My number-one choice for generating
more leads and achieving more conversions:
When a client asks me which particular media vehicle is my number-one choice for generating more leads and achieving more conversions, I oftentimes have the same answer: Video Marketing!” Video stories are hard to ignore because they pack so many benefits in one hard-hitting package. They inspire trust, spark engagement, and press the right buttons for their viewers to take action.
Most people would watch your video rather than read your text—that’s a statistically proven fact. But video is particularly powerful when launched right at the lip of your sales funnel, what you may call the “discovery phase”. Video makes your brand come out more openly and invites your prospects to engage with your products and services. Does it mean text has lost its significance on the web? I would not say so! Right after the initial discovery is over and their interest has been piqued, the prospects will look for more information before making that final purchase decision or calling you for an estimate. Content developed using GMI’s Content Frameworks holds prospects captive as they transition deeper into the sales funnel.
Types of Online Business Videos
The amazing thing about video is that it’s extremely flexible and versatile. We can produce professional videos for you even on a shoestring budget, but if you want videos that leave competitors in their dust and trend fast on social media, you have to keep video on top of your media mix. Here are the different types of videos in vogue today that we can help you produce:
Expert videos establish you or your business as the authority in your niche. They are great for your personal brand as well as for your business. Your customers think of your brand as more credible when a real person represents the brand. And when that person (you) is an expert, there could be nothing more convincing.
Expert videos work wonders for professionals, artisans, programmers, chefs, and all other entrepreneurs who want to build their image as specialists in their niches. I invite you to watch one of the videos we did with the Montreal-based star patio builder Stephan Beaulieu:
The video we produced for him and in which he explains the best woods for building a patio has received over 9000 views on YouTube and counting. It still features prominently on Google’s first page for very important business-related search terms – a proof that expert videos are not only good for business, but also generate lots of Google-Love. When your customers need the products or services that your sell, they are going to refer to an expert. That’s where you come in with your slick expert video.
Product & Service Videos
Product videos explain your product (or service) and show it in action, highlighting benefits and treating pain points. Internet users will be more inclined to sit back and watch a short and crisp video than read through a 1000-word page to find the details they need.
You can show your product from different angles, inside and out, and describe its key benefits in just under one minute. The series of 20 video clips we produced for one of our clients, a local moving company, are a good example of this type of video:
It can even work for B2B service firms such as SaaS providers, who can use a video presentation featuring data visualizations intertwined with video clips of their consultants and clients.
Customer Testimonials are the most powerful trust signal on your website. Video testimonials can be even more effective, but it’s not easy to convert written testimonials into videos unless you have video testimonials as a part of your marketing strategy. You should provide the functionality for uploading video reviews on your website (YouTube channel, Google+ or Facebook page) and encourage people to share their video reviews of your products and services. You can also shoot testimonial videos yourself, but make sure that you only publish genuine customer testimonials such as the one we did with Dr. Marilyne Langlois of the Kirkland Podiatric Clinic. I won’t advise you to use paid actors posing as customers.
Interview videos open doors to unlimited possibilities. A CEO can be interviewed about the vision for the business. Employees can be interviewed to depict company culture for recruiting new talent and building a friendly brand. Interviews with industry experts can give your brand a more authoritative voice. Influencer interviews can kick-start your product trial. Another benefit of interview videos is that the people you interview share your video to their social networks, which increases your brand exposure. You can make a basic interview video even using Skype or Hangouts, but before that, you need to find experts and influencers you can contact. It may take some work to draft the questions and set up appointments, but the results will be rewarding.
How-to or tutorial videos are one of the most watched types of online videos (much less than cute cat videos, though). They make it fun to learn a unique skill or perform a difficult task. The goal of a how-to video should be to solve the viewer’s problem, and not to sell to them, although a call-to-action can be included. The challenge is to break down the boring details into a short and crisp video, which your customers find valuable and engaging. There can be as many how-to videos as there can be businesses. They spare your users the trouble of having to read text, and the feeling that they are back in high school.
The goal of branding videos is to create brand awareness and build brand image. Studies show that customers tend to think highly of brands that include video in their marketing mix, compared to brand that do not use video. You can use video to effectively feature your product, employees, workplace, customers, and other aspects of your business.
A professionally produced branding video can make you look like a Fortune-500 company, more worthy of your customers’ trust. And trust, as you may know, is the first thing your customers need if they’re going to transact with your business.
Vlogs are simply video blogs. You can just record a short video using a single-page script and your smart-phone (or webcam), and publish it to YouTube, Vimeo, DailyMotion, Facebook, and of course, your own website. Vlogs should be the number-one media choice for start-ups and small businesses that cannot afford to publish high quality text blogs regularly. Vlogs are cheap to produce, your audience love to watch them, and they stand out in the clutter of text blogs—I’d say Vlogs have too many things going for them for you to ignore them.