The 5 Types of Online Videos for Business and How to Make Them Work

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Raleigh-based copywriting firm publishes special report on what types of online videos are most likely to meet marketing objectives at each stage of the customer life cycle.

More than 8 in 10 internet users in the U.S. now watch online video. How much? As of May 2012, the average viewer saw the equivalent of 12 feature-length films, according to new data from comScore Video Metrix.

Marketers are taking notice. “Video is no longer just an entertainment medium. It has also become a reference tool,” said Maggie Holley, owner and principal copywriter at Holley Writes, LLC, and author The 5 Types of Online Videos for Business and How to Make Them Work. “People are using videos to help them with decision-making.”

In 2010, Forbes Insights surveyed more than 300 C-level and senior executives at large U.S. companies and found that 75% of them watch work-related videos on business websites at least weekly, while more than half watch work-related videos on YouTube. Overall, 65% visited a vendor’s website after watching a video. More than half forwarded work-related videos to colleagues and received them just as often.

But viewers typically act on videos that speak to what they want at the moment, said Holley, so marketers should tailor clips to specific stages of the customer life cycle (CLC).

“You’ll have viewers who don’t even know they have a problem, viewers who know they have a problem but don’t know you offer a solution, and viewers who know you offer a solution but aren’t quite sure it’s right for them,” she said. “You’ll also have viewers who just want to know what the deal is and viewers who’ve already bought stuff from you before. If you don’t create the right video for whoever it is you’re trying to reach, you’ll have a harder time engaging.”

The 5 Types of Online Videos for Business and How to Make Them Work works as a guide by discussing the following types of videos, each of which targets a different marketing objective:

  •     Videos that attract prospects to a website
  •     Videos that encourage prospects to learn more about a company’s products
  •     Videos that convince prospects that a company’s product is right for them
  •     Videos that facilitate the sale
  •     Videos that turn customers into loyal fans

“If you’re planning to use online video in your marketing, you know there are numerous formats to choose from: demonstration videos, ‘talking head’ videos, presentation videos, the list goes on and on,” said Holley. “The good news is that there are really only five types. You can use almost any video format as long as you’re using the correct type.”

Marketers can download a free copy of The 5 Types of Online Videos for Business and How to Make Them Work at

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