Content Marketing

How to successfully use Video in your Marketing Strategy

Maarten Verwaest
April 12, 2020

Video is rapidly becoming the most popular and effective form of brand communication. Although video can be a powerful marketing instrument, it is important to understand how to leverage this medium to its fullest potential.

Having supported several content agencies for hundreds of companies over the past few years, we often see the same beginner’s mistake. This happens when a business invests in an explainer or a brand video and then promotes it across all marketing channels. While this method, to an extent, may help with brand awareness, a more systematic approach is essential to convert prospects into customers.

A complete video marketing strategy involves targeting your prospects with video across the buyer’s journey. This means connecting with them using different types of video and convince them step by step to purchase your product or service.

💡Related article: Why you should consider Video as the Foundation of your Marketing Strategy

Different types of Video serve specific Purposes

Brand Awareness

In the first stage of your buyer’s journey, you put your brand in front of prospects who have never heard of you before. A complete video marketing strategy will involve a video that’s tailor-made for the brand-awareness stage.

One famous example is this clip produced for Volvo Trucks, with close to 100 million views.

The goal of this video is to educate your customers and outline the reasons they need a product or service in the first place. The intent of this video is not to make a sale; rather, it’s to provide value to your prospects and leave an impression of your brand in their minds.


In this stage, we’re retargeting prospects who came across your brand in the previous stage and are now considering different solutions for their problem. A video for this stage of the sales funnel should explain why it’s the right choice for your prospects.

This style of video is generally called an explainer video. A good explainer should outline the problem your customer may be facing and then present your product or service as the right solution and explain its benefits — ideally in less than two minutes.


This stage includes prospects who are ready to make a decision. Most people, when purchasing a product or service, look for a vendor that has a solid reputation.

A great way to build trust with your potential customers is to share case studies and testimonials from your previous clients. Compared to written ones, video testimonials come across as more authentic. This type of content gives people the social proof they need during the decision-making process.

Here is a nice example of how Stuart differentiates on operational excellence.

Customer Satisfaction

The buyer’s journey doesn’t end once your prospect has made a purchase. Studies have shown that acquiring a new customer is 5 to 25 times more expensive compared to retaining one. Keeping this in mind, it makes sense to expend resources to keep existing customers happy. If you manage to do it right, your customers will turn into brand advocates.

Demo or tutorial videos are perfect for this stage of the buyer’s journey. The aim of these videos is to give customers a demonstration of how your product or service works and how they can get the best use out of their purchase. It avoids lengthy telephone calls and frustrating guesswork for your customers, keeping them satisfied after their purchase.