The Buyer’s Journey From the moment they realize they have a problem to the final purchase, your prospects go through a process with three different stages and in each one they need different kinds of information. Awareness: in this first stage your prospects are not quite sure about what they need. Remember that in marketing, timing is everything so you should leverage different types of videos for each stage of your buyer’s journey. Different types of marketing videos and their benefits Commercials This type of video content is well known by all of us. This type of video works great also in the awareness stage because you can provide information about your prospects’ problem and help them understand the situation and its solution. They are great to show complex products/services and explain how they can help your prospects in just a few seconds. Let’s watch an example: Whiteboard Video The Whiteboard technique provides a simple and clean style to explain complex products or services. There are a lot of video styles to do that but an impactful one is to combine motion graphics with live action like they’ve done in this video: How-to videos This is a special type of educational video that is focused on a process and how to do said process. Now you know the most popular types of marketing videos and their benefits. Just be smart and plan a video strategy according to your own business and your target audience.
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Are you planning to create your first marketing video and don’t know where to begin? Or maybe you’ve already made one but you’re looking to go ahead with your video marketing strategy.
No matter if you’re a beginner or an experienced marketer, you may know that video nowadays is the most engaging content on the web. In fact, video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness thanks to video content.
So, if you’re planning to invest in your next video, you know that you’re on the right track. You just need a little help to choose the best type of video for your business right now. Here you’ll find that guidance you’re looking for.
In this article we’ll review the most popular types of videos, their benefits and how they fit into your buyer’s journey.
Let’s start with a quick review of that beautiful process.
The Buyer’s Journey
From the moment they realize they have a problem to the final purchase, your prospects go through a process with three different stages and in each one they need different kinds of information.
Awareness: in this first stage your prospects are not quite sure about what they need. They haven’t figured out their problem thoroughly but they are experiencing some issues. They look for general information about those issues or pain points.
Consideration: Now they are fully aware of their problem and they feel determined to find a solution. It’s time to inform them about your product as the best choice to solve their problem.
Decision: The third stage is the sale time! Your prospects have been doing some research about all the possible solutions for their problem. Now you need to convince them why your product or services are the best. This final stage is all about building brand trust.
Remember that in marketing, timing is everything so you should leverage different types of videos for each stage of your buyer’s journey. In this way you’ll provide the information your prospects are looking for and your investment will be rewarded with more conversions.
Different types of marketing videos and their benefits
Commercials
This type of video content is well known by all of us. Unless you’re a Martian, you have already watched a TV commercial once in your life. It’s one of the most ‘salesly’ types because it doesn’t hide that it’s promotional.
They are great to raise brand awareness by spreading your brand’s message.
Leverage commercials in the awareness stage to establish a first great impression with your future customers.
Let’s watch an example:
Educational videos
This is an educational video about what an antibiotic is created by a pharmaceutical and consumer healthcare company:
As you have seen, this video gives clear information about a general topic that is connected with this company’s business. Given that this information is relevant for their target audience, this brand will get discovered on the…
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