What is a marketing video?
A marketing video is any video produced by a company in order to acquire potential customers. Customer testimonials, product demonstrations, and new product announcements are tried-and-true types of videos for marketing.
But there is no template or simple formula for a successful video. “A video can be truly anything at all,” says marketer Kelly Woessner. “So step one would be establishing what kind of video we’re going to do. Is it going to be live action? Is it going to be a documentary? Are we going to interview people? If we’re going to involve people and talk to people, then we’re going to need a shooting script. We’re going to need to plan all of that out.”
Marketing videos can tell the story of your company or industry, introduce your small business to LinkedIn connections, give your audience tips on how to use your products or services, and build brand awareness. From new customers to influencers, explore how you can use video to attract and engage different audiences, and how to use video as part of your overall marketing strategy.
Know your audience.
Who is your video for?
Good marketers know who they’re talking to. Video content, like every other piece of marketing content, needs to start with a picture of its target audience. Are they members of a particular industry or the general public? Are they located in a particular city or region? Are they young, old, or members of a particular cultural niche? What’s their income level? Where do they live? What do they like?
Not every message is going to land with every demographic. The more specific you can get, the better you can tailor your message to the people you’re trying to reach.