This is a guest post from Victor Blasco of Yum Yum Videos. We appreciate his time in putting this post together and enjoy learning from other content creators. Enjoy!
Trying to create a content marketing strategy without using video nowadays is like trying to cross a river without a floating device. You might be able to do it, but the chances are you will arrive exhausted, frustrated, and wet.
The advice that follows is clear: If it’s taking so many resources to cross over, investing a little bit more on a boat is the smart way to go about it! However, you’ll need to choose the right boat for the job, and for that, you need to know the type of river you are trying to cross.
What marketing goals are you trying to accomplish?
What type of audience are you going for?
What kind of content would fit those objectives best?
Here is a guide that will help you choose the right video to cross that river, depending on which stage of the buyer’s journey you are trying to impact.
The first question you need to be able to answer is: Does my ideal audience know what am I offering? If the answer is no, you probably need to create awareness around your brand, business or product. Make it visible, likable and shareable. To nail down this specific goal, you can use one of the following types of videos:
1. Explainer videos
As their name implies, animated explainer videos revolve around describing a product or service in clear and engaging ways by employing appealing characters and a compelling story to do so. The basic formula is to present a problem to an audience that can relate, and then share with them an effective solution, which is your product or service!
The result is a beautifully crafted piece of content ready to be loved and commented on by your new audience, which is the main reason behind their popularity.
2. Educational videos
Everyone loves learning about new things. Especially when the information is adequately presented in an interesting framework, and the knowledge delivers immediate value. Which is precisely what educational videos are all about.
These instructional videos have the purpose of teaching something new and useful to your audience while effectively combining entertainment and information. They can cover just about anything, as long as they relate in some way to your business and don’t fail to connect with your potential customers.
To ensure that, you need to know what information your customers are craving. Ask yourself: What would this audience love to learn? Once you have that answer, try to give interesting facts, relevant data, and add, whenever you can, a bit of fun.
This format has been probably one of the most used for video marketing in history, although now they transcended the TV world into social media channels. No matter how much technology changes, good old commercials keep delivering on their usefulness.
We all know what commercials look like; however, here are a few essential pointers: keep them short, engaging, fun, and original! And remember, either you rely on animation or real people, you need to tell a story using the best audiovisual tools at your disposal.
At this stage, your potential buyer has already identified his or her problem and is determined to solve it. The active search has begun: now it’s time to show your best attributes, so your audience chooses you over your competitors. Here are video types that have the perfect structure to tip the scales in your favor:
4. Product videos
These videos are compelling because they deliver much-needed details to a hesitant customer. They show how your product can be used or why your service works so well. However way you go about it, these videos make your products and your client’s needs the stars of the show – Which has proven to be a reliable conversion tool.
A few tips to get product videos right, though: Focus on your product’s benefits – not on its features – and have a clear call to action so your potential customer has a strong notion of how to move forward.
How-to videos are powerful (and popular) because they address a need and go straight to the point. They are built with a format that provides a solution to a specific problem, with practical steps. All of that while discreetly introducing your brand to the audience. The results? A grateful and satisfied customer emotionally invested in your brand.
These videos could be specific about how your product or service solves someone’s problem, but they can also be about something correlated. For instance: you might want to promote your travel agency, but create a series of How-to videos on good travel practices.
At this stage of the buyer’s journey, your audience already knows that they want a specific solution for their problem. So what’s your job now? To show them why you –and not all of your competitors- are the best solution. There are two types of videos highly recommended for that:
You know how your product or service works. However, your potential customers will probably need a little bit more convincing than just taking your word for it before making a decision. A testimonial video gives you an excellent way to do just that by showcasing the perspective of an already satisfied customer.
What’s essential to keep in mind while creating them? Seeming and being genuine and real. Use real customers, sharing real stories about your product, and you’ll have an incredibly powerful marketing piece in your hands.
So go ahead and look for happy customers that would like to talk about their great experience from using your product.
7. FAQ videos
At the decision stage, a customer is right on the verge of buying, but often, last-minute resistances still stop them. So what do they do? They go straight to the FAQ section of your website. They want to be sure that they won’t regret their purchase. And if this section is in video format, it will be even more interesting and appealing for them. Not to mention, more convincing.
FAQ videos have to cover the questions that will help a potential customer to make a purchase. So try to be straightforward, concise, and specific. In the end, offer a call to action.
Videos are most useful when implemented with a clear intention behind them. You should always try to match specific stages of the buyer’s journey with the right kind of video.
Video content in the awareness stage is fantastic for driving more eyes to your brand and content, serving as an entry point to the things you offer. Videos for the consideration stage are often designed to take those people and advance them down your sales funnel. Often in subtle but highly effective ways. Lastly, having the right types of videos to overcome last-minute resistances and appealing to the decision stage usually results in a bump for your bottom line.
Marketing through video is more than just hitting record on a cellphone cam. It takes a clear vision of what you want to accomplish – and often, professional video companies to help you achieve that vision.
The good news is that just by defining the type of audience you are going for, and selecting the right pieces of content to match them, you are already ahead of the game.
About our Guest Author, Victor Blasco:
Victor Blasco’s an audiovisual designer, video marketing expert, and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.
About Yum Yum Videos:
We make videos that taste different!
At Yum Yum Videos, we aim to understand your brand and the demographic you want to connect with. Then create fully customized video content that makes sure you do it in the best possible way!
Our pieces are crafted with your company’s identity in mind, and we tailor your message to resonate with your audience on a personal level.