“Aren’t all promotional videos the same?” Not really. Different types of promotional videos fulfill different roles.
Creating a promotional video is an affordable method to increase your visibility.
In this 3 part series, I want to discuss 9 different types of promotional videos and how they vary.
In Part 1 I cover the awareness stage of the sales funnel, and how you can use video to reach to customers when at the early stages when they recognize they have a problem.
Let’s look at examples of some types of promotional videos and where they belong in the sales funnel (or buyer’s journey) to have the most impact.
The Consideration Stage – Why You
In this stage, your audience has named and defined their problem, and are beginning to evaluate different solutions for their specific needs.
In this stage, your promotional video is focusing on conveying unique aspects about your product, often in comparison with competitor alternatives.
3. Product Videos, Virtual Tours, or Longer Explainer
Online, buyers can not experience products first hand, so they rely on video to showcase the product working in real world scenarios.
This is when it is important to incorporate your target audience personas so you can tailor different videos of the product working within their personalized scenarios.
Flashy animations are less relevant in this section because you’re no longer trying to attract or retain attention. Animations and graphics are focused on emphasizing areas on your product.
4. Educate and Remove Objections
People love to learn new things when it helps them solve an identified problem in their every day life. Instructional videos help address common objections about your product.
These can come in the form of guides, pros vs cons, or comparisons against your product and a competitor (or your product and a DIY solution).
5. Testimonials and Case Study Video
Again, since buyers can not experience products first hand, they eventually become interested in hearing what experiences others have had with your product.
Care should be taken in testimonial videos. Customers get suspicious when all you have are glowing 5 star reviews. As covered in one of our other blogs, your testimonial should refer to your high quality service, but discuss what unrealized accomplishment they achieved because of it.
Similar to before, customers want to see how the product can work in their own scenario or environment. So you should focus on testimonials in your targeted customer persona, who overcame specific common problems.
Closing Thoughts
In our fast paced society, finding any way to position yourself as the go-to brand or business in your field is a huge win and should be pursued vigorously. You already have a fantastic product, so let’s work together and start planning your next promotional video. Together we can reach a broad audience and show them how great you are.
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