Three Videos Every Business Needs on Its Website

Ben Barrett | February 7, 2018
Video Marketing

Are you looking to add videos to your company’s website? Here are the three you should start with.

Why Use Videos for Your Business?

Online videos and video marketing have been a growing trend in both B2B and B2C industries. There are several reasons for this trend towards video in digital marketing:

  • Growth of Video. YouTube is the 2nd largest search engine (behind its parent company: Google).
  • Low Cost of Entry. You no longer need to hire a production crew to make and publish videos, your iPhone camera will do.
  • Consumer Preference Towards Video. Thanks to social media platforms, your potential audience is being conditioned toward preferring video content over other formats.
marketing videos in lancaster pa

How can Local Businesses Use Video?

For small business owners and marketing managers, online videos are a great way to reach new audiences and stand out from your competitors. Online advertising, social sharing, and embedding on your website are three of the many ways you can leverage these videos for your company’s marketing goals.

6 Benefits of Online Videos for Local Business

  1. Share your passion, vision, and values
  2. Introduce your customer-facing team members
  3. Showcase your products or services
  4. Embedded videos on your site can help visual learners better experience your company
  5. Engage with audience at all levels of the buying cycle
  6. Maintain connection and provide support to customers after the sale

3 Videos You Need On Your Website

But where should you start with video? What type of videos work best for a local small business? Ask a video production company or digital marketing company and they may give you a laundry list of video options and ideas, including livestreaming, Instagram Stories, or 360-degree videos.

While it might be tempting to try a flashy or trendy video option, it’s best to start by creating a video that helps your digital marketing efforts. Here are the first three videos we’d recommend you start with.

1. Identity Video – This is Us!

People do business with people, not with a company. So let them know who you are, what motivates you, and why you do what you do. An identity video answers the following questions:

  • Who are you?
  • Why should customers work with you?
  • What is your unique value proposition?

A strong identity video will tell your story in an engaging way. Typically 90-120 seconds in length, these videos are versatile and can be used in a variety of ways: on your website, featured on social platforms, and become an invaluable sales tool for meetings, conferences, and exhibits. When someone lands on your homepage or visits the About Us page on your site, what better way to introduce potential customers to your company than with a video showing your team in action?

2. Service Area Video – This is What We Do!

A service area video will clearly and concisely explain what your company does in a specific area. Think of it as a broadcast commercial, but without the rigid 30-second length restrictions. Most service videos are 60-90 seconds in length and answer these type of questions:

  • Why should customers work with you?
  • What does your company do?
  • What is unique/special about your services or products?
  • What differentiates you from your competition?
  • What problem do you solve for me (the consumer)?

3. Video Testimonials – This is What Others are Saying!

Video testimonials give a new meaning to the phrase “word of mouth.” Seeing and hearing someone speak highly of a company instantly builds trust and goodwill. It doesn’t matter what your business or industry is, having a strong customer testimonial or case study will give your company validity. If you’re in a service-related industry where trust and competency is paramount, video testimonials should go right on your home page. Otherwise, use them to spice up other pages like your service or product page.

Starting Your Video Marketing Plan

Of course, there are endless ways to promote your business using video, but these three ideas can become the cornerstone of your digital marketing plan. Be sure to visit our YouTube channel to see more examples of these 3 types of videos. If you are looking to establish a video marketing plan, give us a call; we would be glad to help you share your company’s story online.


Recommended Reading: Should Your Business Make Its Own Videos?