Seven Ways to Use Video to Improve Your Marketing

The demand for receiving content by video continues to explode, making it by necessity an important part of your marketing mix. Video can be used in many ways for communicating the same things as traditional media has been used for, but its ability to convey through images, sound and motion makes it higher impact.

Here are some of the ways you can consider using video:

  1. Communicate key messages. Putting a face to key company messages makes it more personal and memorable, and because it can be made available any time, any place, over time it allows you to reach a broader audience than live presentations can.
  2. Recognize top employees or volunteers. Nothing inspires like hearing the story of another person who is passionate about his or her work. This kind of message helps to build a culture of excellence—reinforcing behaviors that fulfill your company’s goals.
  3. Share news. When announcing a new product or service, video should be part of your roll-out campaign.
  4. Offer testimonials. Feature clients talking about your brand to bring added credibility to your message.
  5. Show—vs. tell. When you want to teach, use video. An ideal medium for orientation and training, it’s the next best thing to being there in person.
  6. Go viral. Not every video is a candidate for going viral, but one that has entertainment value is more likely to do so. More and more companies are couching subtle product messages in viral-style videos to promote this kind of distribution.
  7. Repurpose ads. By all means, make sure you’re posting TV ads—in addition to buying air time for them. It’s also possible to create a kinetic motion production (type animation) that restates a print ad—but adds the elements of sound and motion.
  8. Communicate internally. Video can capture the soul of an organization, and fuel its core mission.

Once you’ve developed your video, make sure you’re maximizing your investment by taking advantage of every distribution method (many of which are free).