If you know that you need to do more marketing with video — but you aren’t sure where to start — then you’re not alone.
People worldwide are relying on video more than ever before to develop personalized connections and build trust. But most companies are struggling to either get started in a way that leads to quick wins, or come up with a list of must-create videos that will make the sales and marketing teams happy.
There are tons of guides out there on the best tools. In fact, we’ve written a few of them ourselves, like the best video equipment and types of video software.
But right now, you probably have a few other questions, like:
- Of all the videos I can create, which are the most impactful?
- How do I start a marketing video?
- What should be included in a marketing video?
You’re in luck – we’ve helped companies leverage video long before the pandemic caused a global shift in the way everyone does business. In fact, we’ve driven more than 100,000 video views on YouTube for our own firm alone. We know the secrets to what works — and what doesn’t.
But more importantly, we have video marketing ideas and examples to help you develop a well-rounded strategy for 2021 and beyond. So, what are you waiting for? Let’s dive in and explore 5 specific ideas to get you started on your journey of marketing with video.
Video #1: Answer the Most Popular FAQ
- What is an FAQ Video: A frequently-asked question video is a short video that answers a question that your target customers ask a lot.
- Most Important Benefit: This type of video allows you to answer burning questions and streamline your sales process.
- Example: What is Asana?
FAQ videos are beneficial to your company in a couple of different ways.
- You can use the video on your landing pages and blog articles to help you overcome objections and keep leads moving forward.
- You can use FAQ’s in your video marketing strategy to preemptively answer questions that you know your customers will likely ask.
How to Get Started
To plan out your first video, take the time to think about your sales process. When crafting your FAQs, think about your customer’s journey and carefully consider the most common questions they ask along the way. Which one gets asked the most?
Provide the answer to that question in the first video you produce for your brand.
Video #2: Behind the Scenes
- What is a Behind-the-Scenes Video: Marketing with this type of video takes your audience behind the curtain for a peek at the people that work at your company.
- Most Important Benefit: This video helps you build trust with potential customers and future employees.
- Example: Meet Ali Schwanke
Of all the video types, the behind the scenes approach really epitomizes why video is so effective in marketing. In today’s business environment especially, making meaningful and personal connections at a time when we’re physically apart can be mighty powerful.
For Future Employees
Job candidates want to get to know the personalities behind the company before making a career change. They need to know that the culture is a good fit for them and that the work is something they’ll enjoy.
When hiring top talent, keep in mind that these recruits will be even pickier about whom they work for because they know companies desperately need their skills. An insider’s view of what it’s like to work for you helps answer the questions they have that might stop them from applying.
For Future Customers
You’ve probably heard the saying that people do business with people — not with companies. It might be a tad overused, but it’s still a very accurate statement.
Your future customers want to know the people they’ll be working with. Marketing with behind-the-scenes videos is a great way to peel back the mystery and start building that trust early.
How to Get Started
Handpick a few staff members from all the different departments of your company and ask them to explain what a typical workday for them is like. Then, ask them what they love most about working for your company. Use their recorded responses to create your second video.
Video #3: Showcase a Problem That You Solve
- What is a Problem-Solver Video: This video helps connect the dots between your customer’s problem and the solution you provide.
- Most Important Benefit: You build trust and credibility while establishing your brand as a thought leader.
- Example: DriveSure
How to Get Started
Start by asking yourself a few crucial questions.
- What problems do your products and services solve for your customers?
- What will a day in your customer’s life look like after they purchase from you?
- What other options do they have for a solution?
- Why is your solution better than others?
In these types of explainer videos, you’ll also want to consider the type of business you have and make some slight adjustments to your video style.
- Product-based businesses should position their products as medicine for their customer’s pain. Explain what problem you saw that you sought to fix with your product and why your solution is the best.
- Service-based businesses need to approach their video by establishing themselves as their customer’s guide. As their guide, you’re an expert who’s been where they are and knows how to get to where they want to go. Empathize with their current situation and position your services as the bridge to get from where they are to where they want to be.
Video #4: Solutions for Onboarding Obstacles
- What is an Obstacle-Busting Video: This video highlights a common obstacle your new customers face as they get started with you.
- Most Important Benefit: You’re showing that you understand the challenges your customers face getting started and that you care about their success.
- Example: Zoom Rooms Huddle Kit
How to Get Started
Begin this marketing video by thinking about your new customers and their pain points as they get started with you.
What obstacles are getting in the way of your customers using your product or being thrilled with your services? Are these obstacles preventable?
Example: Project Management Software
As an example, let’s pretend that your business provides project management software. What issues do your customers have after purchasing your software? Do they have trouble creating their accounts or logging in? What issues do they have that your knowledge center currently doesn’t explain very well?
Once you’ve thought of all the obstacles your customers face, pick the one that impacts them negatively the most, and create a video showing them how to solve it.
Example: Washing Machine Manufacturer
As another example, pretend you sell a complex washing machine with several settings and load options. Your customers might need help determining what settings they should choose. They know what they’re trying to wash (towels, bedding, clothes) but may be unsure how to set the appropriate settings.
In this case, your fourth installment when marketing with video needs to provide a quick overview to help them pick the right options for what they’re trying to wash.
Video #5: Demonstrate Your Expertise
- What is an Expert-Positioning Video: This video positions you as an expert with your target audience — someone they should trust to guide them.
- Most Important Benefit: You become a part of your target’s research process and build trust with them along the way.
- Example: How to Improve SEO with HubSpot Topic Clusters w/ Ali Schwanke
How to Get Started
You’ll want to start by thinking about your target audience’s questions in their early research phase. They have problems that they are trying to understand better before committing to a solution.
You need to identify the questions they are asking and walk them through the answers.
For example, let’s say your company provides social media marketing services for clients. You help them plan and execute effective strategies that generate leads and increase their revenue.
Top-of-the-Funnel (TOFU) leads are likely trying to DIY their marketing, so they’re searching for the best way to do it. To attract these leads, you might market with videos that show them:
- How to use Excel to plan and create a promotional calendar
- Free tools they can use to find ideas for blog topics
- How to audit their site to see if it’s missing some key performance indicators
Just remember, the purpose of these videos is to build long-term relationships and trust. If conversion rates are a focus with this type of video, rethink your strategy. Stay focused on providing value.
What’s Your Next Step?
Marketing with video is much more than learning how to produce, edit, and promote your videos. You also need to know where you’ll host your videos, how to track and analyze important metrics, and then determine what works and what doesn’t.
Some of our favorite platforms that make it easy to start a marketing video are:
At Simple Strat, we’ve generated more than 500 TOFU leads and over 5,600 YouTube subscribers for our own company — not to mention the similar results we’ve garnered for our clients.
We’re here no matter where you are in your journey of marketing with video—to help you raise awareness, build trust, and ultimately, drive sales.
Now What?
- “I’m just learning” — Download your free copy of our Video Marketing Guide and learn about video strategy, content & production, and video promotion.
- “I need help getting started” — Contact our marketing gurus. We’ll answer your questions and talk about how we can help your business get started strong with video.