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You’ve made the decision to use video to acquire new customers and connect with existing customers. So what type of videos are most efffective? And what types of marketing videos should you invest in?

Here is a list of video categories and how they can be used to increase awareness, generate leads, and position your business as a leader.

1 - Tutorials “How-To’s”It’s a great way to show a prospect or customer how to do something more efficiently – whether it’s using an online tool, setting up an account, or building a bookcase.

Tutorial videos allow customers to see, instead of read, what it is they’re trying to accomplish. They can also be used to simplify complex processes and concepts.

These videos are perfect not only for establishing authority in a specific subject or field, but for capturing the “how to” search queries and ranking higher on the search results page on Google.

2 - WebinarsWhether you know it or not, you’re probably already creating this type of content.Record a software demo to train your team on a new process. Or use GoToWebinar, WebEx, or On24, to record a presentation intended for customers.

Make sure to post it and let your audience benefit from the information you’re reviewing.Always look for additional ways to repurpose and leverage the content you’ve created.

3 - ReviewsProduct reviews are a staple in corporate videos because they’re effective. According to a study, 57 percent of consumers are more confident making a purchase online after watch-ing a product video. More confidence equals fewer returns, fewer sales calls and happier customers willing to share their experience with your brand.

Adding video to the Zappos product pages had a sales impact of 6 to 30 percent. All they did was add video. Nothing else.

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4 - CultureCulture videos are becoming a dime a dozen, but the good ones still stand out. In an age where customers care as much about why you do something as what you do, these videos help your brand rise above the pack and give customers a more personal connection. Use them to show off your team, your secret sauce and the passion you have for your business and your customers.

5 - TestimonialsWhether it’s from clients sharing how great it’s been to work with you, from industry partners who have benefited from your collaboration, or your employees talking about what it was like to be involved in your latest project, testimonials are a powerfulendorsement. Capture them during events, at tradeshows, or after the release of a new product or service.

6 - AnimationsHire a motion graphics company or create them yourself with a free tool like Animoto. Animation gives you freedom and creativity, and a way to communicate your message if your subjects are camera shy.

7 - Instagram and VineDon’t just duplicate content, restyle it and/or expand it to add value.Many major brands that have jumped onto Instagram and Vine to create short-form videos. Instagram and Vine are great outlets to show off the spirit of your brand, create community, and to inspire engagement with your audience.

ConclusionWith so many different ways to incorporate video into your content marketing, and the numerous benefits derived from creating and distributing video, there’s no excuse not to.

What types online video have you tried?

For help developing your videos and content marketing strategy contact Lori at 877-447-0134, x111.