It is because it is an amazing communication tool that allows any company to do things like: Humanize Their Brand Simplify The Complex Disarm Potential Leads Educate Their Customers Evoke Emotional Responses But, the question we have been running into as of late is this: How do we create videos across all of our divisions and through the entire buyer’s journey when engaging with our company? Video Funnel: Absorb Stage At the very top of the funnel, we know that they are trying to absorb as much content as they can around the problem they are facing or the desire they want to achieve. The types of videos that work best here are brand awareness videos, emotional shorts, how-to videos, and documentary-style videos. One of my favorite types of videos to create in the absorb stage of the video funnel are: How-to Videos: Service Team Over the past four years with several different companies, I have created close to 1,000 how-to videos around HubSpot and Inbound Marketing. Video Funnel: Assess Stage In the Assess Stage of the video funnel, we can start to leverage product and service videos, case studies, testimonial videos, and about us videos. An easy place to get started is: Case Studies Videos: Sales Teams Testimonial Videos: Service Teams Both of these videos can be scripted and highly-produced or in my personal opinion…NOT! Product & Service Videos: Service & Marketing I love product videos. Video Funnel: Aquire Stage Some videos you can focus on creating during this stage are: Personalized Video: Sales Teams Personalized videos are an amazing tool for sales teams. What did the do right in this video? Focus on creating a culture of video through the Absorb, Assess, Aquire, and Advocate Stages by helping your sales, marketing and service teams to create the right video content.
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I’m on a mission to help companies understand the need to embrace a culture of video in 2019 and beyond. Why is this a passion point for me?
As I’ve been helping companies embrace video, I’m starting to see the same old business problem rearing its ugly head again.
What problem?
Silos!
You see, most companies are doing video as a marketing initiative or having us come out and simply help their sales team be better on camera.
Most service teams we have encountered have not even thought about the importance of using video in their process yet.
This is just not going to work in the future!
Everyone from the top c-level folks to the janitor who sweeps the floors and empties the trash should understand and use video in their process moving forward.
This means marketing, sales, service, HR, and any other division you can think of should be leveraging the communication powerhouse that is online video!
I have an entire talk that I give on stages around the world about the “5 Real Reasons Your Business Should Be Creating More Videos!”
Spoiler alert, it is not because it is a tactic or a strategy for a single individual or department.
It is because it is an amazing communication tool that allows any company to do things like:
- Humanize Their Brand
- Simplify The Complex
- Disarm Potential Leads
- Educate Their Customers
- Evoke Emotional Responses
But, the question we have been running into as of late is this:
How do we create videos across all of our divisions and through the entire buyer’s journey when engaging with our company?
Great question!
The Video Funnel Foundation 2019 Style
To understand what types of videos we should be creating and using in certain sections of the journey, we need to understand what the potential customer is trying to accomplish.
Video Funnel: Absorb Stage
At the very top of the funnel, we know that they are trying to absorb as much content as they can around the problem they are facing or the desire they want to achieve.
This type of top of the funnel content is all about understanding the root, the issue, the core foundational pieces of the problem or desire.
The types of videos that work best here are brand awareness videos, emotional shorts, how-to videos, and documentary-style videos.
Notice most of these are very story-based. A story simplifies the way in which we can share information around a certain topic.
As you think about the video types and what department might have a hand in their creation, it becomes obvious that every department could probably do all of them.
However, I think you can drill down and give certain types to certain divisions.
Why?
Because, if you simplify what they need to or can do, it will get done. If you give them all the choices, most times it is paralyzing to their creative efforts.
So how do we divide up the top of the video funnel?
Brand Awareness Videos: Brand Team
Brand awareness videos are very story-based.
You want to make sure to tie into an emotion that the audience may be or should be feeling.
A great example of a brand awareness video is this one from Shopify called Unite: Mobilizing Entrepreneurship!
Notice in this video, that Shopify did several things amazingly.
1. It communicates brand values.
Create & Achieve the impossible. Unite a world together.
2. It draws viewers in immediately and keeps them watching.
You instantly understand that these people have a problem but, how are they tied together?
What are their individual stories?
3. It tells a story the target audience relates to.
We all have been there. We have a feeling or a great idea but, we just aren’t sure how to achieve it by ourselves.
4. It creates emotion and connection.
Shopify uses the emotion of empathy, the thought of freedom and a great life to pull you through the entire video.
5. It leaves viewers wanting to know more.
How can we succeed in our own stories? How does Shopify fit in?
Emotional Short Videos: Sales Team
For emotional short videos, we can go in several directions.
One very strong way is explaining why the sales rep does what they do.
I don’t mean making money either. What are three levels deep to the real WHY they do or love their job?
Where are they trying to get themselves or their potential customers to?
Uncover that information and the video will be a hit for sure.
The second emotional short video could…
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