As the way we consume content continues to evolve, video content is becoming a bigger and bigger part of how we interact with brands online.
Social media platforms like Instagram and TikTok make the shift to video even more apparent long-term, even for the B2B space.
As a content marketer or small business owner, video is one of the most significant demand generation content types that you can use to drive interest in your products and services with your target audience. So how can you use video content to bolster your marketing strategy?
In this article, we'll cover the basics of demand generation and content marketing and how you can use testimonial videos, explainer videos, webinars, and other formats to drive sales and growth for your biz.
Demand generation is a marketing campaign or activity that can create interest or "demand" for your product or service. You then need to convert that interest into sales and new customers. For B2B businesses, generating high-quality leads is often a key goal of demand generation.
Demand generation can come in many forms, from social media to a video marketing strategy but it's a crucial part of any robust marketing strategy. Demand generation can include traditional marketing campaigns, like running ads, hosting events, or even email.
Content marketing is essential for driving sales and growth. If the content is designed to create awareness and attract potential customers, it can be considered demand generation.
This could include social proof such as testimonials and customer stories, or educational content like tutorials. Whatever content you create, to be effective in generating demand, you should map it to your buyer’s journey.
You can also drive consumer demand through other digital marketing techniques like social media, influencer marketing, or SEO (search engine optimization). Use sales enablement content such as video across your marketing funnel to ensure you get the best return on your investment.
A demand-generation video strategy is a powerful marketing tool to help you reach your target audience and new customers. Including different types of video content in your marketing strategy, from product videos to FAQs, can be incredibly effective for a few reasons.
It's highly engaging on social media platforms. In a world where we're seeking new ways to connect with customers, we must give prospects different ways to consume content instead of only blog posts or white papers. It's easy to grab viewers' attention with a social media video, and it's easy to digest.
Video content is also incredibly shareable. It has the potential to reach a much wider audience than you expected, helping build brand awareness. The versatile format makes it easy to repurpose across different channels or create video ads. You can share video content on a blog or across all social media channels. Video content marketing has excellent SEO value too.
Video lets you tell a story and connect with your viewers more personally. That human touch, which could be thought leadership or personalized videos, can go a long way in converting leads into customers.
While video content is essential for demand generation and driving conversions, it can feel challenging to create compared to other content types. It's an entirely different form of media, and not everyone is familiar with it. So how can you plan a video project and create a video marketing strategy for demand generation?
Here are five demand-generation video ideas for businesses to help improve the buyer journey and increase interest in your brand and products.
1. Case Studies
What is a case study video?
Case studies are a form of video content that showcases your company's successes. They highlight how you helped a customer solve a specific problem or achieve a particular goal—SaaS companies such as Monday.com use case studies to demonstrate the value of their services.
Case studies and customer testimonials are effective ways for brands to build trust with prospects by showcasing real-world examples of how their products or services can make a difference. The format can also foster trust since your testimonial video comes from a real customer. Using case studies can also help to create a sense of authority and credibility, as potential customers can see that the brand has experience helping others achieve their goals.
While you can present case studies in various formats, like PDFs or presentations – video makes the content relatable and engaging. It brings a human touch to an otherwise ordinary piece of content.
How to make a video case study
Case videos typically feature an interview with a customer. They may also include customer stories and footage of the customer using your product or service. It's essential to start by selecting a project and customer that has had a good experience with your brand.
A video case study should highlight the project from start to finish. It should also touch on your skills and expertise as a business and what you can offer to potential customers.
2. Explainer Videos
What is an explainer video?
An explainer or product demo video introduces your company, product, or service. These videos, like a tutorial or how-to videos, explain what the product or service does and how it works. The purpose of an explainer video is to quickly capture the viewer's attention and provide information in an engaging and easy-to-understand way.
These types of videos are often short and animated. They should feature actual footage of the product to provide a good overview of what customers can expect. Explainer videos often include voice-over narration and visual elements such as graphics, images, and sometimes live footage. Businesses often feature them on key pages on their websites, such as product landing pages, as well as on YouTube, social media, and in email campaigns.
Slack's Work, Simplified video is a great animated explainer that outlines how Slack can improve the working day and what it replaces.
How to make an explainer video
Explainer videos should be unique to your product or service – so there's no one-size-fits-all solution. However, some best practices can make your video more compelling.
Your video should capture the customer's attention immediately. It's typical to say that you must draw someone in with a hook within three seconds. Otherwise, they're likely to lose interest.
There are also a few questions your explainer video should answer for the viewer:
What is your product or service?
How does it work?
How can it help the customer solve a problem they're experiencing?
You generally want to keep your video to a couple of minutes in length. It should also be as simple as possible while providing all the necessary details to improve conversions.
3. Shoppable Video
What is a shoppable video?
Ecommerce isn't limited to digital storefronts anymore. A shoppable video is a video that allows viewers to purchase the products featured in the video directly from the video itself. Shoppable videos have grown in popularity with the rise of social media marketing.
Typically, you would host shoppable videos on platforms like YouTube, Instagram, or TikTok. They feature product links that users can click to visit an online store or shop within an app. Shoppable videos are becoming increasingly popular with brands and retailers to drive sales.
Ecommerce videos offer a great way to sell to customers directly while browsing their favorite social platform. They also provide a unique and interactive shopping experience for viewers. Viewers can look closely at the products by shopping now from the video.
Shoppable videos can also show potential customers how they might use a product in their daily lives, making it easier for them to see its value and how it fits into their lifestyle. It's no surprise that IKEA is ahead of the curve in the shoppable video, including this interactive content that highlights the best sleep solutions.
How to make a shoppable video
You can create a shoppable video in various ways; the type of content also depends on the specific platform. For example, on Instagram, a lifestyle shoppable video might perform better. Meanwhile, Youtube is an excellent platform for review-style shoppable videos.
Regardless of shoppable content style, ensure you're using high-quality video and that your products are well-lit. It's often also helpful to highlight the unique features that make your product stand out. Finally, tell potential customers how and where they can purchase your product!
4. Gated Video/Webinars
What is a webinar or gated video?
'Gated' refers to any content that sits behind a wall. Brands often use gated content to generate leads, as customers are willing to provide contact information in exchange for the content. The contact information is then used to nurture the customer or for sales outreach.
Popular gated content forms include guides, ebooks, educational videos, and webinars. Webinars are educational videos that can be live videos or pre-recorded content that provide viewers with valuable information.
Later does this well with its free marketing training courses that sit behind an email capture form. Users are encouraged to provide their contact details, industry, and social media following to target them with the most relevant email content and products.
How to create a webinar?
Webinars are relatively easy to create, but you will require a webcam. The best webinars provide education and information that isn't easily accessible to the viewer. It should also be on a topic related to your product or service and area of expertise. A significant area of focus can be pain points for the customer.
Providing value is particularly important if you're planning on gating your webinar or video. It's a delicate balance; if you don't give enough unique and exciting content with your "free" offering, you risk offending potential customers or starting the relationship on the wrong foot.
5. Serial Video
What are serial videos?
Serial videos are a collection of several brand videos focused on a particular topic. You can release them over time in a serialized manner or all at once, Netflix-style.
While a video content series can be a standalone product, you can also use it as part of a more significant sales or content marketing strategy. For example, you could release a video content series on sales training to generate leads or customers.
There are several reasons why video content series work incredibly well for demand generation, especially when it comes to engaging potential customers. Short, bite-sized informational videos are easy to consume and easy to share!
They also encourage customers to follow or come back so they can learn more at a future time – creating loyalty and building a relationship.
A great example of a video series for demand generation is TikTok's series on how businesses can get started on the platform. The information is delivered in bite-sized chunks over many videos to keep viewers coming back for more and encourage interest in the brand.
How to create a video series?
Creating a video series requires putting together several videos in a sequence. Start by choosing a topic relevant to your niche and answer common questions from your partners. From there, break down the issues into short videos you can post over time.
Video templates can also help create a consistent look across videos in your series with elements such as titles, lower thirds, and logo stings.
Finally, include CTAs (call to action) that remind users to come back and view other content in the series!
Video content is a powerful way to generate demand for your products or services. Video production requires a bit more investment when compared to traditional written content, but investing in a video marketing strategy can skyrocket your demand generation efforts.
By trying different types of video content and experimenting with what works best for your audience, you'll be able to produce content that can engage and motivate potential customers.
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