Ten Marketing Videos Every Company Needs (Part 3)

Videos make connections and build relationships like no other form of marketing. We explore four videos that will provide impact and growth.


Bill Arnold

12/19/20236 min read

Relationship Building Through Videos
Relationship Building Through Videos

In today's digital age, video has become an essential tool for businesses to connect with their audience and convey their message effectively. Videos have the power to engage, inform, and inspire viewers in ways that other forms of content simply cannot match.

Successful marketing is all about building a relationship of trust with your targeted audience. Even when the prospect has a real need for your product or service, they usually have many different options. Who they will eventually choose is often less about particular features, or promises made, and which company has built a relationship of trust with them. Today’s blog is all about the videos every company should create that will help build that sense of confidence and well-being.

Over the past several articles, we have given you ample evidence of “The Power of Videos and Why You Need Them For Marketing.” We began the journey of the “Ten Marketing Videos Every Company Needs (Part 1)” and (Part 2). Today, we will conclude this series by discussing why you need to create:

  • The Founder's Video

  • Sales Email Videos

  • The Purpose Statement Video

  • Social Media Snippet Videos

The Founder's Video

A Founder's video is a powerful tool that allows businesses to showcase their commitment and passion at the highest level. B2B clients, in particular, appreciate the opportunity to connect with the people behind the brand. For startups or early-stage companies, the vision, passion, and intensity of a founder may be all they have to share with potential investors or clients. This video serves as an introduction to the founder, their vision, and the story behind the business.

Having the Founder share why they built the product, how they plan to grow the business, and the values they keep can be the reason investors or early adopters decide to back the company. Since the company may not yet develop a track record of success, it needs to find another way to build trust and credibility with its audience. No other format works as well.

  • Video viewers claim they retain 95% of a message when obtained via video. (Social Media Week)

  • 93% of brands got a new customer because of a video on social media. (Animoto)

  • 77% of consumers believe that companies that create videos are more engaged with their customers. (Wyzowl)

To produce an effective Founder's video, consider the following best practices: - Start with a compelling introduction that highlights the founders' background and expertise. - Share the story of how the business was founded and the inspiration behind it. - Demonstrate the founder's passion for their industry and their commitment to providing value to their customers. - Keep the video concise and engaging, focusing on the key messages and values that resonate with the target audience.

Sales Email Videos

Your prospects, and customers, are being inundated with emails. The average office worker receives more than 121 emails every day (Lifewire). If you do manage to get their attention, how are you going to get them to open and consume the content? Email Sales videos are an effective way to engage with potential customers and increase conversions. These videos allow businesses to deliver personalized and persuasive messages directly to the recipient's inbox, making a more significant impact than traditional text-based emails. There is a lot of conflicting data about how effective videos are for boosting open rates, click-through rates, and engagement, but the one aspect they ALL agree upon is that video emails are extremely effective for delivering all three. We found this source material to be in line with what we have personally discovered when helping clients. Including videos in your email will:

To create impactful Email sales videos, consider the following best practices:

Personalization - The first step with any email begins with getting the recipient to open up the email. This requires that the personalization begin with the subject line. We found that by addressing the recipient by name, telling them there will be a video, and referencing their specific needs or pain points, your open rates increase by 67%. (e.g., "Bill, here is a short video sharing how you can increase open rates.")

That same formula MUST be the first sentence when they start to view the video.

Benefits Based - It is vitally important that the video incorporates storytelling and focuses on the benefits to the client. Nobody cares about the features of your product, only how they will benefit them or make them feel.

Sales Department Must Own - While the Marketing department will be helping craft the basic messaging, the Sales team must have the flexibility to adapt and change based on the individual needs and persona of the recipient.

Call-To-Action (CTA) - Every video needs to conclude with a clear CTA. Remove the friction and provide the intended buyer with the next step they should take in their buyer's journey.

Conversational - You are trying to sell the viewer a product, service, or idea. People prefer to buy from those individuals they connect with or whom they like. Be friendly.

Short - Keep the video short and focused.

Metric-driven - Test different video lengths and formats to determine what resonates best with your audience.

The Purpose Video

A Purpose statement video is very similar to a Mission Statement video, except it goes beyond just espousing the values the company holds dear, but does include its purpose and goals. It allows businesses to connect with their audience on a deeper level by sharing their vision and the impact they aim to make in the world. It can be used to inspire your employees, highlight your key values to your customers, and gain support from investors.

There are several reasons you want to have this in a visual format. Fifty-four percent of consumers want to see more videos from the brands that they support (Hubspot). A video is better for capturing the attention and emotions of viewers. It will present your values and your distinctive assets with a very memorable style.

Maybe the most important statistics are that if you have a Purpose video that resonates with your employees, customers, and investors, they will not only be inclined to associate and work with you. Studies have shown that they are four times more likely to purchase and four and one-half times more likely to recommend you to family and friends (Forbes).

This support continues in difficult times for your business. Studies have shown that organizations that have done a good job of communicating a Purpose statement are six times more likely to be supported by their community in challenging times (Forbes).

By incorporating a Purpose statement video into your marketing strategy, you can effectively engage your audience and differentiate your brand from the competition. When creating a purpose statement video, consider the following best practices:

Use Storytelling - Use storytelling techniques to make an emotional connection with your viewers. Have a variety of people present the values and purpose your organization embodies. The key is you want people to relate to the presenter and the company. While a CEO may be articulate and have a commanding presence, it may be difficult for some viewers to make a personal connection.

Be Concise - Clearly articulate your mission and values, ensuring that they align with your target audience's interests and beliefs. Keep the video concise, focusing on the core message and avoiding unnecessary jargon or complex language.

Showcase Real-life Examples - Show actual examples of how your values and purpose play out in the real world and have made a positive impact.

Social Media Video Snippets

Snippets for social media are short, attention-grabbing videos that are specifically designed for platforms like Instagram, Facebook, and Twitter. These videos are an excellent way to capture your audience's attention in a crowded social media landscape and drive engagement. Much like a movie trailer, snippets entice audiences and make them want to see more. If you are not creating video snippets for social media, the numbers say you are losing out.

  • Short-form video content has the highest Return on Investment. (HubSpot)

  • 93% of businesses reported gaining a new customer as a direct result of a video posted on social media. (Animoto)

  • Short videos on social media generate 1200% more shares than text and image posts combined. (LinkedIn)

To create compelling Snippets for social media, consider the following best practices: - Keep the videos short and concise, ideally under 60 seconds. - Use eye-catching visuals, captions, and animations to grab attention. - Focus on a single key message or call to action. - Optimize the video for mobile viewing, as the majority of social media users access platforms through their smartphones.


Successful marketing is not just about promoting products or services, it is about establishing a strong bond of trust with the intended audience. In a market where customers have numerous options, their ultimate choice often depends on the company that has succeeded in building a relationship of trust. To cultivate this sense of confidence and well-being, there are several types of videos that every company should create. Founder's videos allow the audience to connect on a personal level with the individuals behind the company, fostering a sense of familiarity and trust. Sales email videos provide an innovative way to communicate with potential customers, making the interaction more engaging and building credibility. Purpose statement videos help to convey the company's values and purpose, further strengthening the trust between the company and its audience. Lastly, social media Snippets offer a quick and captivating way to showcase the company's offerings and engage with the target audience. By incorporating these videos into their marketing strategy, companies can establish a relationship of trust and stand out from the competition.