When it comes to creating video content, you’ll soon find out that there are many types of videography that you can implement into your overall content strategy. A professional video production company can help you create many types of videography, from in-depth explainer videos to micro video content.
Depending on what your goal is at the moment, different types of videography can be effective for reaching that goal. When deciding on what type of video content to create, you should think in terms of your marketing funnel. While the type of video is often determined by the message you’re trying to get across in that particular video, it’s a good idea to take a look at the big picture.
This is because different types of videography are more effective in certain stages of the marketing funnel. The following are the four types of videography that you’ll want to have at each stage of your marketing funnel to ensure that it’s as effective as possible:
1. Top of the Funnel: Video Content That Increases Brand Awareness
The point of the very top of the marketing funnel is to generate awareness for your brand. If nobody knows who you are, you might not get very far with your other marketing efforts.
Video content has a huge advantage over other types of content in terms of generating brand awareness because of it’s easy to engage with, and highly shareable. The more people that share your video content, the more exposure your videos (and your brand!) will get.
But what types of videography are appropriate for this stage of the marketing funnel? There are two main types of videos that work particularly well with increasing brand awareness: product demo videos and storytelling videos.
Product demo videos explain what your product is and how it can help your audience. A couple of great examples of effective product demo videos include the Dollar Shave Club video and the Volvo Truck video featuring Jean Claude Van Damme.
These videos are both unique and creative in different ways, but both are effective in the way they represented a product and brand image. Storytelling videos are another great way to tell consumers what your brand is all about while making your videos easy to engage with.
The Guinness Empty Chair video is a fantastic example of storytelling. Most of the ad is silent, but it’s able to tell a story, tug at the heart strings and give consumers an idea of what Guinness stands for all in 90 seconds.
2. Middle of the Funnel: Video Content That Provides Information and Value to Your Target Audience
Once you’ve generated brand interest, you’ll need content that provides value to your target audience, and helps support their buying decisions. The brand-awareness videos at the top of your marketing funnel have managed to capture the attention of your audience.
Next, you’ll want to engage with them and show them what your company has to offer, be it a product, service, or overall culture and customer support experience. Types of videography that offer value to your audience tend to be informative and educational in some way.
You need to create video content that addresses common problems that your audience has and how your product or service can help them. The best way to do this? Explainer videos and tutorials.
If you can create an effective tutorial on something that’s relevant to your brand and that engages your viewers, they’ll be more likely to keep watching your video content. By having video content that they enjoy and engages them, they’ll be more likely to return to your site or page in the future.
This type of video content has another huge benefit. Not only does it engage your audience by providing value, it also helps to build your brand’s authority. The more authority you have within your industry, the stronger your reputation will grow. This will ultimately make it even easier to generate brand interest.
3. Bottom of the Funnel: Video Content That Will Convert Your Leads
Your educational videos, such as your tutorials, should help foster the interest of the leads that you’ve attracted. However, you need something a little extra in order to give viewers that final push towards conversion.
At this stage of the marketing funnel, you should be attempting to build trust in your audience so that they’ll be more willing to sign up to your email list or make a purchase. While product demo videos certainly work at this stage as well, you should also work on providing more information about your company so that viewers have an easier time relating to you.
This can be done through the use of interviews with company employees and executives as well as behind the scenes footage of your company that introduces viewers to your company culture. This will provide a more personal connection to your brand and give it a “face”.
Show off what makes you different! Additionally, customer testimonials – specifically, case studies – help to build trust in your brand. Remember, consumers tend to trust the opinion of other customers more than anything else.
4. Beyond the funnel: Video content that will keep your customers engaged
Once you’ve converted your leads, you’re still not done! Remember, a one-time customer is not worth nearly as much as a regular customer. This means that you’ll want to keep your brand in the back of their minds, which can only be done by continually fostering your relationship with them.
Give them a reason to come back! The most successful way to do this is generally via an email campaign. You’ll want to use analytics to determine what types of videos they are viewing the most in order to determine the types of content to share with them.
However, generally speaking, educational video content and new product demo videos tend to work best at this stage of the marketing funnel. These are the four types of videography you should be using throughout your marketing funnel. And don’t forget – a professional video production company can help you create high quality video content that will be effective at every stage of your marketing funnel!