Mastering Video Marketing: The Key Video Types for 2023

9/28/20232 min read

In the ever-evolving landscape of digital marketing, video has become an indispensable tool. But it's not just about selling; it's about building relationships and making emotional connections with your audience. In this blog post, we'll explore the three core types of videos that should be a part of your effective video marketing strategy for 2023.

Video Type #1: Brand Story or "Why" Video

The first video type is all about laying the foundation for a strong connection with your audience. It's called a "Brand Story" or "Why" video, and its primary goal is to create an emotional bond with your ideal customer.

Establishing Connection

The Brand Story video is your opportunity to show your audience that you understand them. It's about resonating with their emotions, making them feel seen and valued. If your ideal customer watches this video and doesn't feel an immediate connection, you've missed the mark.

Taking Them on a Journey

This type of video should take the viewer on a journey. It should demonstrate how your business can guide them from their current situation to their desired destination. Storytelling is a powerful approach here, as it helps people visualize the transformation your products or services can offer.

Communicating Your Brand's "Why"

Finally, the Brand Story video should communicate your brand's "why." Why does your business exist? When your audience connects with your underlying purpose, it forms a deep emotional bond that can't be underestimated.

Video Type #2: Helpful Content

As your audience moves closer to making a purchase decision, you need to provide them with valuable content that educates, informs, or entertains. This is where "Helpful Content" videos come into play.

Providing Value

The goal of Helpful Content videos is to offer real value to your audience. It's about answering their questions, addressing their pain points, and positioning your business as an expert in your field.

Building Trust

These videos help deepen the relationship between your brand and potential customers. They showcase your willingness to assist and serve your audience's needs. Importantly, these videos are not sales pitches; they're focused on the viewer's benefits.

Video Type #3: Sales-Focused Video

Ultimately, the end goal of your video marketing strategy is to influence sales. Enter "Sales-Focused" videos, designed to make the sale.

Overcoming Objections

Sales-Focused videos are all about addressing the rational objections, questions, and concerns that potential customers might have before making a purchase. They aim to overcome these objections through clear and compelling video content.

Bridging the Gap

These videos bridge the gap between your audience's emotional connection with your brand (established through the previous video types) and their rational decision-making process.

Breaking Down Barriers

When done right, Sales-Focused videos break down the barriers to making a purchase. They provide the information and reassurance needed to convert interested viewers into paying customers.

In conclusion, 2023 is all about mastering the art of video marketing. By incorporating these three core video types—Brand Story or "Why" videos, Helpful Content videos, and Sales-Focused videos—into your strategy, you can create a powerful, emotional connection with your audience, build trust, and drive conversions. Video marketing is not just about selling; it's about crafting meaningful relationships that lead to lasting brand loyalty and success in the digital age.