3 Types of Videos You Can Create For Your Business That AREN’T The “About Us” Video

For the past month, I’ve been leveraging Wistia’s Google Chrome plug-in (Soapbox) to create video tutorials that I can easily send out to our sales team and clients to teach them how to perform a certain task within their CRM system. While written or verbal instructions alone may not fully answer a question, be misunderstood or just plain ignored, video tutorials combine verbal and audio cues in an engaging setting, offering step-by-step instructions users can pause and rewatch so they get it right on the first try. The need for follow-up meetings to explain my instructions have dropped drastically, and I’m now free to complete other revenue-producing activities at work.

What I'm trying to say is, videos have been a great tool for me because I am creating them with a purpose. But, are they for everyone and every website? Should video play a role in your business?

The answer: It depends.

Creating videos for your website just to have videos on your website is NOT a strategy (h/t to Phil Nottingham). Video itself is just a vessel or media type. It’s the content delivered by that video that drives success. Does your current process provide an opportunity to leverage what video can do?

"Raiding a marketer's toolbox won't create more business for you, because you’re not solving your underlying problem: You have a terrible marketing strategy for generating new business." - Me, six months ago

To that end, I’ve created the following videos as a way to help jumpstart some ideas where a video could be used to help you achieve a particular goal. As you watch these videos, think about each stage of the sales/marketing funnel:

  • Attract
  • Convert
  • Close
  • Delight

And then consider the purpose of these types of videos (Awareness, Consideration, Decision, & Retention) and think of where you could create a similar video to help get your message to prospects in a more engaging manner.

1) The “About Us” video (Brand Awareness)

If you are trying to create something that will help bring more exposure to your business, an "About Us" video is a great way to do so. 

The "About Us" video for DMI touches upon all of the services an insurance agent/financial advisor can leverage by working with us. While this video isn’t designed to finalize a decision for those who are on the fence about working with us, it does let viewers know who we are and what we do.


What is the purpose of this video?
To increase brand awareness

How will we measure success?
The amount of views the video gets.

The goal for a video like this is for the viewer to learn more about your business, but in a much broader sense. You aren’t speaking directly to a specific problem that your viewer has but are trying to get people to remember your name. Because the goal is to increase brand awareness, we don’t want to measure the success of this video by the amount of viewers who filled out the form at the end of the video. Our measure of success is going to be the view count.

2) Educational Content Videos (Attracting prospects in the Consideration Stage)

If you are looking for a way to attract prospects to your site, creating relevant problem solving content with key phrases and words that your determined prospect type is already searching the internet for is key. Let’s pretend I’m a life insurance agent who is looking to increase the number of prospects in my database (I want to have 40 new leads in my database by the end of the month).  My ideal customers are between 25-35 years old, newly married and starting a family. I don’t know much about these prospects until they volunteer more personal information, but one of many highly searched topics for this group is why and when to think about life insurance. With this information known, I decide to create this video:


 ::yeah yeah, I need to brush up on my acting skills, but I’m not a real insurance agent, this is where YOU would shine!::

What is the purpose of this video?
To increase the number of leads in my database by the end of the month

How will we measure success?
The number of people who fill out the turnstile (form submission) to keep watching the video.

Since the purpose of this video is to increase the number prospects in my database, we aren’t going to measure success by how many people watched the video all the way to the end, but instead will measure success by the number of people who filled out the the name and email form that pops up and pauses the video after tip #1. While a form may cause a number of people to not view the video all the way to end, asking people to fill out the form helps us reach our goal.

Wistia has learned from over 250,000+ client accounts that videos with forms in them convert at 16%. That means for every 100 video plays, the video generates 16 new leads. Then, they took a closer look and noticed that videos with a form within the first 20% of the video received a 43% conversion rate!

3) Why You Should Work With Us Videos (Converting leads in the decision stage)

If you’re properly segmenting your database, you can create videos that will make the viewer think you are speaking directly to them by tailoring your content to their specific demographic, location, life stage and/or needs. This time I’m an insurance agent who has done my buyer persona research. I know that I have the highest success in winning business from people in my database who are planning to retire within five years and have a primary financial goal of maximizing retirement income. I then create a video similar to the broad problem solving content video from the consideration stage, but with a more specific topic tailored to this target audience. Here is an example of what that might look like:


“But Adam, what if there are multiple types of people that I do business with?”

Well, you could create a video for each type of persona. Let’s say I also work with people who are over ten years away from retirement who are looking for ways to grow their current assets. If those people are in my database, THIS video goes out:


What is the purpose of this video?
To elicit consultations/appointments (in-person meetings)

How will we measure success?
You guessed it - the number of meetings booked from this video.

These videos aren’t going out to the majority of your database, and these videos aren’t all sent out simultaneously. While these videos will have a much lower view count than the videos previously mentioned, they will have a higher conversion rate because the viewers are at a point in their journey where they are ready to choose who they are going to work with for their insurance needs.

4) The “Retention" Video (Delighting Your Customers & Creating Advocates For Your Business)

Let’s leverage your hard work and new client database with videos aimed to delight your customers. Even after your prospects become clients, you’ll want to maintain your relationship by keeping them up-to-date with what’s going on with your business or share something that would be of interest to them. Does this mean every piece of content from you should be a video or that every customer gets a video every time you make one? Most likely not, but there may be opportunities where you can strategically use video to help elicit an action. For example, this quick video invites current customers, who have previously indicated they are interested in estate planning, to come into the office for a complimentary estate planning consultation. As an added bonus for me, it also prompts viewers to refer a friend who will also receive a complimentary consultation. This little extra offer allows me to use current clients as advocates for my business, leveraging customers as promoters to gain new leads and refuel my funnel. 


What is the purpose of this video?
To encourage current clients to refer your offer to friends and family

How will we measure success?
The number of referrals you receive from current clients

Let's revisit why we created this article, should video play a role in your business?

Jenn Mudarri, Content Marketing Manager at Wistia (who wrote a similar article that heavily influenced this piece), sums it up perfectly:

"Clearly, video has the power to improve the customer journey and make your marketing even more effective. There's no reason to fear video or think that you don't have the time or budget to make it happen. If you start with the examples above, you can fully integrate video into {your} funnel in no time at all. Plus, keeping the buyer's journey top of mind can help shape the content you set about creating."

So, if you have SMART goals in place and a good process, you could quickly get started and see results without major financial or time commitments. Videos in examples 2-4 of this article were recorded in less than two hours using the pro version of Soapbox and my computer's built-in camera and microphone. Start using Wistia's Soapbox for free today.

Where in your sales process do you think a video would help you the most? What are some hurdles you have today that might prevent you from leveraging what video can help you accomplish? Let us know in the comments section below, and I'll see what I can do to help!

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Adam Blye - DMI Senior Strategic Marketing Manager

Graduating Framingham State College with a B.A. In Communications, Adam quickly discovered his passion for helping small businesses develop a process/strategy to grow and stand out from their competition. With over 10 years of experience in working with an array of industries to help businesses with their marketing and promotions needs, Adam’s ability to explain the value of strategic marketing lead to an invitation to the Microsoft N.E.R.D. Center in Cambridge in 2012 to present on the importance of measuring marketing efforts. When not discussing strategic marketing plans, Adam enjoys going to music shows and spending time with his wife and family.

* This content is for licensed financial professional use only. This website is not intended for use by the general public.

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    DMI was founded in 1989 to provide financial advisors three dynamic elements for success: marketing services, sales consulting and business management.