Here’s How Your Business Can Use Video Content to Increase Conversions
Videos have become an essential piece of the digital marketing puzzle.
They are the weapon of choice both for up-and-coming new businesses that need to get their name out there and for prestigious old-time brands looking to reach new audiences.
That being said, I’m guessing that you’ll only want to produce videos with content that is specifically relevant to your brand's primary goals. Posting videos just for its sake won't effectively help your business increase conversions, and it could even make you waste precious time and effort.
So, in this piece, I’m going to present to you the best types of videos according to three of the major marketing objectives. Then I'll let you in on some of the most valuable tips as used by the finest production teams in the business to help you get your video right.
Now, let’s begin!
Building Trust and Showcasing Brand Values
Before knowing about your product or service, some consumers will want to know who you are and why they should trust your company. In the age of social media, you need to show your brand’s human side to make it more approachable and easier for users to engage with.
With that in mind, few other types of videos can do the trick, like the company story video, also known as the "about us video" or "mission video." They focus on the stories and people that make your brand so loveable, helping you to create a stronger connection with your audience.
Creating the Most Heartful Company Story Video
Even though each company story video is unique (since every brand is also unique), there are a couple of ground rules you need to follow to create a corporate video everyone in your company will be proud of.
· Tell a story that is representative of your brand’s identity:
Company story videos are very diverse in nature. You can use the opportunity to explain how you came up with your brand name or the inspiring story of how you decided to start the company in the first place. Or make a goody and light-hearted video of what a normal day in your office looks like.
· Get the tone right:
Thinking about your company’s identity may seem like a complex and abstract task, so take a moment here to figure out what your brand stands for. Try to see beyond the products and services you offer and align your company story video with your company’s culture and moral guidelines. An effective corporate video should add a human touch to your brand.
· The more voices, the merrier:
This is why you wanted to do a company culture video in the first place: to show the real people behind the products and services you offer. So, try to include as many employees as possible. Your audience should think of you as a community of diverse people working together towards the same goal. And with that in mind, here’s an extra piece of advice: use only real workers (never actors!).
Effectively Communicating a Product’s Features
Does your marketing team have a hard time explaining what your product’s benefits are? Then a product video can be the solution you’re looking for.
Product videos offer a detailed and precise look at your product’s main features and differential benefits, prompting potential customers into closing a sale. They’ve become increasingly popular in e-commerce because they are the best thing next to actually buying your product.
The Golden Rules for Producing a Product Video
A product video is really more than just a technical list of characteristics: it should also spark your audience’s interest! Here are the three rules every engaging product video should stick to.
· Keep it short and sweet:
Your product should cover the essentials and little more than that. What are your product’s main features? How does it work? What are its benefits? And rather than just answer these questions, show your product being used in context. That way, your audience will have a clear and straightforward idea of what they’re about to buy.
· Harness the power of editing:
Find novel ways to present your product to your audience. Don’t underestimate the value of slow-motion takes and exciting music to make your product demo video feel attractive and professional.
· Go beyond your product:
Your product is the center of your video, but I encourage you to go beyond it and also show the real-life and specific ways your product can be used. “Generic” is the enemy of creativity, so your video should reflect your brand’s unique personality as well.
Dealing with Customer Concerns
Sure, you’ve probably created a FAQ page for your website. But video opens up a whole range of possibilities to nurture funnels and answer your customer’s most frequently asked questions in engaging ways.
FAQs videos are designed to deal with your client’s more pressing questions and answer them promptly. They are especially useful for clients that are having last-minute doubts about your product or service and need just a tiny extra push before clicking that “buy” button.
Frequently Asked Questions about FAQs Videos
Even FAQs videos have their own FAQs, so let’s go over them!
· How do I come up with the questions?
My advice is to always use real customer feedback. You can conduct surveys to learn exactly what troubles your customers and then start producing FAQs videos to solve each of them. If your brand interacts with users on social media, check for questions in the comment sections of your posts or your inbox, and use those survey results to inform your content.
· How many questions should I answer per video?
As a general rule, focus on one question per video. By choosing quality over quantity, you’re making sure your piece will be relevant and helpful. You can start by identifying what are your most frequently asked questions and then group them by category or topic. And if you have many related questions, consider creating a series of FAQs videos that can tackle them individually.
· How long should a FAQs video be?
Be as clear and concise as possible. As with many tutorial and educational videos, the key is to get to the point without getting overly technical. Simplify your answer as much as possible without sacrificing useful information.
Creating diverse and engaging content is crucial to generate loyalty and sales. With that in mind, this article can’t possibly be a comprehensive list of all the types of solutions video has to offer. So, use this piece as a form of inspiration to start thinking of video as your most valuable and effective marketing tool. Then you can come up with your own types of videos that will help you achieve each of your specific business goals. Good luck!
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.