Leveraging Video Is a Surefire Way to Get Your Brand Noticed

What does a 20-year old turtle named Norman and a multigenerational family of dental patients have in common?

Both were featured in videos recently produced by the Mercury team. Our clients, Visit Roseville and Southdale Dental Associates, each wanted to share what made their brands special and unique. They quickly realized that video was the best way to deliver the message.

And they’re not alone – 95% of video marketers said they felt they’d increased understanding of their product or service using video. 88% of video marketers reported that video gives them a positive ROI. (Wyzowl, 2020)

The research is clear! Video is one of the most effective ways to build trust and increase brand engagement. It is one of the best mediums for storytelling.

Building video into your marketing strategy will help you connect with your ideal audiences on a more personal level. But where to start?

With each video project, Mercury starts with a Discovery process. Here, we identify the goals of the project, define the brand, and establish the brand’s key audience. From inception to capturing video, the Discovery process is our ruling guide.

Not ready to engage a professional video team? No need to wait, you can get started yourself. Mercury did this when we announced our new website. Even though we have access to a full professional team and equipment, we opted to self-shoot an announcement comprised of our team members’ messages. The lo-fi result showcased our brand personality while conveying important information.

Here are some tips to help incorporate video into your marketing communications:

1. Start with the end in mind.

Ask yourself: what should my audience know and do after they watch this video? Plan your video content to support that goal.

2. Put your phone to work.

You have one of the easiest tools to create authentic video content…and it’s right in your hand. Your mobile phone. Add an inexpensive tripod to reduce camera movement and improve picture clarity.

3. Integrate video into strategies you’re already using.

Where do you have the most engagement with your audience? Can you add a video feature to your existing e-newsletter or complement your social media strategy?
Whenever you feel stuck, refer back to your brand strategy and your ideal audience to help provide inspiration and alignment. Remember that video allows them to see you and connect with you in a deeper way. Give it a try!