Video branding content was once limited mostly to commercials, maybe it played before a movie at the local cinema. With the internet pervading almost every aspect of our lives now, the game has changed. Small brands that might not have the budget for a national ad campaign can still create video content to market themselves and can distribute it globally to a potentially massive audience. Video marketing is not limited by the strict demands of TV commercials and many genres have been spawned through the internet. Youtube vlogs, demos, unboxing videos, case studies are all great ways to market your products.
If you are a small to mid sized company you should be embracing video as part of your broader marketing campaign. By this year, it is expected that nearly 3 quarters of all internet traffic will be video, so don’t get left behind. Here are some great foundations for your online video presence.
The most important video you can have on your site is a “brand video.” This will be your digital calling card, and it needs to show the world why your company exists, your values and why they should choose you over your competitors.
You should address your mission statement, your backstory, and what your company offers that no-one else does. Tell the human story at the heart of your company. Don’t approach it as a corporate necessity, take it as an opportunity to really express why you love your company. Audiences can see through corporate jargon and they can see through shallow fluff pieces. So be authentic and real!
People are far more likely to listen to a recommendation from a friend than they are from you telling us about how good your company is. Customer testimonials are a brilliant way to spread your message and is a great nudge for customers who are thinking about using your company but just need a final push.
Use customers that have a some authority in their area to film a testimonial, it also helps if they are natural in front of camera. Make it as easy as possible for the person kindly giving you a testimonial, come to them and get it done quickly, they are volunteering for you after all. Testimonial videos will give your company a trustworthy appearance that transfers into sales and more happy customers to give you great feedback.
The Educational Video
If a potential customer is visiting your site, it is for one sole reason, to learn more. Whether they want to learn more about your product or just the company as a whole, we are driving by wanting to know more. Posting a video that can educate as well as show off your products is a holy grail of marketing as it is shareable, subtly promotes your business and the viewers are getting something out of it too.
Every business has their area of expertise, so use that knowledge to create an instructional video! You don’t have to give up all your trade secrets, but just a quick snapshot of something that people are interested in can do wonders for your marketing reach.
These three videos can form a powerful foundation for your companies online video marketing presence. And that is just the start! There are many branding options that can be tailored to each individual business, as every business has something to offer in the realm of video.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2001, and specializes in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience by using video.
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Based in St. Kilda, Melbourne, Dream Engine is comprised of a small, close-knit team of energetic video production professionals.