses, and infographics.
6. Educational videos
If you’re interested in getting more people to watch your video, consider adding an educational element to your marketing campaign. Think about how you could use the end of each of your video segments to educate or teach viewers something new. Include links to additional resources or information about the topic being covered. This could be a helpful strategy for driving traffic and building your brand if you’re trying to reach a specific audience who might not otherwise know about your product.
7. Animated videos
Animation in video content can be an effective way to make information more digestible. These videos offer an incredible advantage over static content such as text blogs or PDF documents. They help explain complex ideas in a way that is easy to understand. They also convey a certain degree of authority and credibility to the viewer that is difficult to attain otherwise.
Animated videos give the viewer something to keep their eye on. If you do have a video content marketing plan, it’s essential to make sure your content is entertaining and engaging. If it’s too boring, the viewer isn’t going to watch it. But if you find a way to make it engaging, the viewers will enjoy watching it and return to it repeatedly.
8. Customer testimonial videos
Testimonial videos are a great tool to help sell your product or service. Customers, especially ones who have had success with your product or service, can be a powerful marketing tool. They prove that your product or service is what they need and can help turn potential customers into loyal, paying customers. And, because you can record them in one take, videos are great tools to create a sense of urgency.
What’s so special about video testimonials? The first and foremost reason is that they make a statement about the brand (in a positive light) without coming off as salesy or pushy. They allow the viewer to connect emotionally with the storyteller and draw a natural line of trust between them. Second, they enable brands to create an emotional connection with the viewer, which is often the missing piece in many brand-consumer relationships.
9. Personalized videos
Personalized videos are videos that are created and customized for each viewer. The video content is relevant to that person and their interests. In other words, they are tailored to fit the recipient’s unique tastes.
You can show the same video to multiple people. Still, each individual will experience it differently based on their unique viewing history and preferences. This allows you to tailor the video experience to each person, which increases the chance that they’ll view it, listen to it, and click through to your site.
As for the video styles, businesses can choose from 360-degree videos, virtual and augmented reality videos, and live videos.
How to Make a Video for a Marketing Campaign
Because video marketing is such a powerful business tool, getting it wrong can have unintended consequences.
Here are some important process steps to start making videos for marketing:
1. Plan your video
Planning is one of the most important steps when creating a marketing video. It is the first step to ensuring that your video will be engaging, informative, and, most importantly – effective. You don’t want to start filming without any direction or plan, which can lead to an unfocused, unengaging, and ultimately unsuccessful video.
Planning will involve deciding the type of video you would like to create, the video’s goals, the points you will cover, who the video and its message will target, and the outline of the video’s script.
2. Write the script for the video
Once the planning is done, you are ready to start writing the script for the video. A script is essential in video marketing for your business because it gives the video structure and helps you cohesively organize your thoughts.
Because written words can sound different when read aloud, it is crucial to have a table reading for your script. This will help you or someone else hears how the video’s message will come across to your audience, allowing you to tweak your words to appeal to your audience.
The script’s first draft will probably be a very rough version that needs a lot of work. Make sure to include all the key messages you want to send to your audience. Here are some points to keep in mind while writing your script:
- Include short sentences and paragraphs.
- Use bullet points when appropriate.
- Stay away from complex sentences and paragraphs. Your goal is to get your message across as simply as possible.
- Break up your script into sections. These can include titles, subtitles, and other headings.
3. Have the right equipment for the best video quality
Once you have your plan, you must ensure that you have the right equipment to create the best quality video. When shooting videos, having the right gear can make or break the final product.
You should only use a tripod if the video is stationary.
It’s better to use a camera with an extra lens or a zoom lens. If you are shooting in low light, you should use an infrared or night vision camera. It is recommended to have at least two cameras to shoot the different angles.
Also, think about the best possible lighting. You can either go for natural lighting or artificial lighting.
3. Create your marketing video
The last step in creating a marketing video for your business is filming the video. For this, you can hire a professional as you might not be able to handle all the different aspects of making your video look professional. You should hire a videographer who understands the type of videos you would like to make as well as the different platforms you will be posting on as videos on different platforms look very different.
The ultimate goal of video marketing for your business is to ensure that as many people view your video as possible. Start by choosing the social media and online channels where you have a large enough following, as well as those that your target audience frequents. To make things easier, start with YouTube, Facebook, Instagram, TikTok, and your website. Do not forget to use your other social media channels and newsletter to let people know you have a new video posted for an even bigger reach.
Video marketing is very powerful if used right. Experimentation is welcome, especially when you are new to it. Still, once you know what your audience expects and have your messaging streamlined, you can see a massive return on your video marketing efforts.
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