video typesVideo marketing is a method by which images and audio are used to communicate your brand message to your target audience. It’s become an important component of marketing because video resonates with people in way that words on a page or computer screen simply can’t. Check out these stats:

  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)
  • 40% of people will respond better to visual information than plain text. (Source: Zabisco)

Some companies are reluctant to start video marketing because they think it’s too expensive, or too complicated. But they’re really just overthinking the concept. Video doesn’t have to cost a fortune or take a long time to produce. You don’t need expensive equipment to get started either.

It’s amazing how quickly video marketing has evolved, when you stop and think about it. In the beginning, there was television advertising. Creating a 30-second advertisement would cost companies thousands, even hundreds of thousands of dollars to produce. With the advent of YouTube and the Flip camera, suddenly small business owners could create inexpensive and effective videos to promote their products and services. Today, you can record videos with any type of smart device – phone or tablet, and immediately publish the video to YouTube or another video sharing service.

Now the question that needs to be asked is what kind of videos should my company produce? Here are a few specific types to consider:

1. Testimonials – this is one of the quickest, easiest and cheapest videos to produce. It’s also one of the most powerful, because there’s no better sales person for your company than a satisfied client. Many consumers don’t trust written testimonials on a website, since there’s no way of knowing if the comments are legitimate. But a video is more convincing.

If your company holds an event like a workshop, ask some of the participants to record a quick video for you. Or ask to meet your clients at their office, (so it’s not inconvenient for them), and record a quick 30 or 45 second testimonial. Once the video is recorded, you can upload it to YouTube, share it on your social networking sites, and upload it to your company website.

2. Video Sales Letter – If you have a product to sell, a video sales letter can be a highly effective tool for your business. You don’t even need a “talking head” on camera. You can create a video sales letter with a PowerPoint presentation and audio narration. This type of video is typically embedded on a landing page that connects with an order device.

3. Product Demonstration – Videos are perfect for doing product demonstrations, whether you’re selling complicated technology or a simple cleaning gadget. However, in order to show off your product in the best possible manner, it’s probably wise to hire a video production company to shoot the demo. They are the experts in lighting and sound, and will take care to present your product in way that encourages prospects to buy.

4. Instructional Videos – Once your customers have seen your product in action, an instructional video can help them learn and master how to use it. This type of video also works if you have a service to sell. Record a video of an employee on camera explaining how the service works, or use a PowerPoint presentation with voice over narration.

5. Behind the Scenes – It may be a clich, but there’s still truth to it – people do business with people they like and trust. One way to make your company seem more human is to produce videos that provide a glimpse of your culture and operations. This type of video helps customers develop a sense of privileged insight and investment in a company’s brand and employees, regardless of how big or small the business is.

Here’s an excellent example of a “Behind the Scenes” video from SeaBreeze. This family-owned maker and distributor of premium beverages on tap stresses the value of great customer service, quality and community in its video:

Author: Gloria Rand


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