Now more than ever it’s important for your business to stand out in a crowded marketplace with clear, well-defined branding that consistently supports your intended message and mission. One of the best ways to capture the attention of your potential audience is with video. Did you know that mobile consumption of video is rising 100% per year on an annual basis? And six out of ten people would rather watch videos online than television? (Learn more)
These trends point to a huge opportunity for small- and medium-sized businesses in and around Oregon. Whereas traditional television advertising is beyond the scope for more local companies, everyone has the ability to create mobile ads and video campaigns that live online and via social media.
So what types of video content make the most sense?
Landing Page Videos
This type of video is the first thing people will see when they visit your website. It should be a clear, concise introduction to what your company does and what your customers can expect from your products and/or services. It should also capture what’s unique about your brand.
But it doesn’t need to include everything. Landing page videos should be short and too the point. One mistake I see these types of videos make is they try to cover too much, and that means they end up including sub par footage.
The best landing page videos wet the appetite of your potential customers and include a call to action to get them to the next step, whether it’s visiting your product page, contacting your sales team, or signing up for your newsletter.
Video is a great way to inform your customers and establish your company as a thought leader in your industry. Videos that explain information to your audience is a great way to boost your site’s SEO and grab more attention. Capitalize on people’s curiosity and establish a relationship that could lead to purchases down the line.
Explainer videos don’t need to be directly about your products and services. It could be loosely related to topics that would be of interest to customers. For example, if you have an outdoor lighting business, you could produce DIY videos about how to create home lighting setups. If you own a brewery, think about producing a series of how to brew your own beer.
The point is you want to build content based around your company’s expertise.
Product demos are a great way to showcase what your company has to offer. Well made product videos will serve multiple functions, as content for your website, posts for your social media channels, and paid ads via Google, Facebook, and YouTube.
The key to great demo videos is making sure they show your products in the best possible light. While it’s nice to have longer videos that fully demonstrate how to use your products and offers plenty of troubleshooting, these will only be useful to people who have already bought your products. While that’s a nice way to build customer loyalty in the long term, the first goal should always be to entice new, first time customers.
Want people to notice your videos? Than drone footage is the way to go. If you have an outdoor focused business, then drones are a no brainer. But every business can accentuate their advertising and marketing with beautiful landscape shots and overhead footage.
Oregon is particularly well suited to great drone shots. From the amazing coastline, to scenic Mt. Hood, to spectacular downtown Portland, think about what vibe best suits your company and then hire a drone operator to capture that mood.
Who better to explain the benefits of your company’s products and services than your happy customers. Testimonials from people who have used your products and are happy with the results may be the most effective form of advertising available.
Once you get some high quality testimonials, you’ll want to feature them prominently on your website and on your social media. Be sure to work with a videographer who has a lot of experience doing interviews, as you’ll want the lighting and sound to be of the highest quality.
The best part about testimonials is you don’t even need your customers to watch them. They just need to see that you have them on your site. Knowing that you have satisfied customers willing to speak on your behalf will go a long way to building trust.
Events are a great way to connect with customers and partners and build relationships that can directly lead to sales. Unfortunately, at this particular moment in time, events are extremely difficult if not impossible. Video allows you to bring the event to your customer, even under normal circumstances.
Live streaming is a key aspect of event video, allowing you to reach your audience in real time. Recording your events also allows them to live on beyond the date of the event itself.
While these are the most popular video types, you are only limited by your imagination. The most important thing to remember when investing in video is you want to work with a professional. Any video you put out is a representative of your brand and what you stand for as a company. Don’t settle for something that’s not high quality. No video is better than poor video.