10 tips on how to use videos in marketing
How can a small business with a small budget get started with video marketing?
The answer is pretty simple. Start with the videos that will have the biggest impact on your business and do it yourself.
Remember that the content of your video is more important than how shiny or professional it looks. You don’t need to break the bank to make an effective video .
In fact, before you invest in a big production, try making a video that’s a little more on the do-it-yourself side and see how it works for your business. You can always improve and fine-tune your videos later.
For ideas for the video content itself, here are some great tips to start.
1. Customer testimonial video
Customers can be great ambassadors for your brand, product, or service. If you can find an existing customer willing to go on video, then get them in your video. They can make a great impression on other customers and help explain your product or service through the lens of a user.
2. How-to video
Also known as instructional videos or tutorials, how-to videos let viewers find solutions to a particular problem they might be experiencing. They are a great way to help viewers, for example, use your product more effectively.
3. Demo video
A demo video is literally a walk-through of your offering, much like you would do when a customer drops by to your shop or office. A demonstration video is a great way to showcase the attributes of your product or service, and they work well for marketing campaigns.
4. Product review video
An informative product review video can give your product or service an edge against the competition’s offering. By showing the benefits of your product or service, you can assist customers to get a better understanding of what they are signing up for if they choose you.
5. Explainer video
An explainer video is like a demo video, but rather than product or service attributes, it focuses on how the product or service provides value to customers. Explainer videos break down the complexity around your offering and communicate your unique value proposition in a short amount of time.
6. Interview video
These types of videos put the spotlight on one or two people where they answer questions. The interviewee could be your CEO, employee, partner, supplier, customer, or a social media influencer. Interview videos can bring authenticity into your marketing message.
7. Training video
Training or tutorial videos help improve the user’s skills with your product or service. These videos can use footage of real people to connect the instructor with the user. The training video provides a step-by-step guide on how to use or optimize the use of your offering.
8. Videos from photographs
These are straightforward videos that are more like slideshows showcasing some aspect of your brand or offering. They are accompanied with pictures, text, and sound as a narrative, and don’t require you to be a good videographer. You can create these videos with a simple video editor and use stock video footage or images if needed.
9. Personal message video
These videos are great to showcase the human aspect of your business. They are great for highlighting your company's team spirit, sense of fun, and community - or just for letting your customers know what you're like.
10. Behind-the-scenes video
Behind-the-scenes videos can provide engaging content for your marketing channels. You can use them to show your audience how things are done or how your staff spends their time. These videos are good for strengthening your brand image - whether professional, youthful, or informal - by showcasing these traits in your day-to-day activities.
Enjoy getting started with videos!