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Basics of Video Marketing and Creation of Videos

Basics of Video Marketing and Creation of Videos

In the process of lead generation and sales, we are engaged in conveying information to our potential clients. Generally speaking, we can single out the following information mediums:

· Texts (emails, articles, etc.)
· Texts and visualization (infographics, presentations, websites)
· Videos
· Verbal communication

Depending on many factors that include the type of client, the cost and characteristics of the product/service, the stage of the decision-making cycle, etc. we tend to choose one or another medium. Our task is to catch the eye, convey information and convince.

At the same time, we cannot claim that video content is going to fully replace texts or infographics. As mentioned earlier, each information medium has a context in which it is most effective. Texts allow their readers to quickly grasp whether or not the material contains the information they need. When it comes to videos, it is often necessary to watch them all the way through and you cannot search for keywords in them. You can work with the text, copy it, send excerpts, etc. In addition to this, text reading is a faster way to get information than watching a video — though not as memorable and understandable. Therefore, even though videos are reasonably gaining momentum in marketing, they should be considered as an element in a comprehensive marketing strategy and should be supported by other information mediums.

In this regard, it makes sense to figure out to what kind of client, how, and with the help of which medium we convey information. Modern marketing strategies comprehensively describe all activities including video marketing.

It is important to understand for what purpose and when it is effective to resort to videos. At the top level, the sales funnel can look as follows:

  • Awareness of the product/service — the task is to inform the client about your existence;
  • Consideration — the task is to explain to the client about your place in the industry, what kind of problems you solve and how you do it;
  • Decision making — the task is to convince the client to work with your company;
  • Retention — work with the client, upsales and repeat sales

In general, I recommend linking video marketing to the conversion of stages of your sales funnel. Conversions are the main factor that influences the final result of your work and you would want to make a video particularly with the aim of increasing certain conversions. This is what gives the understanding of what the video should be like — with a storyline or an informational one, long or short, what key messages it should contain, etc.

In my opinion, this is the most important step in creating a video — to understand why you need it and what measurable result you want to obtain.

So, what kind of video can be used to raise certain conversions in the sales funnel:

  1. Product/service awareness — a promotional video (typical ad of 10–45 seconds). Since the main task here is to make sure that the clients learn about you, the key metric of such videos will be the number of views and clicks on your link.

2. Consideration — an educational video. Usually, this is a 3–5-minute video that tells about problems in the industry, what place your company/product has in it, what problems it solves best, and teaches how to solve certain problems. At this stage, the main task is to help the potential client choose the most appropriate solution to their problem. The video should teach, not sell. The main metric is the specific viewing time (per user).

3. Decision making — an explainer video. The task is to convince the client to work precisely with your company. Therefore, such videos are often quite versatile and can be used to enhance other conversions as well. Usually, in 60–120 seconds such videos explain all the most important things for the client — what problems you solve, in what way, what the additional benefits are, etc. The key metric is the number of purchases or completed forms.

4. Customer retention — educational or explainer videos. To increase the number of repeat purchases, you can create educational videos not only about yourself but also about other related problems that your customers face. Also, you can create explainer videos for your additional services and products.

Other types of videos:

  • Brand video is a video that doesn’t directly tell about you but still advertises you. For example, you tell a story of the creation of a programming language and at the end of the video, you have your logo unobtrusively featured. The first and foremost task of such videos is not to let your brand fall off the radar; but sometimes such videos can become viral and flood you with leads.
  • Tutorials are very detailed videos about how to use your software, for example. They can last 5–10–30 minutes or more. Their two main tasks are to convince a potential client that your software works as well as it is written on the website by demonstrating it in action and, of course, to teach how to use it.
  • Internal videos are a tool for communication within the company, especially an international one. The main task is to tell about a certain initiative or project which concerns a large group of employees.
  • Testimonials — a great additional tool for consideration stage.

Additional ways of using videos and their benefits:

  • Videos are an auxiliary tool for sales (for example, when meeting with a client, instead of explaining something in words, you can show your video using a projector);
  • When using video on the website you increase not only the conversion but also the average duration of the session, which has a positive effect on SEO;
  • Videos blend well into long articles from the blog and email marketing;
  • If you place the video on YouTube in a proper way, you can catch additional traffic;
  • Your video can become viral and bring leads.
What types of videos are there?

Animation. It is easier to explain a complex concept with it. With animation, it is possible to show things that will be very expensive or impossible to shoot. It is easier to change animation in the process of the company’s development. Animation is usually cheaper to produce (for marketing videos).

Live shoot. You can show real people, company offices, which helps create the environment of trust. Usually, this type of video is cheaper to produce for educational videos and more expensive for marketing.

Hybrid. Usually, these are animated elements inserted into a live shoot, which helps explain some difficult concept.

How to create a video?

There are several ways to answer this question depending on the expected ROI, budget and willingness to invest. Here are the main options:

  • to record the video yourself;
  • to hire freelancers;
  • to hire a production studio.

So let’s consider different options:

Recording the video yourself.

It is as simple as it gets — you put the camera on a tripod or you ask your colleague to film you, or you film someone from your colleagues yourself. You can borrow a camera or film with your phone. There are many video editors that allow editing videos without the knowledge of any specialized software.

In this case, you are unlikely to make an animated video if you don’t possess the relevant competencies.

What is this suitable for?

This is a good format of communicating with clients. The video itself will look like a video blog, so you should not be judged for amateur shooting. You can send your video to existing and potential clients, place it on your personal page or even create your own video blog. In the video, you can tell about some interesting case, new technology, share your experience. That is, most likely, this will be an educational video for attracting leads. Placing this type of video on corporate accounts can be risky, since a higher level of content preparation is expected from companies.


Since this is a budget option and you do not plan large investments, you can consider a selective engagement of the following specialists:

  • a scriptwriter will help create a proper text;
  • a cameraman with a professional camera can cost several hundred dollars, but the quality of the video will be much higher;
  • an editor — if you do not want to edit the video yourself 🙂

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