How can video marketing help your business?

As we’ve discussed in previous articles, creating a video for your business can have a wide range of benefits. It can be used to educate customers, promote your brand, train employees, and provide entertainment to viewers. Below we are going to discuss a few different ways in which you can use video to benefit your business.

Generate brand awareness

Video can be an amazing tool to generate brand awareness. It provides an entertaining, engaging medium for your potential customers and can be easily distributed across all digital platforms. Brand awareness is not always just giving an overview of your company, it can be focused on company culture, events, customer testimonials, and more. Creating short and digestible videos covering a variety of topics gives your customers a good idea of who you are, what you’re about, and why they should trust your company.

A great example of a brand awareness video is a few years old at this point but employs neat special effects and camera movements to tell the story of Apple.

Anyone that is familiar with Apple (and who isn’t) can recognize the minimalist design, simple phrases, and clean black-and-white look that Apple is known for. While this video was done at a time when Apple needed no introduction, it still harkened back to its core messaging from almost 20 years earlier, “Think Different.”

Educate your customers

Whether you are promoting a new product and how to use it or providing support to customers who have already purchased, video can be an important tool in your sales funnel.

This style of video can be useful in the awareness and decision stage of a sales cycle. In these stages, your video can focus on a high-level overview of your product or service. This will encompass what you are selling, and why customers should buy it. An example of a video that gives a high-level overview of a product is Canon USA’s 6D Mark II introduction video.

This video covers the most important features of the camera, showing breathtaking photography and video examples, along with many technical aspects. It has a little something for everyone that may be interested in this camera

Video can also be an important follow-up for customers who have already purchased your product. Instead of sifting through bulky user manuals, users are much more likely to watch short and to-the-point videos on how to use a product. As we discussed in our Video Marketing Statistics blog, video provides a much higher engagement and retention rate when compared to static text on the same subject.

Back to the Canon 6D Mark II, after users have purchased it, Canon USA has a series of videos that cover the more technical aspects of the camera and how to use it. This gives the user peace of mind knowing that once they invest in a business/product, they can have all the information they need at their fingertips.

Not just for your customers

Video doesn’t just have to be for generating awareness and sales, it can be a valuable training tool for your employees as well. The more high-tech the world gets, the more complex certain jobs can become. For companies that use custom software, or complex processes, creating a library of training videos can cut the onboarding process time down significantly.

A nice example of this is a series done by Intuit Quickbooks. This short playlist of five videos can be watched all at once, or at any point in time. This example is produced for end-users by Intuit, but the same method can be used for onboarding at your own business as well.

Give it a try

Now that you’ve reviewed a few different examples of videos, you can give it a try for your business and see how it goes.