Video Marketing for Professionals: Engaging Your Audience and Building Trust

There are a lot of different ways to reach customers and clients online these days. However, few are more effective than video marketing. When done right, video marketing is a powerful way to capture attention in a crowded digital space and ensure that your company’s most important messages are heard. 

However, video marketing is also one of the more difficult digital marketing avenues for companies to master. To help you get started creating videos that will engage your audience and build trust, here’s everything you need to know about the ins and outs of video marketing. 

Types of Video Marketing 

There are a lot of different types of videos that your company can produce, and they each offer their own unique benefits. This includes video types such as: 

Explainer Videos 

Explainer videos are short and engaging videos that are designed to simplify complex topics. Their primary goal is to educate your audience and detail the benefits of your products or services. Like all forms of video marketing, though, they can serve to increase brand awareness as well. Explainer videos typically use voiceovers and animations rather than live recordings. 

Product Demos 

These videos are exactly what they sound like, and they are designed to show your company’s product in action. They highlight the features and benefits of a product via detailed demonstrations to help customers understand how they work, and they typically feature real recordings of the product being used. Naturally, this form of video marketing is much more applicable to companies selling products rather than services. 

Customer Testimonials 

Customer testimonials tell customer success stories in video format, and they are a great way to build trust and social proof for your company. Getting your customers or clients to appear in the videos is one way to go about making customer testimonial videos, but you can also create animated videos that highlight customer reviews. 

Behind-the-Scenes Content 

Giving your customers a glimpse behind the scenes at your company is an effective way to build stronger relationships with them and create a lasting impression. It also helps you humanize your company and build trust. 

Live Streams 

Live streams let you interact with your audience in real-time, making them a powerful way to boost engagement. They can be used to host Q&A sessions, product launches, or virtual events. 

Benefits of Video Marketing 

While it often requires a bigger investment in terms of time and money compared to other digital marketing avenues, video marketing offers a range of substantial benefits, including: 

Captures Attention Quickly 

Videos are highly engaging, and they tend to capture attention much more effectively than text or images. Today, the attention span of the average person browsing the internet is lower than its ever been. At the same time, there are also more companies than ever competing for their attention. If you want your company to stand out and capture the interest of people scrolling through their social media feeds, video content is a great way to do it. 

Boosts Conversion Rates 

Videos can be an effective way to guide potential customers through your sales funnel. A five-minute video, for example, can often accomplish more when it comes to nurturing leads than numerous emails and blog posts. This makes video marketing a highly effective way to improve your company’s conversion rates. 

Improves SEO 

Search engines know that people like video content, so they tend to favor it in the search rankings. Including videos on your website can therefore help you rank higher in the search results. Likewise, video content on social media will often be given a larger reach than static content. 

Builds Trust and Credibility 

Videos, especially testimonials and behind-the-scenes content, create a more personal connection with your audience. They can bring your company to life in the eyes of your audience much more effectively than text and images alone. Professionally done videos also tend to lend a perception of credibility to companies. 

Drawbacks of Video Marketing 

Video marketing has a lot of big benefits, but it does have a few drawbacks you’ll want to keep in mind as well. This includes drawbacks like: 

High Production Costs 

Producing professional, high-quality videos often requires a large investment in equipment and editing software. Or, it requires hiring a third-party service to produce videos for you. While almost all forms of digital marketing require some level of investment, the cost of producing videos tends to be on the higher end compared to other forms of content. 

Time-Consuming 

Along with being expensive to make, videos can also take a lot of time to produce. Filming and editing are often intensive processes, especially when you are first figuring out how to produce high-quality videos. 

Risk of Low Engagement 

Since videos often take a lot of time and money to produce, you obviously want to ensure that you get a good return on your investment. However, there’s no guarantee that the videos you produce will perform well. Until you learn how to create videos that capture your audience’s interest, they may not get enough engagement to justify the investment they require. 

How to Get Started Engaging Your Audience with Video Marketing 

Overall, the benefits of video marketing far outweigh the potential drawbacks—especially when you use the right tools and strategy. If you’d like to get started leveraging video marketing, it’s first important to define your goals and then choose the type of video that is best aligned with those goals. If you want to increase the conversion rate on your website, for example, you might want to embed explainer videos or product demos. If building trust and growing brand awareness is your goal, testimonials and behind-the-scenes videos published on social media are good options to explore. 

As for how to produce videos for your company, the process will depend on the type of videos you want to make. Things like live streams and behind-the-scenes content may only require the camera on your smartphone and some willing participants from your company. Things like animated explainer videos, meanwhile, can require advanced editing software to produce. 

One great option for companies who lack the tools or the know-how to produce professional videos on their own is to work with a third-party service. At TitleTap, each of our plans include a large library of professional videos for your convenience (and cost savings!). Our services are a great choice for companies who don’t have the time and expertise to make their own videos. 

Conclusion 

Video marketing is a powerful way to engage your audience and build trust. While it tends to be a little more complex than other types of digital marketing, the benefits that video marketing offers make it well worth the effort. 

If you’d like to get started with video marketing for your law firm or title company, TitleTap can help! Our content services include branded videos to drive visitors to your website. Effortlessly share ready-made content to expand your reach and attract more potential clients. Contact us today to schedule a free consultation!