Most of you know that videos are an important marketing tool. They are, arguably, the backbone of online marketing, presenting an easy way for you to interact with potential clients, employees, and other people working in your field before you meet them in person.
But because there are so many kinds of videos that you could make, how do you know where to start? What kind of videos are necessary to make and share, in order for your business to grow and thrive? These are the 5 videos that your business needs if you want to compete in today's world of online marketing.
''Everybody wants to be taken somewhere. If we don’t tell people where we’re taking them, they’ll engage another brand." —Donald Miller, "Building a StoryBrand"
A great About Your Business video will tell your customers who you are, what you do, and why you do it, with an emphasis on the why. An About Your Business video tells the story of your brand. Brand stories are important because they invite your customers into the story of your business as active participants. Suddenly, your business is no longer about you: it is completely about your customer. And your customers will notice that what you're saying is about them.
If you produce a great About Your Business video, it can last forever by doing more than making a simple sale: it can create a dedicated community around your business. How?—it interacts with people's lives beyond the typical surface-level relationship that most customers and consumers share. A brand story says: the story of our brand is about what you need, as a customer, and we're here to help guide you toward the success that will come from interacting with us.
The benefits of a Brand Story video:
What you’re missing by not having an About Your Business video:
What does it take to create a great Brand Story video?
Example of an About Your Business video:
You can hire anyone who owns a camera to make your videos, and they will charge you very little. But it's very likely that you'll be unhappy with the results and that the videos will not be effective. You work hard for your money, so don’t waste it on videos that won’t work.
If you hire the right video marketing company, you aren't just hiring someone with a great camera. You’re hiring a producer who coaches you through everything you’ll say, and behind them, you’re also hiring a production team who will make sure that you look and feel great on camera.
“It’s tough when markets change and your people within the company don’t.” ― Harvard Business Review
When is it a good time to show your client what it's like to work with you? What about before they even meet you? A great process video will show your potential clients what to expect when they're working with you before they have their first conversation with you. Something unique that a process video does is that it removes the apprehension someone might otherwise feel from working with a new business connection.
Where the About Your Business video builds trust between your business and your clients, the Process video reinforces and builds on that trust—and trust builds confidence. By clearly showing what the process of working with you is like, your potential clients will feel more confident approaching your business to participate in what you have to offer.
The benefits of a Process of Working With Your Business video:
What you’re missing by not having a Process of Working With Your Business video:
What does it take to create a great Process of Working With Your Business video?
Example of a What’s the Process video:
“Marketing is no longer about the stuff that you make, but the stories you tell.” —Seth Godin, Seth’s Blog
The people behind a lot of businesses often lack opportunities to show their faces to the people who value what they do. The About You video is one way to directly let your clients know who they’re working with. The purpose of this video is to allow your personality to shine through the veneer of your business. What are your hobbies? How did you get into this business? This video gives you the opportunity to let people get to know who you really are.
You have a video that reflects the story of your business, and your clients now have a good picture of what it's like to work with you. But they still don't know who you are. They want to know what made you want to start your business; what inspires you to work the way that you do; what do you enjoy doing outside of work? Your About You video is about exactly what the name suggests: it’s a personable video just about you and your life.
The benefits of an About You video:
What you’re missing by not having an About You video:
What does it take to create a great About You video?:
Example of an About You video:
You can make all the videos in the world, in order to reach people. They can be of the highest quality. They can have incredibly valuable content that people would care about if they saw it. But if you don’t create a plan to promote your video so that it gets in front of your ideal audience, you’ll miss out on a vital aspect of using your videos as a successful marketing tool.
“Confidence in others’ honesty is no light testimony of one’s own integrity.” —Michel de Montaigne
Testimonials are a way for your clients to actively participate in the story of your business. This type of video is meant to express an honest opinion about what you do, highlighting something that your client found valuable about working with you.
Allow the people who have benefited from your business to speak its praises for you. You can say that your business is great, but as a stakeholder in your business, the opinion that you advertise to others is biased, and therefore untrustworthy. Praise about your business that comes directly from your clients will be more sincerely received by others, especially because that praise is based on their real life experiences of what you offer.
The benefits of Client Experience/Testimonial videos:
What you’re missing by not having Client Testimonial videos:
What it takes to make a Client Experience / Testimonial video:
Example of a Client Testimonial video:
“The best way to keep something bad from happening is to see it ahead of time... and you can't see it if you refuse to face the possibility.” ― William S. Burroughs
If you've noticed that different people frequently ask you the same questions, then this video will save you a lot of explaining time. A FAQ video positions you as a teacher whose job it is to instruct your school of clients. What questions can you answer directly about your business, or about your field of work?
Your clients might not have specific questions about your business, but instead have broader questions about something that applies more to the field you work within. This video is a perfect opportunity to teach them what you wish they knew before you started working with them. What informed, insider knowledge do you have to offer and share? A FAQ video is the right place to express it.
The benefits of FAQ videos:
What you’re missing by not having FAQ videos:
What it takes to make an FAQ video:
Example of a FAQ video:
Long videos are great to educate your ideal audience—but to make your videos go the distance, cut them into 15-30 second short clips to share on your social media. Short clips help you engage your audience, grabbing their attention and keeping you at the top of their mind.
Now that you know which videos to prioritize as you begin video marketing, you’re going to need a great production team that can bring your personal vision to life, and our team at Mammoth! Brand Studio would love to work with you!
