There is no denying that video marketing is a must for businesses today. However, knowing what type of videos to produce in regards to the life cycle of your customers is of paramount importance if your video strategy is to be a successful one. Keeping that in mind, below we are going to take a look at videos that are effective for the middle stage of the funnel, i.e. when customers are considering your business. This is when your potential consumers have deciphered their need or problem, and they are looking for all of the solutions that are available to solve it. Therefore, the purpose of such videos is to engage, entertain, and help you stand out from the competition, which is exactly what the following do.

•    Testimonial or Case Study Videos – Firstly, we have testimonial and case study videos. Viewers will be more inclined to trust your product or service if they see that others, who were once in their position – looking for the best solution, are happy with what you provide. Case studies are especially beneficial for service-based businesses, as potential customers will be able to see how you have helped other people or companies with a similar issue to yours. They will see your work in action so to speak. You can also incorporate testimonials and case studies into other videos, such as the product or service type of video we are going to take a further look at below.

•    Product/Service Videos – It makes sense to introduce product or services video content at this point in the customer life cycle. After all, your customers are looking for the best product or service for them. Videos are a great way of showing your audience how your service/product works in practice. For those in the medical sector, healthcare virtual tours work well here. This is especially important if you sell products that are physical and rely on plenty of sensory feedback – food, for example. One of the best examples of this is a lip balm product video from Lush. This is featured on their website on the product page. It shows someone rubbing their finger into the lip balm, and then placing it on their lips. This is a simple video, yet it is very effective, as it gives the viewer the sensation of using the lip balm. You can imagine the lip balm on your fingers and lips. This is important to bear in mind when creating a product or service video. Will the user by able to get a sense of what it is like to use the product? If not, re-think. It is also a good idea to show a real person using the item in question, as this will illustrate how it works in reality.

•    Email Videos – Email videos are exceptionally beneficial at this stage, as they help you to nurture the leads you have. A lot of companies follow up on leads by sending boring, generic emails, which do nothing in terms of making an impact and encouraging people to choose your business. Videos, on the other hand, can help you to differentiate yourself from the competition and excite your target audience. In fact, research indicates that emails with videos to boost click-through rates by two to three times while open rates increase by roughly 20 per cent. This is why it is a good idea to incorporate videos into your email newsletters.

At the middle stage of the funnel, it is important to convince potential customers that you have the best product or service for their needs. The three types of videos mentioned above offer an effective way of achieving this.

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