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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