The Most Effective B2B Video Types for Every Stage of the Funnel


July 6, 2018

Astute entrepreneurs know that the present video advertising and marketing panorama is fragmenting. Where you used to have the ability to make use of a single video or group of movies for all funnel levels, that’s not going to chop it anymore. Your consumers need curated content material, catered for the actual questions and considerations they’re occupied with at the time. That’s quite a bit of strain—but it surely’s additionally an enormous alternative for entrepreneurs on the leading edge. In this text, we’ll spotlight eight varieties of B2B video and the place to make use of them in your funnel to make sure that your prospects get the absolute best shopping for expertise out of your model.

You can even try the accompanying webinar beneath.

Fast Forward - Nov 2017 - Jeremy Pryor

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Funnel Stage: Attract

The appeal to funnel stage is all about constructing model consciousness. You don’t want to fret about sealing the cope with your future prospects simply but—you simply wish to allow them to know that you just’re on the market. There are two key varieties of B2B video you’ll be able to leverage throughout this funnel stage to make sure that you attain the best potential viewers for your product.

Demand Generator

You’ve positively seen this type of video earlier than. It’s the model video with a enjoyable twist. Think Taylor Swift working on a treadmill to promote Apple Music.

The goal of a requirement generator video is first of all to entertain—after which educate. You wish to pique curiosity in your model and depart individuals wanting to seek out out extra.

Tips for creating your individual:

  • Create a coordinated digital deployment marketing campaign round your video to assist it attain the best viewers potential
  • Create mini teasers you’ll be able to put up to every platform to get individuals

Social Cyclone

Like the demand generator, the social cyclone’s fundamental goal is to construct model consciousness. However, the social cyclone must be hyper-targeted to the platform you intend on sharing it to with a view to get the finest outcomes. Your movies must be tailor-made to the platform each in phrases of technical attributes and the platform’s viewers—which means making your movies sq. on Facebook and sharing academic video content material on LinkedIn moderately than, say, Twitter.

For a terrific instance of content material that’s well-suited to its platform and viewers, I extremely advocate trying out Gary Vaynerchuk’s academic movies on LinkedIn.

Tips for creating your individual:

  • Post natively when potential—social platforms give preferential remedy to native content material
  • Target your content material as narrowly as potential to make sure the finest viewers for your movies

Funnel Stage: Capture

Now that you just’ve piqued your viewers’s curiosity, you wish to get them intrigued by your product or resolution. Sure you’re in a position to make them giggle, however is your pitch compelling sufficient to get them serious about exploring whether or not your resolution is correct for them? The movies we’re going to speak about subsequent will assist you to do exactly that.

Premium Explainer

In essence, an explainer video is a video that gives an summary of an issue and the way your product offers an answer. The video itself will be animated or reside motion—what makes it “premium” is that it sample interrupts in a roundabout way. Given that explainer movies are so widespread, if prospects really feel like they’ve seen your video earlier than, they’ll click on away. Make certain to make yours distinct, like this “What’s the Epiphany?” video on Ephipheo’s homepage. 

Tips for creating your individual:

  • Make your buyer the hero of the story—your product is simply the instrument that will get them there
  • Include related calls-to-action (CTAs) to push your viewer to the subsequent stage in the funnel

Thought Leader Series

Your whitepapers and thought management content material are superior, informative assets. But let’s face it, they’re not precisely the most participating content material on the web. To repair this, why not create an informative video collection? Make use of your in-house specialists or interview exterior thought leaders to create digestible clips of key assets, analysis, or finest practices—like we did in our Modern Marketing Point of View collection. Check out this episode that includes Matt Heinz!

Alternatively, create teaser movies for your current PDF guides and assets. These will assist enhance the perceived worth of your content material and encourage prospects to obtain—particularly in case your assets are gated.

Tips for creating your individual:

  • Created a devoted video useful resource hub in your web site so prospects can simply entry your video content material in a single place

Funnel Stage: Nurture

At this level your viewers find out about you and what you do—now you wish to educate them about your options. These subsequent video varieties will permit your viewers to study your product in better depth and immediate them to take motion. 

One-Thing Webinar

Imagine you would funnel all of your prospects to a single webinar that they’d be assured to look at. What wouldn’t it be about?

Whether this webinar already exists or is but to be created, that is your “one-thing” webinar—the most necessary webinar in your content material arsenal. Ideally, this webinar ought to present a framework for understanding the issues confronted by individuals working in your trade. You can present new perception, recommendation, or finest practices—however save mentioning your individual resolution to the finish. Focus on displaying your prospects that you just perceive their perspective and by the finish of the webinar they’ll be clamouring to know extra about the way you remedy the issues they cope with on daily basis. For an instance of a terrific one-thing webinar, try the webinar Jeremy Pryor gave eventually 12 months’s Fast Forward.

Tips for creating your individual:

  • Update and optimize your one-thing webinar each 6 months – 1 12 months
  • Build a webinar-specific gross sales funnel by channelling extra assets into the promotion of this one webinar—utilizing social media, advertisements, and so forth.

Product Walkthrough

Product walkthrough movies provide you with the probability to take your viewers on a guided tour of your product or resolution. At this stage in the funnel, it’s okay to speak extra about your organization and resolution. Your viewers have made it this far, so clearly you’ve piqued their curiosity!

Tips for creating your individual:

  • Create an interactive expertise for your viewers—both on the touchdown web page or in the video itself—to allow them to select to seek out out extra about the services or products they’re most serious about
  • You’ll be updating these product walkthroughs comparatively often (each 6 months – 12 months, or nevertheless often you deem mandatory), so don’t sink your total funds into a brilliant high-quality manufacturing—as a substitute, select a degree of manufacturing that’s sustainable for you to replace frequently

Funnel Stage: Convert

Your viewers are intrigued, they know what your organization and product(s) are about—now all that’s left is to assist them make up their minds. These subsequent video varieties will assist immediate your viewers to take the leap and make a shopping for resolution.

Tipping-Point Testimonial

B2B consumers need reassurance: they wish to hear from their friends that your resolution works in addition to you declare it does. While common video testimonials can even serve this goal, for best affect, mix your high testimonial movies right into a single, excessive affect “tipping-point” testimonial.  

Tips for creating your individual:

  • Think fastidiously about the story you need your tipping-point testimonial to inform; a method of structuring this type of video is to first introduce the drawback confronted by every buyer after which develop an id for every persona giving their testimonial

Personalized Email

Did you assume that video was solely advertising and marketing’s area? Think once more! Sales can get in on the video enjoyable by sending 1:1 private video messages. This form of personalised outreach cannot solely assist set up a relationship along with your viewer but in addition present custom-tailored insights primarily based on their firm and function. Best of all, they’re launched to a pleasant face they’ll go to for any questions or subsequent steps.

Tips for creating your individual

  • Put the phrase “video” in the topic line
  • You might not have the ability to embed a video proper into the e mail itself. If you run into this difficulty, merely insert the video thumbnail and guarantee it’s linked to a sharing web page with the video set to “autoplay”

Phew! This is quite a bit of data, so for now, take into consideration one funnel stage or video sort to deal with. Think about the largest hole at present in your funnel? Where may one of these video varieties have the most affect?

Alternatively, take into consideration the alternatives you’ve gotten. Maybe making an attempt one thing new in an space the place you’re already sturdy can be extra impactful than making an attempt to repair an issue or hole. Take a take a look at your video funnel and resolve which technique works finest for you.

Are you already utilizing some of these video varieties in your funnel? Excited to get began? Let us know in the feedback beneath!

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Carina Rampelt

Carina Rampelt

Carina was a former Vidyard advertising and marketing intern. When not creating superior content material she will be discovered studying, touring, or listening to the Hamilton soundtrack on repeat.



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