Videos for Conversions and Brand Awareness

Posted in Marketing on April 10th, 2020

Having a memorable and unique brand is of paramount importance if you are to secure a long-term position in the marketplace. Video has fast become one of the most popular options for businesses looking to increase brand awareness. It offers an effective way of getting your brand message across, conjuring emotion within the viewer, and creating a lasting impression.

Nevertheless, you need to have an effective video strategy in place for this to be a success.

Best Types of Video for Increasing Brand Awareness

Brand Stories

There is only one place to begin, and this is with brand stories. You can introduce your company to potential customers by showcasing who your business is and the values that you hold. You should think of this almost like a speed date; you generally have about 30 seconds to impress your potential customers. You need to put yourself in their shoes, and answer the questions you think they want to know, as opposed to simply talking about how great you are for 30 seconds – this is a huge turn-off. For a good example of a brand story, take a look at the Volvo Trucks’ ‘The Epic Split’ video.

Animations & Explainer Videos

Animation videos are ideal when it comes to explaining the products or services your business has to offer, which is, of course, paramount for boosting brand awareness. The ‘Personal Finance Management with Mint’ is a great example of this. It works because it gets across the brand’s values, tone, and look, as well as emphasising the target audience’s pain points. It also does not delve too deep into the service, which is crucial for this point in the funnel.

Company News & PR

From video production about charity and community work, to customer events, to staff appointments – your potential customer base can get to know your business better through news and PR videos. However, make sure that they are relevant to the needs of your customers.

Entertainment Videos

More and more businesses are embracing short pieces of entertaining video content that is used to amuse, engage, and impact audiences. These videos are widely shared across social media. The goal of these videos is to create emotion, rather than teaching the audience, as educational videos do, which is what we will discuss next. A great example of an entertainment video is the 360 degrees’ experience videos. This is an excellent way for you to share experiences, places, and immersive stories with the viewers, working well for product features, event sneak peaks, and behind-the-scenes video. Other examples of effective entertainment videos include interactive videos and video quizzes.

Educational Videos

We all love to learn new things, and video production is a great way of enlightening your audience. It allows for viewers to learn quicker and have more fun in the process too. In the top of the funnel, your audience will largely be looking out for new information about the products and/or services you offer. This is where educational and how-to videos offer great value to your audience.

Best Types of Videos for Conversion

Once you have got the attention of a potential customer, you need to convert this into a sale. You can do this via video production, however, it is important to know what type of video is appropriate and effective for the end of the funnel. If this is what you are looking for, read on for some great suggestions.

Personalised Videos

In truth, it doesn’t matter where in the funnel you are going to use a personalised video, it should work. Nevertheless, there is an argument that these types of videos are much more effective at the end of the funnel. This because it gives the viewer that little push they need to make the purchase. When it comes to personalised video production, it is important to generate a personal connection between the brand and the lead. The lead should feel invested in, cared about, and important.

Nurture Campaign Videos

In regards to videos that are tied to specific campaigns, it is not only the video content that is important, but also timing and how you target the said videos. It is so important that campaign videos are released at the correct time. For instance, if you are going to an event, and you know your target lead will be intending, encourage meeting up by creating a nurture video.

Demonstration Videos

Demonstration and instructional videos are beneficial for several reasons. Firstly, they show the viewer exactly what they can expect when receiving a product or service from you. Secondly, it proves that you are going to be there for the consumer once they have bought your product or service. It hints at effective customer care. Instructional videos are especially beneficial when putting a product together or getting to grips with something that has numerous functions. Demos can also take potential customers through a tour of your service, so they know exactly what they will be getting. It is important to keep these types of videos simple and straight to the point. After all, in most cases you will be illustrating the ease of your product or service, i.e. how easy it is to get to grips with a software solution or how straightforward putting a desk together is. If your demonstration video is bursting with complicated information and unnecessary graphics, you will give out a conflicted message.

Free Trial Videos

Free trial videos work well when you are offering a service. You need to start by explaining what you are offering, and what viewers can expect from your service. Give some facts and figures to back up your service. At the end, offer the user a free trial, and explain the process. Free trials often lead to paid sign-ups.

FAQ Videos

Last but not least, we have FAQ videos, which are exceptionally beneficial at this stage, as your leads are often looking for answers to the few remaining questions they have regarding your products or services. Once they find these answers, they will decide whether or not to go for your business. This is why it is advisable to have a FAQ video, as you can allay their fears and give them complete peace of mind. Moreover, answering commonly asked questions in a fun, visual way is much more effective than having a standard, boring FAQ page.

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