If you only get one professional video, it needs to be a Branding Video
It’s important to produce video content that not only supports your larger marketing goals, but also conveys your message in a way that is appealing to your target audience.
If you only get one professional video for your business, it needs to be a branding video. These types of evocative videos are usually focused on explaining the brand of a company – rather than the products that they sell. Well-produced videos give off an air of professionalism, and most consumers (56%) believe that every business should have some kind of video content available. Nothing helps your audience identify and relate to your business than a solid brand video. A video puts a face to a name and allows an audience to see the genuine nature of your business and offering. People like buying from people, specifically those they can relate to. If they have confidence in you that hugely increases their likelihood to buy from you.
The 3 professional videos your
Brand needs right now
A Culture Video
Every major company has at least one culture video, but there’s a reason this style is so prevalent. Culture videos allow companies to speak to their consumers, partners, and potential recruits in a personal, often casual, way. You can breakaway from corporate stereotypes to showcase the hardworking team behind your awesome product or service, humanizing your business and building brand identity.
Whether your company is quirky or conventional, make sure your culture video is an authentic representation of your brand; otherwise the result will feel phony and forced, casting doubt and insecurity over your branded identity.
Interviews can function as a great way to convey information without feeling like you’re shoving it down your audience’s throat. Interviews are also less rigid than you might think, since you can incorporate variety by speaking with a range of relevant individuals, including industry experts, members of your team, or consumers who can offer testimonials about your product or service. The interview format is popular and well understood, resulting in organically optimized content that will increase traffic to your site when used with proper distribution techniques. The trick to a great interview is to ask open-ended questions that will play into the interests and concerns of your audience.
The Portrait Testimonial
The portrait testimonial is quite a bit different than your average small business testimonial or impromptu testimonial. Creating a portrait testimonial gives us the best of both worlds – we get to the heart of the subject’s story in his or her own words, but we’re also able to maintain brevity and clarity in the final product. Portrait testimonials give future customers/clients direct proof that your product or service is reliable, useful and beneficial in their lives. Anyone on the fence about which company to choose will see the video of the satisfied customer and feel confident that they are making the right choice by going with you.
For those who like stats
There’s no doubt about it: video is an important part of content marketing and it’s only going to become more essential. Consider these facts:
- 90% of web consumers say that a video helps them make a decision to buy a business’ product or service
- 65% of executives who watch work-related videos visit the business’ website afterwards
- 64% of people who visit a business’ website are likely to buy their product after watching a video
- Estate agency listings that use video get over 400% more inquiries than those without video.
Currently, 71% of companies plan to increase their video marketing budget — you still have the opportunity to stand out from the competition by making use of this powerful marketing tool. Use it to introduce your brand to newcomers, answer your website visitors’ questions, or just to make them laugh—not to mention create a favorable and lasting impression.
Regardless of which video style you undertake for your next marketing project, remember to include a powerful call to action that will resonate with viewers. Entertaining your audience with flashy visuals is great, but not very beneficial to your brand without the accompaniment of a clear call to action, or in the case of YouTube distribution, a link back to your website.