Using Video to Boost Your Brand

With Facebook giving more "screen time" and impressions to video over all other posts (and other social media platforms following suit) it's more important now than ever to jump into video marketing.

Video marketing doesn't have to be expensive. Here are a few resources to get your started:

Before we talk about what kind of content to create for your business, there are a few things to keep in mind:

  • Marketing videos are best when short: 30 seconds - 1 minute; always less than 3 minutes.

  • Social media platforms give more "screen time" to videos hosted natively on their platform (although you should also post on your YouTube or Vimeo channel)

  • Transcribe the audio when posting video on Facebook - audio is always off unless someone clicks to view the video

  • Consider boosting viewership on social media with paid spots that run for 1-2 weeks

Video Marketing Content Funnel

Instead of creating a one-video-fits-all scenario, statistics show there is a method to gaining loyalty, viewership and leads. It involves a Video Marketing Content Funnel and it involves creating several short videos for specific parts of your business.

Awareness

Videos in the top of the funnel include awareness of the company, an introduction to your brand, who you are, what you do, what client needs you serve.

Example Awareness Video from Logitech

Consideration

Videos in the middle of the funnel include educational or explainer videos, for example a demo of a software tool, or how to use a product.

If you provide a service, show how you can do what others can't - the things that make your company unique.

Example Consideration/Explainer Video from MOZ

Decision/Products

Videos at the bottom of the funnel are for customers ready to make their decision and purchase your products or book your service... they just need a nudge.

These videos include showcasing products, using testimonials, and (if applicable) showing client results.

Because videos are short, if you have multiple types of products or services, consider doing a separate video for each of your specialties.

Example Product Video from Patagonia

If you have example videos you would like to share, or helpful hints for our readers, please add to the comments below!

Digital Marketing Strategy

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