What type of videos should you make to attract the right type of audience and keep them engaged with your brand?
Does the video’s visual style matter? The content? The time and platform that you publish it on? Or all of those things combined?
While all of the elements above are important, they’re all production and distribution tasks.
You’ll get to those later on.
First, let’s focus on the big ideas and the brainstorming that happens before you start materializing anything.
Because this is arguably the most important part if you want to make the most out of your marketing budget and create videos that consistently grow your brand.
How to Make Marketing Videos to Grow Your Brand
Introduction
When you invest in any type of marketing you’re naturally expecting a return on your investment (ROI).
Most people focus on getting immediate returns from their video marketing; sales or conversions.
So, they spend money on videos that bring them immediate returns.
Understandably so, every business needs to make money!
But making a product-centered video that screams “buy now” has very limited use in the future.
You can’t reuse the same video for different products. You’ll need to make a different video for every product and every campaign.
Instead, try to see video marketing as an investment that brings you returns over and over again.
Doesn’t that sound like better value for your money?
Let me elaborate…
Can video marketing increase sales?
Does making a video for your business actually turn prospects into confirmed buyers?
Yes, and no.
Truth is, no type of marketing can guarantee conversions. It’s all about testing and choosing the most viable option.
Although it may seem like it on the surface, customers don’t buy your product just because they watched a video of it.
This is why people buy your products…
Sure, a video or an advertisement puts your product in front of the customer. And it will definitely bring them one step closer to buying your product.
But ultimately, a customer’s purchase comes as a result of everything from their need for your product to how you differentiate your brand and market it.
If they didn’t like your offering they’ll go to a competitor. The options are aplenty nowadays!
See, video is just a tool to reach potential buyers and communicate a message with them.
So, before you start producing marketing videos for your business, make sure that you’ve aligned your message, your products, and your values with your brand.
Related: Instant Bread: Why Every Business Needs a Purpose
Tell a better story
Videos are rich in content in the sense that you could use copy, sound, imagery, emotion, and more to tell your story and communicate your message.
You can differentiate your brand from the crowded market through video marketing.
Instead of using video to only increase short-term profits, you can use this great storytelling tool to fulfill your long-term brand goals.
Promote your values! Tell people what your brand stands for.
Let people invest in your brand, not just in a single product.
Scroll down for some ideas.
Grow Your Brand with Video Marketing
To make the most out of your video marketing budget, and to extend your video’s lifespan, make videos that become an extension of your brand and what it represents.
This can be easier said than done.
But hopefully, these tips would give you some inspiration:
1. Define Your Video Marketing Goals
What are you trying to achieve with video marketing? Do you want more people to know about your brand? Do you want them to relate to it? Or do you want them to trust and advocate for it?
Write down the marketing goal you’re trying to achieve so you’re always focused on the objective.
This will help you brainstorm and choose the right type of videos to achieve the results you’re looking for.
2. Create Videos with Purpose
While marketing goals are important for promoting your business, they aren’t important to your customers.
If you want to make videos that your audience can relate to, don’t just think of your self-serving marketing goals.
People want to watch videos that bring them value.
So, after deciding on your marketing goal, write down the purpose of the video.
Think about how your videos could bring value to viewers while achieving your marketing goals.
For example, if you want to educate people about your lifestyle products, you can incorporate product benefits in a series of self-improvement videos.
Or if you’re trying to raise brand awareness for your sports clothing business then you could produce a series of motivational videos celebrating famous athletes in history.
The point is to create marketing videos that serve a greater purpose; social, cultural, educational, or otherwise.
And that’s one of the things we offer our customers with our Marketing with Purpose service.
Related: Creating with Purpose Attracts the Right Audience
3. Think Long-Term
Generally speaking, advertising videos geared toward fast conversions tend to have shorter lifespans, especially if the video is created in conjunction with a limited promotional campaign.
So, don’t just think of what would bring you more sales per video, and start thinking of the bigger picture.
How would your video reflect on your brand in the long haul? And what value does it bring to society?
4. Promote Your Brand’s Values
What is your brand’s unique selling point/s?
What differentiates your brand from other brands in the market?
If you’ve been putting off writing your brand’s values then it’s time to do it now.
Put everything on hold, grab a piece of paper, and write down the values and key attributes that you want to associate your brand with.
Then use these values to inspire the ideas for your video marketing.
For example, if you run a food truck business that cares about the environment, you could make short animated videos educating the public about the proper disposal methods of food packaging and leftovers.
If you care about authenticity and ethical sourcing, you could make mini-documentaries about your food-sourcing process.
Create marketing videos that promote your unique attributes and brand values to attract customers who share your ideals.
Related: How Your Business Can Make an Impact on Society
5. Let Your Audience Inspire Your Content
Who are you trying to reach through your videos?
Do some research on your target audience to learn more about their values, preferences, and problems.
Think of all the ways you could alleviate some of their problems through your video marketing.
Your videos don’t have to directly connect potential customers to your products.
Remember, you’re making these videos for the audience.
You want the audience to love what your brand stands for and what it offers them.
For instance, a series of inspirational videos can go a long way in keeping your audience interested in supporting your brand.
Put yourself in your audience’s shoes and try to imagine what media content would they want to consume on a regular basis.
6. Create Marketing Videos that Don’t Focus on Selling
One of the key ingredients to building a strong brand is authenticity.
Be genuine in communicating your brand’s values.
Create marketing videos with sincerity and integrity. Don’t fake morals or greenwash your marketing. Just be you.
At the end of the day, people want to connect with brands that are genuine; brands that demonstrate accountability when they make mistakes.
And if you’re truly sincere about connecting with people and empowering society, consider marketing your business ethically.
Related: Digital Marketing Ethics Every Business Should Adopt
First, check this out
I suggest that you read this article. It discusses 4 common misconceptions that people have about video marketing and helps you better strategize your marketing.
Khalid writes scripts and visualizes ideas as a Creative Director at Bent Road Films. He contributes to two blogs (Alleviated Media & Bent Road Films).
A dedicated fan of music, movies, guitars, books, hiking, and the outdoors. His belief in collaboration, creative education, and social sciences often inspire his stories.