Video is an important part of modern marketing.

Some proof: Aberdeen found that companies who use video grow their revenue 49% faster than those without video. They also discovered that those who use video get 41% more web traffic from search than those who don’t use it.

But what kind of videos should you be using?

As always, the answer is “it depends.” But for now, let’s focus on the top four types of video that can help small businesses to communicate their offering and drive revenue.

1. Promo video

The standard definition for a promo video is “any video that tells people about your products or services.” But when we say promo video, we mean a thirty-second to three-minute video that makes you feel “I gotta have that (product or service).” It’s compelling, tells people why they need your product, creates an emotional connection, leaves them wanting more, and it usually ends with a call-to-action. That action could be to buy, to seek out more information, or to do something else that’s important to your sales process. This is the most important video you should have, and it can live on your homepage or be distributed through social media to draw people in.

Here’s an example of a promo video we did for New York Clinical Skills Prep:

2. Product demo

The product demo video is the second most important video you should have. After the promo video gets potential customers excited, a product demo gives people the step-by-step or explainer on how everything works.

(Product demos are also called “How-To’s,” “Explainer videos,” or “Walk-through’s.”)

Here’s an example of Salesforce’s Sales Cloud product demo:

3. Testimonial or case study video

After you’ve explained what you do, you need to bring out the folks who love what you do: your fans. A testimonial or case study video is perfect for this, and it’s the third most important video you should have. Testimonials are usually comprised of a single or group of customers talking about what they’re getting out of your product, while a case study is more extensive, telling the story of a customer’s problem and showing how your product was the solution. Testimonials and case studies make selling easier by giving social proof on the value of your offering, helping to convert on-the-fence prospects, and by spreading the message further than you could alone. For more info on testimonials, check out our blogpost, “5 Reasons Why You Need a Testimonial Video“.

Here’s a testimonial that we did for Karuna Acupuncture:

4. Company profile video

The company profile video is the fourth most important video. Many small businesses don’t have one, but it deserves some consideration if you’re in a competitive market. A company profile ties together the who, what, when, where, and most importantly, the why about your company. Why do you do what you do? What makes your company unique? Who are the quirky folks that pour their heart and soul into making an awesome product? A great company profile should answer all of these questions, and the best ones do it in story form, giving customers another reason to appreciate you, while also attracting people who could become future employees.

Here’s an example of a solid company profile video on Iris Skateboards:

Recap

Promo, product demo, testimonial, and company profile: all are important videos for small businesses. They help you to attract potential customers, explain your product, highlight the value you deliver, and showcase your company culture. Your business may not need all the videos explained above, but if you have three out of four, it will go a long way in communicating your offering and telling your company’s story.

Of course, this is only the tip of the iceberg in terms of the kind of videos that you can create.

You could film your next event and use the video to fuel your marketing.

You could make short educational videos to create smarter customers (e.g. a bank creates a short video on how to avoid identity theft).

But the list is endless.

If you want talk about the kind of videos you should create for your company, contact us.