One of the common requests we get at Skylark is the production of a single video.

Generally an explainer or brand awareness piece, this ‘hero’ video is placed on a homepage and spliced up for social. Although this may be ideal for brand awareness, as your viewer moves down the sales funnel, it becomes harder to keep them engaged without content that eventually converts. 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.

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 arsenal 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 addresses your customers’ pain points and outlines features and benefits in all of its glory (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 as they learn more about your business.

  • Regular, social content – behind-the-scenes and every day snippets that 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 content is best created in-house by a social media manager or in-house videographer.
  • Customer testimonials – a video of a customer speaking passionately about your business is arguably more credible and trustworthy than any other type of interviewee. Share these in a standalone section on your website, or through email marketing.
  • Case studies – follow a happy customer’s journey with a case study that addresses their pain points, your solution and how it impacted their bottom line. 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 – often confused with explainers, product demos are way more in-depth and address the ins and outs of your product/service. You may choose to create multiple iterations to cover different buyer personas.
  • Influencer endorsements – similar to testimonials, 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 enter the end of the funnel, make it easy for them to justify their spend by giving them some value-based videos. The stuff that they search for and serve as evergreen content within YouTube or a section of your website. This helps nurture new clients and builds stronger customer relationships.

  • How-to’s and tutorial videos – now you’ve convinced a new client to invest in 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).

The Mothership has landed, Bristol!

We have exciting news! 💥 The Climbing Academy Bristol 'The Mothership' is now live on MoveGB. Explore the holds and walls of this brilliant bouldering centre in Bristol. 🧗‍♀️ Climb with friends, take some solo time, participate in competitions – however you do it, be prepared for an epic full-body workout. 💪🏼The Mothership is only available on MoveGB during off-peak hours during the week: https://www.movegb.com/move-bristol/the-mothership-10600/off-peak-boulderingFab video via: https://www.instagram.com/lewisclimbs/https://www.instagram.com/stanraaaa/

Posted by MoveGB on Thursday, 23 May 2019

 

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 hello@skylarkmedia.co.uk

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Nina Nov 21st, 2019

About Nina Postans

Nina is Marketing Manager at Skylark Media. Her background is in editorial content, running fashion and celebrity B2B services in New York and London. A keen home renovator and interior hacker, Nina juggles life on the school run while tending to her other kids (indoor plants!).

@ninatsang