Videos are a powerful and popular way to communicate online. Here are some ways your business can use videos to connect with your customers, with examples of how we use videos at Marketing 360®.
#1. Introduce Your Business
An introductory video tells the story of why you’re in business. The script will probably have a strong connection to your mission statement.
An introductory video will show what you do, but the goal here is not to explain the features of your service. Instead, it should inspire potential customers and instill a sense of what’s possible when they work with you.
Here’s how Marketing 360® introduces our business:
When you introduce your company in a video, exemplify the why. Turn it into a story that inspires trust and motivates action. After a potential customer watches this video, you want them to feel a strong affinity with your brand.
#2. Explain Your Offer
Explaining how you do your work is probably the most commonly used business video.
A good explainer video clarifies what you do and – just importantly – how that work translates into benefits your customers value. Here’s our example:
Quality explainer videos break down complex topics so they’re easy to understand. They consistently make a connection between the product and the value derived from using it.
#3. Customer Profiles
Featuring your customers in videos is one of the most powerful ways to make a connection with your audience.
At Marketing 360® we feature clients in Tribute to Entrepreneurs, which tie nicely into our introductory video and more traditional success stories.
Success stories are basically client testimonials, and make really powerful video content:
Telling your story through clients creates powerful video content.
#4. Informational Marketing
Informational videos are a powerful way to connect with leads as they research topics that relate to what you do. Use these videos to educate potential clients and earn their trust. For example:
Make sure you set up a YouTube channel for your business so you can capture traffic from those searches.
Consider the information gaps and questions your potential clients are likely to have. Those make excellent topics for these videos.
#5. Company Culture
Prospective customers want to see what your people and culture are like; the more serious leads are often the most interested in this. People today like to work with businesses they feel an affinity for, and that feeling comes from knowing what your people are like.
#6. Brand Affinity Videos
Brand affinity videos are part of your story telling arsenal. With these videos, you want to create a strong, emotional connection with your audience. The goal is to get them to see your brand as if it was a like-minded person.
Videos like this make a lifestyle connection and get leads thinking This is the type of service people like me use.
All these videos also get your brand in front of people with a memorable message. Everything you can do to get your brand concept ingrained in people’s minds will help you in the long run.
Here’s Brandon with a video overview (how about that!).