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Hallo. Welcome to another episode of video marketing success.
I'm Simon Spykerman. Your host and today where asking the question
"What kinda video should you produce?" Video's become
a wildly successful marketing tool
and there are a lot of great videos out there that you'd
like to emulate
but there are so many different styles and types and approaches
Where do you start? What kind of video are you going make first?
Well to answer this question, you wanna start by asking
what is your goal? What are you trying to achieve with your video?
Now typically the answer to that question
will Iie somewhere within the customer life cycle. The customer life cycle could
be broken down into
branding awareness, interesting consideration,
trial or evaluation purchase,
and loyalty all referrals. If branding awareness is your goal then you might
want to consider a commercial.
Commercials are far from dead.
They've just moved online. Companies like give Jivox are experiencing great success
with commercials and say that they get five times greater response rates
than they do from static banner ads. Commercials are still a form of direct selling
so contextual placement becomes very important.
You don't want to have you of hair drying sales ad on a car lovers
website for example. Another option is the viral video
and the idea behind a viral video is that people will
share it with their friends and their friends or share it with their friends
and it will spread like a virus
but it usually does that because it is humorous
or engaging in some way that is not necessarily tied to the Brand and often
the brand message gets lost.
Who for example knows what the trunk monkey was trying to promote
I think it was a car but I don't remember what kind
Another approach is to look at
educational or "how to" or thought leadership videos
now with these its kind of the long play
because people will engage with them and share them because they value the
content and those people are much more likely to be your prospects
and over time that can be a great source for referrals
sending traffic to your website. If interest ok consideration
is your goal then a home page or conversion video can be a great tool.
That answers the question for anyone landing on your website
"what do you do and how can you solve my problems?"
and done well can really help lead people further down the salesl cycle, increase
the conversion rate or response rate that you get from your website.
Another great tool here is the
video testimonial. Testimonials from customers
telling how you helped them. It is so much more powerful to have someone else blow
your horn the than blowing it for you.
Now if evaluation is the stage
you're at, you might consider a product demonstration video
where you demonstrate and show how your product works
rather than just tell us. Also case study videos can work well here.
A case study video is kinda an
expansion of the video testimonial. In a case study video you might interview
yourself and your people talking about how you solve a particular customers
problem
and then you might interview the customer and have them explain how you
solve that problem.
Anyone watching those videos is going to put themselves in the position of the
customer and see you
solving their problem. So it's a very powerful tool.
A thank you or Customer Appreciation video
soliciting feedback and reviews is a great
tool at this stage and you could also create an upsell video
showing more services and offerings that you have. If you want loyalty and
referrals you might consider doing an
FAQ video series where you take the most commonly asked questions from your
support
sales staff and turn them into video on answers.
You can also create training videos teaching people how to use the products
that they have purchased from you
more efficiently. Another approach with some companies
is user-generated content, where your fans
create videos for you. GoPro is a great example of this. They're a camera company.
People are using the camera's, they're uploading the videos that they make on
their cameras and sharing them
because their fans. Once you've determined where your video falls in the
sales cycle and you figure out
what kinda video you gonna make, whether it be a commercial a viral video
or homepage video, those things are kinda like genre.
They gonna give you points on style and approach
and then you can look at how other people are doing that successfully. You
can look at other viral videos or the homepage videos to
see how other people are doing that successfully and that can help you
further nail down
your approach to video production. So I hope this guide has been useful in a
kind of videos that you can make
and I wish you video marketing success.