Four Objectives of Video Marketing

by Benny Traub


1. Conversion Video

Used to convert existing prospects into paying customers. Typically several minutes in duration, since there is a need to communicate a volume of information. The video must accomplish the objectives of educating, building trust and establishing your value proposition, and this can easily take 2-3 minutes, or longer.


2. Lead Gen Video

Used to attract new prospects into your sales funnel. Most common strategy is to entice prospects to give you their contact information so you can follow-up with phone calls or automated email sequences. A duration of 60 seconds is usually sufficient.


3. Traffic Gen Video

Displayed on 3rd party websites (such as YouTube) as a way to attract qualified prospects to your website. Can be used to generate organic (free) or paid traffic. Like traditional TV commercials, a duration of 30 seconds is common for Traffic Gen Videos..


4. Hybrid Video

This isn’t really a fourth option, rather a combination. It is possible to achieve all three of the above objectives in the same video, but requires more planning. And rather than attempting to cover all objectives with a single video, it is a better strategy to produce a single video with all of the above objectives in mind, and then create copies of that video with alternate endings. Each copy has an ending to match the objective. A highly specific call-to-action at the end will always get you better results than a generic call to action.