When planning a video marketing strategy, you must have a clear goal in mind:

To create interesting, engaging and targeted content.

Content that people will love

It’s all about inbound marketing, you see:  creating tailored content that will attract prospects to you, rather than having your marketing efforts fight for their attention. This is something that is present during every stage of the buyer’s journey, which is the research process your potential customers go through before committing to your brand.

Sounds exciting, right? But how can you do this?

You’ve got to create content that engages people, and one of the most engaging types of content out there is, of course, video.

Video is the future of online marketing. The future and the present. Your focus now is to create specialized video content for every stage of your buyer’s journey.


Now, this is when different types of video come into play!

Your Buyer's Journey: The Three Stages

  • Awareness Stage

In the beginning stage of the buyer’s journey, first impressions are everything: Your prospects have come to you searching for answers (through search engines, social media, ads, a recommendation from a friend…etc), and it’s your time to catch their attention with the right kind of video.

How-To Videos

How-to videos are fun and helpful videos that answer the questions your potential customers have. Use them as a chance to educate your audience, too: talk about your product, how it can solve their problems, the best practices when using your product, and more.

Let me show you one of our videos as an example.

Remember: fun, helpful and easily shareable.

Branded Videos

Branded videos are mostly about entertainment. The focus here is on being useful, fun, interesting and viral, but they also give your audience an idea of the spirit of your brand.

When making branded videos, be creative. If you have fun making your content, then your potential customers will have fun watching, and they’ll be craving more.

Pro Tip: High-quality, short videos are the most effective to attract and hook your audience.

  • Consideration Stage

Why is your brand the best? How is it better than the others? In this stage of the buyer’s journey you let your prospects know how they can integrate their product into their lives, and how it will make their lives better, and easier.

Explainer Videos

A standard explainer video usually highlights a problem, followed by its solution, how this solution works, and a call to action. It presents detailed information defining a product, service or brand in under 2 minutes or less.

Also, did you know that, according to Unibounce, animated explainer videos increase conversion rates by 20%?

This is because you have to make your videos interesting, and using animated explainer videos is a great way of doing so, because they effectively grab and retain your customer’s attention.

With an animated video you can make your prospects aware of the problem they have, and you can present your product as the perfect solution to help them out in an informative and entertaining way.

This is one of our latest explainer videos, so you can see this in action:

Related article: How does an explainer video fit into your marketing strategy?

  • Decision Stage

Your potential customers are now familiar with your brand, they are interested and it’s time to make a decision. What kind of video will help them make the right choice? (Which is choosing you, of course!)

Video Testimonials

Let me show you:

90% of users say that seeing a video about a product is helpful in the decision process.

92% of mobile video consumers share videos with others.

And this matters because customers trust their peers more than anyone else. The decision stage is the moment to ensure your audience that they can trust you, and testimonial videos are a perfect way to guarantee that your customers are going to choose you.

Use customer’s testimonials, case studies and other third party endorsements.

Similar to testimonials, you can use customer stories, a more objective, third-person look at how someone has been helped by your product.

Check out this one from Google Chrome:

Behind-The-Scene Videos

Show them how the magic is done. Using behind-the-scenes videos (and also other similar content, like “about us” videos or details about the process of your product), will help you connect easily with your prospects.

Now, even though your customers have reached the end of the journey, it doesn’t mean you will forget about them! Now it’s the time to keep them satisfied and excited about the future of your brand. Keep them happy and up-to-date, and they will always be reminded of why they came to you in the first place.

Would you like some more tips on how to create a smart video strategy? Join us in our Explainer Video Academy to get free tips, e-books, infographics and more!

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