Video has been talked about and talked about. In fact, if you search “why video”, you’re likely to get over 1.3 billion results.
1.3 billion.
So, yes, it’s safe to say video can benefit any marketing mix. But, how should you use it? In the video below, we explain a few types of videos we like and how they can impact your future marketing campaigns.
PRODUCT VIDEOS
Why Product Videos
The purpose of product videos is to show a product’s features and benefits or demonstrate how something works. That’s the easy part. However, if you want your particular video to resonate with your audience, you need to understand what they want. That’s the hard part. Your videos should be about figuring out their pain points and how your product addresses those pains.
Product videos are more for top-of-the-funnel tactics and are very helpful for people who are searching for answers and want to know the basics. They are educational in nature and provide a clear, jargon-free, explanation of what your product offers. Don’t try to sell within your product video. For one, that’s not the purpose of these videos and secondly? People don’t like it.
Examples >
Slack – What is Slack?
Zappos – Product Detail Page Video
Where to Place Product Videos
• YouTube
• Non-paid social media
• Website (Product / blog)
EXPLAINER VIDEOS
Why Explainer Videos
True to its name, an explainer video helps explain or simplify a complex concept, and will typically support a company’s value proposition.
Explainer videos are most effective as a mid-funnel tactic and can be utilized to ramp up content on your blog or supplement FAQs or other support sections on your website.
There are a few ways to create these types of videos, but most of them are animated. They are also pretty short; the average explainer video is no longer than 90 seconds. It’s also important to note that with explainer video, a little humor goes a long way.
Explainer videos greatly increase conversions. At the end of an explainer video, the viewer should be ready to take action based on the new skills they’ve learned while watching.
Examples >
Sticker Mule – Transfer Stickers
Grade Leap – Explainer Video of Grade Leap - 75 seconds
Where to Place Explainer Videos
• Website (Products/Services or About)
• Paid social
TESTIMONIAL VIDEOS
Why Testimonial Videos
Testimonials are a way to show off how others have benefitted from your organization. Specificially, how you actually did solve a customer’s pain. Testimonial videos are honest, authentic reviews of a product or service and are most effective when you want to establish trust and influence conversion. Testimonials show your leads the positive impact your brand, product or service has had on real people and is usually applied right before the hard sell.
Hearing from real customers and seeing a product in action is far more interesting than sifting through static content. And it’s a bit more believable than the written testimonials on your website that, let’s be honest, could’ve been written by your neighbor’s cousin’s uncle.
Examples >
Salesforce – NBC Testimonial
Slack (yep, Slack again) - "So Yeah, We Tried Slack …"
Where to Place Testimonial Videos
• Email
• Social Media
• Website (home page, About, Services)
• YouTube
• Broadcast commercials
Video is the marketing tactic of the future. People are visual creatures; video continues to help organizations achieve success because it’s memorable, engaging and encourages action. Whether you’re creating your first video or are a video guru, there are a lot of new and exciting (and? economical) ways to implement video online.
Product Videos
Why Product Videos
The purpose of product videos is to show a product’s features and benefits or demonstrate how something works. That’s the easy part. However, if you want your particular video to resonate with your audience, you need to understand what they want. That’s the hard part. Your videos should be about figuring out their pain points and how your product addresses those pains.
Product videos are more for top-of-the-funnel tactics and are very helpful for people who are searching for answers and want to know the basics. They are educational in nature and provide a clear, jargon-free, explanation of what your product offers. Don’t try to sell within your product video. For one, that’s not the purpose of these videos and secondly? People don’t like it.
Examples
[Zappos – Product Detail Page Video]:
Where to Place Product Videos
• YouTube
• Non-paid social media
• Website (Product / blog)
The world of marketing has changed drastically in the last decade. With the window to the world at their fingertips, buyers are empowered to proactively find products and services to meet their needs before ever talking to you. Do you know if your marketing programs are working? Are your prospects finding the content they need to make informed decisions? In the following article, we identify 5 signs your company is ready for marketing automation.
The world of marketing has changed drastically in the last decade. With the window to the world at their fingertips, buyers are empowered to proactively find products and services to meet their needs before ever talking to you. Do you know if your marketing programs are working? Are your prospects finding the content they need to make informed decisions? In the following article, we identify 5 signs your company is ready for marketing automation.