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81% of buyers have been convinced to buy a service by watching a company’s video.
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95% of buyers have watched an explainer video to learn more about a product or service.
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65% of businesses who don’t currently use video, say they plan to start in 2018
Check out these reports from Aberdeen and Wyzowl for more staggering statistics.
Explainer Videos Are a Must For All Businesses
Top of the funnel videos should be short & informative and explainer videos are a good place to start if you are just getting started with video marketing as a content strategy. Our explainer video production services starts off with getting a better understanding of who your buyers are and what motivates them to use your product or service. An animated explainer video can be fun but perhaps not the right direction if you machine metal parts for aircraft manufacturers or fabricate stainless steel for Pharma companies. On the other hand, I think GE did a great with thisBusiness Explainer Video
Other Types of Short Lead Generation Videos
The vast majority of lead generation videos are less than 2 minutes and are designed to engage the viewer, provide good useful information and invite you to seek more information. Some of the other video types that fall into this category are:-
Content Trailers
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Business Culture Videos
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Promo Shorts
Middle Funnel Videos Provide More To Chew On
After your lead nurturing efforts do a little scrubbing and cleaning out the tire kickers, you end up with some more qualified prospects that have shown some serious interest. But even prospects at this stage of the sales process have short attention spans so we recommend keeping these mid funnel videos to under 7 minutes and not longer than 10 minutes. Some of the video types that fall into this category are:-
Webinar Shorts (Just the Highlights of a Recent Webinar)
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Helpful How-To Videos
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Case Studies
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Though Leadership videos.
Bottom of The Funnel Video
Later stages of the sales process require much more targeted content. By this time your sales team may have reached out to the prospect, asked a number of open ended questions and perhaps discovered your prospects pain points. Webinars and one-on-one tutorials have been staples that you should be using for late stage content. But timing may not be right, or your prospect may have bailed out of the webinar due to timing constraints. Some types of video we recommend for late stage content is:-
Customer testimonials
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Detailed product tours
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Video tutorials that lead to buying decisions
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Customized sales presentation videos
78% of the marketing professionals polled said video delivered great ROI
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