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The Must-Have Types of Videos for Marketing Your Business

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Marketing.

This is the part of business few folks get excited about. Love it or hate it, though, marketing is something we all have to make our peace with as entrepreneurs. 

That’s why so many people are diving into video – you’d have to go out of your way to miss how digitally driven today’s consumers are. 

Video dominates the digital world – recipes, education, entertainment, communication, live streaming; it’s everywhere. 

But what are the best types of videos for marketing your business anyway?

Figuring out where to start can be a bit frustrating if you don’t have a video background. 

Our sage advice 

At No Fuss Video we’ve used video for years to promote, not just our business, but those of our clients. 

What’s fantastic about the medium is it’s flexibility – we apply different types to match specific needs of our diverse clientele. 

Pop-up markets, business coaching, environmental companies – we’ve developed bespoke video marketing campaigns for clients either trying to establish a foothold in their industries or to expand their customer base. 

With all that choice, though, we always recommend easing into any new strategy by starting small with something manageable. 

There are some basic, uncomplicated videos you can start with to crank up your online visibility and reach.

As you become more skilled and comfortable with video, you can expand the types of video content you make.

So we’ll clue you in on the types of videos for marketing your business video newbies should consider; a starter pack, if you will.

Here is what’s inside: 

1. What makes good video content—unravelling the DNA strands of effective videos that click with audiences

2. The different types of video content for business—an overview of some commonly-used types of videos entrepreneurs favour. 

3. Which types of videos to start off with—our best picks for folks just starting out with the medium. 

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When exploring the different kinds of videos for your goals keep in mind that video is most effective when used strategically – and that’s not stating the obvious!

The mission of any video marketing strategy is to bring crowds into and under your tent. You should satisfy their needs and wants, build engagement, respect and trust. Ultimately, the goal is to convert all of that good will into revenue.  

One of the mistakes folks new to the game make is assuming it’s enough to record themselves sharing their expertise on camera. Simple right? Tell people what you know, upload the video and the universe takes care of the rest. Not quite. 

That is where strategy in video marketing comes in – it’s critical to first determine what audiences need, find out what they’re searching for. 

After determining what your ideal audience needs, this insight will help shape the topics for your videos and, more importantly, give you a sense of the types of videos you should be making.

You see, there are certain types of videos that are only applicable to businesses with already established audiences. As a newbie, you should invest your energy in video content that helps build your audience.

Eventually, you will go on to create videos that nurture those relationships and cements them. That’s exactly what we’re going to explore for you here. 

Working out the types of videos best suited to your goals is a key part of the strategy that will make your video adventure more rewarding. 

1: What makes good video content?

As more people add video to their marketing mix, competition for audience share has become tougher.  

Tapping into the marketing power of video calls for more than just creating videos. Yours have to be a cut above the rest to make an impact with the people you’re trying to connect with. This process begins with understanding what makes good video content.

When you strip away everything else, the moving parts beneath an effective video amount to just two factors – a video either educates or entertains (although, it can be both). 

Whether your video is meant to educate or entertain, it should be:

  • professional-looking
  • attention-grabbing
  • useful
  • engaging
  • memorable

So no matter what types of video you decide to make for your business, they should be constructed with these basic elements.

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2: The different types of video content for business

As we’ve already hinted, there are countless options to choose from. Each video type is designed to deliver a specific result or serve a certain purpose. 

The very nature of video marketing hinges on sustained engagement – you’ll be massaging relationships with audiences for years to come. 

Cementing those important connections will take different types of videos over the lifespan of your business. With that said, let’s take a look at some of the more popular types of videos entrepreneurs have in their video marketing arsenals. 

How-To/Tutorial

The how-to or tutorial video is among the most searched-for online. That’s because when people need help with, say, a malfunctioning computer or a challenging IKEA furniture assembly they type into Google ‘How to * insert problem* here. 

The how to or tutorial video type typically answers a question or walks viewers through a process. 

Interview

The interview is another favourite type of video among audiences. It gives viewers valuable insights from other entrepreneurs, thought leaders, respected voices and experts in the field that interest them. 

Audiences are always on the lookout for information and interesting perspectives that can guide them on their journey, whether professional or personal. 

Interviews are a great way to expand the conversation on industry topics. In this way you give your audience more value because they get the sort of in-depth information that can move the needle on their goals. 

Q&A

A Q&A video answers burning questions in your niche. This video serves up  high engagement levels because you’re answering questions that come directly from your viewers. 

Live streaming

Most social media platforms now offer easy-to-use native live streaming video. Live videos build engagement and connection because of the real-time community interaction it provides.

About Us

Trust and likeability are important factors when someone is deciding whether or not to buy your product or service. That’s why an about us video is a must-have. 

By telling the story of the people, passion and mission behind the business it shows the human, authentic side of your brand.

Behind the Scenes

Viewers are often intrigued by the scenes behind the scene as it were. They’re drawn to that ‘unvarnished’ look at the inner workings of a business, its processes and the people who make it all happen. 

Such videos satisfy that inner curiosity – ‘I wonder how they do it?’ or ‘What goes into the making of these products?’ 

Behind the scenes videos seduce viewers with a different sort of experience – something more intimate and immersive.  That can be powerful in weaving the connections that build brand loyalty. 

This video type is particularly useful for artisans, makers of bespoke products or businesses in manufacturing. We’ve seen this video type work exceptionally well for one of our clients who does bespoke jewellery – videos that capture the artisanship behind her one-of-a-kind pieces can be mesmerizing! 

Giving customers or clients a window into your process can make them more invested in what you offer.

Screencast

The screencast or screen capture video is basically a recording of a computer screen accompanied by voice-over dialogue. The screen usually displays a process and is quite often used for instructional or educational video content. 

The screencast video is quite popular with online course creators and business coaching consultants, among others. 

Webinar

Webinars, usually hosted through platforms like WebinarJam or GoToWebinar. The webinar is a longer form video format geared towards people serious about digging deeper into their industry or respective fields.

Virtual attendees register in advance to see your webinar and can ask questions and share their opinions in real time as you’re making your presentation.

In the video world the webinar is a credibility-boosting powerhouse. It’s also often used as a lead magnet to convert audiences, to move them onto purchasing goods or services. 

Product demo

For developers of, for example, tools, electronic appliances, or cleaning equipment the product demo video is an excellent ally in getting the audience to see the value in your product. 

This particular type of video can work in two ways: it removes the last barrier in the customer to making the purchase by showing them how a product can actually meet a need they have. It’s also vital as an after sales tool, serving as a resource for customers to get them up and running with a product they’ve purchased from you. 

This species of video shows viewers the value of your product or service to their lives, rather than just telling them about it. For physical products viewers are fed details about features and functions. 

Testimonial

The digital world is heavily influenced by review culture. When people see others weigh in on the quality of a product or give an opinion about a company’s customer service, it goes a long way towards shaping their purchasing decisions. 

Many people scan customer testimonials on Amazon to hear from the buyer’s mouth about their experience with a product. 

Getting people to record their honest accounts of positive experiences they’ve had with your business can nudge others who may be on the fence about your business. 

Subheading #3: Which types of videos to start with?

For video to deliver actual results, you have to create different types of video content to meet different viewers at the varying stages of their journey.

Admittedly, there is no one-size-fits-all journey; people, their experiences, their needs and their budgets are different. With that said, most buyers will go through three stages before making a purchase:

The Buyer Journey

  • Awareness – knowing or understanding they have a need or problem.
  • Consideration – coming to terms with possible remedies.
  • Decision (purchase) – settling on which product or service is right for them and pulling the trigger. 

Ideally, you want to create videos that accompany the buyer along different stages of their journey. 

Additionally, you need to remember that you’re making videos to satisfy your target audience, not yourself. So put the needs and wants of your customers first in your video content creation.  

We’re going to recommend three types of videos for you to start off with as a video newbie, one for each of the stages of the buyer journey. 

Once you master the three video types we’ll recommend, you can then add others to build out your video marketing strategy. 

How-to video

‘How-to’ searches remain among the most common on Google and YouTube. So doing how-to videos is a surefire way to ensure you’re creating content audiences are looking for.

The best video content meets a need and how to videos do that perfectly by giving audiences something they’re actively searching for.

Buyer Journey – the awareness stage. Such videos typically share information like instructions on how to get something done that your audience will find useful. 

Creating how-to videos: The easiest place to start is by answering questions you already get from customers – what do your customers want help with? 

You can also research what’s being discussed online in your industry. Patrol online groups in your industry with an eye for commonly asked questions. 

Answer the Public is an excellent tool which collates suggested searches from Bing and Google; it’s a great source of inspiration for your how-to videos.

The thinking behind the how-to video is you want to share just enough information to be helpful and demonstrate your experience and expertise. 

Pro Tip—Get to the point

In the opening of your how-to videos, don’t use too much time explaining why the topic or the information you’re sharing is important.

Chances are the audience already gets it. Instead, introduce the topic of the video and then give the answer to that ‘question’ came to your video with. 

By cutting to the chase you will save your viewers time and make for a better viewing experience.  

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Product demo video

Product demo videos highlight the finer points of your product or service. They demonstrate exactly how it works, helping to fill a need or sort out a problem they have. 

Buyer journey – consideration stage 

Once buyers gather information to further understand their problem, they’re ready to move closer to a workable solution – ideally in the shape or form of what your business offers.  

 You need a video that clearly illustrates how your solution fits the bill. 

Creating product demo videos: This video spells out, in the case of a physical product it’s operation, setup, features etc. In the case of a service, consultancy, coaching model, such a demo video shares insights on how those services can help the client.

This video tackles the topic from the perspective of the customer, addressing their self-interest first – how it helps them, the way it will bring transformation. 

This is an important formula because most people care more about the transformation rather than a product or your expertise. 

Pro Tip—Keep it concise

Many people tend to go overboard with their demo videos, overstuffing them with benefits and features.

Such videos can feel a bit dense for viewers to endure. You want to follow this recipe instead:

  • Talk briefly about the customer’s problem.
  • Explain how your product or service resolves that problem.
  • Sparingly itemize how this resolution delivers transformation – more free time, better revenues, improved productivity, etc. 

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Testimonial video

At this stage, you’ve attracted an audience and demonstrated expertise through your videos. How do you turn that audience into buyers without being pushy?

When potential customers are almost ready to buy, they need a tailwind that takes them over the finish line – a confirmation that the investment is worth it. This is particularly true of high ticket items. 

Naturally, hearing it from other customers who’ve had first hand experience with your product or service will be more credible than hearing it from you. 

Here’s where the testimonial video comes into play. 

Buyer journey – the decision (sale) This video type caters for folks ready to pull the trigger, sign up for your coaching or whatever you’ve got going. 

The potential customer (a) understands the problem and (b) researched possible solutions, including those offered by your competitors. Now it’s time for them to (c) choose between your business and your nearest rival. 

The testimonial video can convince potential customers you are the one provide the transformation they’re searching for. 

A convincing customer review is your way of saying, “Hey, you don’t have to take my word for it.” 

Creating testimonial videos: A happy and satisfied customer, which is your bread and butter anyway, will usually agree to record a testimonial video for you. 

You aren’t coaching the customer like they’re going into the witness stand. Rather, you simply want them to identify, in their own words, aspects of your product or service they found most useful and helpful. 

Pro Tip

Keep your eyes open for positive reviews left on your website or social media channels – you might be able to nudge those reviewers in the direction of recording their impressions on camera. 

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People are often stumped by challenges because they seem too large. Successful people tackle their goals in stages, building their success brick by brick. 

Start creating your types of video content

There’s no shortage of people out there who tell people on the fence about video to just get jump in feet first. This is only partly useful advice. 

Over the years we’ve had clients asking us to help salvage floundering video marketing campaigns. One of the most common mistakes we see is businesses putting campaigns before strategy. 

It’s not enough to say you want more sales with video. By building your ambitions around a clear strategy, one that considers the needs of your audience and goals for your business, you are far more likely to get positive results out of your video marketing. 

We’ve taken the time to break down for you three types of videos that can help power your strategy. That’s because we know how much time and money can be lost to an exploration of digital content creation without a clear roadmap. 

Lost time and money can lead to disappointment and, eventually, abandonment of video as a marketing method. This is certainly not an option.  

With these three types of videos you can create a sound foundation for connecting with customers. 

So jump in, yes, but with a strategy that will bring success with your video marketing. 

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