Updated: Nov 17, 2021
[Part 1 of our Video Marketing Toolkit]
There are a ton of reasons to use video in your marketing plan these days. As marketers, we all know that. In fact, over half of consumers of all ages show a consistent preference for video from companies or brands they support. But knowing what kind of video to produce, so that it gets in front of the right people, where they live, and when they're watching requires some planning.
To help you sort through this mess, think about why you need video in the first place, and consider some of these stats from HubSpot's Not Another State of the Market Report
64% of businesses said in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)
84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl, 2020)
95% of video marketers said they felt they’d increased understanding of their product or service using video. (Wyzowl, 2020)
93% of brands got a new customer because of a video on social media. (Wyzowl, 2020)
96% of marketers have placed ad spend on video. (Animoto, 2020)
Or these stats from VidYard's 2021 Video In Business Benchmark Report
Overall total video creation increased 135% over their 2019 study.
User-generated video creation increased 44% in the second quarter of the 2020 calendar year—aligning with the initial stages of the COVID-19 pandemic.
On average, only 45% of viewers watch a video all the way through, regardless of the video’s length—down from the 52% who would do the same in 2019.
Just over half (58%) of viewers watch a video to the end if it’s less than 60 seconds, but only 24% will finish a video if it’s more than 20 minutes.
The most common types of web videos are product demos, how-to’s, explainers, and webinars.
Social media, websites, and YouTube are the most popular distribution channels for video content.
The types of video with the largest growth include how-to videos, with a 50% increase over 2019 results, and one-to-one videos, with 471% year-over-year growth.
In 2020, 73% of companies reported using some form of video analytics. Those exploiting the analytics features that an online video platform has to offer report the highest satisfaction with their video investments.
Unfortunately, the need for video doesn’t negate the complexity. Though some user generated videos can be quite simple, creating a comprehensive set of videos that resonate with various age groups can be a huge undertaking.
This means that if you’re going to go for it, chances are you’ll need to dedicate a significant amount of resources to it whether you stay in-house or outsource it to a video agency or freelancer. Depending on the type of video, there can be a lot of planning, coordinating, and scheduling that will eat up your precious time. That's where professionals come in.
This series is intended to give you the knowlendge and resources you need to help you execute your video project with ease.
The Marketing Funnel
First though, let's start with the types of video you can include in your marketing plan and how to use them in your marketing funnel. For those of you who aren't familiar with the marketing funnel, read on to see where diffrent types of video fit in your customer's journey.
The key stages of the marketing funnel are
Awareness: This is where we want to let people know we exist and tell them who we are. This is best using videos optimized for targeted search and social media ads--built specifically for each platform. This is also a great place for SEO-driven videos that are optimized to be found thorugh commonly searched terms or questions.
Consideration: In the consideration pahhase, viewers are looking for solutions to their problems. This is a great place to use how-to and other videos that take a deep dive into answering their questions.
Conversion: By the time prospects get to the conversion phase, they've already done some research and are deciding who they want to hire to help them. These are what we call warm leads. Show them what your company is made of with testimonials, case studies, company culture videos, and longer product demos that will help convince them that you are the right fit for their company.
At the bottom of the funnel is another area where we can use video for retaining customers. This is an often forgotten area marketers should use to add value to their customers with tutorial videos, feature launches, updates, and other videos that keep them current and not "forgotten".
Video is a great way to reach your customers at many points in the cycle. See below and subscribe to our blog as we dive into each of these video types in future updates. In the meantime, give us a call if you need a video that will...
...Attract prospects or create awareness of your business
Social Media Ads
Point of Sale videos
SEO Driven Content Marketing Videos
Landing Page Videos
Brand Anthem video
Email Marketing Video
Thought Leadership Video
Live Stream Videos
Instagram and Facebook Stories Videos
Animated Typography videos
Augmented Reality Videos
...Engage prospects to consider your product or service
Company Culture Videos
Customer Case Study Video
Explainer & Whiteboard Videos
FAQ and Answer Videos
Landing Page Video