So you know why you want to introduce or improve your video marketing, but where do to start? There are lots of different types of videos to shoot, which may influence its content. Let's distinguishes between the key types of video content to master in 2019.
You know the ones. They demonstrate the culture of a company; we often see young professionals smiling and playing table tennis in an open plan office here. They are a great way to tell the story of your brand and show the exact tone for others to identify your company with. About us videos are a great chance for important figures to explain who you are and what you do.
Is your company or your industry the topic? You should interview someone within the company or an external expert, covering topics related to your business. Either way, the important factor here is the credibility of the person interviewed.
This is a great way to demonstrate industry expertise and thought leadership. The interview will only be appealing if it is honest and engaging. You’d be amazed at how easy it is to sense staged or fake content.
Instructive videos are another great example of content which enhances your company’s industry expertise. Educational content significantly increases the SEO - by providing a solution to your audience’s problem or question, this content should also successfully improve the traffic to your website, including return visitors, and increase the overall conversion rate.
Highlighting your product’s features appeals to audiences in the latter stage of the Buyer’s Journey. The viewer is already familiar with your company but is keen to know more about your services and how this will benefit them. A lot of product specs and intricate details of services are abstract and boring, but video content allows you to get creative and communicate this in an exciting way.
Videos help you add context and explain the world around you. This is particularly important in a changing digital landscape; explainers are a great opportunity for you to subtly pitch your services while relating it to a complex topic or a problem. This should be a narrative, take the audience on a journey. The key is to explain who, what, where, when, why and how.
People buy from those they like and trust.There is so much choice in vendors and products across all sectors that we are rarely ever forced to use the services of a specific provider. Consumers base purchasing decisions on recommendations, trust, and personal preference as well as brand messaging and values.
Adweek found 74% of consumers say word of mouth is key in their purchasing decisions, while BrightLocal says 88% of people trust online reviews as much as reviews from friends. Testimonial videos act as an online review; as word of mouth from your most loyal clients.
So there it is; the top six ways you should be using video to optimize your content output within different parts of your website. Remember to always highlight your industry expertise, one great video that is shared across your network, and your network's network, can make your company.