Congratulations! You’ve made a decision that is probably going to be one of the best ones you’ll ever make. You’ve decided to get yourself a video for your business.

Related: why are videos better than presentations?

Now comes another crucial hurdle. What should be your first video?
First things first!
You’ve got to work with what you’ve got. Think about what resources you can use and the ones you can’t afford to spare.

  1.    Talent – Do you have the kind of talent to actually produce a video yourself or do you have to outsource?
  2.    Money – How much can you afford to invest in a video? If you’re a startup you obviously cannot go all out with your expenses.
  3.    Time – Are you running short on time? Do you want the video for your product launch the next week?
  4.    Effort – Would you like to put in some sweat and learn the art of video making yourself?

Once you have answered the above questions your hurdle bar gets a little lower.
Next, we move on to your company’s sales funnel. Let’s discuss this in layman’s terms.

What is a sales funnel in marketing?
Every business has certain phases or steps that it wants its target audience to go through. The exact steps of the funnel might vary slightly from business to business, but the core stays the same.

It starts off with:

Phase 1: Attracting the target audience to visit your website

Phase 2: Converting said visitors to leads

Phase 3: Closing the leads by turning them into your customers

Phase 4: Retaining your customers and encouraging them to become promoters.

You need to analyze which step or steps need a video more desperately than the others. Based on where you’re facing the most difficulty in the funnel you choose your first video.
Here are 5 of the most popular videos to go with if it’s your first.

Explainer Videos

What is it?
An explainer video, as the name suggests, explains your business idea in an engaging way. The goal here is to grab the attention of the viewer and get them interested in your product.

What to keep in mind?

While making an explainer video you need to try and follow most or all of the following pointers.

  • Keep it short, keep it simple – You’re introducing yourselves to the world. Keep it simple and be straightforward. Overcomplicating your content might lead to a loss of interest among the viewers. A 30 or 60 second video ideally is long enough to put forth your business idea.
  • Quality – The quality of your video is one thing you should not compromise with. It’s an absolute MUST to get a high quality video as anything less will push your viewers towards your competitors.
  • Visuals – Including pleasing visuals will increase engagement levels. As our goal is to attract the viewers, investing in visuals for your video is a good bet.
  • Target audience – This goes for all videos and every business. Know who your target audience is and mold the video specifically for them.
  • Other stuff – Getting a professional to do a voice over or putting in music with your visuals increases the attractiveness of your video. So if you’re ready to splurge a little more…there’s no harm in getting these!

When to use it?
The ideal funnel phase for an explainer video is the Attraction phase.

Explainer videos are great to engage viewers and elevate brand awareness. This leads to targets turning into visitors. They are fun to watch while being educational and informative. That’s a deadly combination!

Related : Fishing out the perfect explainer video style for your business

Animated Videos

An animated video comprises of illustrative representations and custom designed animated characters, backgrounds and might also include graphs and stats.

What to keep in mind?

  • Paint a pretty picture – One of the main selling points of an animated video is clearly its visual appeal. It has to be pleasing to the eye.
  • Start awesome – The autoplay feature on many social media platforms start playing the video automatically when the viewer scrolls past it. So make sure you start strong.
  • Content – Make the content relatable. Try telling a story using animated characters facing real life problems. This will ensure engagement and make sure that the viewer continues to watch the video

When to use it?
Animated videos are best suited for the first two phases of the funnel, Attraction and Conversion phase.

Animated videos invoke emotions. People relate to the animated characters which brings back memories. They are comparatively cheaper than their fellow video styles and can be used for almost any product or business type.

Related : Top 5 animation styles to promote your business

Demo Video

What is it?
Demo stands for demonstration. Simply putting it, demo videos are demonstrations of how your product or service works.

What to keep in mind?

Some pointers for a demo video production are:

  • Try showing a user utilizing the product

More realistic = More trust

Trust generation is what will encourage your visitors to covert.

  • Use subtitles or text – Sometimes people watch videos on mute. We wouldn’t want them to miss out on what you’re saying. The smart solution to this is to go with subtitles.
  • Address the problem – Show the problem being faced and how your product solves it.
  • Try your hand at storytelling – Stories are always more easy to follow. As I’ve pointed above, you can paint the story to start off with a problem being faced by a person followed by your product assisting them in overcoming it.

When to use it?
Ideal funnel phase for a demo video is the Convert Phase.

Demo videos are mainly meant for visitors and leads who are interested in your product but need a little push to convert to actual customers. They’ll make your brand trustworthy and give you the needed edge over your competitors.

Customer case study/ Testimonial videos

What is it?
Customer case studies and testimonial videos have existing customers talking about their experiences with said product or service.

What to keep in mind?

  • Let the human be human – Let the speaker be natural on screen. Laughter, jokes, puns or any other emotion will only make your video look more human.
  • Attention to detail – Mention things like the speakers’ names (ask him first!), what they do and where they’re from. I know it sounds crazy but doing this actually makes them more real!
  • Focus on the right thing – Discuss more about the benefits. This is a testimonial video, not an explainer. So, give a rest to highlighting the product characteristics. Stick to how the speaker benefitted from your product.
  • The more the better – Shoot a lot of footage irrespective of your video length. Remember you can’t call the speaker to reshoot the video later.

When to use it?
Testimonial videos can be put to use in the Close stage of the funnel.

A person talking about his personal experience helps the viewers relate to him. Relating to someone generates trust. Also testimonial videos are somewhat like reviews in video form. And what do buyers do before purchasing a product? They look for reviews!

How-to Videos

What is it?
A how-to video is to instruct the viewer on how to use your products and services. Instructional videos are informative and have a step by step format, which the viewer can follow to solve their problems.

What to keep in mind?

  • Be a planner – Plan what you are going to shoot. Know your subject, video length and the things you’d like to talk about. Planning will ensure a smooth run while shooting the video.
  • Practice makes perfect! – Practice a couple of times before shooting the final video. This will help the speaker relax and sound more genuine on screen.
  • Summarize – Irrespective of how detailed your video is in the beginning, always summarize what you’ve covered in the end.
  • Editing – The post-production phase is just as important as the rest. Go through all the footage, cut through all the BS and show only what’s absolutely to the point.

When to use it?
How to videos work best when used in the last phase of the funnel, the Delight phase.

How-to videos display personality. When you need your customers to become your promoters, a how-to video is the golden key. People generally avoid getting on the phone and asking for instructions. A video that solves their problems will be loved by customers and is highly likely to be shared by them.

Decision Time

You can either go with in-house production or outsource by hiring a video making company. Pay special attention to your sales funnel guys, find out which phase is lacking the most and choose wisely.

Another key aspect in your video being a success is where you post it.

Good luck with your first video!