Lights, Camera, Action: Creating Valuable Marketing Videos

From personalized video follow-ups with prospects to educating customers about tech solutions, video is your friend in sales.

Shannon Murphy

Want to kick your content marketing strategy up a notch? Try video. Video isn’t just for consumer marketing; it’s accepted – and expected – by business prospects today.

Video lets you quickly engage business prospects and educate them about your technology services and solutions at all stages of your sales funnel, from awareness to interest and evaluation to purchase.

With the tools available today, you can create quality video content quickly and easily. But where should you start? Here are a few things to consider when using video to engage with your current and potential clients:

What equipment do you need to create videos?

Just your webcam! A few years ago, expensive and complicated cameras were barriers to entry into video production. Now, thanks to everyone working at home during the pandemic, webcams are perfectly suitable – even for business videos. In fact, they add to the authenticity of your message. (No one needs to know you’re in sweatpants!)

If you want a slight upgrade in the quality of your video, try these tips:

  • Lighting is the best bang for your buck. Most add-on lights let you add a warm or cool tint and control brightness with a dimmer if needed.
  • If your audio isn’t up to par, a simple pair of headphones or ear pods will help refine your voice and remove any echoes or background noise.
  • Consider curating your background for a signature look and feel. Intentionally select the objects viewers can see behind you (or the speaker) or upload a customized, branded background to your video application.

What should you share in your videos?

The best advice when creating content is to focus on the viewer, not you and your company. What do they care about? What do they need to learn to hit their goals? Education and problem-solving should be front and center. Once you know what you want to say, how will you say it? Like any form of content, your video should have an angle (point of view), voice and look.

Go beyond one great video and plan for the long term. Create a content calendar of video topics, jotting down ideas as the inspiration strikes. Consider breaking up complex subjects over several videos to create a mini-series. Try Googling some of your most-asked FAQs. Google’s “people also ask” section, which appears below the top return on an initial search, can be a helpful resource in generating topics for your emerging video series.

Who should speak in your company videos?

People connect with people. Consider choosing a regular host. A familiar speaker gives your videos that series-like feel, which helps to keep your audience coming back.

From there, your options are wide open. You can stick with the spokesperson or feature experts throughout your organization or ecosystem (eg, customers, partners, vendors, etc.). Also, don’t be afraid to invite industry experts as guests since they add credibility and bring additional attention to your video content.

Where do you post and share your videos?

The right video at the right time can help to move prospects through funnels and close deals. Where you share your videos may vary based on your intent.

Here are some examples of which types of videos perform best in different marketing and sales channels:

Home page: Introduce your company by sharing who you are and why you’re different.

Service/use case pages: Explain your service offerings or ask clients to share why your work was impactful with a video testimonial.

Blogs: Summarize your blog or provide supplemental how-to videos.

LinkedIn/Twitter: When you attend events and conferences, shoot a summary of your experience and lessons learned.

Facebook/Instagram: Try a more personal approach with a “day-in-the-life” video or post videos of your team supporting your community.

TikTok: Have a little fun and shake up the workday by participating in video challenges.

Marketing nurture emails: Give viewers a rundown of what to expect when engaging with your business.

Marketing newsletters: Send a monthly “what’s new” summary to connect with your clients, keep them up-to-date and make sure they know…

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