The 4 Horsemen of Video Marketing You Need to Know
Chances are, you’re reading this while watching at least three videos at the same time.
Don’t worry, we won’t tell! Video marketing has exploded in recent years and become impossible to ignore (just like those cat videos in your recommended feed).
Whether it’s for awareness, engagement, education or that sweet, sweet conversion, video can play a pivotal role at each stage of the marketing funnel.
From Hero to Hub, Help to Hype (that’s what we call the action videos), properly produced video content guides prospects seamlessly from strangers to loyal customers.
The 4 Horsemen of Marketing Video
In this post, we’ll break down the most common video types, when to use them and even throw in a few cringe dad jokes, because let’s face it, this is some pretty dry stuff.
Stick with us though, and you’ll walk away with a simple framework to help make video marketing work for your business, not just make your eyes glaze over.
Alright, let’s dive in!
Sales Funnel Overview
The sales funnel, much like its name implies, is a tapering channel. Its widest at the top, where prospective customers first enter, becoming aware of your brand.
As the funnel narrows, some prospects drop off, while others continue down to the stage of interest. Videos serve as stepping stones within this river-like funnel, offering stability and direction.
At the funnel’s wide mouth, the awareness stage, Hero videos serve as friendly greeters, making a great first impression.
As prospects wade into the interest phase, Hub videos act as pebbles underfoot, creating a path of engaging content.
Nearing the decision point, Help videos serve as signposts, offering needed information and guidance.
Finally, at the funnel’s narrowest point, Action videos act as the final push, like a waterfall, causing prospects to plunge into the retention pool below.
With aptly placed videos at every twist and turn, a business can transform their sales funnel from a simple river to a well-planned voyage that smoothly carries prospects from the beginning to the end.
Video empowers small businesses to steer customers through the entire journey, overcoming hurdles and preventing detours along the way.
According to Wyzowl, 63% of businesses said video marketing gave them a good return on investment. For small businesses with limited resources, it’s imperative to understand the different types of marketing videos available and how to use them effectively.
Hero Videos
Like a knight in shining armour, Hero videos ride in to save the day for your brand.
These gallant videos are all about introducing your business to new audiences and spreading awareness. They are often very popular but short-lived. For example, paid ads because they are not actively being looked for by the audience.
It’s all about first impressions so being big, bold and emotionally driven connects with the hearts of a wide audience.
Hero videos are your chance to showcase your origin story. Think Clark Kent stepping into the phone booth and becoming Superman.
Through high-quality, story-driven videos, you can establish your brand identity like Bruce Wayne becoming Batman.
Nike’s ‘Dream Crazy’ advert was both controversial and brave. Featuring American Footballer Colin Kaepernick who risked his career when he dared to kneel during the national anthem to protest against race-based policing. It was a brave and inspiring advert and decision. A real hero advert.
Hero videos aim to generate maximum brand awareness and reach the widest audience possible.
Often big-budget productions, these cinematic, story-driven videos showcase your brand in an aspirational light.
The main types of Hero videos include:
- TV or Social Adverts
Highly produced spots designed to showcase your brand on TV or social media. Their goal is to be eye-catching and memorable.
- Brand Films
Stylish videos that encapsulate your brand’s mission, values, and culture. Allows you to tell your origin story.
- Product Launch Videos
Generate hype and excitement for a new product release or upcoming launch. Tease the offering to come.
- Viral Videos
Entertaining, shareable videos designed to be spread organically and gain impressions. Humour and surprise work well.
- Celebrity Endorsement Videos
Influential stars can lend their fame to promote your brand. Their seal of approval provides credibility.
- Seasonal Event Videos
Festive videos tied to annual events like Christmas or Halloween that showcase your brand’s festive spirit.
With great videos comes great responsibility. Wield your Hero videos wisely to tell your origin story, build your brand and attract new sidekicks, I mean, customers.
With an effective Hero video, your brand can become a superstar without the cape.
Up, up and away!
Hub Videos
Hub videos are your bread and butter, they help keep your relationship with your customers together.
These videos don’t directly promote your business, but nurture your bond with customers like a warm hug.
Examples include behind-the-scenes videos that give a sneak peek at your process, Q&A videos that answer common questions, and webinars that provide value to keep viewers engaged.
Hub videos are the casual dress-down Friday vibe of your video strategy – not flashy, but comfy and familiar. They strengthen your content ecosystem like a supportive best friend.
Hub videos turn your audience into enthusiastic cheerleaders for your brand.
They’ll wave pom poms and chant your name to purchase.
Spotify’s ‘A Day in Ghana with Kendrick Lamar’, is a great example of using branded documentary to promote a prominent star who at the time was turning 35 years old and about to release his latest album. There is no mention of Spotify in the 4 min film. A great way to provide value for your audience in a subtle way.
Types of Hub Videos
By providing value beyond products, Hub videos turn viewers into fans. They strengthen relationships vital for business success.
Hub videos nurture relationships between a brand and its audience by providing value without directly promoting products. Some types of effective Hub videos include:
- Influencer Marketing Videos Partnering with social media influencers allows brands to tap into an existing engaged audience. An influencer’s endorsement brings credibility.
- Branded Content
Entertainment and informational content associate the brand positively with quality material viewers want to watch.
- Video Press Releases
Dramatising company announcements makes them more engaging. “Breaking news…this just in!”
- Event Recap Videos
Letting virtual viewers experience an event expands their reach. “You won’t believe what happened next!”
- Company Culture Videos
Giving an authentic inside look shapes brand identity. “Meanwhile, behind the scenes at Super Brand…”
- Social Cause Videos
Highlighting social impact efforts enhances public perception. “Truth, justice and corporate social responsibility!”
By providing value beyond products, Hub videos turn viewers into fans. They strengthen relationships vital for business success.
Help Videos
Help videos are like a friend giving you a helping hand when you’re lost and confused in the self-help aisle of the bookstore of life.
Okay, maybe that’s a bit dramatic, but you get the idea, that they provide instructional or educational content aimed at prospects considering your product.
Help videos are that wise mentor character in the hero’s journey, guiding potential customers through the evaluation stage with their sage advice.
They are videos which people actively search for to find a solution to a problem. It is the problem we type into Google or ask AI in order to find the solution. If you can answer the question with a great video that is easy to consume then you have a winner.
They are always-on videos, available at any time of day, 365 days a year.
If you are a gardening brand then ‘how to garden’ videos will help build an audience. Finding out your customer’s pain points and solving them is a great way to build your brand and gain a loyal audience that will trust you.
Squarespace, ‘All You Need to Launch a…’ Series is a fun and creative example of a help video by the DIY website builder to show businesses how easy it is with the help of their services to create a business website. According to Google, learning content drives over a billion views a day on YouTube.
Action Videos
Tired of potential customers just endlessly browsing your site without converting?
Well buckle up, cause it’s time to hit them with the action videos!
These bad boys pack a persuasive punch that’ll knock your customers right into the purchase page.
Action videos are like your sales team’s MVP, designed to drive conversions by getting in prospects’ faces with a clear call-to-action. They grab eyeballs like a poster dunk and convert like a game-winning buzzer-beater. From testimonials to promos, action videos close the deal.
So if you want customers to stop messing around in the decision stage and finally make a move, it’s time to get actionable! Hit them with the product reviews, case studies, and all the feature and promo videos you got.
Your prospects won’t know what slammed ’em as action videos dunk your conversions into the win column. Now that’s what I call a marketing hat trick!
Action videos aim to drive conversions by including clear calls to action and focusing on driving the viewer towards a desired outcome.
There are two main types of action videos:
Testimonial Videos
Testimonial videos feature enthusiastic reviews and success stories directly from your satisfied customers. By showing real people happily describing their positive experiences, testimonials build credibility and provide powerful social proof of your product’s value.
PayPal’s ‘Money Pool Customer Story’ testimonial video is a great example of using a relatable and feel-good story about money pooling being used for a kind cause. This helps build trust in the brand and the new service offered.
Product Demo Videos
Product demo videos showcase your offer in action.
For example, a demo could feature someone using your product to highlight its key features and benefits. Placing a demo video next to the product page or in the shopping cart allows customers to see how the product works before completing their purchase, building trust.
This product review video by Headspace, is great at promoting the benefits of its meditation app using fun, quirky cartoon characters for a subject matter that is traditionally viewed as serious and boring.
They say a picture is worth a thousand words, but don’t let videos hear you say that. Like an overeager puppy seeking affection, videos are ready to prove their worth at every stage of the sales funnel.
In the awareness phase, Hero videos valiantly establish your brand identity. In the interest stage, Hub videos nurture leads more gently than a mother cat with her kittens. During the decision phase, Help videos educate confused buyers as dutifully as a school teacher.
And when it comes time for action, Action videos seal the deal faster than a door-to-door salesman with a 5 o’clock shadow.
So if you’re looking to make your marketing shinier than a new penny, it’s time to start rolling out the red carpet for video content.
With an integrated approach tailored to each stage of the buyer’s journey, video marketing lets small businesses make a big splash for a relatively modest investment.
The conclusion? Don’t let your marketing remain silent as the grave. Give video content a speaking role, and watch your brand become the star.
By providing value beyond products, Hub videos turn viewers into fans. They strengthen relationships vital for business success.
If you would like help with your video marketing strategy click here for a free consultation.
