4 Strategies for Creating a Successful Marketing Video
A successful marketing video must do two things: engage viewers and lead them to feel, know or take action. There are different ways to find video success, and not all strategies will work for each company or even each product. As the expert in your company, you’re best suited for determining what value you have to share with your audience.
Below are four strategies to employ when creating a marketing video. You don’t need to implement all of these strategies in every video you create, but producing multiple types of videos can help you reach different audiences.
Convey personality
Viewers encounter hundreds of video every day. Not only do you have to think about standing out from your competitors, you also have to create content that can stop a viewer scrolling through their feed. How do you stand out? By displaying your company’s personality.
While the quality of your product or expertise behind your services should be enough to generate sales, you’ll generate brand awareness and build trust with customers if they feel they’re getting to know you. Brainstorm words that you want customers to associate with your brand. Do words like “friendly,” “approachable,” “trustworthy” or “cutting-edge” come to mind? Brainstorm the personality traits you want your video to convey about your brand.
Show ‘em what you can do
Video is a great way to introduce yourself to someone who has never heard of you. If you’re able to grab their attention, you can let them know what makes your company awesome. This goes beyond conveying your personality to let them know what it is you’re selling. Even better, use video to let viewers know what problem you can solve for them. This is where you can highlight the quality of your product or expertise behind your services, ideally in a way that is both educational and engaging.
Make the viewing experience worthwhile
Create a video that rewards the viewer for sticking around. Go beyond a simple product demo and do a whole project together, like a recipe video for a kitchen utensil. Instead of listing off the services your company provides, pick a topic your company is knowledgeable in and convey some useful info, like how to unclog a kitchen sink. Viewers will be more likely to finish the video if they’re learning something, and it may bring new customers seeking the information in the video.
If nothing else, a chuckle-producing video is always rewarding!
Tell a story
Think of the stories you love to tell about your business. Maybe it’s how you started in your garage, or the problem you solved for your first customer. Share that story with potential customers by making it into a video.
A story shouldn’t be an anecdote or a testimonial. A good storytelling video has a beginning, middle and end. Draw viewers in so they stick around for a satisfying ending. Looking for more tips to improve your video marketing content? Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
