Sales & Marketing Videos
Sell your Product or Service
About Marketing Videos
Using marketing videos to sell or promote your product, service, or company is one of the best ways to grow revenue for a company. Here are some ideas to think about when considering using marketing videos.
Your Target Audience
Who are you trying to communicate with and have connect with your message?
Your Messaging
Before a script is written or any filming happens, we need to know what messages we want to communicate to our audience. We like to start with a high-level bullet point list of messages to consider. The goal of a marketing video is to bring the viewer to the next stage in the sales process.
Here’s a simple, yet effective structure to use for your messaging:
Problem
State the problem
Solution
Connect your product or service to the solution
Differentiator
Explain why your solution is better than the others
Call-To-Action
Tell the viewer what to do next
Visualize the video as complete.
How long will it take to communicate each message? One message may take 15 to 45 seconds to get across. If you have too many messages for a short video, making multiple videos is the answer.
Visual B-Roll
Is there are something that can be shown or filmed to visually understand the ideas you’re speaking about on the video? There’s a saying we use at Pennylane all the time, “You never have enough b-roll”. One problem we see often is that there is not enough time allocated towards finding or filming b-roll to support the visuals of a marketing video. B-roll can be just as important as the voice we here. Think of it as the visual story we see, while the voice is the audible story we hear. When they play together, it’s a beautiful thing and ensures your marketing video will be engaging and compelling for your target audience.
Build a Video Marketing Campaign, Not Just One Video
One video can introduce your company, product, or idea. A coordinated campaign gives your audience more opportunities to understand your value, see proof, and take the next step.
Instead of forcing every message into one production, start by identifying the questions and decisions that matter throughout the customer journey. One primary brand or sales video can be supported by customer testimonials, case studies, product demonstrations, educational videos, recruitment stories, and short social content. Each video should have one clear purpose while contributing to a consistent message.
Planning the campaign as a whole also helps use the budget intelligently. Some messages deserve a highly produced anchor video, while others can be delivered through shorter, more focused content. A single production day may also create several useful videos when the interviews, scenes, and B-roll are planned in advance.
Start With the Messages That Matter Most
Before deciding how many videos to make, identify the audience, the problem they need to solve, the benefit you provide, the proof that supports your claim, and the action you want them to take. When a video has too many competing messages, the central idea becomes harder to remember. A campaign allows each message to receive the time and focus it deserves.
Video Marketing Campaign FAQ
Is one marketing video enough?
One strong video can establish your central message, but a coordinated series gives you more ways to answer questions, support sales, reach different audiences, and remain visible throughout the year.
How many videos should a business produce?
The right number depends on the audience, objectives, distribution plan, and budget. A practical campaign often combines one primary brand or sales video with shorter testimonial, educational, product, case-study, or social videos.
How should I budget for a video marketing campaign?
Start with the total budget and prioritize the messages that matter most. Some businesses benefit from one highly produced anchor video supported by simpler content, while others need a larger library of focused videos released throughout the year.
How long should a marketing video be?
Length should follow the audience and purpose. A short advertisement may need only a few seconds, while a testimonial, case study, explainer, or documentary-style story may need more time. The video should be long enough to communicate the message clearly without adding material the viewer does not need.
Should one video communicate multiple messages?
Related ideas can support one another, but each video should have one primary message and one intended action. If several ideas compete for attention, separating them into a series usually creates a clearer campaign.
How do we know which videos are working?
Evaluate each video according to its purpose. Useful measures may include qualified leads, conversions, engagement, watch time, recruitment applications, event participation, donations, or how effectively the video supports a sales conversation.
800-856-9084
We serve Long Island, NYC, Manhattan, Brooklyn, The Bronx, Staten Island, Suffolk County, Nassau County, The Hamptons, Westchester County, and beyond.
800-856-9084
We serve Long Island, NYC, Manhattan, Brooklyn, The Bronx, Staten Island, Suffolk County, Nassau County, The Hamptons, Westchester County, and beyond.