And we're back, as promised, with more types of highly effective types of video content that you should be using on your Drupal site and which work best at specific stages of your potential customer's journey. 


3. “About Us” Videos 

Or “culture captures” or “”culture videos”, whichever term prefer, this type of video content's role is not exclusively that of recruiting new people.

You'd be surprised of how many visitors, with no intention of getting themselves hired into your organization, are accessing your About page on you Drupal site right now! They want to know the team behind your website's front store, the team behind your products/services.

If, in the previous stage of your customers' journey you've managed to stir their curiosity and to win their trust, at this point it's vital that you... make them LIKE you. 

And you can easily do this via an About Us video. It's, by far, one of the most effective types of video content.

One that showcases your brand's values, the culture and personalities of your team. If they manage to make themselves “likeable”, you'll succeed to speeding up the whole process of turning a visitor into a future customer. Remember what we've talked about it the first part of this blog post: “People don't buy “just” products/services. People buy the shared values that come along with a particular brand's services/products!

In other words: make yourself LIKEABLE. And by “yourself”, we do mean both your brand and your team, as well!


4. Testimonial Videos (or “Case Studies”)

So, by now you've checked “trust” and “likeability” off your list. At this point in your customer's journey it's time to focus on conveying a sense of AUTHENTICITY, too!

You're at a one-step distance from turning your website visitor into a customer and this very last step should be tackled with great care!

It's the step where your potential customer looks for recommendations, for testimonials coming from real people, other than members of your team.

For “real stories” where your product/service plays a key part.

And even though your visitors might not personally know the “testifier”, he/she still remains a “real person” for them. This “detail”, combined with the video's capability, as a medium, to easily transmit human emotions, the impact that your product had on the speaker's life, make the surest “recipe” for building an aura of authenticity around your brand.

Here's a testimonial video example that we've hand picked for you:


 

Types of Video Content for The Decision-Making Stage of The Customer's Journey

This is the step of your website visitor's shopping experience where he/she has already identified what his problem/need is, has already selected the best solution for solving it and now's looking for the right “solutions provider”. 


1. Personalized Videos (or One-to-One Messages)

We are living in the age of hyper-personalization, no doubt about that! Of personalized content! Now if to this “huge wave” of creating perfectly tailored user experiences you add the one of video content, the result can't be but a highly effective tool for you to use on your Drupal website!

Your potential customer will feel cared about and he/she'll experience pretty much the same feeling that we all experience (if we still have the chance) when we go to our favorite barber's shop or hair salon and the barber/hair stylist knows our names, our preferences and dislikes to the slightest details. We don't have to repeat them each and every time to go there.

Not to mention that a personalized piece of content, once transposed into a video, will instantly get much more “impactful”, it will feel much more... real.


2. Demo/Instructional Videos 

It's time to “grow” those seeds of trust that you've (hopefully) started to plant, through multiple types of video content, from the very beginning of your customer's journey.

How? By using an instructional video!

It's the type of video content that not only that will emphasize your product's functionality, but will reassure them (your future customers) that you won't forget all about them once they've made their purchase.

That, whatever difficulties they may face when using your product/service, this instructional video, which is part of your whole reliable customer service strategy, will be at their full disposal.

In this respect, here's a demo video from IKEA “training” both the potential and the “already a” buyer how to assembly one of their products:          


3. FAQ Videos

Instead of filling in your FAQ page with a whole list of possible questions-answers pairs, how about trying “filmed answers”?

There's no “mystery” around this type of video content's effectiveness, if you come to think about it. Your future customers will get that powerful feeling that the answers have been tailored especially for them. That the person showing up in those quick videos is addressing them and them only.

And you can't underestimate the power of “personal touch” that FAQ videos get enriched with:

Here's an example of one FAQ video taken from an entire “collection” of filmed answers to customers' anticipated questions:


Types of Video Content For The Retention Stage of Your Customer's Journey 

In fact, it's just "one type" of video content that we've selected to talk to you about in this section: the "Thank You" video!

Congratulations! You've just succeeded to turn your potential customer into a... customer!

Now what?” you might ask yourself! Well, now you focus on crafting another type of video content. One that will turn your (now a ) customer into... a customer loyal to you brand!


Thank You Videos

This is the true role of a “thank you” video content! It's your chance to convey positive energy.

To express your gratitude to your customer for having trusted you, your products/services and to ensure that he/she will remain loyal to your brand.

You could also see this type of video content as a “reminder”: it reminds your customers why they chose your brand in the first place. Why they LIKED you.

Here's an example:


 

THE END! This is our list including types of video content to use on your Drupal site (as well as in your emails, on social media etc.) suitable for each stage of your potential customer's journey. 

Does your current content marketing strategy include any video content? Are there types that we haven't included in our two blog posts on this topic and which you've found to be of a tremendous help speeding up the whole process of turning website visitors into customers? 

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