YouTube marketing can be a great way to reach new audiences, establish brand awareness, improve customer relationships, and result in both leads and sales. In order to get those outstanding results, however, you need to do more than just post a few fun videos that seem like they might be a good idea; you need a library of strong, strategic content.
If this sounds intimidating, don’t worry– it’s a lot easier than you think. You just need to have a solid foundation of some good YouTube video ideas to get started an understanding of how they’ll help you connect with users at all stages of the buyer’s journey. Remember that the more relevant the content is to the search intent and the user’s stage in the digital sales funnel, the more likely it will be to connect and drive results.
In this post, we’re going to help you get started with exactly that, discussing seven strategic YouTube video ideas for every stage of the digital sales funnel.
1. How to Choose a Vendor/Product/Service Provider
Imagine that you know that you’re going to be moving cross-country in a few months, and you’re trying to figure out what kind of moving company you should hire. You’re a high intent customer because you are actively looking for this service, and once you find a service you like, you’ll likely book. So you look for “how to choose a moving company” or “what qualities should I look for in a moving company for a cross-country move?”
You want to have content specifically geared to users who are actively in the high-intent research portion of their buying journey. If you don’t land these customers, someone else absolutely will. They’re looking for a solution, and you want that solution to be you.
Let’s look at a few examples that you might see across different industries:
- How to choose the right real estate agent
- What type of dog trainer should I choose?
- How to find a reliable holistic healthcare provider
These videos should all be informative and can be up to about five minutes depending on the specific topic. Make sure that these videos are always in a playlist for other similar-stage content designed to inform high-intent users about the benefits of hiring a business like yours, and include a CTA to check out your site to learn more.
2. Care-Focused Tutorials
Care-focused tutorials are great when you want to keep customers engaged after they’ve purchased, and to help high-intent audiences close to purchasing to feel confident that the product is right for them.
The purpose of care-focused tutorials is to show users to care for the product that they’ve purchased.
Here are a few great examples of subjects in different industries:
- How to clean your boxing gloves
- How to make your marble countertops last forever / what cleaners can I use on my marble countertops?
- How to help your organic plants thrive
These videos should be thorough but as concise as possible so that the user doesn’t feel overwhelmed, giving them all the steps they need to maintain, clean, or otherwise take care of the items they’ve purchased. Ideally, these videos should be three minutes or less. When possible, link to relevant blog posts or product pages sharing more information.
3. Get-The-Most-Out-of-It Tutorials
Tutorials are a YouTube staple. People love “how to” content, especially since there’s almost no better way to learn how to do something complex than to see it in action with their very own eyes.
Tutorials that are designed to show how to get the most out of a product or service are always a great choice. They can naturally demonstrate different use cases of your product while also showing the value of the product overall and increasing engagement from those who have already purchased. Keep in mind that more engagement often leads to increased retention overall.
Here are a few examples of how you could use this across different industries:
- How to improve team communication with Slack’s video call features
- Ten easy ways to use our exercise bands to build abs faster
- Five camping-friendly recipes you can make over open flame
For tutorials, you want to create short, actionable videos that take users step by step through a process. Ideally, this will range from two to four minutes depending on the topic, but the right subject can go well into twenty minutes.
For best results, we recommend breaking up the tutorial into distinct sections with video overlay or transition screens labeling the step number and what you’re about to discuss. You can also create series of tutorials (like the DB Method does) and organize them into different playlists.
4. The Top Tips You Need to Know
There’s a great deal of information that you have about your industry that may be common sense to you, but that feels like foreign or expert knowledge to your potential customers. They might not even know what they don’t know.
When I worked at a jewelry store, for example, many people came in wanting a one carat diamond ring, but were shocked at the price. They had no idea that they could get a .94 carat for significantly cheaper without sacrificing the look. This is something they didn’t even know to ask about, but we always garnered trust when we explained this.
Top tips videos that share practical information and useful insider knowledge are great. They can help capture users who are just barely entering the sales funnel and re-engage past customers alike, depending on the specific tips you’re sharing. These videos are particularly valuable for relationship nurturing and establishing thought leadership; you really get to prove what you know and prove that you’re generous in sharing it.
Here are a few examples of YouTube video ideas for this purpose:
- Five easy tips to make better cocktails
- Six tips to improve your content marketing fast
- Ten tips you to save money on your engagement ring
Keep these videos super brief; shoot for three minutes or less. Try to segment video with header slides, breaking it up and making it easy for people to find the information they want. This keeps the tips feeling more accessible and manageable.
5. Troubleshooting & Mistake-Avoidant Content
Mistakes are never fun, and getting stumped by a problem or error is even less so. Ask anyone who has ever tried to DIY anything on Pinterest (in my case, frosting a cake by myself on the first try): A lot of small mistakes can lead to big disasters. And since we’re all naturally extremely risk-averse, we’ll go out of our way to avoid losing something or ruining it ourselves.
For this reason, troubleshooting and mistake-preventative YouTube video ideas can perform exceptionally well. They’re naturally a little clickbait-y, but you’re also providing real, actionable information that your audience needs. They’re great for thought leadership and may help nurture relationships that can eventually drive sales and increase customer retention.
These are a few examples of what this might look like:
- Ten mistakes buyers make when purchasing their first home
- Five reasons your rice comes out mushy
- Six workout mistakes that could cause serious injury
These videos should be three minutes or less in most cases. You should list the mistake, why it’s a mistake, and how to rectify it.
If you were creating a video about mistakes homebuyers make, for example, the first mistake might include the following information:
- The mistake: Buying at the very max of their possible budget.
- The reason why: Because property taxes increase yearly, driving up escrow. If they can barely afford the price now, they might not be able to moving forward.
- What to do instead: Leave wiggle room for yourself. Buy lower than your absolute top “can afford” number. A financial advisor can help you determine this.
6. Q&A Sessions
You’re going to get a ton of questions from leads and customers alike, and you likely have a ton of answers! This is what makes you an industry expert.
Having short Q&A sessions that you record on video and share on YouTube is a smart choice. Not only can these videos answer customer questions quickly, but they’re also great to share on other platforms, too, including both Facebook and Instagram.
You can do Q&As with yourself or an industry influencer asking each other questions. You can also read questions that users have submitted in advance, reading the question and then answering it quickly. Having a transition screen that shows the question written out is often a good stylistic choice to keep the video moving.
Here are a few real-life examples:
These videos should almost always be no more than two and a half minutes; keep it short and sweet, and try to keep the questions relevant to each other. You can always create more videos later.
7. Customer Testimonials & Case Studies
Customer testimonials and case studies (which can be one in the same, in certain cases) shouldn’t make up your entire YouTube channel, but they can make up a playlist. Testimonials and case studies that demonstrate your success and customer satisfaction are insanely useful when leads are this close to purchasing. Seeing what’s possible and all that UGC can go a long way in getting them to call you. UGC, after all, is the most trusted form of marketing material, so it makes sense to leverage it on your own platform.
Here are a few great examples of what this looks like:
Customer testimonial videos should be five minutes or less. You can feature one customer at a time per video, or group multiple customers together. Case studies should feature only one customer at a time. Whenever possible use storytelling to really hammer home the impact that your business had, utilizing emotional and logical appeals whenever appropriate.
YouTube video marketing is incredibly accessible to businesses of all sizes, but accessible doesn’t mean “effortless.” You need to be strategic about the content you’re creating at every touchpoint, ensuring that it’s working for you. Otherwise, you could find yourself with an impressive YouTube library containing hundreds of videos, but none that are actually doing anything for you.
Use these flexible YouTube video ideas to create strong, well-defined playlists that actually help you connect with your target audience and drive real results. This is how you see a return on the time, effort, and financial investments you put into the videos, so this isn’t something that you want to overlook.
What do you think? What YouTube video ideas have driven the most traffic to your channel? Which have driven the most off-platform results? What videos are you most excited to create next? Share your thoughts, questions, and experience in the comments below!