Video Across The Buyer's Journey

A Video Bumper To Get Your Brand Noticed

Survey Monkey’s quick six-second bumper video is meant to be placed before YouTube ads—it’s an excellent example of video marketing for awareness. The video is meant to drive people in quickly, based on what they’re watching on YouTube, or what they might be interested in. This video is mostly meant to drive ad recall and brand awareness. In six seconds, Survey Monkey made a chipper video that gets their point across, and gives the viewer an understanding of the brand and voice. It’s a simple, yet effective way to get your brand out there.

Product Videos That Make Sense

Monday.com’s product video (sometimes called an explainer video) is a perfect example of a successful video made without a huge budget. The video is short and sweet—just about 30 seconds to tell their product’s story. Their use of stop-motion and quick cuts, as well as screen recording, keeps the viewer engaged. Their use of humor creates a connection with their viewer, getting their brand and voice across seamlessly. Product videos can easily become highly produced, big budget blockbusters. This video shows that you can shoot a product overview that’s creative and goal-oriented without hiring a huge team. The video doesn’t go very in-depth into their product, though, keeping it more awareness focused.

Becoming A Thought Leader Through Educational Videos

Wistia’s educational video is helpful for their audience of video marketers and stands to establish them as a thought leader in their field. These educational videos show your audience that you’re knowledgeable and trustworthy, helping them grow better.

Educational videos have many lives—they can live on your blog along with a transcription or written copy supporting the video, on social media platforms like Facebook, LinkedIn, and Twitter, as Instagram posts and stories, as GIFs in your emails, on YouTube as an SEO play, the list goes on! These videos are incredibly versatile and can be used all over your marketing strategy, helping with your SEO strategy, social media strategy, raising your engagement numbers, and helping increase brand awareness.

A Product Overview Video That Shows Value

Calendly’s 90-second product overview video is a great example of a highly produced, well-designed video that showcases the product and highlights its main benefits and value for their prospect. This video can easily live on their homepage and is most likely something their sales team sends out on a regular basis. The value proposition is clear, and for a prospect in the consideration stage, this video makes it easy to understand what the product does, and why they should sign up for it. It conveys the brand’s voice and image while focusing on the features.

Your Customers Love You—Show It Off

Case study videos are an incredible value for your dollar—they’re very easy to shoot, and they really put in work for your marketing efforts. Case studies feature real testimonials from your customers, allowing your prospects to feel confident in hitting “purchase” or signing up. They are quick validation for your prospects, answering questions they’re bound to have in their decision stage.

Find customers in your area, grab a camera (or even an iPhone), and come prepared with some interview questions. String clips together, add a song and an intro/outro, and there you have it! A perfect resource for your decision pages, as well as sales enablement for your sales team.

Make It Easy For Your Customers To Stick

Onboarding videos are an excellent welcome to your new customer. When a prospect becomes a customer and dives into your product for the first time, there are a ton of questions. Reading help docs is not the most delightful way to get acclimated, and many new customers end up churning immediately. Slack’s upbeat product tour helps onboard the customer, teaches them about the core features in a clear, yet engaging way, and helps the customer feel ready to rock and use the product to its potential.

Keep Your Customers In The Loop

Product update videos, like this one from Zendesk, are perfect for getting the news across to your customer base, increasing product adoption, and keeping folks delighted. Zendesk’s awkward humor is a major delight moment and helps keep their audience engaged through the new product feature information. They inspire their audience to stay plugged into the news in the Zendesk product realm and help customers feel like they’re ready for any potential changes or updates.

One Brand + One Brand = Three Times the Customers

Co-marketing is a good way to expand your user base. Why not use video to introduce new integrations and expose your customers to other partner product/features that can benefit them? Product integrations are a massive value to your customer. They’re also an excellent video marketing opportunity. This beautifully created video from InVision and Atlassian shows the value of the integration for both companies’ audiences, brings awareness to both brands, and helps prospects of either company make their purchase decision by introducing new features into the equation.

Not every integration announcement video has to be so beautifully styled, though. Start with a collaboration with someone on your integration partner’s team—this video can live on the integration page, a product page, in an announcement email, and on your social media platforms. It would even make an excellent targeted ad.

Start your own branded series

Video doesn’t always have to be product focused to be impactful. Building relationships with your audience is more important than ever in a world swimming in content. Standing out from competitors and making your brand known for its values is coming up again and again in forward-thinking companies. These videos make people feel and connect.

This MailChimp video series is an incredible example of a company making content that focuses on their values, mission, and community—not their business or features. This mission-driven content is growing to be the future of video—larger companies like Gillette to Bumble are leading the way, but small businesses have an opportunity to make an impact here as well.

How To Turn Your Office Into A DIY Studio

Video can be used all around your marketing strategy, in every stage of the buyer’s journey. It doesn’t have to be expensive—setting up a studio in your office is a great place to start! Here’s a bonus video from HubSpot, taking you through the process. Get your set up together, and get started!