So you’ve made the decision to produce a video for your business, or you finally convinced your boss to make one. That’s great! But where do you start? And what type of video content is going to get you the most bang for your buck? This post will give you the tools you need to make smart decisions about your video priorities, and hopefully inspire you with a variety of examples of video content for business that cover a multitude of business goals and objectives.

video funnel

For starters, let’s talk about your customer’s purchase cycle. Oftentimes, it will look like the funnel on the right. Customers start out unaware of you and your company. Eventually, as they become aware of their problem and the solutions that exist, they start to consider the options for solving their problem. Finally they’ll make a decision, and once they’re a customer, it’s all about retention – keeping your customers happy and coming back for more.

At Demo Duck, we believe video for business requires a long-term strategy, and how you prioritize the video content you create should be driven by where you need to make the most progress. Is it making potential customers aware of your company? Is it explaining your product or service? Is it convincing a potential customer to choose you over the competition? Or is it about retaining the customers you do have?

Whatever your challenge, video can often provide the answer. So without further ado, here are 9 simple ways you can get started using video for your business.

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1. Commercial Video

Advertising content is a way of pushing your product or service out in to the world without over explaining exactly how it works. These videos should be as short as possible, have a wide appeal, and use a quick and focused theme. See the CertainTEED Smart Batt video example to the left.

When and how should you use them?
These videos are great for raising awareness about one specific product offering from your company. These can be broadcast commercials, YouTube pre-roll ads, and social media shares.

How much do they cost?
Depending on the style, typically starts between $15,000-30,000

How long do they take?
6-12 weeks

lowes educational video

2. Educational Content Videos

An educational short is a snack-sized, useful piece of content (2 minutes or less) leveraging your team and their in-house knowledge. See the Lowe’s Fridge Buying Guide video example to the right.

When and how should you use it?
Educational shorts should be used to attract new customers, or at the awareness stage of the funnel. They can be promoted as content marketing on your blog, FAQ page, social media channels, and more.

How much do they cost?
Starts at $10,000-15,000

How long do they take?
4-6 weeks

crazyegg

3. Animated Explainer Videos

With animation, you can do just about anything. It works well for tech companies and web services, and it’s a great way of demonstrating something abstract or conceptual, like a “cloud” service. Animation makes it easy to brand your video. By using similar colors, styles, and themes, your video can fit in seamlessly with your website and marketing materials. See the Crazy Egg animated explainer video example.

When and how should I use them?
These videos are typically used to help during the consideration phase of the purchasing funnel, and should be placed on your website’s homepage, and on YouTube or other searchable sites.

What do they cost?
Starts at $15,000-20,000

How long do they take?
8-12 weeks

urbansitter-live-action-explainer-video

4. Live Action Explainer Videos

Live action explainer videos are a good way to demonstrate a tangible product or service. Live Action is also a great tool for connecting with your audience, especially if you run a personal business, like a consulting firm, or a restaurant. The truth is, people like seeing other people. It gives them an emotional connection, which can be powerful and effective when telling your story. See the UrbanSitter live action explainer video example.

When and how should I use it?
These videos are typically used to help during the consideration phase of the purchasing funnel, and should be placed on your website’s homepage, and on YouTube or other searchable sites.

What do they cost?
Starts at $30,000

How long do they take?
8-12 weeks

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5. Branded Content

Branded content is often thought of as a blend of advertising and editorial. These videos should be under 60 seconds, target your core audience, and barely mention your company, product, or service. See the BCBS – Kids Got It Covered video example left of here.

When and how should you use them?
These videos are great for building awareness for your company. Consider using branding videos on social media, as their own YouTube channel, or on television.

How much do they cost?
Depending on the style, typically starts between $15,000-30,000

How long do they take?
6-12 weeks

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6. Company Story Videos

A company story is a great way to introduce your team, culture, and company philosophy in under 5 minutes. Founders, employees, and executives are used as in-house talent to talk about where you’ve been, and where you’re going. Check out the company story video for 8th Light.

When and how should you use them?
These videos should be used at the consideration phase of the purchasing funnel, as well as to create loyalty and a feeling of personal connection with existing clients. Try sending your story out in newsletters, and including it on the About Us section of your website.

How much do they cost?
Starts at $10,000-15,000

How long do they take?
4-8 weeks

surepayroll

7. Customer Story & Case Study Videos

A customer story, or testimonial video, uses real clients and customers to evangelize your product or service. A case study video might talk about a project you worked on for a client, the challenge you were up against, and the results it led to. See the customer story video for SurePayroll to the left.

When and how should you use them?
Customer story and case study videos should be used during the consideration and decision phases of the purchasing funnel. Send these videos out in newsletters, place them on Social Media and your blog, and include them in an About Us or Testimonial section of your website.

What do they cost?
Single testimonial (local): $5,000-7,500 Single testimonial (national): $7,500-12,000

How long do they take?
4-6 weeks

glint tutorial video production

8. Tutorial Videos

A software tutorial video for a web, desktop, and/or mobile application. These walk-throughs can be used for in-app support, to answer FAQs, and serve as pre-recorded sales demos. See the screencast demo video for Glint to the right.

When and how should you use them?
Consider sending out tutorial videos when you gain a new customer, or to existing customers when you launch a new feature or refresh your UI. You can also house them under your FAQ to cut down on Customer Service interactions.

How much do they cost?
Depending on complexity, a tutorial video typically starts at $10,000

How long do they take?
6-12 weeks

9. Retention Videos

In many industries, retaining customers can be just as hard as winning them in the first place. Video can often be a quick and easy way to connect with your existing customers on an on-going basis.

Start by looking internally at your daily customer interactions. Do you get a lot customer service calls? Hits to your FAQ page? Social media interaction? Video can be a great replacement for canned emails, or a way to quickly connect with people when your team is physically unavailable.

More Video Ideas for Business:

  • Investor pitch video
  • Social media video snippets
  • Video voicemails
  • Holiday video card
  • End of Year recap video
  • Recruiting videos
  • Training videos
  • Webinars
  • Event videos
  • Product review videos
  • Press release video
  • Product launch video
  • Company policy videos

Between the customer journey funnel and this list of video ideas for business, you should have a good jumping off point to start prioritizing and budgeting business video content into your next marketing plan. Of course, if you need help, we’d love to discuss your company how video may be able to help your business. Drop us a line and let’s chat!

Ready to talk?

Let's chat!
Laura Irons
Business Development