With increasing bandwidth and video production costs continuing to decline, businesses are adopting video as their primary method of communicating with their customers and prospects. Video has become the media tool of choice for two reasons: it’s enjoyable and, most importantly, it’s compelling. Businesses today use video extensively in several ways to maintain performance, here are just a few:
Customer Reference Videos
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Customer testimonials (Popularity: Moderate | Growth potential: High)
Nothing is more compelling than seeing and hearing your customer (ideally in their own environment) extolling the virtues of your products and services or explaining how your production company near me has helped them achieve their business goals. These videos are usually fifteen seconds to a minute long and are generally used to support other marketing materials.
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Success Stories (Popularity: Moderate | Growth Potential: High)
Lasting one to two minutes, this video is like a customer testimonial. It’s a follow-up to an interview where the person on screen answers questions posed by an interviewer right next to the camera. These videos are typically used as individual tools for marketing support and are often bundled with other customer success stories.
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The Video Case Study (Popularity: Low | Growth Potential: Moderate)
The video case study combines customer testimonials with more in-depth commentary on how your company’s products and services have contributed to your customer’s success. These case studies typically incorporate two voices – a narrator and your customer’s voice and can last anywhere from two to five minutes. The structure of the video is very simple “Problem, Solution, Benefit”.
Promotion of product and service
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Product Presentations (Popularity: Moderate | Growth Potential: High)
Product or service presentation videos are generally used early in the buying cycle from the video companies near me. They focus on benefits and speak from your customer’s perspective. Videos should clearly state how your product or service solved a specific business problem your customer had. They are used to help your customers and prospects distinguish the benefits of your products and services from those of your competitors.
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Product Demonstrations (Popularity: Moderate | Growth Potential: High)
Product demos demonstrate how your product works and highlight the features that set it apart from your competitors. In consumer marketing, these would be targeted at thrifty shoppers for more expensive items, often a longer cycle in the sales process.
Corporate video
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Corporate Presentation (Popularity: High | Growth Potential: Moderate)
These videos are the equivalent of a small business brochure. They aim to give new visitors to your website a better idea of your company. The videos provide a general overview of the company’s history, major products, executives/owners, and other high-level information.
Training
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The Formation (Popularity: Moderate | Potential Growth: High)
Corporate video has gained prominence through training (service, support, sales, personal development, etc.) and continues to be one of the best uses of video. Online video is a cost-effective substitute for classroom training. You can easily integrate it online as training tools.
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How-to videos (Popularity: Moderate | Growth potential: High)
Contextual training (and ‘just in time’ learning) videos are becoming very popular on the web. Mobile video will increase the attractiveness of this kind of video.
Customer Support
- post-sales support and maintenance videos (Popularity: Low | Growth potential: Moderate)
No one reads instruction manuals. You can save thousands of after-sales support dollars by creating assembly, installation, and maintenance videos for your products and services.
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Website FAQ Video (Popularity: Low | Growth Potential: Moderate)
In a way, video can be a good substitute for text with supporting material and visual references. For example, a company expert who answers questions.
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Advertisements (Popularity: High | Potential Growth: High)
As advertisers are becoming more selective in how they choose to spend their promotional dollars on television, other venues for advertisements such as online video sponsorships, event sponsorships and advertising in movie theaters are beginning to take the place of TV broadcasters. The proliferation of video screens popping up on each building, layout and structure will create an even more diverse set of advertising possibilities. The challenge will be to create specialized content, aimed at targeted audiences.
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Viral Video (Popularity: High | Potential Growth: High)
A video is viral if it is therefore fascinating that people need to share it. (The term “viral” does not automatically make a video viral). Viral videos must be extremely engaging, entertaining, shocking, or meaningful to be successful. Unfortunately, some of the most successful viral videos have few brand-related links. It is very difficult to make a good viral video well.
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Video emails (Popularity: Moderate | Growth potential: High)
Tests have shown that success rates can double if you include video in your email marketing activities. Videos in emails have become very popular with marketers embedding video in emails (such as gmail supports) or links to a video.
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Content Marketing (Popularity: Low | Growth Potential: Huge)
This is a broad category that will become very important over the coming months and years. Focusing on solving your customers’ problems first and then associating your brand with those solutions will become increasingly important and effective. (e.g., The Home Depot has developed a “how-to” branded series which is on their website and shows their customers how to solve various things around the home.) What knowledge do you have to help your customers and prospects? People aren’t going to your site to see your sales pitch. They will see if you can solve their problem.
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Video Press Releases (Popularity: Low | Potential Growth: High)
The standard four paragraph press release is now supplemented with rich media video to tell a more engaging story. Video is purpose-built to directly support a company’s important announcements. The new challenge of press releases is to change the focus of the business to the customer.
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In-Store Video (Popularity: Low | Potential Growth: High)
LCD screens are ubiquitous. In-store LCD screens will be networked and customizable, offering you the ability to promote your own products and services.
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Mobile Video (Popularity: Low | Potential Growth: Huge)
Yes, “there’s an app for that”. Mobile video will soon be the largest category of video outside of broadcast networks. It will rapidly develop a much more particular format! Five to fifteen second targeted messages will be part of the geo-location (the current location) with promotions. Increasing mobility to video will create new works and formats for video.
