Building on our last post, Use Goals to Drive Video Marketing Success, Motivity’s Executive Producer, Andrew Penziner takes things further. In this video blog, we’ll take a look at the best types of videos for each step in the buyer’s journey. 

In addition to tying certain kinds of videos to clear goals, certain kinds of videos will perform better in different stages of the funnel. There are also some videos that work well across more than one stage.

The point is, if you’re serious about using video to drive results, you have to approach it strategically.

For example, use a company culture video in the Awareness stage. Try a case study video in the  Learn, Evaluate or Consideration stage. Likewise, a video voice mail in the Justification, Purchase or making a Decision stage could make a powerful impression. Finally, show you’re there for your customer with support videos in the Retention stage.

The goal is to approach your video content as you would any other form of content in your content marketing strategy. Doing this will drive both results and ROI, and create a much more positive relationship with video and stakeholders throughout your organization.

You’ll be surprised by how many brands and businesses of all sizes will make a significant investment in video and bypass basic consideration of what they want their video to do and how they expect to achieve the results they need.

The tools for creating engagement and measuring results are there but that’s another conversation and something we’ll cover in a future post.

If you’d like to learn more about how to achieve your goals with video, we’d love to have a conversation with you. Contact Us.