- Video has established itself as the most engaging form of content, leading many companies to adapt their marketing strategy accordingly.
- This growing trend has spurred businesses to evolve their approach to video content in order to get to get the most out of their marketing approach.
- Thankfully, there are many ways to incorporate video into every level of your marketing strategy to gain the most return for your investment.
We all know by now that video reigns supreme when it comes to engaging content, but are you using video in a way that will help maximize the return on your marketing investment? Despite its popularity, many still approach this medium with a narrow mind frame.
The truth is, video content can be applied to strengthen every point of your conversion funnel, making your marketing efforts more effective in growing your brand and bottom line. So without further ado, here’s what type of video content you should be incorporating to get the most out of your marketing strategy.
Free Instructional Content
It’s true that the video format lends itself to engaging content, but if you really want to get your audience’s interest, you should offer them something that represents real value. One way to do this is by creating instructional material and offering this knowledge for free.
This is a great way to gain your audience’s trust and establish yourself as an expert in your given field. Offering free, valuable video content is sure to drive new traffic to your site and gain your brand visibility, even if you’re not specifically talking about your product or service.
Host Regular Webinars
Do you have lot of valuable knowledge and information to share with your audience? Hosting a weekly or monthly webinar is a great way to pack lots of information into an easily digestible format.
Unlike a lengthy blog post, which can turn off even an avid reader, you won’t have to worry about your audience losing interest or tuning out with an engaging video. This is a great way to keep your existing viewers interested, while simultaneously growing your following.
Background Story About Your Brand
Your brand’s inception story is actually much more interesting to your viewers than you may think. In fact, having a clear and relatable story behind the origin of your business helps your audience align with your mission and message.
For those who aren’t familiar with your brand and service, this type of video can be vital for building awareness and trust in the company. Be sure to make the story engaging by pointing out the exact problem or pain point your company is trying to solve – this way, if the issue resonates with your audience, you’ve won them over to be sympathetic to your mission.
Behind-the-Scenes Peak at Events
If your brand is taking part of some type of exclusive event, why not capture your audience’s interest by giving them an insider’s view? Odds are, there will already be some existing buzz surrounding the occasion, so this lets you leverage that momentum to drive your own visibility.
The best part is, all you need to create a behind-the-scenes video is a social media account and a smartphone. Thank to Facebook and Instagram, you can take your stories live and even capture them for later use. This is an inexpensive way to create valuable content. In fact, live video format is proven to be more engaging than pre-recorded and edited footage.
Demonstrate Your Product or Service
Having an amazing offer on a great product is a wonderful start, but some of your leads still require a bit of convincing before they commit to a purchase. A video demonstration is an incredibly effective way to put your customer at ease with buying your product.
Essentially, it’s as close to an in-person inspection as an online customer can hope to achieve. If you’re not already including video demonstrations or overviews along with your offer, you may be missing out on valuable leads.
Gain Social Proof Through Testimonials
If you have a set of delighted customers, you should give them a strong incentive to leave video feedback on their experience with your brand. This kind of content is a goldmine when it comes to earning your company social proof, because you just can’t fake testimonials.
While five star reviews are still a great way to encourage purchases, getting that review in video format will only further that effect. Some great ways to encourage your customers to submit video testimonials include offering discounts on a future purchase, hosting giveaways, or just engaging with your audience on social media though a hashtag or a challenge.
Final Thoughts
Hopefully, these tips will help you maximize your video marketing capabilities and grow your engagement exponentially. You no longer need to have a large marketing budget to produce valuable video content; in fact, thanks to technological advances, you may just need a social media account and a smartphone.
Using video to give your audience insight into your operations and your products is a great way to grow your their trust in your brand, making them much more likely to give you their business. Once they do, you can further engage with them to produce invaluable social proof in form of video testimonials.