What types of video should I create?
Different video types are effective along different stages of the sales funnel. If you’re a marketer or business owner you are probably familiar with AIDA, Awareness, Interest, Desire and Action.
This buyer journey or sales process is key in turning prospects to customers and video can help push a prospect through that funnel.
Remember video isn’t there to replace something that is already working. If you generate great awareness but struggle to convert, you may need video types that work lower down the tunnel. Similarly if you have a great sales process but struggle to find leads, you may need more awareness content.
Awareness
Type
Brand/Promotional Film
Running time
30-60 seconds
Distribution
Homepage, TV, Paid social, LinkedIn profiles
Interest
Your prospect now knows about you but they don’t yet know if you are right for them. This is your chance to answer any questions they may have or address any objections they might commonly face.
FAQs, How to videos, Business Overview videos (your process and how it helps)
Running time
1-2 minutes
Distribution
Website, social channels
Desire
Case studies work well here. Putting your audience in the customers shoes creating relatability, and eliciting an emotion, a link to the pain they are also feeling and a desire for the outcome you provide.
Running time
2 minutes for website - 20-30 second social media cut downs
Distribution
Website, near a take action button, social media channels
Action
Customer testimonials. This is your social proof or evidence that you can deliver. We all read reviews before we book a hotel or try a new restaurant. Reading or watching another customers experience is often all we need to become a customer ourselves.
Running time
30 secs - 1 minute
Distribution
Website, social channels
A good place to start is always awareness, some of the best ideas in the world probably never came to light because they weren’t distributed. If something already works well and you’re on a smaller budget, addressing the weak link in your sales funnel could be a good place to start.