When you’re creating a video marketing strategy for a business, the end goal is sales right? So why not make every video about selling? When we consider that people make decisions based on emotion first, then that becomes clear. After all, selling can often feel like a slap in the face unless we build a relationship with our customer first.

So if our video strategy is not all about selling then what sorts of videos should a business have within an effective video marketing strategy. I’m going to simplify it into 3 main types of videos that every business should have.

Last time, I shared about the concept of Feel, Think, Do as it applies to humans and marketing. So in this article i’m going to take this idea a step further and make it tactical for you and talk about how that applies to the 3 main types of videos that you should be creating within an effective video marketing strategy. Remember that in a marketing strategy our goal is to connect on an emotional level first with our customers, after all great first impressions count. To do this we need to create a video strategy that gets our customers to buy in before we ask them to buy and it’s that buying in that is exactly what the goal of video 1 is all about.

Brand Story or Why Video

I call this video type a brand story or a why video and the goal of this video is to connect on an emotional level with your customers to help them understand that you get them, that they can resonate with you. If your ideal customer watches this video and doesn’t say to themselves this video is for me, then you’ve missed the mark entirely.

The second thing that this type of video should be doing is to take your ideal audience on some sort of a journey to help them understand from where they are now, how you can help them get to where they want to be. So it’s important to tap into the power of storytelling. This is the power of a storytelling approach to this type of video.

The third thing that this type of video needs to do is to communicate your brand or businesses’ why. Why? Because when people connect with the underlying reason why your business exists, why you do what you do then they’re connecting on an emotional level with your brand or business. This is so powerful that it simply can’t be ignored.

Helpful Content

The second type of video that your business needs moves to the middle of the funnel when your ideal audience is considering a purchase, whether they’ll buy something or not, this type of video needs to provide value to your audience. It needs to educate, inform, inspire, entertain. I call this type of video helpful content and the goal is to deepen the relationship with your ideal customer further before asking them to buy from you. Here you’ll be using video that allows you and your people to show up for your customer with the information that they need to position you and your people as experts and your products as the best fit for their needs. The power of video here is it allows people to connect emotionally with you and your people to build on that trust factor but also to communicate rational information that answers the questions that people actually have. The power of video here is it allows people to connect emotionally with you and your brand but also to provide rational information that your customers want prior to purchasing from you. Importantly these videos are not sales pitches you need to filter everything that you do in these videos through the question of “what’s in it for them?” your customer.

Sales Focused Content

After helpful content we move through to the third type of video within an effective marketing strategy and I call this video type Sales Focused Content, after all if our marketing doesn’t influence sales then you won’t have much of a business for long.

Sales focused videos need to do exactly that makes the sale. These videos should be all about overcoming the objections that your audience has to potentially buying from you. They have rational questions, concerns or they need rational information so these videos should help overcome those objections and move your ideal audience closer to making the decision to part with their cash and buy from you. The role of this video is to effectively do what a good salesperson would do face to face in a bricks and mortar store. If you play this video right and you use them in the right ways online, then the barriers to sale come breaking down and the conversions start rolling in.

So, 3 types of videos critical for any business to have as part of an effective marketing strategy storytelling video that connects on an emotional level, helpful content that provides rational information that people are looking for, and then sales focused videos that overcomes objections and gets people across the line.

So, what types of videos are you currently focusing on and which type do you need to do better?

You May Also Be Interested In:

Your Video Production Toolkit To Grow Your Business

This eBook outlines the framework I’ve learnt and have  implemented for hundred’s of our video agency clients  over the last 7 years… and I want to share it with you.

Your Video
Production Toolkit To Grow Your Business

This eBook outlines the framework I’ve learnt  and have implemented for hundred’s of our  video agency clients over the last 7 years…  and I want to share it with you.

This field is for validation purposes and should be left unchanged.

We will only send you awesome stuff!

Privacy Policy

Who we are

Our website address is: http://engagevideomarketing.com.
What personal data we collect and why we collect it
Comments

When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.

An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: https://automattic.com/privacy/. After approval of your comment, your profile picture is visible to the public in the context of your comment.

Media

If you upload images to the website, you should avoid uploading images with embedded location data (EXIF GPS) included. Visitors to the website can download and extract any location data from images on the website.

Contact forms
Cookies

If you leave a comment on our site you may opt-in to saving your name, email address and website in cookies. These are for your convenience so that you do not have to fill in your details again when you leave another comment. These cookies will last for one year.

If you have an account and you log in to this site, we will set a temporary cookie to determine if your browser accepts cookies. This cookie contains no personal data and is discarded when you close your browser.

When you log in, we will also set up several cookies to save your login information and your screen display choices. Login cookies last for two days, and screen options cookies last for a year. If you select “Remember Me”, your login will persist for two weeks. If you log out of your account, the login cookies will be removed.

If you edit or publish an article, an additional cookie will be saved in your browser. This cookie includes no personal data and simply indicates the post ID of the article you just edited. It expires after 1 day.

Embedded content from other websites

Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.

These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracing your interaction with the embedded content if you have an account and are logged in to that website.

Analytics
Who we share your data with
How long we retain your data

If you leave a comment, the comment and its metadata are retained indefinitely. This is so we can recognize and approve any follow-up comments automatically instead of holding them in a moderation queue.

For users that register on our website (if any), we also store the personal information they provide in their user profile. All users can see, edit, or delete their personal information at any time (except they cannot change their username). Website administrators can also see and edit that information.

What rights you have over your data

If you have an account on this site, or have left comments, you can request to receive an exported file of the personal data we hold about you, including any data you have provided to us. You can also request that we erase any personal data we hold about you. This does not include any data we are obliged to keep for administrative, legal, or security purposes.

Where we send your data

Visitor comments may be checked through an automated spam detection service.

Your contact information
For any concerns about your privacy or information please contact Ben Amos on ben@engagevideomarketing.com directly.