18 Jun 2 Comments Susanna Parker Case Studies

It’s official – video has taken over. With over 300 hours of video uploaded to YouTube every minute, and 6 billion hours watched every month, it’s clear that there is a supply of and demand for online video. Smart companies will use that popularity to direct attention toward themselves with online video marketing. Not sure how to get started? Here’s a list of 10 types of video you can use to strengthen your brand.

1. COMPANY PROFILE

A picture is worth a thousand words, so how much more is video worth? A lot. The answer is a lot. Increase interest in your mission and staff with a video about your company as a whole. A recent survey revealed that, of participants who remembered watching an online video about a company, 46% of those surveyed took action after watching, from doing further research to buying a product that company sold. So capture the interest of that 46% and feature a company video on your Facebook page, Twitter feed, and YouTube channel!

2. EVENT TEASER

So you have an event coming up in a few months. Maybe it’s an annual thing, maybe this is the first year. I’m sure you’ve already created a Facebook events page, developed an event hashtag, and connected with your speakers and panelists on the LinkedIn Events page. Now it’s time to add video to the mix! An event teaser can help you spread the word, build excitement, and boost ticket sales.

3. EVENT COVERAGE

After your amazing event you want to show the world what a great job you did, and build buzz for your next event. Do that with a video, or a series of videos, that highlights the speakers, panels, and sessions that made your event so memorable. Distribute it to attendees to remind them of the great experience they had, and include it in your marketing for the next event to show potential attendees what they can look forward to.

4. PRODUCT SHOTS

There’s a reason car commercials haven’t really changed in the past decade, and that’s because no matter the story you craft around your car, in the end it is a shiny machine that people like to look at. So of course the camera is going to spend plenty of time focused on the car itself. Do the same thing with your product – a gorgeous video can get people interested before they even know the details of your product.

5. PRODUCT WALKTHROUGHS

Do you have a cool piece of software that will revolutionize the way we interact online? That’s awesome! What’s even more awesome is a walkthrough of the software so each new user knows exactly where to find what. Walkthroughs can go on YouTube to reach a broader audience, or on your website’s landing page so that each visitor has the option to watch.

6. TUTORIALS

Nothing has taken off more in online video than tutorials and walkthroughs. Ok, maybe cat videos. But seriously, a video tutorial of your product or service is incredibly helpful. Viewers can follow along in real time, pause and rewind, and watch it as many times as they need to. Much better than reading instructions, losing your place, or getting confused by poorly drawn diagrams!

7. FAQS

Provide some basic customer support in video form with answers to Frequently Asked Questions. A FAQ video is especially useful if you sell a product. Does a potential customer want to know how the parts assemble? Show them! You can also use FAQ videos to increase customer engagement by asking viewers to submit their own questions in the comments.

8. TESTIMONIALS

Got some happy customers? Share them with the world! Satisfied customers who rave about your company do more for your reputation than any other marketing tactic. Get a few of the ones that love you best, and record their most touching stories!

9. PRODUCT REVIEWS

The golden rule of social media marketing is the 80/20 Rule, which states that only 20% of the content you share should be directly about your brand. Why? Because social media is social – people go on Facebook and Twitter to interact, not to be pitched to. So instead of always talking about yourself, try talking about someone else. Do a product review of a tool or program that you use for your business. Explain how this other company helps you succeed, and tell your audience how they could benefit as well! If you’re lucky, the company will return the favor and talk you up to their base – and that’s a while new audience you didn’t have access to before!

10. SHARE KNOWLEDGE

Everyone loves learning something new, especially when it’s being offered up freely. Knowledge sharing is a huge trend in digital marketing. Companies like HubSpot and ActOn offer free e-books about customer conversion and branding strategy, and use those books to establish their expertise in their fields. (It also helps them collect email addresses of potential leads, so win-win for them!) Video can serve the same function. Try making a whiteboard video where you discuss something integral to your field and help your audience get a better understanding of it. You’ll prove that you know what you’re talking about, and increase brand awareness among your viewers.

If you want to see examples of these videos, head on over to our Vimeo channel and browse around. You’ll find that our clients are taking full advantage of the power of video, and using regular content to strengthen their brand. If you want to improve your online marketing and increase your digital reach, fill out the form below!

 

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