Why video?

Videos are the most popular marketing tools today. According to Forbes, 90% of consumers say that watching product videos helped them make purchasing decisions and that 64% of customers were more likely to buy a product online after they watched a video about it. Lastly, the same article reported that videos are projected to claim more than 80% of all web traffic by 2019.
Videos are indeed powerful tools and all businesses should use this type of content for digital marketing and SEO purposes.

How you can implement video into your business

Videos can be used for various purposes. For one, they can be used as educational shorts which can help attract new customers or gain their interest at the awareness stage of the sales funnel. Educational shorts are important elements of a video marketing campaign and can be promoted and posted on your website or blog, FAQ page, social media channels, and posts.

Here’s an example by JBL – their short video provides quick information on the features of their Pulse speakers:

A video is also a great way to inform people about your brand, products or services in a way that’s quick, but also dense with information. If people want to know how to use your products, you can also provide the information they need through a tutorial video. A great tutorial and product video can also help push your target audience in your direction.

Wacom themselves created a quick 4-minute tutorial on how to get started on their Intuos 2015 graphic tablet:

Aside from educating and informing viewers, videos can also entertain people – something that will help you gain the interest of your target audience. Videos that people find entertaining will help you in attracting new customers or clients and retaining current ones

Types of Videos Used in Digital Marketing

Although there are several types of videos, the most frequently used in digital marketing are:

Product videos – These are videos that showcase or explain your product’s features and benefits and often include examples of how they work. They work great with lead generation since people who watch these videos often have not made up their mind yet as to which product or brand to choose.

Here’s an example by Kia:

Explainer videos – These are educational videos that teach viewers how to solve a problem usually related to your offered product or service. At the end of the video, viewers will know how to solve the problem based on what they saw.

This is a quick and simple how-to by LinkedIn on how to use their ‘quick replies’ function on messenger:

Onboarding videos – Once you have new paying customers or clients, you need to give them a proper welcome and make sure they understand everything about your product or service. An onboarding video, which shows customers or clients the ins and outs of your product or service and how you will guide and assist them, will help you with this.
Here’s an example of a video from Chloe herself leaving a thank you video for customers after signing up.

Testimonial videos – Honest reviews and feedback from customers or clients can demonstrate to other people the positive impact that your product has on real people. Testimonial videos are great for winning over new customers.
Dove often uses this technique for its ads:

Harnessing the Power of Online Videos

Great videos can drive traffic and engagement. They deliver information better than other types of content and can help promote trust in your brand, product or service. However, to be valuable and effective tools, you need to have well-produced videos and they have to be used and integrated into your marketing strategy. You can always get help from experts with producing the right videos and using them in your marketing campaign.


What’s one thing you can take away and implement in your business? Comment below, we’d love to hear from you.

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