A lot of small business owners are embracing video marketing out of the fear of being left behind by the competition. Video marketing has been holding the content crown for a couple of years now, and it’s universally hailed as the most efficient marketing format.
The digital world has been slowly transitioning from written content to visual content. If you’re not into a B2B niche, I can guarantee you that your customers won’t have the time to read lengthy blog posts. Because of this, the best way to generate new leads is to use video marketing. But where do you start?
In order to create a viable video marketing strategy, you need to decide on the types of video content that best appeals to your target audience. This decision is extremely important and can be the difference between success and failure. In order to get this right, you need to follow the holy trinity of marketing – the sales cycle.
The video marketing sales cycle
A sales cycle is defined by three main stages in the presented order – awareness stage, consideration stage and decision stage. In order to maximize your conversions, you need to meet your audience with the right content at every stage.
To make things easier for you, we’ve put together a list of video types ordered by the stages that they’re the most effective in. Dig in!
Every buyer’s journey starts right here. This funnel is located at the very beginning of the purchase intent when the consumer realizes that they have a problem and starts looking for a viable solution.
During the awareness stage, your goal is to provide answers to the questions asked by your target market. Here’s a list of video types that will have the best results during the awareness stage:
1. How-To Videos
How-to videos are a great way to position your brand as the best fix to a particular problem. The main advantage of this video type is the step-by-step structure that is both engaging educative for the potential customers.
Even better, positioning yourself as a brand capable of solving the problems of newly acquired leads is the perfect way to set the stage for the next phase.
Here are a couple of perfectly executed how-to videos that are generating new leads during the awareness stage:
2. Educational Videos
Educational videos are yet another great icebreaker video capable of converting potential customers that are actively searching for answers.
Similar to the how-to videos, the goal is to approach your potential buyers with real and valuable materials that actually helps them in solving their problem. However, an educational video is more upfront than a how-to video – which isn’t that obvious.
Even if you don’t manage to convince the user to make the purchase straight away, you’ll still manage to position your brand as a leading industry expert and inform the viewer that your product exists.
Here’s a shortlist with great educational videos:
3. Short Social Media Videos
Viral videos are one of the best ways to drive traffic to your business website and generate more sales. We’ve seen a lot of small business brands that owe much of their success to a well-crafted social media video.
Creativity is your friend when creating a video for your social media channels. If you have a large following on a certain social network, release short and action-packed videos crafted around your target audience’s preferences and habits. Your conversions will thank you for it.
Here are a few examples of short social media videos used during the awareness stage that almost broke social media:
At this point, your videos should focus on showing rather than telling. During the consideration stage, the potential client already has some information about your brand and how to dealing with the problem (from stage one). When the consumer is in the consideration stage, he is considering the options and researching the best solutions currently on the market.
You have to bring your best pitch game to the table in order to convince your prospects to choose you instead of the competition. Here’s a list of video content types that are really effective during the consideration stage:
4. Product presentation videos
Product presentation videos are all about showing your leads the advantages of solving the problem using your product. Use product presentation videos to show your products/services in action and put them in the best light possible.
Depending on your business niche, it might be best to show a real person using the product or utilizing the service. If you’re selling a digital product, consider using an animated marketing video.
5. Explainer videos
A good explainer video needs to extract the very essence of a complex concept and package it nicely into a simple and fun wrapper. If you decide on doing an explainer video, use witty remarks and compelling storytelling to suck the viewer right in. You can also use animation techniques to explain the advantages of your products in order to keep the bounce rate as low as possible.
For the best results, keep them as brief and as user-friendly as possible. Here are a few great examples:
Webinars can help you sell virtually anything. But the trick to them is establishing yourself as a subject-matter expert and knowing how to educate your potential customers. If a potential customer watches your webinar and believes that he’s already extracted value for free, he’ll be a lot more likely to invest in one of your products.
Of course, establishing yourself as a successful webinar expert in your niche is no easy feat. But Mark Jamnik has a few ideas on where to get started:
This is the “make it or break it” moment. During the decision stage, the potential customer is either going to choose your product or go to the competition. If most of your leads don’t end up choosing you, it’s probably because they still don’t trust your brand enough to make a commitment.
The good news is a lot of undecided potential customers can be steered towards your business by releasing videos capable of boosting your brand’s trust. Here’s a shortlist of different types of video content that are most effective during the decision stage:
7. FAQ Videos
A Frequently Asked Questions video is a great way to steer the undecided towards your company. If you’re a small company, you can do the videos yourself or record some interviews with your team.
8. Brand Story Videos
Consumers are touched by emotions and you should take advantage of it. By telling your brand’s story and showing the people behind the products, you’ll end up creating an emotional connection with your leads. This will make them a lot more likely to invest in one of your products or services.
A successful brand story video needs to be as natural and as authentic as possible. So ditch the fillers and focus on the people that made your company so great. And remember, creativity is your friend.
9. Testimonials Videos
There’s nothing more convincing that will get a customer to buy a product than another happy customer. Validation is often the ultimate catalyst that will convince the prospect to buy your product, and a testimonial video is a great way to achieve validation.
Client reviews are much more convincing than a brand that is promoting itself. So start prospecting for happy customers and bring their testimonials together in a video. Here are a few examples:
As you can see, there are a lot of different types of video content that you can use to generate new leads and score more conversions. But don’t take the examples above as fixed formats. Instead, adapt your video content according to what your clients expect from you and start growing!