The digital environment is rapidly changing the expectations for exceling at marketing. A key aspect of a successful modern marketing strategy involves the use of videos. There are many reasons why companies should use video as part of their marketing including the following:

• Boosts conversions and sales
• Builds trust
• Enhances Google rankings
• Appealing to mobile users
• Encourages social media sharing

It is fairly clear that videos are important aspects of a cohesive marketing strategy. However, one thing that many people struggle with is identifying exactly what to include in a video. In reality, there are many types of videos that work well with online marketing. Here are seven types of videos that every business should have to promote their products and services.

Explanation Videos 

The primary reason that consumers turn to online information is for more information about products and services. Thus, it is no surprise that videos that provide explanations and added information about products and services can be very popular.

Explanation videos provide users with more information about products and help educate them. The goal is to leverage your expertise in the industry to build trust as well as build a connection between the viewer and what you are marketing.

These videos can take many forms including voiceovers, animation, time lapse illustration, or even live action recording. The key is to make sure they are engaging and provide good storytelling.

 

Demonstration Videos

Demonstration videos are another very popular type that can comprise the core of your video marketing strategy. These are actually fairly similar in nature to explanation videos in that the goal is to provide more information to the audience about a product.

However, rather than providing information, demonstration videos show how a product works. Major things to highlight in these types of videos include the features that make your product stand out from competitors. It is particularly important that these videos make the audience feel like the product will help improve their lives and can be utilized with ease.

The key to demonstration videos is clear action shots of the product paired with an engaging narrative. While the audience is watching the product, what you say – and how you say it – is equally important.

 

Customer Testimonials

 When people want to make a decision about a purchase, one of the most common things they do is turn to product reviews and ratings of services. This is why websites like Yelp and Google Reviews are so popular. Customer testimonials are great ways to leverage this trend in your favor.

A customer testimonial is typically a rather short video. We’ve all seen these before where a customer talks about their experience and how their relationship with a company has benefitted them. Maybe someone is discussing how a landscaping service revitalized their lawn. Perhaps they are sharing how they upgraded their wardrobe with your clothing.

Keys for an effective customer testimonial include lighting and camerawork as well as the customer’s speaking ability. The goal here is to make a video that is relatable and informative. These videos are great for posting on your website and sharing on social media.

 

Company Culture Video

Thus far, all of the types of videos on our list have dealt with the process of selling products either directly or indirectly. However, the company culture video is quite different. The goal here is not to sell any product or service but rather to sell your business’ brand as a whole.

A company culture video typically has the company’s owner discussing aspects such as its founding and mission. These often include a behind-the-scenes type look at the organization. The goal of these types of videos is to provide a genuine connection to the brand, something that customers are increasingly drawn to. If your organization excels in areas like sustainability or charity, this is great to discuss too.

Key considerations when producing these videos include ensuring the imagery reflects the company’s theme, colors, and vibe. This can involve the setting as well as what you wear.

 

Employee Portraits

Much like company culture videos, employee portraits focus on the goal of building a connection and emphasizing your brand. Again, you aren’t trying to sell a product; rather, you are building a relationship between the viewer and your business.

There are a number of reasons you may want this type of video. For example, you may want to use employee portraits to introduce senior leadership on your website instead of the standard photo and text. You may want to share an employees’ experience working for you on your social media feeds as part of an effort to recruit new talent.

A key aspect of making this type of video is ensuring that you identify employees who are passionate about their work and what you do as a company. These people will connect well with viewers.

 

Event Videos

Event videos are another great way to provide unique insight into your company. Maybe you are hosting a conference or roundtable discussion. Perhaps you are sponsoring a charity or fundraiser. This is a great way to get the audience excited about what you are doing.

These types of videos typically are constructed much like a highlight reel of the event. The goal is to be concise in showcasing the major aspects of an event in an exciting manner. Thus, editing is key. Event videos often have short quotes or interviews with key personnel or attendees.

These types of videos work well for PR-type campaigns. However, they can also be used to sell products, particularly if the event in question is something like a product launch.

 

Expertise Videos

Expertise videos are things that many organizations typically do not think about; however, they can be incredibly helpful in increasing engagement with your brand. You are obviously an expert about things related to your industry. These videos provide you with an opportunity to share this expertise with clients.

You’ve probably saw examples of this in the past. Many general contractors provide videos guiding people through basic home repairs. A garden center may produce videos with tips for cultivating plants. An accountant may post videos about tax tips for freelancers. There are almost limitless possibilities in this category.

Here, you are providing important, useful information. This can help increase awareness about your business and leverage your credibility into future sales.

Want to Enhance Your Video Marketing? Contact Me Today!

 If you want to take advantage of the power of video marketing, feel free to reach out. As a professional photographer and videographer, I am happy to work with you to make your ideas a reality, showcasing your business in the best manner possible.