Consumers love seeing videos on social media. 54% of consumers want more video content from a business or a brand they support.
But what type of videos should work for you?
MARKETING VIDEOS ARE NOT ABOUT BROADCASTING
First, you must remember never to think of the video in terms of “broadcast.”
Most of our cultural references related to video relate to it as a broadcast medium, emphasizing a mass-market approach. Even if these videos appear on social media platforms such as YouTube or Facebook, they are aimed at a broad market.
But if you are a small business or organization, you do not have the budget of a national organization or brand. Their strategies revolve around making big media purchases. They are willing to pay large sums of money for CPC and cost-per-click advertisements or spend thousands or millions of dollars on awareness alone. You cannot compete if you have a limited budget. It would be best if you were much more strategic.
THINK OF MARKETING VIDEOS AS NARROWCASTING
First, you must think differently.
Instead of “broadcast,” think “narrowcast.” It means focusing on a small niche that most likely represents the type of buyer or client your products or services will serve.
For example, if your product is a good tool for DIYs, the do-it-yourself crowd, find where they gather on Facebook, Twitter or Reddit, etc.
Second, you must think of your sales funnel.
POSITION YOUR MARKETING VIDEOS IN TERMS OF A SALES FUNNEL
Awareness is usually at the top of your sales funnel. After all, if your prospects don’t know anything about you, how can you sell to them?
These videos should be short and focused on creating awareness and a solid call to action that brings them back to your website. These videos are not about features but solutions your product or service can provide and what pain it can end.
But if you are looking for videos with a greater return on your investment, you need to look further down the sales funnels.
MARKETING VIDEOS REPLACE THE SALESPERSON
Consider this. More than 80% of consumers or businesses do not want to hear from a salesperson unless they are ready to buy.
A salesperson’s role was to help guide the prospect through the sales funnel, explain the product or service, and handle objections. Again, video is well-positioned to fill that gap.
So, when thinking about marketing videos for your business, think of their role in the sales funnel. What types of videos are needed at different stages in the sales process?
TOP OF THE SALES FUNNEL (AWARENESS)
These marketing videos simply explain your product or service in terms of solving a problem or addressing a pain point for a prospect.
Brand Stories Videos
Your customers want to know who they are working with. Brand story videos are effective at the top of the sales funnel. They create an emotional connection.
MIDDLE OF FUNNEL (CONSIDERATION)
In this stage, prospects are seriously considering your products or services.
These marketing videos are for prospects that are now actively considering. There is more detail on how something works. More nitty and gritty.
It is proof. Other customers or clients like the viewer have already taken a plunge. And seeing them on camera provides powerful proof they were happy with the product.
Bottom of Funnel (Evaluation, Purchase)
These are the final steps and inching toward a purchase.
These are the final stages, where there are still some remaining questions. Most of the time, you will hear the same questions repeatedly. So here’s a good place to handle them. It can be questions about sales and services, steps in a legal process, and what a warranty means.