On Quick Wins With COM this week Richard shows you the best videos to use in your online marketing campaigns.

Online video can do a lot for a business’s outreach and is helpful for brands who want to have better engagement with their customers online. With the technology we have these days it’s easy for most people to create and edit a video but how can you create something that actually helps your marketing?

There are three main forms of online video that can help market your business;

1. Awareness Videos
2. Engagement Videos
3. Conversion Videos

Each type of video has its own marketing function, and, impact on the audience. When used in conjunction they can lead to a greater audience engagement and even increases in sales.

Watch this weeks’ episode to find out how these videos forms work and how you can make them work for your business!

Video Transcription

They’re not ready to purchase this stage. All they’re wanting to do at this stage is to understand what you do. They want to watch a video. They want to be entertained, or they want to be educated. They’re really it …

Hi. It’s Richard Toutounji from COM Marketing, and today I’m talking all about videos. The question today is how to use videos in your online marketing. We have a lot of technology around cameras, and everybody can grab their camera and do a video, but I want to share with you the way that you’re going to be doing video to actually make sure you get leads and inquiries, and you understand the three types of videos you should be doing to ensure that, when you’re producing content, it’s content for the right reasons.

So, here we go. The first one is awareness. So, with awareness, awareness is really important. Awareness is about the know, like, and trust method. It’s about understanding that when people, they’re not ready to purchase this stage. All they’re wanting to do at this stage is to understand what you do. They want to watch a video. They want to be entertained, or they want to be educated. They’re really it. So, you can either entertain or you can educate here.

The number one rule you have to remember here is you do not sell. There’s no selling involved, no selling involved in this stage here. So, these are the videos that you see appearing on Facebook. They could be appearing on Instagram. They could be like a general video for your website. This is a video that’s going to entertain or educate a person. These videos are great. If you’re running a Facebook campaign, it’s called remarketing, which you can probably find here later. It’s remarketing. So it means that you can pretty much remarket to that audience. You can share the video out to a certain audience, and then you can actually engage with them later.

Now, it’s really important that this video goes out to as many people as possible. So you could boost it. You could share it. It’s a video that can be seen to the masses, and this is what awareness videos are about. These are the videos that you already know the content. It’s probably most like information that you already give out to your clients, so it’s about just putting this on the front end and sharing this as a video.

The next video is engagement videos. Engagement videos are videos that basically you’re engaging with somebody. Instead of being a video that doesn’t ask or do anything, these videos are great on your website, and I like to call them the FAQ answers. So, if somebody’s come to your website, they’ve seen the awareness videos. Now, they’re maybe funnelled into a different stage of their buying decision, their understanding of what your brand does.

So, these are videos that are explaining a little bit more about a product, a little bit more about a service. They could be frequently asked question videos on here. They’re all relating around your product and your service of what you do. These are great videos. They’re not going to be seen to the masses because, remember, they’re not as exciting or they maybe don’t have the education up the front here. These are videos, when they’ve seen these videos, they kind of move on down the funnel, and I can kind of get you an arrow here, and it’s just arrowing through.

And, eventually, you know where we want to get them next. We want to get them to the conversion video. So, let me explain what the conversion videos are and what they’re used for. Okay. So, conversion videos, I like to call them that … They understand the product and service in the engagement videos. They’ve answered all those questions that they’re asking you about, will this product and service help me, et cetera. Now the conversion videos … This is the final part to either get their email address, get their credit card details, get them signed up for your service, your product, whatever it is.

And these conversion videos can be a video to say, please put your details into the right, to the left, please fill in the form, those kind of videos. Or, I like to call them testimonials and reviews. So, in the buying decision, when they’ve gone through the engagement videos, the next part of it is they just want social proof. So it could be a review of a client, a successful client you’ve done. It could be, as I said, a testimonial that someone’s done. It could be anything in those kind of contexts where they wouldn’t watch this kind of video if they don’t already know what you do.

They’re funnelling through the process. And then the conversion videos, these are generally shorter videos. They’re sharper videos. They’re all about your brand. It’s okay to ask them to do a specific task, to fill out a form in, but when you do your videos next time, think about which video do you really want to touch on.

I hope that’s helped. I’ll see you next time on Quick Wins with COM.

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