Being in business for over five years, you often start seeing patterns of success (and patterns of failures) for your work. From there, you can learn based on experience what works and what does not work for your clients and how your new clients (and recurring clients) can benefit from those experiences.
It’s no secret that having a multi-video strategy will get you the best bang for your buck, and either though having one video is a good start, there’s very rarely a case of a one-hit-wonder in the video marketing world. But while you may have tons of ideas on what kind of videos you need to create, perhaps, you don’t have the budget or don’t have time/resources to work on all 100 of them :).
So in this blog, we will explain the top 3 videos to have, why they are successful, and how they fit into your overall marketing strategy whether you are a private school, business, or non-profit organization. We call this the Sales Video Trifecta.
- Branding/Value video- This is the main video on your website, the flagship of your online presence, and perhaps the most important video you can have in your arsenal. This video sets the tone and tells the story of who you are, what you do, and what makes you unique in under 3 mins. While the goal is to help nurture leads, the approach this video should take is more of an emotional connection to the audience and is not necessarily meant to collect a sale at this moment (though it will depend on the structure of the organization). Having a strong call to action at the end will help continue nurturing those leads more effectively.
- Testimonial Video- Referrals and testimonials are the best way to get new qualified leads. There’s no denying that. Having a video (or in some cases, multiple videos) is a great way to showcase the consistency of your product, service, or organization and how it has improved the lives of the testimonial. Out of the 3 videos, this will most likely be the last video your audience will watch and will help increase the speed of trust for them to shoot you an email or a phone call to learn more.
- Promo Video- This video is often the shortest of the three videos mostly because this is the kind of video that will be used in social media ads…in fact that’s what it’s designed to be, to quickly catch the attention of your audience and get them thinking, “huh that seems interesting”, clicks on your landing page to your branding/value video and then they can check out some of the testimonials as well. Generally, you want to keep this video under 60 seconds if you can tell the story effectively in that time.
While there are many types of videos your organization can create these are by far the most important and have the easiest ways of fitting into your marketing and sales funnel. The best part is you’ll be able to repurpose some of the footage from all three from each other or use footage that maybe didn’t make the cut from the branding video, but makes it to the testimonial video. At the end of the day, the goal is to get more phone calls, more inquiries and ultimately grow your organization.