How (and why) to use videos for each marketing funnel stage.

Welcome to Vidico's fourth issue. ??

In today’s newsletter, you will learn why using videos in your marketing strategy is essential and how to integrate them into each funnel stage.?

According to data from HubSpot, 81% of marketers feel that video has a direct, positive impact on sales.?

Read on to learn how to use the right videos for each stage of the marketing funnel.??

Key Takeaways

• The Why: Data from Hubspot shows that 72% of customers prefer to learn about a product or service through video.?
• The How: specific video types to use in the different marketing funnel stages

?? For awareness - use brand videos, explainer videos, and product launch videos.??

?? For consideration - use explainer, demo, how-to, and case study videos.?

?? For conversion - use customer testimonial videos and demo videos.

?? For retention - use onboarding videos, and create unique how-tos.??

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Four reasons why you need to include videos in your strategy

Reason 1 -

? Video creates a better product experience?

People love to learn about products by way of video. According to research conducted by Hubspot, 72% of customers say that they prefer to learn about a product or service by way of video.?

The truth is that video content has unique attributes that beat most content types when it comes to marketing. Video compresses comprehensive information and marketing materials into short, bite-size, and easily digestible content.?

On top of that, the video combines images and audio to convey your message. You can provide better product descriptions and add vivid visual details. You can easily show, tell, and break down even the most difficult concepts.?

Reason 2 -

? Video fosters trust and builds credibility

Viewers call upon their visual and auditory faculties when watching videos. They can attach a human voice and face to your content. They can see your product in action and connect with your brand better. As a result, people are more likely to trust and relate to you.?

Reason 3 -

? Video performs better on the SERP

Videos have a bigger impact than words. They explain things better and best match most search intent on the web—so much so that Google prioritizes sites with video content and sites containing videos on the SERP. According to Forrester, a site containing video is 53% more likely to rank on the first page of Google than a site without video.?

Reason 4 -

? Video aligns best with customer trends

Our current lifestyle involves checking popular social media platforms like TikTok, YouTube, and even Instagram before making purchases.

Case in point, The GWI Gen Z report found that 46% of Gen Z use TikTok to research products and brands, while 69% use Instagram.?

Not only does creating videos allow you to create content your audience will love and engage with, but it also allows you to be where they are, and you can easily win them over.?

How To Use Specific Types Of Videos For Each Funnel Stage

Creating the right type of videos at each marketing funnel stage is the key to getting great results with video marketing.?

If you do it right, it’ll increase the impact of your marketing strategy throughout the funnel.?

The typical scenario is that it will help you maximize brand awareness, product engagement, sales, and customer loyalty.?

That said, here are the specific video types you should create for each stage of your marketing funnel.?

?? Awareness

At the awareness stage, you should aim for video types that get the word out about who you are and what you have to offer the world. You shouldn’t embark on any sales talk. For the best results, your video must be quick (90 seconds to 2 minutes), memorable, and create a good connection first off.

You’ll probably have many competitors, so you should seek to highlight your unique value proposition. With that in mind, the right video combo for you should include the following video types:

?? Brand Videos

The brand video focuses more on the brand than its products or services. It seeks to humanize the brand and connect with its target audience deeper. In this video, you can talk about your motivations, visions, goals, and essentially why you created your company. Here is an example we created for Smart Nora.

?? Explainer Videos

Explainer videos help you educate your target audience on your product or service and its value for your target audience. Your goal is to show them what your product does, what they can achieve with it, and how.? Here is an excellent example we created for Notion.

?? Product Launch / Introduction Video

Your goal is to build excitement for your new product and get the audience to learn more about you. Here also, you highlight the value of your offer and help the audience imagine a lifestyle with it. Here is an excellent example we created for Vimeo.

?? Consideration

This stage supposes that the audience knows who you are and what you do or offer. Your goal is to push for a deeper product experience and create interest and integration. Here are the main video types you should consider:

?? Demo Videos

Demo videos work especially well for SaaS products. It helps the audience get a hold of your product and experience its value before committing to it. Here is one we created for Telmy.

?? Case Study Videos

Case study videos help you prove the value of your product. You can show your target audience how your product helped a company (they relate to) reach a specific result and get them to consider it. We created an excellent example for Neustar.?

?? How-to Videos

Here, you should research goals and outcomes your target audience cares about and show them how they can achieve them with your product or service. Here is an example from Asana.

?? Conversion

At this stage, you should push for product integration and lay down specific offers.?

?? Testimonial Videos

This is one of the most effective video types. Simply get one or a few happy customers to share their stories with your target audience. The main benefit of this video is that it lets your audience easily relate to your video's customers. Here is an example we created for Summer.?

?? Demo Videos

Some people might want to view your product in action before making a purchase decision. Demo videos work very well for this.?Here's one we produced for Square.

?? Retention

At this stage, they’re your customers already. You should seek to make them happy to improve the customer's lifetime value. Here are video types that can help with this.?

?? How-to/Tutorial Videos

Your how-to videos at this stage should show your audience how to do something specific with your product. It works best in the SaaS world and helps users learn how to achieve specific results with your product.??Here's a case study on one we produced for Airtable.

?? Onboarding Videos

Onboarding videos help your customers get started with your company and its product. Your video should provide a glimpse of what customers should expect and introduce them to your world.?

You know know how to use the right types of videos for each marketing funnel stage so go make that content strategy happen. ??

If you enjoyed this edition, don't forget to subscribe to this newsletter to get even more video marketing tips!

Craving more? Here are some top reads on video marketing.

• How Much Should You Pay For Quality Explainer Videos In 2022?
• The Complete Guide to Video Marketing Strategy
• How to Ace Your Product Video Marketing

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