Matt Wolford
Matt Wolford

How to Effectively Use Video to Market Your Business

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Using Video in your Marketing Campaign is a must.

If you own a business and you don’t have an ongoing video marketing campaign, you’re not tapping into your full potential. Video content is extremely influential, with over 55% of consumers saying they make buying decisions as a result of video advertisements. Roughly 90% of the competition is using video content as a means of promoting their business. If you fall into the 10% that doesn’t use video, you’re almost not even in the mix for being competitive. So what are some keys in making sure your videos are effectively promoting your business?

1. Produce videos that provide value.

When it comes to producing video content, your main goal should be for the viewer to walk away with new insight on a service or product. If you are selling a product, create a marketing video that highlights all of the product’s best features and how it can improve the customers life. If you’re a service based business, briefly describe what your business does and talk about how your services can be a benefit to the customer. 

We see all too often that businesses will produce videos for instagram that have no purpose. They don’t effectively talk about their service or product, and they don’t have a call to action. So what was the purpose of producing that video? They probably paid a freelance videographer to produce the video, and paid a marketing employee to post the video. Now that business owner’s money has been thrown out the window, because they were told by someone that they HAVE to post at least 5 times a week to be effective. The true key to producing an effective video marketing campaign is to make sure that your video has a purpose & provides value. 

2. Have an effective call to action

As stated in the previous section, you need to have a call to action! You need to direct people to make the next step in becoming your customer. If you’re selling a product, give people a reason to buy your product! State in the video that this product release is a limited edition version, or that you’re offering 40% off on a certain date. You need to give your customers a reason to think that they’re either getting deal, or getting something so exclusive that they need to buy it before someone else does. It might sound shady, but that’s marketing, baby. Using words to your advantage to influence the consumer’s decision making process is what marketing is all about. 

If your business is service based, your call to action can be something like “40% off your first month subscription” or “get 20% off your first project with us.” Once again, it’s all about impacting the potential client to make a decision based on the assumption that they’re getting a deal. You might actually be providing a really great service, and if the client can get a little bit of a discount as an incentive for being your new client, then that’s great for the both of you! This call to action needs to be stated in the video, or at least in the video caption if it is being posted on Social Media. 

3. Establish or Build your Brand Identity.

When people think of the word “Brand Identity”, they simply think of a logo & colors. Your brand identity is more than that, though. It’s what you stand for as a company, how you treat your customers, and what makes your company unique. Video marketing allows you to efficiently & effectively relay that information across to the viewer. You can fit so much information into a video, and make it creative & fun to watch.
The best way you can build your brand with video is to find something that sets you apart from the pack. Find things that make you unique as a business, and make sure to include that in your video. With so many businesses with the same model & selling the same services or products, it is important to find ways to provide value to customers in ways that the competition can’t. Video can help you show & explain those sides of your products & services.
If you’ve designed a life-changing product that has a feature that no other product has, you can very easily show that in a properly execute marketing video. What is so important, is that your brand stands for quality. Hiring a professional video expert can help you ensure that you are painting your company’s services or products in the proper lighting, and establishing a strategy to get you the results you are looking for.

4. Develop an Effective Strategy.

This last one can be kind of tricky for some businesses. Developing a strategy can be difficult. What type of video do you need? How long should it be? Where should the video be posted? These are all questions that are going to be highly dependent on your business model & the products or services that you are selling. Depending on your situation, you may find that you only need to post video every couple months to stay up to date, or you may find that you have to post weekly in order to stay engaged with customers. It is important to identify your needs as a company, and to ensure that you have an expert helping you formulate your strategy. 
That’s where Wolford Media comes in. We are a full service Production Company that can help you identify what strategy you need to be formulating in order for you to see returns on your investment. At the end of the day, the purpose of your video marketing campaign is to drive revenue. If you have a freelance videographer that doesn’t know anything about strategizing, then you may be out of luck when the final product is handed over and you have no clue of what to do with it. Don’t let that happen to you! Give us a call and we can point you in the right direction.

This Post Has One Comment

  1. Hailey Miller

    Thanks for pointing out that creating a marketing video when selling a product should highlight the product’s best features and how it can improve a customer’s life. I would imagine that any business owner would want to boost brand awareness to increase sales and revenue. I think they should look for a reliable company that can provide quality video production that will improve their online presence.

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