5 Types of Video That Improves Marketing Content written by John Jantsch read more at Duct Tape Marketing

Video content is a hot topic in marketing circles. We’ve been seeing studies for years now that video is the way people want to consume content. Search engines continue to reward businesses with video on their homepage with additional traffic. So if you haven’t yet embraced video, now is the time to start.

Oftentimes when people think of video marketing, they think of social media content. While there’s certainly a great case to be made for using video on social platforms (and lots of ways to do it!), incorporating video across other marketing channels is just as essential.

Here, let’s take a look at the five types of video content that can be added to any business’s marketing system. This will allow you to tell your brand story in a dynamic, engaging way.

1. Brand Story

Every brand has a story. Lots of entrepreneurs have fascinating tales of how they got the idea to start their business and the journey that they went on to get that business off the ground. But when we talk about core story, it’s not about where the brand has been, it’s really more about the customer’s story.

Every brand has a problem that they solve for their customers. It’s their own unique approach to solving the issue. This is what attracts customers to the business in the first place and keeps them coming back time and again.

Creating a video that tells your core story is a great way to establish trust immediately with prospects. A strong core story outlines a prospect’s problem, paints a picture of a world where the problem has been solved, and then offers up your business as the solution to the issue.

Putting a video like this front-and-center on your website sets you up for success with prospects. Not only do prospects feel seen and heard by what they’re seeing in the video—this is a brand that really gets my problem!—they also have a sense of connection with the people behind the brand.

When the business owner gets on camera and talks directly to their prospects about how they address their big concern, this wins their trust and builds a human-to-human connection from the get-go.

2. Service or Product Videos

You have gotten the attention of a prospect with your core story. Next, your prospect might want to learn more about the specifics of how your business can solve their problems. That’s where product or service videos come in.

It doesn’t matter what kind of business you run. A video showcasing your offerings can help to dynamically demonstrate all the pros of purchasing your product or service.

For more complicated products, like a new software system or a tool or machinery that requires some set-up, product videos can help eliminate some of the fear that a prospect might feel about purchasing a complex product. When they see how easy it is to set up and use in the video, they’ll feel more confident in their ability to do it on their own.

The same is true of videos that feature services. Let’s say you are a car mechanic. People are often distrustful of car mechanics, thinking they’re able to rip people off because most of us don’t understand how a car actually works. A service video, where the mechanic walks viewers through the standard inspection process and points out potential red flags along the way can help to eliminate prospects’ fears that they’re a scam-artist mechanic.

Even for simple products, video can help to bring the item to life. A product video for a children’s construction toy that shows the features of the completed model might sell a parent on the purchase. Or a video on a clothing e-commerce site, showing a model walking back and forth in items of clothing can give viewers a sense of how the shirt or pants look and move on a real person.

3. Client Testimonials

Testimonials, reviews, and case studies all play a similar role in the lead nurturing process. They offer social proof that your business is as good as you say it is. Of course, you have a vested interest in selling your business as the best business out there in your field. That is your job when you have your marketing hat on, after all! But customers don’t owe a business anything. Glowing feedback from customers demonstrates to prospects that the hype is real; you are as good as you claim to be.

Written reviews and testimonials are great, but videos can help to elevate that connection. By showing prospects an existing happy customer, you give them a taste of what their life could be like if they hired you. If you’re looking for tips on how to get the most out of your interview with one of your happy customers, check out these steps for putting together an effective case study.

4. Frequently Asked Questions

Let’s face it, scrolling through dozens of questions in a standard FAQ page is boring. Why not create the most engaging FAQ page possible by incorporating video answers onto the page?

This is also a great opportunity to get a number of people from the company involved in the video creation process. Have someone from each department get in front of the camera. They can each record a handful of answers to the FAQs that are most relevant to their role at the company.

First, this is a fun activity for the team members who participate. Additionally, it provides you with the opportunity to introduce prospects to even more of the faces behind the business. And the greater the sense of familiarity and personal connection you can establish early on, the more you will stand out in terms of trust and likability.

5. Personalized Sales Videos

Once you have won prospects over with great video content on your website, it’s time to take things to the next level. Encouraging your sales team to use one-to-one video in the sales process allows them to embrace personalization.

Using a tool like Loom makes it easy for even the least tech-savvy sales team in the room to record and send videos. Creating a personalized video, where they address the prospect by name and speak to their specific concerns and questions, makes that prospect feel special. They think, “If this business went through the trouble to record a video just for me, can you imagine the lengths they’ll go-to for me if I become a customer?”

Video content can play a role throughout all stages of the customer journey. Video can be critical to establishing trust, building a personal connection, and moving prospects down the hourglass towards their first purchase.