Your Marketing Needs These 9 Videos
Did you know that are NINE types of videos your business needs? Gone are the days when the only video advertising was television commercials. Now, video is ever-present in our lives. For example, over 2 BILLION users log into YouTube every month. Just like any other tool available, as a business, your brand is going to need different things from different types of videos. Are you using all the kinds of video?
Since different types of videos are used for different things, it’s important to have a well-rounded video strategy. One that helps attract customers, educate them, converts, as well as creates customer engagement and builds relationships. Some types of videos that do that are webinars, promos, digital display, social content, and personalized videos for customers. Some of those are best when heavily scripted and polished, others are great when they feel quickly thrown together. What you need depends on what need you are trying to fill and where the target viewer is on their customer journey. It also depends on how much time, effort, and/or money to pour into video creation.
Explainer Video are quick 30-60 videos that explain who you as a company are. It’s basically a pitch video. They great for top of funnel interactions where you need to introduce yourself to potential customers and convince them why they should care about you. They work best when they are made with the audience in mind and feel personal. Don’t forget a strong call-to-action!
You can use Explainer Videos on your website, (think homepage videos) on social media, including YouTube, as well as in ads.
How-to videos are great for any point of the funnel, can be just about any length, and be used for anything other than ads. However, they don’t need to be extremely high quality or super polished. A real person-to-person feel is more effective. The point of a how-to video is to explain something in a way that will provide valuable content to your audience. This is not the time for a hard sell.
How-to videos are super engaging online because it can feel like pulling back the curtain and letting your audience in on trade secrets!
Promo videos are basically the general term for commercials. Think short, polished, story driven, exciting videos with strong call-to-actions. They can be used anywhere you need to promote something!
Talking Head Videos
Talking head videos could also be categorized as thought leadership videos. These videos are when you put yourself in front of the camera and share your personality and point of view. These are not designed for a hard sell but instead to show viewers your authentic self and brand personality. Talking head videos work best on social media and on YouTube.
I’m going to include podcast videos here as well, (like the video recordings that most podcasts film while recording.) Webinars are inherently educational and therefore the focus needs to be on providing content for your viewers, not selling them. Most webinars are between 15-60 mins. And like in person seminars, they can take many forms: live Q&A’s, lectures, or panels.
Hosting a webinar takes a bit of IT knowledge so it’s totally ok to use a hosting service! It’s a good idea to have a moderator (and maybe an A/V guy) on hand for any troubleshooting or technical difficulties. After the webinar is finished you can make it available for on-demand viewing, as well as cutting the webinar up into smaller clips.
Case Study Video
A case study tells the story of how a real customer uses your product. It provides validation from a third party. Case study video work best when they are clearly planned out and polished. Include the customer/video star on the planning process, that will make the video more authentic. Focus the video more benefits rather than features and back up the information with data.
These videos are a way to highlight your company’s culture and personality. They help tell your brand story and personality. Often these videos are narrative driven, fun, and humorous. A good example of culture videos is pretty much every company’s TikTok. They are quick and fun and feel personal.
A demo video is a video that highlights how a product or service actually works. It’s there to educate and inform viewers. Keep the video as concise as possible. They can take a few forms: a broad overview, pre-recorded demo, or live demonstration. For example, we have broad overview demos of National List Services on YouTube, we prerecord demos to onboard clients or answer technical questions, (Loom is great for this) and we often do live demos when showing potential clients how our systems work.
Who doesn’t love a personalized video? Sending videos instead of texts or emails to clients is a big part of our follow up. It’s so much more touching to see someone’s face and hear your name than just a written follow up. Because of the nature of our business there are some clients we have never actually met face to face and sending them a personalized video can help bridge that gap.
So, with so many avenues and different types of videos, it’s easy to see why it’s such a popular marketing tool. How do you use video in your marketing?
Be Your Own Brand Spokesperson – Why?
While branding your company most people focus on things like logos, colors, message. Which is all super important! However, in this visual digital world we are living, putting a face to the name (or brand, in this case) is very valuable. For example, pictures with faces in them are on average 38% more likely to get likes and 32% more likely to receive comments.
Here’s some specific reasons to use your face in branding and ways to do so!
Why Showing Your Face Helps Your Business
Here are 4 reasons!
- Using your face helps brand recognition
There’s a reason why brands use spokespeople. It is often easier for people to remember other people than it is to remember brands or companies.
- It humanizes your brand
People like to work with people, not “soulless corporations.” Connecting your face to your company makes it easier for customers to relate to you and build an emotional connection. This is one reason why it’s helpful to use your face. Chances are that you and your company share the same values and goals. Having that message come from you and the company reinforces those ideals and helps other care about them too!
Another aspect of humanizing your brand is the trust that comes with it. It’s much easier to trust a person than a company; you know who they are and what they stand for. Linking you to your brand pulls that trust over.
- It creates engagement
Knowing who they are engaging with makes it easier for customer to connect with you on social media. Also, our brains are literally wired to find faces so putting your face front and center will help draw people to your content.
- It helps shape your community
This may sound confusing but linking your face and your brand can help create a more accurate and diverse business community. We all play a part in shaping the communities we are a part of. All of us have a story or journey to share. Highlighting your story along with your company story creates diversity. And you never know who your story will touch!
How to put your face front and center
Here’s some tips to get started
Show behind the scenes
Pull back the curtain on your day to day. Everyone loves behind the scenes. Showing what you are doing is a good way to ease into using your face for marketing. It’s can be simple to do, just bring your audience along to your tasks! It’s a good way for people to get to know you and all the things you. It also can help your customers appreciate all you do!
Stories is a great place to show all those behind-the-scenes shots. It’s also a great place to speak to the camera about your company and your mission. Stories get a lot of engagement but disappear after 24 hours so there’s a lot less pressure! To make it easier on yourself, prerecord your videos. Make “eye contact” with the camera, don’t look at your own face. Have a general idea of what you want to say, a bullet point list helps! And don’t worry about any word whiskers. The point of this is to help people get to know you and show authenticity. It doesn’t have to be perfect!
You might be surprised by how much more engagement live videos get! Unlike prerecorded videos, live streams make viewers feel like they are a part of the conversation. The more authentic interactions create more engagement. For example, on average, live content generates 10x more the comments that prerecorded videos. And people tend to watch live content 10-20x longer.
We want to see your face! How do you connect your personal brand to your company brand?
The Best Social Media Platform For You
There are so. many. social media platforms available. Each have their own flavor and specialty. It can be overwhelming to figure what platforms are the best fit for you and your company.
Ideally, the answer to what platform should you use is: all of them! There are many tools and social schedulers available to make it easier to post to many accounts and platforms at once. However, even if you are able to consistently post to a wide variety of platforms, it is helpful to understand what each platform excels at. And, what each platform needs.
Let’s break it down:
Facebook has roughly 2.8 billion monthly users, and because of that, Facebook is in a lot of ways a necessary evil. Since Facebook owns some of the other platforms, having a Facebook business account is a necessity. From a content standpoint, Facebook really excels at four things.
- Sharing company information. Facebook (and Google my Business) are often the first place updated about hour changes, services, locations, etc.
- Facebook groups. Facebooks groups are an excellent way to build micro communities online. For example, we are a part of Facebook groups for specific SaaS products we use, different communities like the 10X community, as well as groups to network with like minded businesses. Because these groups are often moderated, they can provide a safe place.
- Live video. Facebooks live video and event scheduling feature is one of the most robust available. Because of Facebooks integrations with Instagram, it’s easy to stream to two places at once. Facebook catalogs video internally, meaning that Facebook video doesn’t help general search engine SEO, which is something to keep in mind.
- Ads. Facebook has its own ad platform that only works with their family of applications.
Instagram constantly adds features, so even though it started out as a purely visual platform, its effective for all businesses. Here’s some things to keep in mind about Instagram:
- Instagram stories have high engagement rates. They are great for creating authentic interactions with your followers. And they can be shared directly over to Facebook stories.
- Instagram shop feature is very comprehensive and easy to use. If you are a business that sells physical products, having an Instagram shop set up is very beneficial.
- Instagram Reels take parts of TikTok and YouTube and combine them together. Unlike, TikTok they don’t have a 1-minute time limit so you can say a lot more. Live video scan be converted directly to Reels.
- Instagram’s user base is generally younger than Facebook. More than 50% of Instagram users are between 18-35, while more than 60% of Facebook’s user are over 35.
LinkedIn has started to shift away from a purely networking platform to an information sharing platform as well. They recently added a live video feature and seem to be working to towards taking some of Facebook’s power away as the B2B social.
LinkedIn posts that are not self-promotion work well. It’s a great place to pull over blog information and transcriptions/scripts from live videos.
LinkedIn is all about connections, and interactions that are mutually beneficial. If you can find the right audience or community, chances are you will get a lot of engagement and connections.
Twitter is easy to use and easy to generate content for. The snappy text-based format pushes engagement. Twitter is great for cross promotion across platforms. Screenshots of Tweets work well on other platforms. And Twitter is great for sharing links to your own content as well as highlighting other things you care about.
Twitter is also great for building personal relationships with followers. The stream of consciousness format can feel like a personal one-on-one conversation.
You may be surprised that Snapchat is included on this list. Snapchat’s audience skews very young which often eliminates it from company’s marketing plans. The platforms interface also makes it difficult to brand yourself and to find new followers. (Unlike most other platforms, Snapchat’s “explore” page doesn’t usually promote accounts to follow.)
However, Snapchat recently launched a creator fund. They have made extremely easy to get money as a creator on the platform. They seem to have learned from past mistakes and are pushing creators to use the app. (Many people reported making 6 figures in their first month!)
TikTok is not just for the kids. It has a massive user pool, extensive creator funding, and a simple structure. It’s relatively simple to leverage their algorithms to your advantage. And since it’s a few years old at this point, there are established content formats and trends you can use.
It’s short form (60 seconds max) video format is great for storytelling and building personal relationships.
Many companies use it as an almost “behind the scenes” look at their day-to-day work. That type of content is great for engagement and creating brand loyalty.
TikTok is highlighting your personality or company culture.
What social media platforms do you view as essential?
Want help with getting your social media marketing rolling? Let us know!
Should You Repurpose Content?
So, should you repurpose content? Yes! Recycling or repurposing content has a lot more advantages than just saving time. (Although that is very helpful. As the old adage says… Time is Money! 💰 )
What does it mean to repurpose or recycle content? There are a couple ways to do it. One way is to repost or reshare the content as is. A lot of companies do this with TBTs or just highlighting past content. Another way to repurpose content is to take old content and use it as an outline for new content.
For example, once a Live Video stream is over, the audio can be published as a podcast on platforms like Spotify or Apple Music. Video clips of highlights can be repurposed into social content or ads. As well as pull quotes. The transcript can be turned into a blog article.
(This article is based off an outline for a live video, that was in turn, based off another blog article, that was itself based off one of Live Roundtables. Content can generate other content.)
What’s Your Message?
If you have been making content for a while, you probably have a good idea of what your message is. So, no matter what you do, some part of everything you create will be a reiteration of something you’ve said better before. That’s a good thing! Constantly adding drastically different messaging can create a confusing overall brand message. Your brand pillars and values aren’t going to change so your general message probably won’t either.
For example, the foundation for everything we do is using accurate data to create effective marketing. All the content we create is in some way or another connected to that. Therefore, it makes sense that we reiterate ideas and messages. That doesn’t mean that we don’t have anything new to say because there are always new ways of approaching information. The world around us, as well as technology and industry standards are always changing. There are always new things that can be added. Adding information keeps your messages up to date. Up-to-date content is more accurate and provides for value to your followers.
Your Audience Grows and Changes
Another reason to recycle content is that it gives more people an opportunity to see it. And even if someone has been following you for a long time there’s a good chance that they didn’t see the content the first time around. Social media platforms notoriously fail to consistently promote content. And we are all busy, it’s easy to miss something. And your followers might appreciate or need a piece of content now, more than they did when it was first published. Repurposing the information is a way to help your customers get the information they need.
Know What Your Customers Need
The more times goes on, the more you know about your audience’s interests. We are all constantly learning about our followers and audience. The more time goes on the more First Party Data is available. Knowing more about who your customers are can help you to understand what content they actually need. You can then reframe the information that you know would more benefit them.
Recycling Content Boosts SEO
One added benefit of repurposing content is that it boosts SEO. Search engines like to see a lot of content that revolves around a single topic. It shows a consistent brand message and purpose. A consistent brand message can indicate brand value.
What ways do you repurpose content?
How Can Data Help Multichannel Marketing?
Quality data and the proper interpretation is the foundation for any campaign. Especially for campaigns using more than one more channel or multichannel marketing. Customers now want personalized messages and interaction in the channel of their choice. The only way to do that successfully is have ongoing campaigns, spread out of many channels. How can data help?
Step one for any campaign is to know your customer. Dig through all your first party customer data to create personas of your target customers. Knowing about your customers will help you figure out what channel they will mostly like to engage through.
It is helpful to give your customers and potentials multiple touch point options. Encourage your customer to sign up for emails, interact on social media, and any other engagement options. The more data you have on your customers, such as email, phone, social accounts, and their address the easier it will be to engage in a way that reaches them.
Next, you can collect data and analytics about your customers from the channels you are using to constantly to learn more about your demographics and your customer’s buying habits. The more channels you use the easier it will be to learn about your customer.
Knowing what channels your customers prefer can save you money. For example, there’s no point in sending your target audience direct mail if you know that’s not a channel that works for them. Therefore, collecting data about your customers can help you lower your CPA and give your faster ROIs.
How are you using data to inform your multichannel campaigns?