Have you heard of the importance of video content these days? It’s everywhere, because every day, more and more marketers understand that video is the most effective type of content for online marketing.
It surely has a lot to do with the fact that one-third of all online activity is spent watching video, which is also the type of content with the highest ROI! (At least according to the 87% of online marketers who are using it…).
So, the video train is here to stay, and it’s time for you to jump on the bandwagon. It’s not enough to just have a video, though; you need to use it right.
This means, integrating it in your buyer’s journey. Let’s go through some basics, first.
The Buyer’s Journey is every step your audience goes through before they make a purchase. It’s an active research process for them, in which they’ll go from becoming aware that they’ve got a need – all the way to purchasing a product or service that will fulfill this need.
Let us show you:
So, a buyer’s journey typically consists of three stages (awareness, consideration and decision).
By having a video marketing strategy that uses different videos for every one of the stages of this journey, you’ll be maximizing your efforts and increasing sales and conversions
But, why video?
Three words: Video is effective.
Video content has become the golden tool of the marketing world, because it’s one of the most engaging and powerful types of content out there.
It not only boosts conversions as we said before, but it’s also extremely shareable – 1200% more than text and images combined. It’s the type of content with the highest return on investment, and they help you rank high on search engines.
But just having any type of video won’t really cut it. You need a high quality video, and you need to use it right, in every stage of the buyer’s journey.
If you want your video content to work effectively, you need to know when to use it. In order to do this, it’s important that you identify the needs of your audience during each of the stages of the buyer’s journey – and it’s also important that you know which videos work best in every stage.
Let’s see which types of video content work better in each one of these stages, and why!
The awareness stage is the first one of your buyer’s journey, and it’s when your audience is starting to become aware of a certain problem they have.
They didn’t know they had this problem or need, and they don’t yet know that they can solve this problem by using your product or service. Right now, the only thing they need is information.
So, your job is to educate your audience, so they can fully understand the problem – the thing that’s lacking in their lives.
Luckily for you (and for your audience!) there are two specific types of videos that inform your audience in a very effective way.
First, we have commercial ads – the good ol’ advertising. These videos engage your audience with the use of brilliant storytelling, and they share your brand’s spirit and values with your target audience… your future leads.
Educational videos are a very bold approach – you’re literally educating your audience. That’s great, though, because people love to learn new things!
These videos are really engaging, so use this power as an opportunity to teach your audience about the problem they have, and give them enough information so that they can feel identified with your narrative, and also interested enough to keep looking into it.
A great way to keep your audience engaged is with the use of animation:
During the consideration stage, your audience already knows they’ve got a problem, and now they’re looking into ways of solving it. Whether it is a product or a service, they’re now sure that they need to solve it with something, so they’ll be considering different options.
One of the options is the one that your company is offering.
So, how can you convince your audience that your product or service is the way they want to go? With the right type of video, of course!
Your products are amazing, right? Of course, you want your leads to know this. You want to show them how great your product is, and show it in action.
The easiest way to do this is by having a product video, which could be a live action video (making your audience feel identified with, because they’ll be watching people just like them use your product)… but it can also be an animated simulation of your product, or a screencast video if you’re selling something digital.
These videos are amazing to answer your customer’s questions about the product, teaching them how to use it or teaching them something new that’s related to it.
How-To videos educate your audience and teach them something valuable.
Explainer videos are one of our favorites, and they’re also the favorite kind of content for many marketers! It’s a short, animated video that explains a business idea in a fun, simple and persuasive way.
They have the power to give the largest amount of information in the shortest time (less than 90 seconds). And there are different styles of explainer videos, so you can choose the one that benefits your brand the most:
The evolution of just scribbling stuff on a whiteboard, whiteboard animated videos tells a story using just a whiteboard, a continuous black drawing and the hand that draws.
A great synthesis tool that helps with explaining difficult concepts, products or services. In its style, it’s also a more sophisticated and elegant type of explainer video.
Cartoon animated videos make your audience feel identified with your message, by using humor, good quality animation and animated characters designed to resemble your target audience.
During the decision stage, your prospects are finally going to make the purchase decision. They’ve already chosen a way of solving their problems, and now they’re about to decide between the companies that offer that solution. Companies like yours!
But what makes your company different than the competition? What can you offer that is better, that sets you apart?
In order to help your prospects make the correct choice (hiring you, or buying your product), you need to show them why you’re the best option.
A great way to differentiate your brand from the rest is to show the true stories behind your brand. Company story videos (commonly called “About Us” videos) help you show the stories and faces behind your products – who you are and what you stand for.
This will make your audience feel identified with your brand, and trust you.
Let’s be real: if you say that your products are amazing, your audience may not buy it. But if their peers say the same thing, they’ll actually believe it! We trust the opinions of people like us, and we like to have a real confirmation that the product actually does what it says it will.
So testimonial videos and case studies give your prospects that confirmation. It increases their confidence in the purchase they’re about to make – Your audience will trust a person that had the same problem as them, and successfully solved it thanks to your brand.
With testimonials, always remember to keep them authentic. Nobody will believe a staged testimonial, or a scripted one: they look fake. Instead, ask your customers to share their real and valuable stories with you.
In fact, take a look at these recommendations: 8 Tips to Create a Testimonial Video that sells!
There are lots of types of video content! But now that you know more about them, and when to use them, you won’t panic. Now, you’re aware that the key for a brilliant marketing strategy is using the right kind of video in the correct buyer’s journey stage.
At Yum Yum Videos we know this, and we specialize in creating high-quality marketing videos, especially designed to fill your every need. There is no one-size-fits-all video, so make sure that you’ve got some video content for each stage!
Before you go on the adventures of video content, take a look at this free infographic we made especially for you: How To Boost your Inbound Marketing with Video. It’ll set you on the right path!
And if you’re interested in having the best video for your brand, drop us a line! Our team of experts will be happy to hear from you.