Identifying which types of videos to make can sometimes be challenging, not because of the cost but because of the priority.
In the previous post I described 5 different types of evergreen videos. These can help you establish a strong foundation of content that will last a long time and you should not need to revisit frequently.
1 Product videos
2 Explainer videos
3 Onboarding videos
4 Internal training videos
5 Testimonial videos
In this post I describe 5 more additional types of videos to build sales relationships and customer relationships. I categorize these as 6-10 because while understanding which videos to make can be challenging, it’s also important to prioritize which ones to do first. I frequently recommend prioritizing videos not necessarily by customer/sales facing first, but rather by how much time the video will save you.
For example, if you receive a lot of similar customer support calls which take a long time but have similar solutions, consider prioritizing a video to explain it. This will free your time to do focus on tasks a video may not be able to do. Often times the priority is on sales materials so the sales team spends less time on the phone with exploratory customers. Videos help exploratory customers self-educate, and when they are informed enough, they contact a salesman already deep in the sales funnel.
6 Promotional videos
7 Company culture videos
8 Sales Presentations
9 Video Series
10 Full-Length Features
Promotional Videos
Promotional videos are like personal video invitations. Whether you’re inviting guests to a conference, webinar, or office open house, promotional videos pitch your event while giving your audience a feel for your brand.
In these videos, you’ll want to give a brief but detailed overview of the event you’re promoting, along with a Call to Action that encourages viewers to sign up or save the date. Your end goal is to generate leads or attendees by prompting viewers to take an action.
Remember that a promotional video is often targeting new or prospective customers. If they choose not to attend, the promotional video may be the only exposure to your brand or product. Take a moment to plug your product value before moving into the event.
Company Culture Videos
When it comes down to it, company culture videos are the most fun (and dare we say easiest?) to create. After all, they can pretty much be about anything and everything. These videos let customers see who you really are behind the scenes as both individual employees and a collective company. Social media platforms have created an expectation to have a window into personality of the people within the company. An extension of the philosophy “People don’t buy from companies, they buy from people.” There’s no better way to connect with your fans than by giving them a behind-the-scenes peek into the goings on at your office.
You can also use these videos for recruiting purposes to show potential employees what your work environment is like. Don’t just describe your great company culture and list your benefits — show them how it works in action. This does not only apply to companies portraying a fun atmosphere. You can also create culture videos to capture professional atmospheres such as in the legal or medical fields.
Sales Presentations
Video can be a sales secret weapon, especially if you’re working with clients all around the world. There are many advantages to using a pre-recorded sales presentation, not least of which is timing. Emailing back and forth just to get something in the books can slow the momentum of the sales process.
Recording a sales presentation with a webcamcan help speed things up. Prospects can watch your pitch on their own time, returning to points you made earlier in the pitch, and then share it with colleagues if they need to. Not only will they appreciate the effort and planning you put into it, but they can also get more of the information they’re looking for up front. The speed and convenience also gives you the opportunity to add a personal touch to your videos.
Video Series
You used to have to go to Hollywood to produce a TV show, but now, thanks to the democratization of video, any business can get started with a video series on their own. his type of content can contribute to the long-term growth of your brand (and business) in ways that other types of videos can’t. This is an opportunity to create engaging, storytelling angle of your product or service. Where does your product fit into the life of your customer? What is a typical day-in-the-life of your customer? What other things does your customer base strive to achieve beyond the tasks using your product?
Full Length Features
Similar to video series, full-length features and documentaries are bets on your brand. Streaming has made long-form video extremely popular — after all, your customers and potential customers are more open to watching videos now than ever before. So, why not reach out to them with a full-length film? Full length features or documentaries should usually be pursued after you’ve seen results from a video series. Often one episode topic will outperform others, or generally yield more content. Those are good starting points for what your customers may enjoy watching 45-90 minutes of a solid story.
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