The Power of Video
• By 2018, 84% of internet traffic will be video (Cisco)
• Over 70% of marketers claim that video drives more conversions than any other medium (Demand Metric)
• After watching a video, 64% of users are more likely to buy a product online (ComScore)
• Adding videos to your landing page can increase conversions by up to 86% (Eyeview)
Source: Hubspot
The Buyer’s Journeyis the active researchprocess a potentialbuyer goes throughleading up to a purchase.
Top
of the FunnelAwareness stage
The buyer is experiencinga problem and is seeking
greater understandingof the problem.
Sources: Vidyard & Hubspot
Top of the FunnelAwareness stage
o Little snackable tidbits of entertaining information.o Get them interested and wanting even more. o Focus on high-level overview, not too many details.o Keep it short and sweet, less than two minutes.
Best types of videos for this stageo Explainer, or animated info-graphic videoso How to videoso Company overview
Sources: RedMoxy, Vidyard & Hubspot
Top of the FunnelAwareness stage
Comr.se
Source: https://vimeo.com/80853584
Top of the FunnelAwareness stage
Sandwich Video – Navdy
Source: https://youtu.be/pKL4PJICS40
Top of the FunnelAwareness stage
Adobe Echosign
Source: https://www.youtube.com/watch?v=Rc-YzN6hNtI
Top of the FunnelAwareness stage
Target Store Pickup
Source: https://youtu.be/ZXCc9wa__e8
Middle
of the FunnelConsideration stage
The buyer isconsidering all
potential solutionsto solve their problem.
Sources: Vidyard & Hubspot
Middle of the FunnelConsideration stage
o Focus on your selling points: Why should your audience be interested in what you have to offer?
o Show how your selling points will help your viewers to solve a problem.
o You want viewers to become comfortable with your business’s identity.
Best types of videos for this stageo Testimonial videoso Demo videoso Case study videos Sources: RedMoxy, Vidyard & Hubspot
Middle of the FunnelConsideration stage
GREP: Bills Khakis
Source: https://vimeo.com/84957489
Middle of the FunnelConsideration stage
Mr. Steam Installation videos
Source: https://vimeo.com/mrsteam/generatoristeam-install
Middle of the FunnelConsideration stage
Airbnb: Prepare Your Place For Your Guest
Source: http://youtu.be/YQB46bLm2rQ
Middle of the FunnelConsideration stage
Lowe’s Vine How-To
Source: https://vine.co/v/O6AUBBWZFPd
Bottom of the Funnel
Decision stageThe buyer is
deciding on a specificsolution and vendor
to help solve theproblem.
Sources: Vidyard & Hubspot
Bottom of the FunnelDecision stage
o Provide more details to help the buyer make their decision.o Longer format is ok – might need these videos to be private.o Offer comparisons and show differentiators.
Best types of videos for this stageo Detailed product overviewo Facility tourso Demo videoso Comparison videos Sources: RedMoxy, Vidyard & Hubspot
Bottom of the FunnelDecision stage
2015 Mustang:Stories from the Creators
Source: https://vimeo.com/103775934
Bottom of the FunnelDecision stage
Red Wing Shoes: Summit Brewing Company
Source: https://youtu.be/EjDq5wRgoMA
Bottom of the FunnelDecision stage
Post Ranch Inn
Source: http://www.postranchinn.com/videos/#Videos of Post Ranch Inn > Video Vignettes
Beyond
the FunnelDelight stageThe customer
continues to engagewith your brand.
Sources: Vidyard & Hubspot
Beyond the FunnelDelight stage
o Help your customer help themselves.o Answer questions about products or solve problems.o Show how your company did something no one has done.o Show your compassion for your community and social
responsibility.Best types of videos for this stage
o Videos to show your company helps the communityo Company event videoso Behind the scenes videoso Videos to highlight key employees Sources: RedMoxy, Vidyard & Hubspot
Beyond the FunnelDelight stage
Rogers Family Company Story
Source: https://vimeo.com/84449381
Beyond the FunnelDelight stage
Precor Testimonial for Robo-Vent
Source: https://youtu.be/QkmXlwSFnbQ
Beyond the FunnelDelight stage
Starbucks: Creating Pathways to Opportunity
Source: http://www.starbucks.com/responsibility/community
Different Videos for Different Stages
Awareness Consideration Decision
Explainer
How To
Company Overview
Thought Leadership
Testimonial
Demonstration
Case Study
Detailed Product Overview
Facility Tours
Demonstration
ComparisonSources: Vidyard
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