April 10, 2018 (Updated: May 4, 2023)
There’s a reason you’ve been seeing more videos over time when you scroll through your Facebook feed. Video content gets results. A study found a 135 percent boost in organic reach with Facebook posts that include a video rather than a photo.
Video doesn’t need to be the only type of content you use but it can become an integral part of your content marketing efforts. The next aspect to figure out is what kind of videos your business can share. In actuality, there is an array of video types you can use to promote your company, and you can fit different types of video into each stage of your marketing funnel.
Image via Flickr by wmrice
Video might seem overwhelming. Maybe you’ve seen the super-viral Dollar Shave Club videos and think that your company could never be that funny (or maybe humor doesn’t even fit your brand). Don’t feel bad — Dollar Shave Club’s CEO has experience in improv comedy.
Another possibility is that you simply don’t know what your videos should focus on. After all, you want them to engage your audience, not just drone on about your company or products/services.
Fortunately, many types of videos exist. You can choose ones to fit your brand at different points in your marketing funnel. Think about how your company could market with these videos:
While this is a pretty comprehensive list, you’ll find additional types of videos you can create. Look at examples and learn more about video content to connect with your audience in this valuable way throughout their buyer journey.
Video content isn’t just about attracting your audience. It can definitely accomplish that goal, but it can also help you with other stages of a marketing funnel or customer journey. Of course, there are different funnel models your company could be following, but you can adapt this idea to fit.
Choose the different types of videos to fit each stage of your funnel. Just as you would with other types of content, think about what you’re trying to accomplish during each stage of the funnel and create videos to achieve those goals.
Educational videos are perfect for this stage. Create videos that do not promote your brand but instead educate on the problems your audience is having and how they can be solved. You could also teach viewers how to reach their goals. These videos can attract the right people, help them understand the problem and possible solutions, and show that your brand is an authority on this subject.
Create videos for the middle point of your funnel that help your audience understand how your product or service could help them with their problems or goals. At this point, you could share explainer videos on how your product or service works and addresses their problem.
When the customer is comparing your brand to others, it’s time to give them more detail. Share a detailed demo video that shares product features. Brand/about, testimonial, and even company culture videos can teach more about the company and why it stands out to help convert them into customers.
When your audience is already purchasing from you, use videos to keep them engaged and help them promote your brand to others. Some videos that help with other stages of the funnel might help you here as well. For instance, company culture and about videos could help followers understand your brand better, while tutorial videos could teach them how to best use the products they have purchased from you.
Video is an important form of content that is in its prime. Your company can use different types of video content to help your target audience connect with your brand and what you offer at every step of your marketing funnel. Just as you would tailor other types of content to each funnel stage, do the same with video to get the best results.
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