7 Ways to Spice up Your Online Video Marketing Strategy

Here are seven types of online videos that do everything from increasing brand awareness to building relationships with customers.

People are visual learners by nature. And if a picture is worth a thousand words, video can be worth a million. If you add online video to your content marketing strategy, just think about how much more revenue your business could potentially earn. An effective online video campaign should be a part of every company’s content strategy. If, however, you don’t know where to begin, then a quick primer is in order.

Whether you focus on one or several, launching online video is the first step to embracing the future of content marketing. Here are seven types of online videos that do everything from increasing brand awareness to building relationships with customers.


  1. How To Video

    Instructional video content is a great way to test the waters of online video marketing. Whatever your area of expertise – whether it’s gardening, home improvement or automotive – creating videos to show and tell people how to do things is very beneficial to your business. For starters, you communicate your company as an industry expert. Experience, confidence, and authority are all qualities you should strive to reflect. In addition, online videos suggest that you are helpful and care about customers.

  2. Webinars

    A web conference presentation, lecture, workshop or seminar that is transmitted over the Web is referred to as a webinar; and it is an opportunity that should not be wasted. Think about this: If your company creates webinars that are broadcast only one time, you’re missing a huge opportunity. A single webinar can reach thousands more people simply by posting it to your company website or to a site like YouTube. If you’re new to creating webinars, here is a helpful tutorial on how to set one up.

  3. Product Review and Demo Video

    If you sell products online, it is likely that you are posting pictures on various platforms to drive awareness and reinforce purchase decisions. Take things a step further by posting online videos of products and services, as well. People want to see how things look, how they work, and so on. Sometimes a one dimensional, static photograph cannot convey this well. For example, heavy equipment, parts, and service dealerships like Cleveland CAT have been able to leverage the power of online video. In the company’s series of videos, like this one on their Mini Excavator, shows customers exactly how their products operate. These types of demo videos build confidence among customers, leading to a potential increase in sales.

  4. Public Service Announcements

    Public service announcements (PSA’s) are a great way to build awareness and make a statement. Any business, from a small non-profit to a larger enterprise, can bring attention to a cause they support by creating a PSA campaign that evokes strong emotions and a call for action. Consider this PSA by Feeding America, which aims to bring attention to hunger issues in the United States.

  5. Company Culture Video

    Does your company have a fun and laid back culture? Do you want to give the public a behind the scenes look at how you conduct business? Then put together an online video that does just that and more. For example, how much fun are these folks at Zappos having in this video? Makes you want to work there or buy from them, right?

  6. Testimonial Video

    You can talk up your company or product until you’re blue in the face, but one testimonial from a satisfied customer can do wonders for your online reputation. People appreciate hearing honest third-party reviews about their experience with a company. Consider these video testimonials, from Daily Motion, when establishing your campaign.

  7. Instagram Video

    Instagram is not just for pictures anymore. Many brands are creating short-form videos on this popular social media platform. It’s a great way to connect with viewers and show off your spirit, like this video by iconic cookie company Oreo. Providing little snippets of fun videos helps engage and build community with your customers.

Whatever kinds of online videos you choose to create in your online video marketing strategy, when done correctly, they are guaranteed to increase brand awareness in a positive light.


This article has been edited and condensed.

Savannah Flynn is a public relations specialist for WebpageFX, a full-service Internet marketing, web design and web development agency offering integrated web solutions for medium to large sized businesses across the globe. She has a passion for online marketing and PR.


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