If you’ve landed on this blog, most likely it’s because you are considering marketing your product or service with video. Well, you’ve come to the right place! And I guess the most burning question on your mind, if you’re a newbie to marketing, is how in the world can you leverage video marketing in your business? It’s no big secret that video production has become an integral tool for marketers big and small. So let’s take a deeper look as to why, how, and when to utilise it.
When considering whether video is right for your business one of the first decisions you need to make is the style of video that would work best with your target audience. For example, if you have an eCommerce or Retail brand, what may work best for your business is promotional video production. There is a huge spectrum of video styles you can choose from, and it can get a little overwhelming if you don’t really know what you’re doing. To make it easier for you we’ve created a list of the different types of video along with a brief explanation for each:
- Promotional Videos:
This type of video is highly recommended for product based businesses, however can also be utilised for SaaS and service based business. Promotional videos can vary anywhere between 6 second snippets to 60 second long videos. When opting for one of these you want to consider who your audience is and what they are after. More and more, viewers’ attention spans become smaller and smaller, making it extra difficult of businesses to come up with extremely eye grabbing hooks to start their videos with! By utilising these short form videos correctly, you open your doors to insane levels of engagement and massive increase in conversion rates.
Examples:
- Social Media Videos (paid Ads)
- Social Media Reel Videos (Organic traffic)
- UGC or Customer review videos
- Video Email Marketing
- TVCs
- Brand Videos:
Brand videos hold a similar purpose to that of the promotional video, but this time instead of just selling your product, you’d be selling your brand. This type of video can be much longer, and falls under the Long-Form video category. These videos usually average between 90 second and 120 seconds, although some video production companies will tell you that you can plan for a video longer than 120 seconds if the creative is strong enough.
We are here to save you the money, because trust us, every second counts when it comes to production costs. We’ve had the pleasure of seeing videos succeed, but we’ve also seen the sad reality of when they don’t. Thankfully, all this has done is provide us the understanding that shorter videos perform better than longer ones in most cases. With your video running between the 90 - 120 second mark, not only will the video be easier on your pocket, but it won’t waste the viewers time, as it will account for their average attention span.
Sure, you can make your brand video a spectacle, as long as you get to the point quick and keep it entertaining! These are great for businesses who have trialled promotional videos successfully, and now have enough engagement that your target audience will actually care to learn who you are in a bit more depth.
Examples:
- TVCs
- Youtube advertisements
- Social Media Paid Ads
- Website Landing Page
- Corporate Videos:
Corporate video production encompasses education and training videos, testimonials, interviews, email marketing videos, and the like. For the purpose of this blog let’s focus on the two that will actually help market your corporate business. Testimonials, interviews and email marketing videos are you three go to’s. Usually, for businesses such as super funds, the big banks, or even carpentry, plumbing and electrical, client testimonials and interviews are what will grab your audience’s attention. They instil a sense of trust and reassurance in your service, and there’s a sense that they will simply buy in not just because your pretty face is in the video, but because real people are telling them your service is worth it.
Email marketing is extremely important for your type of company! People don’t usually buy the first time they see an ad, so you’d be smart to offer them a free asset such as an ebook or a newsletter speaking to their needs, and to grab said digital product they will enter their name and email. It is the use of your email list that makes a massive impact. Creating weekly, fortnightly or monthly video newsletters, fact of the month etc, will drive the constant engagement from your audience and provide them value. So much so that the next call to action you send them to with one of your videos, will convert them into paying clients!
- Documentary Videos:
Here’s one style of video content that seems to be missed quite often, and the potential is huge! The word ‘documentary’ usually doesn’t scream marketing, but in reality, these hidden gems are going to become a lot more popular with many audience types. Think about it like this, you go watch a film, and if you’re super intrigued by its special effects and mesmerised by the quality, you’re most likely going to go and watch the ‘making of’ documentary. Well, there’s a market for that in eCommerce and service-based brands too. Creating behind the scenes videos of how you make your product, telling the story behind the birth of the idea will make your audience feel connected to your brand, as well as the person behind it.
Let us provide you with an example, we’re a female led business so of course we love our gym fits! There’s a brand named Oner Active, the founder’s name is Krissy Cela. Now this woman is a genius. She started off with a YouTube channel, as most influencers do, and when she decided to start her own brand she made documentary video work for her. Having a following already built up certainly helped, she started creating behind the scenes vlogs of her everyday life as a business owner, going into dress fittings, showing how she and the team choose the material, experimentation and the use of colour theory etc. We don’t need to get too much into it but you get the gist! By leveraging documentary content she has not only grown her audience, but she literally sells out with every launch within minutes.
If you’re a product or service based business and you haven’t yet jumped onto the documentary content wagon, this is your sign to do so!
Choosing the right video marketing content for your business is overwhelming to say the least, but it doesn’t have to be so complicated. With the right market research and video production team by your side, creating a marketing plan and budget can be not only a breeze, but also extremely fun. At White Lemon we love collaborating with our clients, really making you feel like part of the team and vice versa, and educating you on video marketing strategies rather than just telling you what you need and sending you an enormous, and most of the time, unnecessary bill. If you’re at the stage of strategising don’t hesitate to contact us for advice!
