In digital marketing, incorporating videos into your strategy has become really important. However, for many marketers and business owners, the prospect of getting into video content can be overwhelming.
If you find yourself in this position, unsure of where to begin, I can help.
I am the founder of MotionCue, a video animation company that’s helped Fortune 50 clients win with video. And in this post, I’ll show you how you can use the power of video marketing to achieve your business goals.
If you’d prefer to watch a video about this topic instead, you can have a look here:
Still reading? Okay, so, the first thing you need to do is analyze your current marketing strategy.
Identifying your marketing needs
Identify the specific area of your marketing strategy that requires attention.
If you’re struggling to get noticed, use videos for brand awareness.
If people know you but aren’t sold, use videos to showcase your product’s benefits.
And if they know about your product benefit but still aren’t converting, use videos to build trust and address their doubts.
My team and I specialize in animated video production. Here’s one we made for a client.
Like what you see? Get in touch and we will make one for your business.
Want a video for your business?
Stage 1. Brand awareness
If your business is grappling with visibility issues, the remedy lies in enhancing brand awareness.
Use short video ads in both your inbound and outbound efforts. We can break down the process into manageable steps.
i. Video ads
Video ads are powerful tools for creating excitement and spreading the word in a concise timeframe.
These ads, lasting less than 30 seconds, serve as impactful introductions to your brand. Let’s watch an example.
For video ads, I’d say utilize various distribution channels such as:
a. Social platforms
Use platforms like Facebook, Instagram, and Twitter to reach a wide audience.
Capitalize on the video-sharing giant to expand your brand’s reach.
c. Outbound email campaigns
Embed videos in your email campaigns for a personalized touch.
Let’s check out a brand awareness ad from HubSpot as an example:
The video builds excitement and grabs attention, that’s why it’s effective.
ii. Educational video content
Complementing video ads, educational content plays a key role in connecting with your target audience.
This content addresses pain points, challenges, or questions your audience may have.
I recommend the following distribution channels:
A primary platform for educational content.
b. Website blog
Embed videos on your blog to engage visitors.
c. Social platforms
Repurpose educational content for wider reach.
Let’s look at HubSpot’s educational content; it tackles common challenges. And it provides solutions and seamlessly integrates HubSpot products.
Compared to video ads and explainers, this approach is definitely a long-term strategy. However, it’s the best way to build a brand and establish yourself as a thought leader in the industry.
Stage 2. Consideration
Scenario number two often unfolds when your audience is aware of your existence but needs more convincing before making a commitment.
This is the consideration stage, where users are exploring your product or service, contemplating whether it’s the right fit for their needs.
i. Explainer video
When visitors land on your website, they are in the consideration phase.
To facilitate their understanding and drive engagement, incorporating an explainer video is a powerful strategy.
Unlike video ads designed for brand awareness, explainer videos delve deeper into your product or service, aiming to educate and inform.
Here’s an explainer video we made for a client.
The distribution channels for explainer videos include:
a. Website homepage
Place the explainer prominently on your homepage, ensuring it’s one of the first things visitors encounter.
b. Outbound campaigns
Utilize these videos in outbound campaigns to bring potential customers directly to your website for more in-depth information.
It’s crucial to distinguish explainer videos from video ads. While video ads aim to grab attention in 10-30 seconds, explainers, spanning 60-90 seconds, focus on elucidating your product or service. The key objectives differ: video ads captivate, while explainers educate.
Drawing inspiration from HubSpot, their homepage showcases a 60-second explainer video, providing an insightful overview of what HubSpot offers.
By comparing their video ad and explainer, you can observe the strategic progression—the ad attracts attention, prompting users to explore further, while the explainer showcases detailed information.
ii. Demo videos
For those prospects who seek more depth after viewing the explainer, the next logical step is the integration of product demo videos.
These videos offer a closer look, emphasizing your product’s unique benefits and features.
The distribution channels for demo videos include:
a. Relevant pages on your website
Embed demo videos on product pages to provide interested visitors with a comprehensive understanding of your offerings.
b. Lead nurturing emails
Incorporate demo videos into your lead-nurturing emails to guide potential customers through the intricacies of your product.
Examining HubSpot’s strategy, the company employs product demo videos on each landing page to furnish additional details about their diverse range of products.
Stage 3. Decision
As we delve into the third scenario, the decision stage, we encounter a different challenge.
Prospects are spending time on your website, showing interest, but they’re hesitant to make the final leap—a clear signal that they need that extra push, that final affirmation before making a purchase.
In this stage, trust becomes crucial, and videos are your most important tool to build and reinforce that trust.
i. Video testimonials
Building trust is synonymous with leveraging the experiences of your past customers.
Video testimonials emerge as a powerhouse in this regard, proven to be 100 times more effective than written testimonials.
While creating professional video testimonials might seem challenging, the impact on your campaigns can be transformative.
The distribution channels for video testimonials are:
Integrate video testimonials across relevant sections on various pages, and consider a dedicated Reviews page for easy access.
Extend the reach of your testimonials by sharing them on your YouTube channel.
c. Social channels
Leverage the influence of social media platforms to showcase authentic testimonials.
d. Cold email outreach campaigns
Integrate video testimonials into your outreach campaigns for a personalized touch.
HubSpot employs video case studies on each product page, offering prospects valuable insights into real-world applications within their industry.
ii. About Us video
Another compelling way to build trust and drive conversions is through an About Us video.
This video provides a glimpse into the people behind your brand, humanizing your business and adding authenticity.
It serves as a platform to showcase your team and allows top leadership to showcase the mission and vision of your brand. Here’s an example.
The distribution channels for such videos include:
a. Website (About Us page)
Feature the About Us video prominently on your website’s About Us page.
Extend the reach of your brand story by sharing the video on your YouTube channel.
c. Social channels
Use social media platforms to amplify your brand narrative.
HubSpot’s exemplary company video provides a firsthand look at how an About Us video can effectively communicate a brand’s ethos and values.
That’s a wrap
Over the past decade, video consumption has witnessed a consistent upward trajectory, with no signs of slowing down. The key is to offer a diverse array of content choices to meet the varied preferences of your audience.
In summary, deploying a variety of videos at different stages of the customer journey can significantly impact your marketing strategy.
If you don’t have the time to craft and execute a video strategy for your business, consider reaching out to me. My team and I will take care of everything.
Want a video for your business?