Your business’s video production has the potential to be the decisive factor in its success, stagnation or failure. No two types of video production are the same in terms of aesthetics, viewer engagement and other nuances that might not seem important, yet matter a great deal.
The subtleties of video production ultimately shape viewer perception and ensuing action (or lack thereof). Without further ado, here is a quick look at seven unique types of video production that will take your marketing to the next level.
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It wasn’t long ago when businesses turned to conventional TV ads on cable to connect with prospects. However, society has quickly become atomized. Walt Disney once predicted such societal segmentation including the ensuing disharmony and disunity. Though the atomization of people has driven us apart, it also presents golden opportunities to directly connect with members of a target audience where they are already at–watching streaming entertainment on Connected TV. Above all, connecting with target customers through Connected TV is prudent as it creates a direct avenue to reach buyer personas that are most likely to need or desire your company’s service, product or other value offering.
Seize the opportunity to artfully present your value offering through commercials on Connected TV and linear TV. Such a multi-pronged approach connects your business to your target audience as well as those who have the potential to become members of the target audience in due time. The logic in also airing commercials on linear TV is that it creates an opportunity to reinforce your Connected TV commercials as well as other inbound and outbound marketing efforts through broader exposure.
Customer education is an integral component of the overarching customer acquisition cost. The plain truth of the matter is those who need or desire your company’s value offering are unlikely to pay for it unless they are aware of your business and its products/services.
One of the quickest and most effective ways to educate consumers about your product or service is to show them its utility/value through a demonstration video. Explain how the product or service works, highlight the benefit it provides and clarify how customers can buy it.
Contrary to popular opinion, YouTube is a social media platform. YouTube is primarily focused on video-based entertainment and education yet it also presents an opportunity for people to interact with one another as well as businesses in comments sections.
A YouTube channel featuring your value offering or even background information about your business is not enough in and of itself. Take the extra step of embedding those videos into your homepage, social media and other parts of your online footprint and you’ll make meaningful connections with that many more web users who demonstrate a sincere interest in your product/service.
Video marketing content does not have to be strictly limited to product demonstrations or comparably traditional commercials aired on linear TV and Connected TV. Delve beyond the merits of the product or service, extending video content to include information about the industry itself, current events related to the sector or even local events. Educate your audience about the industry, your niche and your role in the local community and you’ll make significant strides toward developing a meaningful and lasting rapport.
A business that fails to humanize itself is a business unlikely to succeed. Put yourself in the position of a prospective customer. Prospects are inclined to patronize businesses that present a human face in video ads. Ideally, the person or people presented in video marketing content will be a representative of the business. Humanize your company with the use of a marketable personality and your viewing audience will perceive your company as benevolent and possibly even altruistic as opposed to narrowly self-interested.
Testimonial videos from satisfied customers embedded into the homepage, social media pages and/or other parts of your company’s online footprint communicate the value offering in a way the rest of your videos cannot. Rely on your satisfied customers to testify to the merits of your products/services and their words will generate a meaningful rapport with your target audience that cannot be achieved through overt video ads created by in-house marketers or even outside professionals who specialize in video marketing.
Tap into the expertise of video marketing content specialists for assistance with the process of video production. The industry’s best can maximize the efficacy of testimonial videos through professional editing and a polished presentation for optimal impact.
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