What is a video marketing campaign?
Chances are, you know you need to launch video marketing campaigns, but you’re not sure what exactly needs to be part of them to get the best results.
A video marketing campaign is a set of related videos launched strategically to target a specific market demographic. For example, if you just released a new product, you could launch three product videos showing the new features and benefits to build product awareness.
Video marketing campaigns are basically highly strategized videos created to achieve a measurable and specific goal.
Now that you know the video marketing campaign basics, here are three examples you can begin to incorporate into your local business.
Campaign 01: Brand Awareness
Often, the biggest challenge local businesses face in marketing is brand awareness. Odds are, most people have never heard of you, so how are they supposed to know the ins and outs of your business offerings?
Here are some videos you can use in your next brand awareness video marketing campaign:
Brand Story Video
A brand story video focuses on the core mission, vision, and values of your local business. This story-driven video features interviews with founders, leadership, and clients to show the mission behind your local business.
Typically, a brand story video is 3-5 minutes, but we often recommend cutting together a short 30 to 60-second spot to run as paid media.
Vision Video
A vision video is similar to the brand story video, but focuses solely on the company’s future vision and often features only the company’s founder or CEO. Vision videos are highly effective in communicating where the company is headed and why.
Vision videos are a great way to solidify your importance in the local market and how your company is envisioning a meaningful impact throughout the years to come.
Pinned social media videos
Most local businesses neglect the power of creating 3-5 strategic short-form videos that live evergreen across social channels. The benefit of this format is these are typically shorter videos and can be rapidly shared by social media users.
Some common evergreen social media videos we recommend are:
- Brand overview video
- FAQ video
- Getting started video
- Interviews with key staff.
- Product/service POV video
Implementing a brand story video, vision video, and evergreen short-form videos across social media will help your local business build brand awareness and improve conversions.
Campaign 02: Product/Service Offerings
Now that your community is aware of your brand, it’s time to share more about what you have to offer.
Many customers might not be aware of all of your services, so it’s important to continue to remind them of how you can help. Here are some videos to get you started:
Product/Service Overview Video
A product/service overview video dives deep into a specific product/service you offer. Often, this video will break down your product/service features, benefits, and steps to get started.
This type of video is a great way to re-engage past customers and show a product/service they may not have known that they needed.
Jobsite POV video
Point-of-view (POV) videos from your team on jobsites are a great way to showcase your expertise and fulfillment. Often, these videos are raw in nature, featuring an action camera mounted onto your team members with narration about the project they’re working on.
POV videos have a history of going viral and having tons of organic reach which makes them an excellent type of video to implement into your next video marketing campaign.
Product Demo/Instructional Video
Are you continually answering basic questions about how your product works? It might be helpful to create a short 2-3 minute video demonstrating your product’s usage and help your customers with common problems.
Product demo videos are a great way to lessen the need for your team to answer customer complaints about using your product. Commonly, these videos feature a team member or paid actor demonstrating product usage and overcoming common problems.
Campaign 03: Client Success Stories
Client Testimonial
Interviews with happy clients are an excellent way to build trust around your product and brand. It is important to carefully craft testimonial videos so they don’t seem scripted.
Interviewing real clients who are happy with your fulfillment is a great place to start. These videos don’t need to be elaborate, but adding relevant b-roll of the client using your product/service is a great way to engage with future clients.
Next Steps
Now that you’re aware of videos for your next video marketing campaign, it’s time to get planning. Make sure to incorporate a variety of videos so you can reach the right audiences at the right time in their decision-making cycle.
Need help crafting your next video marketing campaign? Send us a message.
