Video is a critical component of any Marketing Strategy. Simply stated: Video sells!

Video marketing is a proven way to grow your business and increase brand awareness by engaging with your customers. A corporate video is an asset – that can be used across your entire company to drive business value. Ultimately, the goal is to increase revenue and lower business costs by creating the right video that communicates something meaningful.

Videos allow prospects to see your offering in action to understand how it can solve their problem. They can digest the information more efficiently than text alone.

The right video, deployed at the right time and to the right audience, can transform your business by increasing the ROI of your marketing efforts, from email open rates to purchases to ultimately growing your business!

While your prospects and customers move through your marketing funnel, they are simultaneously moving through a “funnel” called the Buyer’s Journey. Creating video content throughout the Buyer’s Journey is essential to foster lead generation and customer buy-in. There are three stages to the Buyer’s Journey: Awareness, Consideration and Decision. These stages correspond with the first three stages of your marketing funnel:

Buyer's Journey

Depending on your business goals, you can tailor your videos to help maximize your ROI during each stage of the Buyer’s Journey. But what types of videos should you use to convert leads into customers, and when?

Stage 1: Attract - Awareness

The awareness (attract) stage is the first stage of the Buyer’s Journey. During this stage, your buyer identifies their problem and researches solutions. Right now, your main goal is to give a great first impression and deliver the answers they’re seeking. Consider creating TV and Online Commercials and How-To/Educational videos during this stage.

Stage 2: Convert - Consideration

During the consideration (convert) stage, your buyer is aware of their problem and is actively looking for a solution. They’ve shown interest in your business but may not yet be ready to commit. Your job is to show them exactly why your product or service is what they need. Consider creating Explainer, FAQ and Demonstration videos during this stage.

Stage 3: Close - Decision

The decision (close) stage of the Buyer’s Journey is the final stage and must be decided upon carefully. Consider creating Case Studies and Testimonial videos to help your qualified leads feel more confident in their investments.

Stage 4: Delight

Once you’ve acquired a customer, it’s important to continue serving them content to retain them and foster repeat business. Examples during this stage include Thank You and Upsell videos.

There are many ways to get your message out to your audience. Remember, videos SHOW – rather than tell potential customers your unique selling points.

The Complete Guide to Video Production for Business Marketing

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Are you ready to start creating professional video marketing content that attracts, converts and delights your audience? We’ve developed a complete guide to video production that walks you through the entire process, from creating a winning video marketing strategy to producing engaging video content to analyzing the results!