There’s no debating the importance of video. But it can seem intimidating or tricky to get started! So I’ve put together a list of ways that you can start using video for your business both right away and as part of a long-term marketing plan.
1. Film your work process.
If you make a product (or even offer a service!), filming your work process is a great way to show how special your offerings are. You can use this as an opportunity to highlight your ingredients/materials or demonstrate the amount of work and the details that go into each one of your projects.
Pierre-Antoine Moelo did an amazing job with this, filming his watercolor process from a camera stationed above his workspace. By doing this in a time lapse style video, he was able to showcase his in-depth process without taking up too much of his viewers’ time.
Here are some other great ways that you can take advantage of time lapse videos for different industries:
- Set up a video camera (or even your phone!) on a tripod and film the process of designing a living room.
- Record your illustration, graphic design, or art process.
- Film yourself decorating a cake or making a steak.
- Use a tripod to film the furniture-making process.
There are lots of applications for this, but just make sure that your camera is steady and that you don’t make your videos so long that they lose the interest of your viewers!
2. Show your behind-the-scenes culture.
This is your chance to show the vision and purpose of your company behind the products and services that you sell. And it lets you show off your mission in a more interactive and engaging way than static text or images on your website!
You want your culture video to tell a story, so even if you want to have a basic script, try to find some candid, real stories surrounding your company, products, or employees. Not only can this go a long way with potential customers, it can also help attract high-quality employees.
This video from Axis Studios does a great job showcasing the culture of their company, highlighting their employees, and showing off the benefits of working there.
3. Create a spoof of something your clients will understand.
Can you think of something that you hear clients complain about all the time? Create a funny video about it! This is a great video format for social media because it’s memorable, sharable, and engaging. They can also work well in combination with a blog post on the topic.
One of my personal favorites is this video from Tripp and Tyler. They took all of the hassle and frustration from conference calls and turned that into a hilarious video that everyone can connect to.
Just be super careful that you’re not making fun of a specific person or anything that could be construed as insensitive or rude.
4. Make some tutorials that show you know your stuff.
Tutorial videos are an amazing way to show off your knowledge and share really useful information with your clients. They can be paired with blog posts, shared on social media, or included in a resource library accessible by an email address.
And if you’re demonstrating anything on your computer (website instructions, software tips, graphic design, tools, etc.) you can easily use the screen share function of QuickTime for free! Or, software like Camtasia has even more advanced tools like highlighting mouse clicks.
EZLynx used this method to share how to perform a specific function in their software using Camtasia and a professional voiceover artist, but you could absolutely do something similar on your own!
5. Take advantage of live video.
Live video (like Facebook live!) offers an incredible opportunity to interact live, “face-to-face” with your audience. It can seem a bit intimidating, but with a little practice, it’s absolutely worth it!
Here are just a few of my favorite ways to use live video:
- Have a live Q&A session with your customers
- Announce the winner of a giveaway
- Share some of a live event or training
- Show off something exciting happening in the office
- Do a live auction of your products or services
- Show breaking news stories
Just make sure to spend some time on your setup and lighting and heed some of these live video tips to make the most of your video.
6. Interview your clients or customers.
Sitting down with a client after a job is finished and filming a testimonial is a great way to share your successes with potential clients. Then, you can add these videos to your website as social proof or share them to your social media accounts.
Just don’t make them stiff and uncomfortable! Catch a client right after finishing their project, when they’re happy with what you’ve done. And make sure that you’re as fast as possible – you don’t want to take up too much of their time.
Coastal Solar uses this technique, sitting down with their customers right after finishing a solar project. They display these together with testimonials on their site, as well as in their portfolio.
7. Film a promotional video.
A promotional video can mean a variety of different things. It can promote a product launch, a new location, a service, or even your company as a whole. But it’s designed to sell, featuring the highlights of what you have to offer.
The key to a good promotional video is to present pertinent information (like why someone should buy your product, statistics, testimonials, etc.) in the form of a story. And these videos can be used on multiple platforms – your website, social media platforms, search engine marketing, email marketing, digital ads, etc. Depending on the video, you could even use it as a commercial if that’s in your marketing plan and budget!
Tandur Indian Kitchen used promotional video to share their story, show off beautiful and compelling footage of their food, and explain why their style of Indian cooking is so authentic and different from what else is out there.
The most important way to start using video for your business, though, is just to get started. Jump on some Facebook live videos, do some screen share tutorials, or just start filming your process. It doesn’t have to be expensive – use your iPhone to start getting decent footage for now (but make sure to film side-to-side!) until you have the budget for better equipment or for a videographer.
And have fun with it! Video is such a great opportunity to share and connect with your audience; don’t be afraid to show some personality.
What are your favorite videos that you’ve seen companies produce?
Kathryn Marr is the co-founder and Chief Creative Officer of Blue Ivory Creative, a digital marketing company based out of Nashville, TN. A graphic and web designer, and digital marketing expert, she brings a passion for entrepreneurship and creativity to the table. Kathryn loves helping people pursue their dreams and be successful doing what they love to do.