So, you’ve established your business and are a recognized brand to your customers. But now you need video to increase your visibility beyond your existing customer network.
Creating a promotional video is an affordable method to increase your visibility.
In this 3 part series, I want to discuss 9 different types of promotional videos and how they vary.
“Aren’t all promotional videos the same?” Not really. Different types of promotional videos fulfill different roles. Let’s look at examples of some types of promotional videos and where they belong in the sales funnel (or buyer’s journey) to have the most impact.
The Awareness Stage – Building Awareness
Early in the journey, your potential customers have encountered a problem, and are looking for a trusted source of information. This can either be to solve the problem themselves, or to be confident when they talk about their questions and problems when the time comes.
To help these customers you should focus on should focus on introducing your brand and education (in the form of recognition) so they become familiar with solutions you offer. Entertaining advertisements work, but often those are what initially attracted the audience to click on your website.
This is often not a place to close the sale. Remember, the video approach here is establishing a platform where we use multiple shorter videos to specialize in “awareness,” “informing,” and “closing,” rather than a single longer video trying to achieve all goals.
1. Building Brand Awareness – Brand Films
The brand film is your opportunity to tell your story, who you are as a company, and what your company values. The best brand films find a unique way to connect with viewers on an emotional level (without trying to close a sale).
Modern consumers like to purchase from companies whose values aline with their own. Your objective here is to make an initial connection by focusing less on products and more on core values.
2. Product Awareness – Highlight Customer Pain Points to Introduce Your Solution
At the Awareness Stage of the Buyer’s Journey, your prospects have just begun researching potential solutions to their problems. All they really know is that they have an issue.
An effective video for this stage is a Product Awareness video that calls attention to their problem and introduces your product or service as a solution.
Closing Thoughts
In our fast paced society, finding any way to position yourself as the go-to brand or business in your field is a huge win and should be pursued vigorously. You already have that awesome brand that’s so well-liked, so now it’s time to get the maximize your growth by giving consumers a video to fully digest just how great you are. So, with all that in mind, the real question you’re left with is why haven’t you already started planning a video shoot of your next promotional video?
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