Event marketing

Lights, Camera, Action: Creating Valuable Marketing Videos

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

Shannon Murphy

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

Video allows you to quickly engage business leads and educate them about your services and technology 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 to start ? Here are some things to consider when using video to engage with your current and potential customers:

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 from home during the pandemic, webcams are perfectly suited – even for professional videos. In fact, they add to the authenticity of your message. (No one needs to know you’re wearing sweatpants!)

If you want to slightly improve the quality of your video, try these tips:

  • Lighting is the best value for money. Most add-on lights allow you to add a warm or cool tint and control the brightness with a dimmer if needed.
  • If your sound isn’t up to snuff, a simple pair of headphones or earbuds will help refine your voice and cut out echoes or background noise.
  • Consider keeping your background for a signature look and feel. Intentionally select objects that viewers can see behind you (or the speaker) or upload a custom branded background to your video app.

What should you share in your videos?

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

Go beyond great video and plan for the long haul. Create a content calendar of video topics, jot down ideas as inspiration strikes. Consider breaking down complex topics across multiple videos to create a miniseries. Try googling some of your most requested FAQs. Google’s “people also ask” section, which appears under the top return on an initial search, can be a useful resource for generating topics for your emerging video series.

Who should speak in your corporate videos?

People connect with people. Consider choosing a regular web host. A familiar speaker gives your videos a serial feel, which helps build audience loyalty.

From there, your options are wide open. You can stick with the spokesperson or experts across your entire organization or ecosystem (e.g. customers, partners, vendors, etc.). Also, don’t be afraid to invite industry experts as guests, as they add credibility and draw more attention to your video content.

Where do you post and share your videos?

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

Here are some examples of the top-performing video types across different marketing and sales channels:

Home page : Showcase your business by sharing who you are and why you’re different.

Use case/service pages: Explain your service offerings or ask your clients to share why your work made an impact with a video testimonial.

Blogs: Summarize your blog or provide additional explainer videos.

Linkedin/Twitter: When attending events and conferences, film a summary of your experience and lessons learned.

Facebook/Instagram: Try a more personal approach with a “daily” 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 support emails: Give viewers a preview of what to expect when interacting with your business.

Marketing newsletters: Send out a monthly “What’s New” digest to communicate with your customers, keep them informed, and make sure they know…