How to Use Video Content to Raise Brand Awareness and Sell Your Product

How to Use Video Content to Raise Brand Awareness and Sell Your Product

85% of people say they’d like to see more video from brands in 2018. Where to start with video content We’ve talked about using video on social media in episodes 90 and 110, but we’ve never really gotten into the specifics of using video to do one of the most important things for your business – actually selling your product. Showing your product in action Hailley: One of the best things you can do to increase the success of your videos is to help people visualize what their lives would be like with your product. Brian: First thing that comes to mind here is a product tutorial. Brian: The last two things I’ll say about tutorial videos are one, they help to sell your product without sounding like it’s a sales pitch. Featuring customer testimonials Hailley: Next up, if you’re looking to sell your products or services with video content, is to create customer testimonials. Studies show nearly 70 percent of online consumers look at a product review prior to making a purchase. Developing entertaining and unique product video ideas Hailley: Moving on in our video journey, let’s talk about using entertainment and creativity in product videos that help to sell your product. With this shorter format, you can create entertaining videos that make your audience laugh or get inspired or take an action. Hailley: Your branded company video or commercial like you said, Brian, can be whatever you want it to be.

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Video content is one of the most popular mediums for businesses today, and for good reason. Video is more engaging, more memorable, and more popular among consumers than any other type of content.

And there’s data to back that up, too!

For example, did you know that 76% of businesses say video has helped them increase sales? Or that 80% of marketers say video has increased time spent on their website?

This week we’re looking to help you increase brand awareness and product sales using the highly-engaging format of video. No matter what industry or vertical you’re in, video can help you promote your business in fresh and effective ways.

Let’s dive in!

How to use video content to increase brand awareness and sell your product

What follows is a lightly-edited transcript of the Buffer Podcast episode #125 for your reading pleasure.

Table of Contents

Hailley: As marketers and business owners, one of the most common roadblocks we face is trying to drive engagement and traffic around our key products. It’s common across B2B and B2C! We think that video is one of the best way to solve that challenge.

A warm welcome to the show – Let’s kick it off.

Brian: The stats supporting the effectiveness of video marketing go on and on.

  • 81% of people have been convinced to buy a product or service by watching a brand’s video.
  • 85% of people say they’d like to see more video from brands in 2018.

And get this, when both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.

Video Content and Video Marketing Guide

Hailley: Of course, the number one question we get about video (and one we struggled with in the past) is: where do I start?

Where to start with video content

We’ve talked about using video on social media in episodes 90 and 110, but we’ve never really gotten into the specifics of using video to do one of the most important things for your business – actually selling your product.

Brian: It’s what pays the bills after-all.

Everything we’re about to share applies to selling your products with video. These videos can then be shares on social media, of course, as well as your website, landing pages, blog posts, etc, etc.

So with that being said, let’s get started with the very first video principal and that’s showing your product in action.

Showing your product in action

Hailley: One of the best things you can do to increase the success of your videos is to help people visualize what their lives would be like with your product.

Giving viewers a sneak peek of your product can be a nice visual companion to a landing page or product description.

Showing your product in action will make your video more interesting for users to watch. It also makes the video valuable because it shows us how the product works and what we can expect in real life.

Brian: First thing that comes to mind here is a product tutorial.

Utilizing product tutorials

Believe it or not, people LOVE product tutorials just about anywhere they can find them. Social media, your website, YouTube, you name it.

Just think about BuzzFeed tasty and their recipes. That’s essentially a tutorial sped up to make it fun. Speeding things up does seem to make them more fun!

Hailley: The best part of tutorials or explainer videos, is that it helps to move people quickly down the funnel into buyer consideration.

Again another argument for the power of video. Instead of reading 1,000 words on why your product works or why people should buy it, they can watch a 15 second video and get the exact same amount of information.

Brian: The last two things I’ll say about tutorial videos are one, they help to sell your product without sounding like it’s a sales pitch. You’re simply showing them how the product works, not saying “hey buy my product.”

A great example from company MuleSoft:

The second thing is that they work for both physical products and services. With services, it’s a bit tougher to show in action, but you can get creative with things like Q&As, ask the experts, an educational series, and more.

It just takes a little bit of brainstorming to open up the possibilities.

Featuring customer testimonials

Hailley: Next up, if you’re looking to sell your products or services with video content, is to create customer testimonials.

If you have raving fans who are always singing your praises, or even other industry experts who would be happy to give your business a testimonial, then these are an awesome addition to your overall video content strategy.

What customer testimonials help to do is show proof of demand, which is a valuable type of social proof showing others that you have lots of happy, satisfied customers.

Brian: As many of you know, social proof is absolutely critical in selling your product.

Studies show nearly 70 percent of online consumers look at a product review prior to making a purchase.

Even more telling is the fact that product reviews are 12-times more trusted than product descriptions and sales copy from manufacturers.

Hailley: Customer testimonials don’t have to be anything too fancy.

Even…

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