Marketing + Video

Five Marketing Videos That Can Make You More Money

December 15, 2020

3 minutes

It’s no secret that we believe in the power of video marketing. Our team has created a high volume of compelling video marketing content for our clients over the years. Even when COVID-19 shut things down, we were able to help some of clients continue communicating with their audience through the power and accessibility of video.

As you plan your marketing goals and tactics for 2021, will video marketing be a part of your strategy? If you’re ready to begin video marketing or want to add more video to your current plan, you have a few things to consider before choosing the kind of video that will best suit your needs.

There are five primary kinds of videos that we create for clients that have a significant impact on the overall profitability of the brand. Below, we explain the purpose behind each of these videos and provide a few examples. While you’re reading, be thinking about which of these videos might serve your business well in the year to come.

Here are Five Types of Marketing Videos That Can Help You Grow Your Business

1. Brand Videos

A major marketing component of the buyer’s journey is building a strong connection between your ideal customer and your brand. Brand videos help you build relationships with your audience and give them a taste of what it’s like to do business with you. A compelling brand video will convey the mission and vision of your business organization, as well as create an emotional connection that moves people to take action.

One of our favorite brand videos is one we created for Roots Flower Farm. Videos like these draw you into the emotion that drives the business and gives viewers insight into the passion and heart that fuels the mission of the organization.

YouTube video

Another powerful example of a compelling brand video is one we created for Golden Eagle Cabinet Shop. The magic of brand videos like these is found in the little details. The colors, music, lighting, and pace of the story can bring out the personality of a brand in such a compelling way. With this video in particular, it was crucial to convey the great care and attention to detail this craftsman provides in his service. This video does a great job of capturing that.

For a few more examples of killer brand videos that incorporate all of the elements listed in this post, check out the Liquid Art Stories series we created for Roy Pitz Brewing Company.

2. Product Videos

Product videos are incredibly useful and have the potential to grow your revenue 49% faster than foregoing video altogether. Consumers want to see before they buy, so what better way to show them than a professionally produced video?

Product videos perform especially well on social media and have the opportunity to engage potential customers far beyond anything a flattened image could do on its own. Videos strategically shared through social media channels can generate significant traffic to your website through search engine optimization, paid advertising, and good old-fashioned word of mouth as people share videos with their friends.

Sunnyway Foods is a local grocer and longtime client who we worked with to create a series of product videos centered around the seasons. The videos showcase how food (offered at Sunnyway) brings people together to make lasting memories. These product videos were shared across Sunnyway’s social media in conjunction with a giveaway that led to more traffic and a big increase in email subscriptions.

Another fun example of product videos comes from Grand Illusion Hard Cider. Our video team’s take on this product video was to show the various stages of where and how Grand Illusion’s cider is made, combining it with footage from inside their restaurant to show off  their magical and whimsical location.

3. Testimonial Videos

Customer testimonial videos pack a powerful punch mainly because of the authenticity they convey. Video testimonies are the unbiased opinions of satisfied customers volunteering how pleased they are with your product or service. These kinds of videos can also underscore the claims of your marketing copy and compel potential customers to believe that you practice what you preach.

In addition to customer testimonials, there is also great value in creating employee testimonials. Similar to brand videos, employee testimonials go even further to establish the culture of your company and give potential customers an inside look at what it’s like to work with you. Both customer and employee testimonials are powerful additions to your video marketing lineup. We’ve compiled this checklist to guide you through the process of creating powerful testimonial videos so be sure to check that out as well.

4. Video Tours

Video tours can be particularly useful in the B2B space. If you’re selling specialized products to other businesses, they may want a tour of your facility or want to see how your products are made. A video tour can provide exactly the kind of behind-the-scenes information your potential customers are looking for. This has become especially important in our current climate. A variety of video walkthroughs can help you overcome the hurdles of investing in new leads amidst physical distancing requirements.  

Here’s an example of a video tour we created for a client:

YouTube video

5. Training Videos

YouTube is the number two search engine in the world for good reason: people go there to learn things. Whether it’s gardening or gaming, YouTube has become the world’s hub for how-to videos and the demand for these type of tutorials continues to grow. A great advantage of training videos is that they are relatively easy to produce. While these will vary significantly in quality, a large majority are shot and edited on the creator’s laptop or smartphone.

Another take on training and demonstration videos is explainer videos. Our explainer videos typically rely heavily on motion graphics as we use compelling imagery to explain complicated content. These videos are then shared on a company’s website, social media channels, and even used at in-person events.

Finally, it could be that your organization would benefit from incorporating training videos into your onboarding process. Coupled with a robust learning management system, training videos can save businesses and organizations time and money by moving the on-boarding process online. This is a lesser=known service area we provide, so if you are interested in learning more about the variety of training videos we produce, please let us know.

Which Type of Marketing Video is Right For You?

Now that you’re acquainted with the five main types of marketing videos, which one do you think will make your business more profitable in the new year? While you don’t have to professionally produce every marketing video you share on social media or your website, we have observed that the overall quality and effectiveness of the video is greatly enhanced by the creative direction of an experienced producer.

When you’re looking to hire a video team to tell your brand story, be sure to choose a team that you believe really understands the essence of your brand. Our team of video storytellers have extensive experience capturing brand stories and turning them into marketing products that make a memorable impact. Our approach to video production is simple and straightforward and we will walk you through every step of the process—from planning and production to presentation of the final product.

Your organization has a powerful story just waiting to be told—let us help you discover it! Send us a message today and we will set up a meeting to kick off the process. We look forward to helping you incorporate more videos into your 2021 marketing strategy!

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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