3 Types of Videos for your Marketing “Delight Phase”

Part 3 of our “Types of Videos” Series

Are you someone who knows you need to incorporate video into your marketing strategy, but not sure how? We’ll make it easy for you. In this series of articles, we break down all the types of videos you can implement in your marketing efforts and where they belong in your process.

Rather than follow the traditional marketing funnel, we’ve broken it down into the three phases of HubSpot’s flywheel model – the attract phase, the engage phase, and the delight phase.

Unlike the traditional funnel, which assumes that everyone’s path to becoming a customer is linear, the flywheel model accounts for the different ways customers learn about a brand and make purchasing decisions in the modern digital age. The flywheel model also uses your happy customers for momentum, instead of dropping them out at the bottom of the funnel.

In our last two articles, we discussed four types of videos that belong in the Attract Phase and five types of videos that belong in the Engage Phase. In this final piece, we look at how to keep customers happy in the Delight Phase…

Delight Phase

The delight phase can make all your efforts pay off. You’ve won over your customer, now make them so happy with you that they’re eager to come back for more and recommend you to everyone they know. In this phase, you want to nurture your relationships and keep everyone satisfied.

Onboarding Video

What it is:

When a lead finally becomes a customer, get them off on the right foot with an onboarding video! Think of this video as a grand tour, with some helpful tips and a welcome message rolled together. You can also use onboarding videos to welcome new employees.

Where it lives:

  • Within your product/service (ex: a private page on your website that gets shared via email)

Video length and size:

  • 2-10 minutes
  • 16:9 (landscape)

How long it takes to make:

This will take quite a bit of time to make sure you’re communicating all the right details.

How to measure its success:

Engagement rates – you want new customers to watch until the end!

Sample:

Thank You Video

What it is:

A thank you video shows your customers how much they mean to you and your business. This type of video can also be used to drum up repeat business by making them feel valued and enhancing the relationship.

Where it lives:

  • Within your product/service (ex: a private page on your website that gets shared via email)

Video length and size:

  • 30 seconds – 2 minutes
  • 16:9 (landscape)

How long it takes to make:

This type of video should be easy to put together! Just focus on crafting an authentic message and speak from the heart.

How to measure its success:

This one can be tough to measure, but you may want to take a look at how many returning customers you get.

Sample:

Update Videos

What it is:

If you have any updates about your product or company that impact your customers, let them know with a video. They’re more likely to view a video than to read an email (and videos are more memorable, too!)

Where it lives:

  • Within your product/service (ex: a private page on your website that gets shared via email)

Video length and size:

  • 1-2 minutes

How long it takes to make:

If you’re providing some simple updates, this video should be quick and easy! With tools out there like Loom, you can make a video in the matter of seconds.

How to measure its success:

Take a look at how many views you’re getting and if people are watching until the end. If they aren’t, the updates might not be relevant enough to them or your video is too long!

Sample: