6 Types of Video Content For Every Stage Of The Buyer’s Journey

30 May, 2017  

If you’re reading this, it’s because you want to learn how you can approach and guide your leads through every stage of the sales funnel. And you also probably know that video content is one of the most cost-effective tools, while also a highly engaging, memorable and shareable type of marketing content. Then why not use it to generate awareness, educate your audience about how great your product is and turn them into loyal customers, to the point that they become your brand ambassadors?

types explainer videos

Even if you have a B2B company, video content is such a versatile and flexible format that it can adapt to your needs no matter what type of product or service you offer. Moreover, video can make your business idea even more interesting, appealing and easy to understand, no matter how complex or abstract it is. Join us in this blog post and learn 6 great types of videos to use in every stage of the B2B customer journey!

ebook: Complete guide to every type of video content

6 Types Of Videos You Must Consider To Enhance Your B2B Customer Journey

One thing’s for sure: not every type of video fits perfectly in every stage of the sales funnel. In other words, different types of videos perform better in specific stages of the customer journey. Check out which types of videos you should use for each stage of the funnel and how they can help you achieve your marketing goals.

#1. Animated Explainer Videos

Explainer videos are a great way to communicate your business idea in just a matter of seconds, and do so  in an appealing, persuasive and straightforward way. They give you an overview of what specific problem you solve, and explain why you’re the best alternative in the market. They are one of the most powerful tools to raise conversions by 20% on average, as they have the ability to increase the average time spent on your website. Among the most popular types of animated marketing videos, you find: cartoon animation videos, Motion Graphics videos, and whiteboard animation videos.

These types of videos are perfect for the consideration stage of the buyer’s journey.

#2. Educational Videos

Educational videos help you inform and educate your target audience about a problem they have, and that you can solve, of course. This is great to position you as an expert in your niche by providing them with useful content, and consequently, to raise trust towards your brand. By distributing these videos in specific spots (such as your blog, a landing page, or social media channels) you can get organic visits to your website.

Educational videos are generally used in the awareness stage of the sales funnel.

This is a good example of what an educational video should look like:

#3. Commercials

You can develop a brief commercial, 30 seconds long, to position your brand and product in your target audience’s mind. These videos are one of the most effective ways to advertise on the web, by promoting it on channels like YouTube, Adwords display or Facebook ads. This way you will gain more online visibility, increase brand awareness and boost conversions.

Commercials fit very well with the awareness stage of the buyer’s journey.

#4. Testimonials

Showing your prospects the experience other clients had with your company is a fantastic alternative to persuade them on why they should pick you out. It’s others talking about how you made their lives easier, instead of you bragging about how wonderful your product is! Customer testimonials help you raise brand trust and therefore increase your sales rate.

These types of videos are mainly used for the decision stage of the sales funnel, when the lead is about to choose which vendor will help them with their problem. At this point, their peer’s opinions play a key role.

#5. Product Videos

Product Videos and Tutorial Videos help your audience understand how your product or service works. And this is extremely important as visitors who view product videos are 85% more likely to buy! In this sense, you can develop a screencast video, an animated video or a live action video. Just pick the one that best suits your needs.

These videos are placed at the decision stage of the buyer’s journey, as they aim at showing the main features of your product and, from there, persuade your leads to buy the product.

decision stage inbound marketing

#6. Company Story Videos

Making a company story video gives you the chance to show your company’s values, goals, and the team behind it all. This way you can set up an emotional bond with your target audience, you take them “behind the scenes” and share your world with them. This helps you build trust and consequently, drive sales.

These videos are commonly used for the decision stage: you develop them to show that there are real people behind your brand and to build confidence towards it.

We hope this information has been useful. And we’ll be glad to know if you’re already using any of these types of videos. Share your case with our community!

Last but least, take a minute to review these 5 killer tips on how to create the best video content for your inbound marketing strategy.

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