Discover what types of video are most effective for acquiring new customers and connecting with existing customers. Learn how video will increase awareness, generate leads, and position your business as a thought leader.

2. You’ve made the decision to use video to acquire new customers and
connect with existing customers. So what type of videos are most
efffective? And what types of marketing videos should you invest in?
Here is a list of video categories and how they can be used to increase awareness,
generate leads, and position your business as a leader.
1 - Tutorials “How-To’s”
It’s a great way to show a prospect or customer how to do something more efficiently –
whether it’s using an online tool, setting up an account, or building a bookcase.
Tutorial videos allow customers to see, instead of read, what it is they’re trying to
accomplish. They can also be used to simplify complex processes and concepts.
These videos are perfect not only for establishing authority in a specific subject or field,
but for capturing the “how to” search queries and ranking higher on the search results
page on Google.
2 - Webinars
Whether you know it or not, you’re probably already creating this type of content.
Record a software demo to train your team on a new process. Or use GoToWebinar,
WebEx, or On24, to record a presentation intended for customers.
Make sure to post it and let your audience benefit from the information you’re reviewing.
Always look for additional ways to repurpose and leverage the content you’ve created.
3 - Reviews
Product reviews are a staple in corporate videos because they’re effective. According to a
study, 57 percent of consumers are more confident making a purchase online after watch-
ing a product video. More confidence equals fewer returns, fewer sales calls and happier
customers willing to share their experience with your brand.
Adding video to the Zappos product pages had a sales impact of 6 to 30 percent. All they
did was add video. Nothing else.
Continued

3. 4 - Culture
Culture videos are becoming a dime a dozen, but the good ones still stand out. In an age
where customers care as much about why you do something as what you do, these videos
help your brand rise above the pack and give customers a more personal connection. Use
them to show off your team, your secret sauce and the passion you have for your business
and your customers.
5 - Testimonials
Whether it’s from clients sharing how great it’s been to work with you, from industry
partners who have benefited from your collaboration, or your employees talking about
what it was like to be involved in your latest project, testimonials are a powerful
endorsement. Capture them during events, at tradeshows, or after the release of a new
product or service.
6 - Animations
Hire a motion graphics company or create them yourself with a free tool like Animoto.
Animation gives you freedom and creativity, and a way to communicate your message if
your subjects are camera shy.
7 - Instagram and Vine
Don’t just duplicate content, restyle it and/or expand it to add value.
Many major brands that have jumped onto Instagram and Vine to create short-form
videos. Instagram and Vine are great outlets to show off the spirit of your brand, create
community, and to inspire engagement with your audience.
Conclusion
With so many different ways to incorporate video into your content marketing, and the
numerous benefits derived from creating and distributing video, there’s no excuse not to.
What types online video have you tried?
For help developing your videos and content marketing strategy contact Lori
at 877-447-0134, x111.