In this guide
If you are new to video marketing, start with a question your customers need answered. They may want to know who you are, how you work or what a client has experienced.
You do not need a complex strategy or a large library of content on day one. Choose a first video with a clear purpose and a place to use it, then build from what you learn.
Here are three types of videos that are worth considering.
Customer testimonial videos
Customer testimonial videos let prospective customers hear directly from someone who has worked with you.
A strong testimonial focuses on the experience of working with your business: what problem the client was facing, what it was like to work with you and what changed as a result. This helps potential customers see themselves in the story.
A specific client account can help answer questions about the work and its results. Use it on a relevant service page, in a proposal follow-up or during a sales conversation.
An About Us video
An About Us video helps people understand who they are dealing with before they ever make contact.
It gives you the chance to introduce the people behind the business, share your values, and explain what you do in a clear and approachable way. This is especially important now that many buying decisions happen online, with little or no face-to-face interaction.
An About Us video can show the people, workplace and approach behind your business. Give viewers a clear introduction and a reason to explore your services.
Short social media videos
Short social media videos are a simple way to stay visible and share useful information with your audience.
Use a short video to answer one question, demonstrate a task or share something from your work. Keep the opening clear and choose a format that suits the channel and audience.
The example below shows a short social video we created for Sherrin featuring the Hawthorn Football Club.
A simple starting point
If you are just getting started with video, these three formats cover a lot of ground:
- Customer testimonial videos to build trust and credibility
- An About Us video to introduce your business and people
- Short social media videos to stay visible and useful
You do not need to produce all three at once. Choose the format that addresses your most useful customer question first. Our video marketing service can help plan the format, production and distribution around that question.
Our guide to video in the sales cycle explains where different videos can help answer customer questions. Once you are ready to plan your first video project, get in touch with Dream Engine to discuss the right approach.
Start with one question
Choosing a first business video: frequently asked questions
Match the format to the audience and purpose.
Which video should we make first?
Choose the customer question that is most useful to answer now. Agree on the audience, purpose and where the video will be used, then select the format that fits those decisions.
What makes a useful customer testimonial?
Focus on a specific experience: the problem the client faced, what working with the business was like and what changed. Keep the account grounded in that client’s experience.
What should an About Us video show?
Introduce the people, workplace and approach behind the business. Give viewers a clear explanation of what you do and a useful reason to explore your services.
Do we need all three formats at once?
No. Start with one video that has a clear purpose and a planned place to use it. Review what you learn before deciding which content to produce next.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
