Video marketing is growing at a rapid pace and will continue to be one of the most powerful marketing tools for any type of businesses in 2020. Video supported by digital transcription makes the content visible in search engines. According to Social Media Today, video generates more engagement than any other content type on Instagram. But to reap the rewards of video marketing, businesses need to focus on creating high quality videos that will work best for them. Here are the different types of videos that can be used to promote a business:
- Introduction videos: Obviously, an introduction video on your website would need to tell visitors about your company, your products/services, and your team. It can highlight your product and explain how it is created. The idea should be to allow your audience experience your brand. Advids rates Philips Company’s introduction video among the 20 brilliant animated videos. The video shows how Philips IP&S provides tools and expertise necessary to accomplish its goals.
- Product explainer videos: These videos are focused on explaining your company’s offerings. Typically posted on the home page, landing page, or product, a short explainer video can be used to communicate with your audience on how your products/services can help them. An explainer video can increase user knowledge of your product/service and make your home page more effective. Explainer videos can be customized with animation and are especially useful for describing complex products. Understand your audience, create an effective, simple and conversational script, and tell your story!WordStream ranks Spotify’s explainer video among the top five in this category. Using just fun animation and a rocking soundtrack, the video shows that they are all about music. The video also has a clever color scheme that blends perfectly with the company’s design.
- Customer testimonial videos: A compelling testimonial video is a great way to enrich your online marketing strategy. It should be an authentic product with real customers. To start, interview your long-time customers. Do prepare questions, but avoid making a script that can make it sound unnatural. The best way to connect with your intended audience is to use your video testimonial to discuss a customer’s concerns, and how your product or service provided the solution. Short but effective word of mouth videos can help you build trust. Make people feel confident about your business and services, establish an emotional connection, and drive conversions. E-commerce giant Amazon’s 2016 clip for their shipping and logistics service Fulfilled by Amazon (FBA) features five people whose companies that used FBA to grow their business. Spiel considers this one of the best examples of a testimonial video.
- Company story video: The aim of creating this type of video is to tell the story of your company, mission, and values. Every company has a story to tell of how the business was created and evolved. The best way to capture the attention of your audience is to tell the story of your brand. There are different ways to tell a company story through a single video:
- feature your current employees telling their own stories
- interview your employees and have them answer questions on their day-to-life in the company
- use footage from a company event to highlight your company culture
Nike’s company video, for instance, combines a great storyline, great visuals, and soul-stirring music that evoke powerful emotion (www.storyme.com/). Instead of focusing on Nike’s products, this story highlights its dedication and drive.
- Educational videos: Small businesses can benefit from providing educational video content along with promotional videos. Creating relevant educational video content can boost social media engagement. Deyan Shkodrov, CEO of StreamingVideoProvider explains (on www.com), “Whether you’re teaching customers how to use your product or providing some life hacks, when you add value and showcase your knowledge, your audience will keep coming back for more. With the right setup, you could even further monetize your videos by creating low-priced educational courses.”
- Webinar videos: Well implemented webinar videos are a powerful marketing tool. They offer you a chance to interact with your customers in a way no other sales strategy can. Top digital influencer Jeff Bullas offers the following tips on webinar marketing:
- Determine the purpose- to introduce a new product, establish yourself as an expert in your niche, attract new leads, build your relationship with new customers, etc.
- Choose a powerful topic that resonates with your audience
- Create engaging content. Ensure the webinar is not too long or too short, and leave time for the Q&A session.
Bullas endorses Google+ Hangouts On Air as“a dream-come-true” for who want a free and flexible platform to host webinars.
While videos offer an engaging way to attract customers, video transcription is necessary to make your content visible. The reason is that search engines typically cannot read the content of non-text file type such as an image, video or audio file, other than the associated filename and metadata. Integrating transcripts and captions with your videos will also allow you to reach a wider audience that includes the hearing impaired, researchers (who generally prefer text content). Moreover, internet users tend to have a poor attention span and using transcripts along with the video can keep visitors on your web page. According to a Forbes article, 70% of B2B buyers research their potential purchases by watching videos, and 45% of marketers plan to add YouTube to their marketing repertoire in 2020. It can be expected that business transcription companies will have a busy year ahead!
