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Marketing Video

Video For Every Stage Of Your Marketing Funnel

Best Video Types for Every Phase of Your Marketing Funnel

Video is quickly becoming the preferred medium for consumption online. Many people prefer to watch video rather than going through a detailed specification page with a bunch of text.

Video is exceptionally engaging and easy to share on social channels. It can also improve SEO and engagement.

Most marketers understand the value of video when it comes to the top of the marketing funnel: developing brand presence and reaching new potential clients. But video can be a key asset in all stages of your marketing funnel. When you match the video content with the specific phase of the buyer journey the message becomes more focused and will ultimately provide better results.

Adding video to all stages of your marketing funnel attracts potential clients, educates the prospect on your product/service and finally converts prospects into satisfied customers. In this post we will go over how to use video in the various phases of the marketing funnel and what types of videos work best in what phase.

Awareness Phase: First impressions are key

At this phase you are drawing in attention and casting a broad net. The content of the video should be kept at a high level to cater to a wide audience. You don’t want to be overly pushy with sales pitches at this phase. You are making your case that you have a solution for a problem that your potential prospect is facing. Keep these videos brief: 30-45 seconds works well at this stage.

When considering the content of these videos, think about your client and put yourself in their perspective.

  1. What problem does your prospect have that you can solve?
  2. What will happen to your prospect if they don’t take action?

Types of Videos Ideal for the Awareness Phase

1. Explainer/Overview Video

This type of video explains your product/service at a high level.
It focuses on the problems that you can solve for your prospect.
Often times it is done in an animated style.
The overview video we produced for Flowater is a good example of this type of video.
It explains the product at a high level and captures the viewers attention with memorable graphics.

2. Educational Video

This type of video gives your customer specific knowledge about a topic related to your market sector and niche.
It provides answers to commonly asked questions.
These types of videos can rank high in the search engine results on Google video searches and YouTube.
This helps you get found by new prospects and spread brand awareness.

3. Company Value/Brand Video

This type of video speaks to the company culture.
Here you can explain to prospects why you do what you do, what makes your company tick.
Potential customers connect to authentic brand and company stories.
This video for Anchor Steam’s Craft Brewery is a great example.
It shows the history, gives a behind-the-scenes view and communicates the feeling of the company through its visual style.

Consideration Phase: Evaluating the possibilities

At this stage you’ve already got your prospect’s attention.
Now you want to dig a bit deeper and give them more in depth knowledge and information about what you offer.
Videos at this stage can be a bit longer in length. Somewhere between 1.5-3 minutes is a good benchmark.
Introduce your product and service to your prospects and target them with specific content.
Include practical content and specifics and how you have assisted other clients.

When considering the content of these videos, think about the following:

  1. What hesitations might my potential client have about using my service?
  2. What will happen to your prospect if they don’t take action?

Types of Videos Ideal for the Consideration Phase

1. Product Demo Videos

These videos differ from explainer videos primarily in their length and detail.
Here you can start to tease out specifics about your product and spend more time talking about the features and
benefits about your product/service.
This video we produced for Cisco’s Security team demonstrates a specific cyber security product that they offer their customers.
We used a 3D animated style to explain the technology behind their product. Animation is useful when explaining complex and unfamiliar concepts.

2. Case Study Videos

This type of video highlights how you solved a problem for a specific client.
People trust recommendations from other people.
Word of mouth works to build social validation and trust.
This type of video will focus on the satisfied client and you’ll be able to insert specific feature details of your product
in a natural way without having to use overt sales pitches.
Okta produced an excellent case study with their client Adobe.

Conversion Phase: Time to make a decision

This is the decision making phase, when customers decide whether you can provide the service/product they need.
At this stage, potential clients should trust that you can deliver on their needs.
Now you want to answer those last specific questions that customers have, consider their hesitations
and what may be stopping them from making a decision.
A clear Call To Action or a product/service offer can help push the ball forward.
This is where you justify why you are the best solution for a potential client.

Types of Videos Ideal for the Consideration Phase

1. Testimonial Videos

With these video, you want to show potential clients why you are superior to the competition and why they should go with you.
A video where a satisfied client can explain how you met their need is exceptionally compelling.
LifeLock has several compelling testimonial videos that feature satisfied customers and the problems that LifeLock solves.

2. FAQ Videos

In these videos you can answer those last questions that might be preventing a potential client from moving forward.
This can be just the nudge they need to press the button.
FAQ videos also do well in search engine result pages, which can help you in the awareness phase as well.
So FAQ videos can have a dual purpose and are highly valuable.

Retention Phase: Don’t forget about your satisfied customers

Most people forget about using video once they have made it through the marketing funnel.
But they are missing a chance to nurture and retain existing clients and give them useful content that helps them solve their challenges.

Keep your existing clients happy and remind them of the great customer service and product your provide.
They are likely to recommend you to other people.
This is where you can see your marketing efforts start to scale as happy customers talk about you on social media and refer you to friends and colleagues.

Again, in terms of content, give your clients elements that are useful and relevant to the challenges they face. These videos can be longer and are best when they are educational in nature.

Types of Videos Ideal for the Retention Phase

1. Webinar Videos

Ideas for content include Q&A sessions, an interview with a guest expert in your field, or a product demo that digs deep into a frequently asked question.
Webinars can be live with a virtual audience or can be prerecorded.
Webinars are often produced in a series with branding elements introduced to keep continuity between each episode.

2. Tips & Tricks Videos

These can be fun and entertaining or educational depending on your market sector.
These are often done in a series and are great for ranking in search results pages.
Lowe’s Home Improvement has an excellent series of Tips & Tricks videos that you can check out for inspiration.

The Take Away

Videos can support all your marketing efforts if you are strategic about it.
When it comes to content, keep in mind the perspective of the buyer and where they are in the buyer process.
It will help you focus on the right message at the right time.

Neumatic has been crafting marketing overview videos for companies of all sizes for over the past 12 years. We specialize in the technology sector with an emphasis on B2B marketing for hardware and software companies.

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Tips To Producing An Effective Marketing Video

Getting The Most Out of Your Marketing Video

You’ve decided to produce a marketing overview video for your company. Video is a high-value marketing asset and can act as the face of your company. Marketing overview videos typically live on highly visible company webpages such as landing pages, homepages and product pages. The quality of the video will reflect on the quality of your company. This is why it is worth the time and money to get it right.

These tips will help you get the most out of your marketing overview video.

1. Create a Content Brief For Your Agency Partner

You are the content expert when it come to your company and its services. Your content brief should work to get your creative agency up to date on what your company does, its unique selling points and what problems it solves. It should be a high level overview of your company and explain what you wish to achieve with your video.

Things to include in your creative brief should include:

  1. What is the video about at a high level?
  2. What are the 3-5 benefits that you want to highlight about your company?
  3. Who is your audience? What are their pain points?
  4. What do you want to achieve with the video: more conversions, brand recognition, or training for example?
  5. What is the tone of your video: professional, humorous, emotional, etc.?
  6. Give a synopsis of how your company/service works at a high level.
  7. Who are your main competitors and how do you set yourself apart?
  8. Style references: do you have videos or images that are similar in style to what you want to create. Finding and sharing visual references help communicate what you are expecting visually. It will also help determine production costs and expectations in terms of style and tone.
  9. Collect existing relevant marketing materials: brand guidelines, style guides, marketing campaigns, logos and icons for example.

2. Know & Hone Your Message

Remember, you are the content expert when it comes to your company.  You know the most about your product, service and how to position yourself in the marketplace.

Pick out 3-5 points to draw out in the video. With 90 seconds to two minutes in length, this is not the place to tell your audience everything about what you do. Pick those main distinguishing selling points that are going to speak to your audience. Don’t just go through a laundry list of features. Remember to emphasize the benefits of your service and how it will address your customer’s pain points.

If you are struggling to pull out the highlights, listen to your customers, your investors or your employees. What questions are they often asking? This could be a great place to start for generating ideas on content that is relevant and meaningful to your audience.

A good creative agency can also help you tease out the main points to cover in your video. But you know your business the best, so having some of this work done before you start will help you save time and money.

3. Know Your Audience

This is basic marketing 101. What are your customer’s pain points, and what are they looking to solve? Once you know your audience your message will become clear. This will also speak in large part to the tone of the video. Is it motivational, inspirational, instructive, entertaining, funny? You should include a Call To Action at the end of your video that speaks directly to your audience and motivates them to take some desired action.

4. Length of Your Video

We get this question all the time. The answer depends on the purpose and intent of the video. If it is a promotional overview video that is meant to grab attention we recommend one and half to two minutes in length. If it’s a how-to or training video, it can be longer.

We recommend 1-2 minutes for an overview video; longer than this and you risk loosing your audience. This is about getting the attention of your audience and enticing them to learn more, to visit your website, to give you a call. You don’t need to pack everything into this video. Less is more in this case.

5. Find the Right Creative Agency Partner

You’ve decided to invest in a marketing overview video and you know you need the expertise of a professional, but how do you go about finding the right creative agency?

First, make sure to do your research. Take a good look at each company’s online portfolio. Do they work with other clients in the same industry as yours; have they produced videos in the same style as you are looking for (live action, animation, motion graphics)?

It can be very helpful to send out a Request for Proposal to your potential vendors to see how they would approach your video, what their fees looks like and what their creative approach would be. Once you have created your short-list of vendors, having an in-person meeting or phone call is key to understanding if you’re a good cultural fit and if you feel you will work well together. This is a collaborative process. Good communication is going to be essential moving forward, so make sure you click with the agency and feel like there is a good back and forth dialogue happening from the start.

6. Invest Time Upfront

It is important to stay engaged with your creative agency throughout the entire video production process. This is especially true in the beginning pre-production phase. Making changes at this stage is much easier to do before production begins. Keep all stakeholders in the loop throughout the process. This will prevent slow downs and added costs later on when the production is well under way.

7. Previews, Revisions and Schedules

Get a good schedule of expected review dates and deliverable dates. A confident agency will be transparent with schedules and want to include their client throughout the creative process. Reviews are a two way street. Make time to review previews and deliverables from your agency. Ensure that all stakeholders see the previews as they come in. To make feedback easier: combine all feedback into one cohesive document to deliver to the agency.

8. Distribution and Measuring Success

Now that you have this video, what do you do with it? Where does it go, how do you use it to it’s full potential.

This goes back to your target audience. Where is the best way to reach that audience: social channels, your website, trade shows, all of the above? Is your service catering to other businesses? LinkedIn may be the best place for your video. Are you a retailer that sells directly to the customer, then another social platform such as Facebook might work better.

Once you place your content, make sure to measure your success so you can understand your return on investment and what worked content wise.

The Take Away

Marketing overview videos are a highly effective marketing and sales tool. The ROI is substantial. Once you find a collaborative creative partner to work with, gather your content brief elements, stay engaged and plan ahead for distribution.

About Neumatic

Neumatic has been crafting marketing overview videos for companies of all sizes for over the past 10 years. We specialize in the technology sector with an emphasis on B2B marketing for hardware and software companies.

Marketing Overview Video Examples

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