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I repeatedly make the case for including video ads in your company's toolkit of marketing strategies because they're so effective in converting new prospects into new paying customers. Here are the top 4 types of video content that you can produce and publish to help promote your own business.
EDUCATIONAL VIDEOS.
Just as the name implies, this type of video teaches your audience something new. It can provide information of interest and value to your viewers and help establish your authority in your chosen field, helping build trust. Here are several types of educational videos that you can create:
Explainer videos are short, frequently animated videos that provide a simple explanation of a product, service, process, or any complicated topic.
Tutorial videos give additional exposure to your brand while teaching someone how to use your products and services.
Industry update videos demonstrate your knowledge in a particular industry while helping keep your customers and prospects engaged and up to date.
TESTIMONIAL VIDEOS.
Building trust is a critical success factor for all businesses. Testimonial and Review videos help convince prospective clients that your company is the one they should choose to do business with because of past customers' great experiences with you. Here are two common types of testimonial videos which include highly persuasive "social proof":
Customer testimonials are the most common and today you see them everywhere. They are very effective in helping move prospects from the early "consideration" stage of your sales funnel down into the "purchasing" stage. I've personally found that customer review videos like these typically convert at a much higher rate than other types of promotional videos.
Employee testimonials are useful from both a branding and recruiting perspective. Viewers and prospective employees can get a better feeling about your company when insiders share their own personal experiences there.
PRODUCT AND SERVICE VIDEOS.
These types of videos showcase your company's products and/or services, helping create interest in prospective buyers.
Demo videos are typically shorter in length than the more in-depth tutorial videos, and basically show your audience how your product or service works. You want to make sure it gives them a good understanding of what it can do and how they'll benefit from purchasing it.
Product launch videos are designed to announce a new product or service you're offering. They're meant to create excitement and buzz during the early days of your rollout, or prior to the release.
CULTURE VIDEOS.
Culture videos help you explain what your company is all about and the corporate values you live by. They are another type of content meant to help build trust between you and prospective customers (and prospective job applicants).
Brand videos provide insights on your company's mission and values, and they're particularly relevant today as more consumers want to align themselves with businesses who share the same social values they do. Brand videos give you the opportunity to tell people how your company is different from your competitors.
Event videos help tell your story without saying a word. Videos taken of company parties, team-building events, award ceremonies, and volunteer work in the community all help pull back the curtain on your business and let prospects see what you're truly about.
Bottom line: Creating informational video content for your business is a highly effective way to build trust and authority with your target audience - AND help convince them that your company is the only one to do business with.
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