The play button is the most compelling call to action on the web. Adding video to your marketing and sales efforts is going to help bring up engagement and entice viewers to check out more of your content. Learn more about Video Marketing here.
Join Aaron Oberdick and Corey Christian of Nextiny Marketing every two weeks on our Video Marketing Office hours to learn more about the latest video marketing trends and how to use video to grow your business.
In this chart from the 2021 State of Video Report by Wistia, you can see that the most significant growth last year was in the video under a minute category, going from about 300 million to 500 million. Besides this, the other most significant jump occurred in the 5-30 minute grouping. Both short form and long form video are becoming crucial modes of communication for professional use during the pandemic.
What Kind of Videos Should You Be Making For Your Business?
The first step before you start making any videos is to determine your video goals and needs. Ask yourself where in your marketing and sales efforts video can help: Do you need to improve communication efforts with leads or clients? Would your sales team benefit from using video to share frequently asked questions about your services or products? Could a personalized video help welcome your new client?
To help answer these questions, think of video as both a tool and an avenue of communication. Your video options are endless so you need to consider what you want to prioritize.
Related article: 100+ Video Ideas To Run And Grow Your Business
5 Marketing and Sales Videos You Need to Make for Your Business:
1. How to Create a Home Page Marketing Video
A home page marketing video is extremely important because it is the first experience your visitors will have with your brand. This is becoming a popular video option because it can connect personally with your potential clients, help you show off your team, and help create your “brand voice”.
The Dos and Don’ts of a Home Page Video:
- Make your Value Proposition clear
- Know your audience
- Test out Autoplaying video
- Put your video front and clear
- Set broad goals
- Get too detailed
- Sacrifice good copy
2. How to Create an Email Signature Video
Adding a video into your email signature sets you apart from others. It’s a great way to make a personal introduction before a meeting. Make sure that you provide clear contact information and role-transparency. Creating these videos is also a great way to show off your amazing team!
The Dos and Don’ts of an Email Signature Video:
- Keep it short and sweet
- Mention something personal or relatable about yourself
- Include the preferred method to contact you
- Add a calendar link to connect with you
- Don’t fill it with too much content
- Don’t read from a paper (keep it as organic as possible)
- Don’t make it too lengthy (we tend to stick to the 00:30 mark)
3. How to Create a Sales FAQ Video
If your sales team gets a lot of questions, perhaps creating a sales FAQ video can help. This can remove friction from the sales process, and create validity and transparency with a potential lead. This video also provides helpful information to assist the lead in making a decision.
The Dos and Don’ts of a Sales FAQ Video:
- Keep your buyer personas in mind
- Keep the information succinct
- Invite the viewer to contact you for additional information or to discuss their needs further
- Divulge everything
- Get too specific
4. How to Create a Product or Service Promotional Video
This type of video gives customers a firsthand look into your product or service and creates transparency. The video can showcase ease of use, functionality, use cases, or more to help the buyer or client decide their next step.
The Dos and Don’ts of a Product Promotional Video:
- Keep as close to your brand as possible
- Make additional versions to share on social media
- Be timely
- Choose the best style that fits the needs of the video (would an animated video work better to promote or explain your product?)
- Make it too long - show only the key parts of the process or product
- Don’t bring up the competitors
- Don’t push the sale
5. How to Create a Testimonial Video
Customer testimonials let your customers do the talking to connect with potential leads. This type of video is a great way to authentically showcase your quality of service and communication with existing clients.
The Dos and Don’ts of a Testimonial Video:
- Showcase real footage of your service or product being used by the client
- Use a singular case study (depending on the nature of your product/service)
- Ask the client to walk through their journey working with you to bring transparency to the entire process
- Ask the client to say anything that wasn’t authentic to their experience
- Select a client who is uncomfortable on camera
- Forget to set expectations!
Why Businesses Should Create a Video Show (Episodic)
Episodic content is a great way to start building a niche audience of viewers who want to grow with your brand. It gives viewers, prospective clients, or even existing ones the opportunity to tune into your content on a consistent basis. Episodic Video is a long term strategy, it doesn’t take place by just launching a single video. It happens by creating a series, consistently publishing and promoting it, and letting it build that relationship with your niche audience.
With episodic video, content is king and consistency is queen. By launching an episodic series, you’re setting an expectation for your viewers. Your audience will grow to expect a new video in X amount of time (whether it be weekly, monthly, etc.) Consistency also helps build your micro audience over time. You build validity with every episode launch and, typically, word of mouth from your fans will be the most effective way this audience grows.
There are many different types of videos you can create for your business, but these five videos can help you start to reach your video goals. Contact us to learn more about our video services and how we can help you.