When it comes to video content, there are many different directions you could go. First you need to consider and answer the question, what is your goal? Do you want more customers? Do you want more visits to your website? Do you want more donors to your organization? Do you want to nurture the know, like and trust relationship? Do you want to increase your social media following? Do you want to add a revenue stream to your business? Once you have figured out your goal, you can determine what type of video is best for you. Below, I'll discuss some types of videos to consider and how to choose the right video type for your goals.
Brand Awareness
This is usually the first stop for a business or organization. A brand awareness video is where you explain who you are and what you do. This is a great place to start if you are a new business or organization and want people to know who you are and that you are open and want to serve your new community. You can use a brand awareness video strategically in paid ads and targeted marketing to let people know about you and the problems you can solve for them.
Here is an example of a brand awareness video I produced for the St. Louis Empowerment Center
Brand Story
A brand story video goes a little deeper than a brand awareness video and really digs into your "why". This is a great video type if you already have a little bit of a following on social media and are getting some website traffic but you really want to connect on a deeper level with your customers or donors. A brand story gets to the heart of why you do what you do, why it's important to you and gets to the heart of what motivates you. This type of video really connects with your ideal customer or donor on a deeper level. Think of this type of video as going beyond your storefront, but inviting your ideal customer or donor in for a cup of coffee. This type of video allows your customer to get to know you more on a deeper level
Here is a brand story video I produced for my own business. This video explains why authentic storytelling is so important to me.
Educational Videos
Educational videos are a great way to grow the "trust" factor of the know, like and trust relationship in your customer journey. Maybe there is an aspect of your service that requires a little more explanation. Maybe your customer needs to see your product in action and how to use it to solve their problem. Maybe you have knowledge about a topic that your ideal customer or donor is interested in learning more about. Educational videos can be a great lead magnet to offer your ideal customer. Maybe you are passionate about a topic related to your mission and you want your audience to know more about the topic and how your organization is working in that area. An educational video or video course is also a great product to offer your customers. This is a great way to add a revenue stream to your business.
Below is a great example of an educational video that I produced for Overcomer Ministries.
Testimonials
This is one of my favorite video types to produce. Testimonial videos deliver the biggest return on investment because people are more likely to buy from or invest in an organization that comes highly recommended. Testimonials from past clients, customers or recipients are like a gold mine for any business or organization. Seek out customers or recipients who had a great experience with you who are willing to share that experience on camera. A good testimonial video is a great investment for any business or organization. You can use it on social media, placed in your website or even used as advertisements in paid ads online or even on television. You can also use testimonials for fundraising events.
Below is an impact video I produced for On Angels' Wings that was used at their annual fundraising event. Each recipient's video testimonial will also be split up and used in various ways throughout the year.
Whatever video type you choose, make sure you are keeping your goal in mind along each step of the way. Track your results and make adjustments as needed. It's important to consider hiring a video professional to help you create a quality video so that it can have longevity and versatility in how it's used throughout your marketing strategy.
I have over 25 years of video production experience and I would love to help you develop and deploy a video marketing strategy to reach your desired goal. I offer a free consultation call to discuss your goals and how video can help you reach your goal. Just contact me to set up a FREE call to get started with your video project.
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