There are many different types of videos that you can use within your marketing strategy, but there are three main types that will get you the best results.
Promotional videos are a great way to build trust with customers. These short documentary-style films can help people learn more about your business, what you do, how you do it and why.
Pulling shorter, 30 to 60 second highlights from these make for great social media adverts that can increase exposure.
Educational videos help to set you up as an industry leader, demonstrating and sharing knowledge with your customers.
Use these videos to guide your customers through your product and share tips from your industry.
These could be videos on how to keep track of receipts, how to use your CRM software to get a better idea of your sales process, or how to connect to a printer.
Educational videos are great on social media, and you should also use them within your lead generator, creating a short course that helps your potential customers, builds trust and develops a further interest in what you do.
It all depends on your industry and the most frequently asked questions you get from your clients.
Case Study Films
The third type of video that gets the best results are case study films.
Typically, a customer testimonial video involves your client sitting in front of their webcam, bigging up your company... This is not going to get you sales.
The best way to do a testimonial is to create a short 1 or 2 minute documentary film that looks at the problem you customer faces, your solution to their problem, and the results now you have helped them solve that problem.
Again, pulling shorter, 30 to 60 second highlights from these make for great social media adverts that can increase exposure.
These types of video have a greater impact on your audience, developing your relationship, building trust, setting you up as an industry leader, and ultimately growing your business. They fit in nicely at multiple stages in the video marketing funnel, developing on top of each other to tell a consistent story about your brand and how you help your customers.