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In the age of scrollable timelines and short attention spans, there’s one medium that consistently stops the scroll: video. The pull of video marketing has the power to not only grab attention but also foster engagement, build trust, and drive sales. But in the sea of content, how do you determine which video strategy will give you the best bang for your buck? And more importantly, how can you jump on this trend if you don’t have a Hollywood-sized budget?
If you’ve found yourself saying:
- “Which types of videos should we focus on filming first?” or
- “Do my videos need to be high production quality to be effective?”
Then you’re in the right place.
This article is for marketing professionals and business owners who recognise the potential of video but may feel unsure about how to get started.
You’ll learn about the types of videos that generate the most revenue, highlight must-have videos for your strategy, and provide actionable insights for those without a dedicated production team.
The 7 Biggest Revenue Generating Videos:
In the vast landscape of video content, not all videos are created equal.
Some are designed for brand awareness, others for engagement, and a select few have the innate ability to drive revenue.
Here are the seven types of videos that, based on extensive research and real-world case studies, consistently prove to be the most lucrative for brands:
- 80% Videos
- Employee Bio Videos
- Product/Service Videos
- Landing Page Videos
- Cost Videos
- Customer Journey Videos
- “Claims We Make” Videos
You can check out this article which gives you a comprehensive explanation of each video type and provides examples, but for now, here’s a quick summary for those new to this concept.
Quick Summary of the 7 Best Video Types
1. 80% Videos: Every salesperson knows those frequently asked questions that make up 80% of their conversations with potential clients. Instead of repeating the answers, why not have a video that addresses these head-on? An 80% video anticipates and answers these critical questions, ensuring your prospects are well-informed even before the first meeting. This strategy not only saves time but also significantly shortens the sales cycle.
Here’s an example of an 80% video recorded at RedPandas:
2. Employee Bio Videos: Building trust is pivotal in the world of marketing. And what better way to foster trust than to let your audience know the faces behind your brand? Employee bio videos give a human touch to your brand, showcasing team members, their roles, and their passion. These videos not only build trust but also drive engagement, as viewers love to see the people behind a brand.
Here’s an example of an employee bio video:
3. Product/Service Videos: In an age where attention spans are shrinking, it’s vital to convey the value proposition of your product or service swiftly and compellingly. A well-crafted product or service video does just that. These videos effectively communicate what you offer and why it’s worth the investment.
Here’s an example of an effective product/service video:
What is HubSpot Onboarding? Process & Inclusions
4. Landing Page Videos: Ever wondered why some landing pages have impressive conversion rates? The secret might be a video. Placing a video on your landing page that addresses potential concerns and highlights benefits can alleviate user anxieties and increase the chances of them taking the desired action.
On our ‘They Ask, You Answer’ Coaching page, we use a landing page video to help address customer questions. You can see this below.
What is RedPandas Coaching? Is it right for you?
5. Cost Videos: Transparency in pricing is essential in today’s digital age. Prospective customers want to know how much a product or service will cost before making a decision. Cost videos clearly and honestly explain your pricing, building trust and setting the stage for a smoother sales process.
Here’s an example of a cost video:
The Cost of a Website Re-design (Low to High)
6. Customer Journey Videos: Instead of the usual testimonial format, why not showcase a customer’s entire journey? From initial challenges to the benefits of your solution, a customer journey video offers a comprehensive look at how your brand delivers value. This not only acts as a compelling testimonial but also strengthens relationships with existing customers.
Here’s an example of a customer journey video from our friends at HubSpot:
Endless Entertainment: HubSpot Customer Success Story
7. “Claims We Make” Videos: Every brand makes claims. But how many back them up? By dedicating videos to validate your claims with real-world evidence, you stand out from the noise and establish credibility.
Here’s an example of a claims video:
The Next Story of Naadam: The Democratization of Cashmere
With these seven types of videos at the heart of your strategy, you’re not just creating videos that look pretty – you’re focusing on maximising revenue.
Now, while these videos are all effective, there’s a lot of work involved. So, if you had to prioritise just two video types to get started, which would be the best two to focus resources on?
Two Videos to Include in Your Strategy Right Now
The two videos to get started with right aware are 80% Videos and Cost Videos. But why is this?
Why ‘80% Videos’?
Every sales rep knows the drill – a set of recurring questions that are asked in almost every sales meeting.
These questions form the bulk of the conversation and can sometimes take up precious time that could be better spent on actually selling. This is where 80% Videos come into play.
By creating videos that answer these frequently asked questions, sales reps can send them out to potential customers before meetings.
The result? An informed prospect who has fewer queries and more clarity. This dramatically shortens the sales cycle and improves the closing rate, making 80% videos arguably the most valuable weapon in a sales rep’s arsenal.
It’s not just about saving time; it’s about enhancing the quality of interactions and ensuring they’re more result driven.
As a marketing professional or business owner, the best thing you can do (from a video making perspective) is to prioritise these videos to help your sales reps close more deals and drive revenue.
Why Cost Videos?
It’s a common grievance among consumers: they visit a website, become interested in a product or service, but can’t find any information about its cost.
This omission can lead to frustration and might even make potential customers doubt the brand’s transparency.
This is where Cost Videos come into play.
By producing videos that clearly and comprehensively explain your pricing, you’re doing more than just sharing numbers; you’re building trust. You’re showing your customers that you have nothing to hide and that you respect their need to make informed decisions.
On top of that, by being transparent about costs, you ensure that the leads you attract are genuinely interested and have a higher likelihood of conversion. Your Cost Video becomes a way to qualify your buyer.
In a world where consumers value transparency more than ever, Cost Videos can set you apart from competitors who remain guarded about their pricing. That’s why incorporating these video formats into your strategy not only ensures you’re addressing modern consumers’ primary concerns but also positions your brand as forward-thinking and customer-centric.
So how do you get started with these two types of videos?
Getting Started with 80% Videos
For 80% videos, the best way to get started is to set up a meeting with your sales reps and ask them about their most recent deals.
What questions were they being asked by prospects? Why questions do they find popping up more often than not? This should give you a good list of video ideas to produce – essentially each question acts a video idea, wherein an expert in your team answers that question in the video.
If you really want to take your video list to the next level. conducting a Content Brainstorm Session with your sales team is a more comprehensive way to do this.
Getting Started with Cost Videos
When it comes to Cost Videos, I have personally found the best way to do this is to actually write a blog article explaining your cost inside and out before writing a video script.
Once the blog article has been written, then you can transform that into a video script and shoot your video.
But how do you go about writing the blog article?
When you write a cost article, you want to make sure you cover:
- Your cost for each service (or at least a range)
- The factors that influence the cost
By covering at least these two things, you’re being transparent around your cost and prospects will appreciate this.
Here’s some examples of cost articles for reference:
- RedPandas Pricing Page
- The Cost of a They Ask, You Answer Coaching Program
- HubSpot Pricing 2022 Package Comparison
Now, what if you don’t have a production team or don’t have the resources to outsource video production?
Do My Videos Need to be High Production to See Results?
It’s easy to assume that without hefty budgets or skilled professionals, producing quality video content is out of reach. However, that couldn’t be further from the truth.
You don’t need high production to see results. Period.
Here’s some tips on how you can still create impactful videos that generate revenue without breaking the bank:
1. Utilise User Generate Content
Encourage your customers to create videos showcasing their experiences with your product or service.
These authentic testimonials can sometimes be even more persuasive than polished advertisements.
Platforms like Instagram and TikTok have normalized UGC, making it a viable strategy for brands of all sizes.
UGC can be a good alternative for Customer Journey and “claims we make” videos.
2. Explore Affordable Software Tools
Loom and Vidyard, for instance, are tools that allow you to easily record and share videos, especially the ‘80% Videos’ I mentioned earlier. These tools might not produce Hollywood-level content, but they’re more than sufficient for informative, engaging video content.
Simply get someone in front of the webcam (preferably standing) and let them answer one of the 80% questions. Within minutes you have a video that sales reps can start using right away.
3. Smartphone Filming
Don’t underestimate the power of a smartphone in 2023.
Today’s smartphones come equipped with impressive cameras. With the right lighting and a steady hand (or a tripod), you can shoot high-quality videos right from your phone.
Invest in a good microphone for better audio, and you’re all set. Here’s a list of microphones that you might find useful.
4. DIY Animation Tools
Platforms like Vyond, Animaker and Offeo allow users with no animation experience to create engaging animated videos.
While it might take a bit of time to master, the end results are often worth the effort, especially for explainer or cost videos.
5. Collaborations
Reach out to budding videographers or film students in your community. They’re often looking for projects to build their portfolios and might collaborate at a reduced cost or even for free.
6. Keep It Simple
Remember, the message is often more important than the medium.
A simple, straightforward video that conveys your message authentically can be more effective than a high-budget production that misses the mark.
Long story short, not having a dedicated production team shouldn’t deter you from leveraging the power of video marketing.
The digital age has democratised video production, ensuring that with some ingenuity and resourcefulness, any brand can create video content that resonates with its audience.
So, what’s next?
It’s undeniable: video is here to stay as a dominant force in marketing. And while it may seem like a daunting endeavor, the opportunities it presents are profound.
Whether you’re diving into the vast potential of ‘80% Videos’ to streamline sales conversations, or recognising the power of ‘Cost Videos’ to build trust with potential customers, you’re making strides towards a more engaged, informed, and loyal audience.
And as we’ve explored, producing these videos doesn’t necessarily require a Hollywood budget. What truly matters is understanding your audience’s needs and being transparent in your messaging.
Remember, in today’s fast-paced digital world, it’s not just about who shouts the loudest but about who speaks directly to the heart of their audience. It’s about who can build trust with their audience.
So, as you embark or continue on your video marketing journey, take solace in the fact that it’s not just about the resources you have but the creativity, authenticity, and value you bring to the table.
With the right strategy in place, you’re well on your way to harnessing the unmatched power of video content and propelling your business to new heights.
Check out our article on whether you should use a video on your home page.
