Once a company has decided they want to incorporate video into their marketing strategy, the next question is what type of video is best for their business? There are many categories of video to choose from, including landing page video, testimonials, and calls to action, and we’ll be looking at which ones are most effective.
Many companies approach video as a one time investment. And this isn’t necessarily wrong, but it does encourage owners to think it’s necessary to fit everything pertinent to their business into one video. You can imagine the result: a bloated, unfocused mess that tries to do everything at once and therefore fails to accomplish anything.
The lesson is if you’re only going to produce one video, make sure it’s focused and serves a specific purpose.
So what types of videos might make sense for your business?
Landing Page Video
One of the biggest reasons to create a video is to spice up your website. A landing page video is usually the first thing a potential customer will see when they type in your URL. A well made landing page video will boost your SEO (search engines go crazy for video), showcase your brand, and give your audience an immediate impression of your professionalism.
There’s a lot that goes into making a great landing page video, and you can learn more about that here.
I have a secret to tell you about testimonials. It doesn’t really matter what they say. Most people won’t read them (or in the case of video testimonials, watch more than a few seconds). All that matters is that your customers see that you have them (and that they look professional). Letting your potential buyers know that other people have been satisfied with your products and services goes a long way to convincing them that you can be trusted.
Especially in 2020, hosting a successful event is a real challenge. People are less likely than ever to travel to an event, even if it’s in the same city. At a time when it’s difficult to get your customer to come to you, why not bring the event straight to your customer? That’s possible with event video. A professional videographer can document your next product launch, convention, seminar, or training session, so that it can live forever on your website or YouTube channel.
A product video is just what it sounds like. It’s a way to highlight all the exciting things that your product has to offer. Sure, you can make a brochure or a chart, but nothing can compare to a slick, professional product video. A well made video will increase your sales conversions, boost your search engine rankings, and heighten your brand’s name recognition. Plus, the easy shareability of video will give a whole new meaning to word-of-mouth marketing.
A call-to-action video as a clear task in mind, calling upon viewers to take a specific action. Usually used on a website, these videos can ask visitors to sign up for a newsletter, register for an account, leave their contact information, or anything else you want to encourage them to do. While some call-to-actions will be directly about sales, they are often a way to inquire about customer information. They tend to work best when you are providing something in return, such as a free gift or discount.
These are just a few of the most popular video types. The best thing about a company video is you can be as creative as you can imagine. But whatever type of video you decide you on, make sure you hire a professional to bring your vision to life.