One of the common requests we get at Skylark is the production of a single film or animation.
Normally an explainer or brand awareness video, this ‘hero’ video is placed on a homepage and then spliced up for social. As your viewer moves down the sales funnel, it becomes harder to keep them engaged without content that can convert. No matter how much investment is pumped into production value or digital spend, in reality, one video could fall short in today’s video-first world. You need more than one video to keep your message moving – here’s our recommendations of video styles for every brand:
Supply and demand
The demanding surge for video content has forced businesses to rethink their marketing efforts and how they can create video at greater scale. Thus, marketers are investing more in video creation – whether it’s hiring in-house videographers or outsourcing to an agency. The aim? To create a continuous number of video content that can be spread across multiple campaigns throughout the year.
But what does it mean to go full-funnel? That’s where your video marketing model kicks in. Remember that brand awareness piece? Now you’ve captured your audience’s attention, it’s time to continue that engagement as they move down the funnel.
We’re big fans of the Hero, Hub, Help framework. At the top of the funnel, you’re scratching the surface. The video is an attention grabber which captures your customers’ pain points and outlines features and benefits (take a look at the video we created for MoveGB above). But how do you compel viewers to trust you and your business?
Moving down the funnel
Let’s move on to the next stage – consideration. The bulk of your videos should focus on targeting potentially interested customers. Help them get to know you, your business and why your customers love you.
- Regular, social content – behind-the-scenes and every day snippets give your audience that extra nugget of information about you. It helps potential customers determine whether your product/service is the right fit. How often? As often as you like (here’s a handy guide on when to post). That’s why this type of video is best created in-house by a social media manager or creative.
- Customer testimonials – a video of a customer speaking passionately about your business is arguably more credible and trustworthy than any other type of interviewee. A testimonial can be shared on your website, social or in an email marketing campaign.
- Case studies – creating multiple case studies so you can address multiple pain points, industries or job functions. This means you’re able to target customers more granularly.
- Product demos – product demos are way more in-depth than explainers and address the ins and outs of your product/service. You may choose to create multiple iterations to cover different buyer personas.
- Influencer endorsements – influencer marketing is a third-party paid endorsement of your product or service using people with influence over their consumer base. They may vary from micro and secondary influencers to B2B authoritatives and renowned influencers. You may decide to recruit them to create content for their own platforms, or hire them for a wider video ad campaign (see snowboarder Jamie Barrow‘s MoveGB review below).
Close the deal
Finally, once your customers reach the end of the funnel, make it easy for them to justify their spend by giving them some value-based videos. Stuck for ideas on what videos to make? Using keyword search, identify the common queries searched for relating to your business. Or you can make a video of your popular FAQs. These kind of videos are seriously worth investing in and don’t have to be of high production value. As long as there is brand consistency, these ‘evergreen’ videos are helpful in building stronger customer relationships.
- How-to’s and tutorial videos – now you’ve convinced a new client to buy your product/service, provide some support with tutorial videos. It’s a win-win – you’re best prepared for them and it cuts down customer service manpower.
- Troubleshooting and FAQ videos – address any concerns your customers may have with video. Share these in an online video library such as YouTube, your website and in introductory emails.
- New product launches – upsell your product/service by introducing new offerings to your existing customers. If you’ve got a new product/service to sell, make sure that video goes to them first (see The Climbing Academy‘s new offering, accessible on the MoveGB app below).
Don’t stop there!
Making videos is an investment, so continue making them to secure more business. Transform buyers into advocates, or build customer loyalty with more video content that is engaging, helpful and entertaining.
At Skylark, we recommend getting your video strategy into shape before you begin filming. Once you know how many and what kind of videos you need to create, you’re well on your way to a less-stressful video strategy that will save you time and money. Need some help with your video strategy? Get in touch at [email protected]
Nina Postans
Nina is Head of Marketing and Video Marketing Consultant at Skylark Media. With a background in advertising and publishing, Nina has an interest in consumer and technological trends. She has written for Marketing Week, Fashion Monitor, Advertising Week and Creative Review.