A 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on LinkedinA 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on TwitterA 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on FacebookA 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on PinterestA 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on RedditA 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on TumblrA 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on DiggA 2022 practical and comprehensive guide to the most suitable types of video for key moments in the buyer's journey Share this page on Email

Ideal Video Content for Nine Key Moments In The Buyer Journey

Tim Cumming and Helen Pain, updated 11 Jan 2022

In marketing, we don't like to admit that occasionally, we've no clue what to say. We may have loose ideas, messages, short fragments, sentences, straplines, or a clear sense of the big picture. Yet, we lack the weekly, monthly, or daily narratives that are required to communicate a simple message.

There's a very good reason for this: it is fabulously complex. Without some kind of map, or orientation to guide us through the maze of the different occasions customers might be searching, browsing, interrogating, or comparing, we haven't got a chance to nail down the exact format or message, or level of daring in terms of asking for the business.

Choose a supplier right for you

Hopefully, this guide will help to reveal a little more about these moments.

Suited man wearing boxing gloves


Google's search-orientated approach

Google likes to see moments as a three category system: Hero, Hub and Help moments.


This is for when a customer is prepared to be impressed, to sit back and absorb your positive sales messages at a light or high level. The videos you might use would be proposition, services or product explainers, tasters, or stories revealing features and benefits. Hero pieces are usually more glamorous, high budget and make a more showy statement.


Google argues that customers are willing to journey inwards, into your website or social media, to discover or learn. These are distinct from Hero because the customer is looking for something - the known, or unknown, information. These video types are interactive, explainers, testimonials, case studies, or videos about your specialisms, events or insights into markets, sectors, processes or other forms of narrowed down content.


These are about how to use the service or product you are selling and include demos, how-to films, tutorials, client or staff trainers. Google, being Google, looks beyond the classification of the content into how advertising can be sold around these types of content and the usefulness and volume of searches performed by users.

You might take all or this with a certain pinch of salt, or you might not. If you're a search-orientated company, i.e., if your customers tend to find you via search engines, this kind of model is more helpful for you. Videos that fit into these categories will be useful and match the kinds of journeys your customers go on in order to discover you.

Alternative approach

If your business is not a predominantly search-driven business, like most small and medium sized firms, the Hero/Hub/Help pieces will have some utility, but will fall short in a number of real world customer moments. A different approach which reflects nine different groups of moments, is less dependent on search and more likely to represent the varied ways the customers find you. These can include not just search, but social, blogging, email, and offline forms of communication such as networking, events, and snail mail.

The nine levels of interest are:

  • Attracting
  • Assuring
  • Explaining
  • Persuading
  • Prospecting
  • Nurturing
  • Convincing
  • Onboarding
  • Land and Expand

These moments typically reflect the various levels of interest, purpose or intention that your customer might bring to their search for a solution to their problem.

Whole red chilli

1 - Attraction videos

When you want to reach an audience for the first time - let's also say when your audience wants to discover you - there are two approaches: a longer, more dramatic piece, or shorter teasers that end with a cliffhanger or unfulfilled promise. The dramatic approach is more familiar as it is used everywhere: the hero video. Yet, it's such a general term.


This video has the job of making you look good, and solve the customer's problem at the same time by defining a range of solutions and remedies. The panache and style with which you present the problem/solution pair, or tell the story - either will do - is one half of the message. The confidence and completeness of your message is the other.

Less than two minutes in length, a hero piece will also feature your logo, prominently, and usually conclude with a 'visit our website' CTA.

Movie trailer

A movie trailer can help viewers understand your message and thoroughly enjoy the filmic style and humour with which you've chosen to present your proposition. The beautiful thing about movie trailers is they have a booming CTA in the real world: 'Coming this January', or 'in cinemas 28th of March'.

The structure of a trailer sets up the cliffhanger component that leads the viewer directly into the CTA. Wouldn't you like to look compelling, engaging, dramatic and desirable? Wink, wink.


The format is in the title. Let's say you're selling insurance to brokers. A video title such as 'insurance selling secrets' is likely to attract IFA attention and, providing the video delivers on revealing secrets, you'll have a strong attracting video which engages IFAs at the primary stage of their journey - a stage at which they didn't even know they had a problem. Your secrets video will also reveal solutions at the same time.

Listen Up

This is close to the Secrets format in that its straight talking and opinionated strength has a compulsion and education all of its own. You can reveal problems your clients might not know they had, and if you have the visual enjoyment and richness of a well-made film, you'll bring a great deal of useful content to your customers.

Social Snippet

It's more a description of a length or duration of a video than a format. At 15-25 seconds long, it promises a short but meaningful message by virtue of its length: who couldn't spare 15-25 seconds? Making it compelling and finishing with a cliffhanger (a powerful, unfulfilled point), and a punchy CTA will drive traffic back to your website, or to other important pages on your social stream or social media.

Do List

  • Filmic representation: Bring character and style to the way you tell your attraction video story, by taking any film genre and telling your story through the lens of that genre (be it a comedy, thriller, or noir). If you start with a genre, it will give you a tone, help you to see things visually, and plan out a powerful way to tell your story
  • Decide on length: Attraction videos have varying durations - make sure you check with your video agency which ones will be appropriate to relay your message.

2 - Assuring

Many of your website visitors will be looking for assurance: the customer you met at a breakfast briefing; the colleague of a prospective client who has heard of you but hasn't met you yet; a researcher, gatekeeper or influencer who has been forwarded some documentation you sent out last year...literally anyone who has a remote sense of your existence, but doesn't fully know who you are, will likely visit your website with an open mind and a desire to find out more about you and what you can offer.

Your assurance should set out what you do, provide a taste of the process, service or product, and should explain the benefits and principal features of that to a very broad audience, i.e., all possible stakeholders. It also speaks about the character and tone of the people who work in the firm.

The types of video that encompass these points include:

Exec Profile

These videos are a useful way of introducing the team. Approximately 45-60 seconds of screen time per team member (at board level and each senior customer-facing individual), these profiles highlight their background, beliefs, roles and responsibilities, and their day-to-day duties. These are best told as intimate, understated, talking heads; the ideal tone would be the one you use in a board meeting when asked to introduce yourself.


A 360 degree story of your firm, products or services, told in a way that is suitable to all stakeholders: customers, suppliers, local communities, media, competitors and regulators. Though putting the customer first is prime, it is an opportunity to show that you're thinking beyond them. The goal of this video is to demonstrate empathy for the audiences you serve, their needs and your ability to meet them. No showing off here.

About Us

This is a version of the 360 explainer with a focus on the firm and its people, their capabilities, ethos, and beliefs, with less emphasis on audiences and stakeholders. Many digital marketers will discourage this kind of video as it is deemed 'inward-looking', yet a video that explains who you are in this day and age still has great value to prospective customers who just want to know a little more about you.

Do List

  • Provide reassurance: This is less about impressing or surprising the customer with style or a range of ideas and thinking, and more about tone, experience, trading history, reliability, depth of skill and product range
  • Decide on subject: Assuring videos can target many stakeholders. Decide with your video agency who want to speak to and in what capacity from the list above.
Flock of speckled hens

3 - Explainers

This is the best known category of moment in the customer journey because most of us use the term on a regular basis. Explainer videos can and should cover explanations of process, specialisms, skills, markets or outcomes, and although most videos made in this class tend to favour the process approach, much is to be gained from exploring the other topics.

Let's say you're an investment firm with a specialism in infrastructure in the Middle East, and you have two opportunities to make explainer videos. You can: a) talk about your deep roots in the Middle East and to provide evidence for that, and b) explain your work in infrastructure and importance of infrastructure for the economic development of the Middle East. These topics - these difference approaches - are vital to a prospective customer seeking a partner to assist them with their next project. A candid revelation in both these areas might ring two important bells with that buyer.

Explainer videos should have a CTA that is useful to the customer and to yourself. Usually, a customer who now understands the sequence or process isn't quite ready to book a Zoom meeting, or to get in touch. They have a new, fresh understanding of the topic explained, but they need more reassurance about your capabilities and suitability for their needs.

The right kind of CTA is to encourage the viewer to a more persuasive, conclusive content - this might be a white paper, an explanation of the onboarding process, or it might simply be a link to a page on your team's strengths. The dark art of CTA, however, often goes awry. As marketers, in our rush to woo the client, we overlook the state that the customer is likely to be in at this moment: that they understand, but are not quite ready to pick up the phone.

Do List

Customer consideration: Where is your customer likely to be in this stage of the journey? Decide with your video agency on the appropriate CTA that encourages them to make the next step towards using your firm.


4 - Persuading

This is perhaps the most important moment in your client's journey towards you. They understand who you are, what you do, and why it might benefit them, but they aren't quite ready to cosy up.

In today's world, the digital process through which a buyer travels is very pinball. At this stage, they will return to different moments in their buying process, checking out your original attraction or assurance stories, rewatching or rereading material they've already absorbed, and searching for parallel material in different areas of your messaging. They may even look at competitors to compare you with.

As Gartner's Buyer Enablement Report shows, today's buyer is far more digital and less likely to seek sales advice or talk to a salesperson. They want to sift the evidence, to view and experience it all online, before they speak to a human being. This is the place, the moment, the turning point if you will, in that client's journey that you need to capitalise on. And, it is possibly the most underappreciated and important moment in the buying journey.

Because every company and industry is different, this moment in the buying process is perhaps the hardest to judge correctly: buyers are increasingly fickle, and markets and customer reputations vary so much. The playbook or rules are virtually impossible to write - this is where you need to write your own rules, and the easiest way to do that is by trial and error.

In our experience, there is no rule here: each company has its own ways and means, and each industry has a variety of messages, evidence and stories. Your job is to persuade the client to cross the line with you, to take that final step and get in touch. At this moment in the buyer journey, the greatest diversity of material and content is helpful.

You need to furnish them with a lot more information, almost to overwhelm them with evidence that you're the people they should be talking to. And you can choose from a variety of formats:

News/News Updates

All your viewers need news - and providing it using tried and tested ways provides them with convenience and economy and provides you with punch, relevance and currency. The aim is to say what happened and why it's being reported, in language that is easy to absorb. A presenter talks to the camera or to an unseen interviewer, quickly, clearly and simply.

A news update video helps you keep an audience engaged over a longer period of time. A companion piece to the news video, the update keeps you positioned as newsworthy - the aim is to air a spot story that is filmed as a companion piece to a running "trunk" story or series of updates on events. This kind of video has a brief, eventsy feel, presented to the camera or to the unseen interviewer.


An opinion video helps your viewers gain breadth in their understanding and helps you position as experts and balanced in your analysis. This kind of video brings depth and character to your Youtube/Vimeo channel, and provides investors with rapid reaction from analysts/major decision makers to a significant trade, political or financial breaking news story, or expected event.


This video lets your audience understand events in a new light and it helps you to reveal your thought leadership. This sort of film brings strategy and long-term thinking to your Youtube/Vimeo channel. The aim is to offer extra value to your audiences by challenging assumptions, bringing clarity where there is confusion or by casting doubt on comfortable orthodoxies.


A vlog video series helps your buyers gain insight into a broad range of events. The aim is to generate interest from prospective investors, investees and advisors - with Vlogs, you can explain your thoughts and beliefs on perennial or one-off topics, and in the form of news, insight, or thought leadership, to reveal more about your firm, and to engage buyers directly.


This narrative has a simple voice-over or piece to camera, walking through the diary with emphasis, bringing relevance and authority to your piece. The aim is to assemble trade, commercial, corporate, economic and political diaries from both their own sources and also bureau diaries into subject-matter diaries.


An analysis video helps your viewers to understand the significance of events and it helps you to reveal your grip and expertise, bringing heft and authority to your Youtube/Vimeo channel. The aim is to pursue an angle or line of argument, supported by facts/data/quotes from named authoritative sources. It's important here to acknowledge both sides of the argument.

Fact boxes

A factbox video helps your viewers understand events quickly and conveniently and it helps you to demonstrate your skill and insight. This sort of film brings punch to your Youtube/Vimeo channel. The aim is to share basic general news/background on people, countries and issues: we encourage a maximum of 5 key facts and/or a Q&A format.


This provides your viewers with sequencing clarity and it helps you to demonstrate your insight (timelines, processes and entire market changes can be unpacked in a narrative form). The aim is to explain the chronological order of events related to a major issue or story. Keeping entries to the essentials, we encourage no more than 10 key dates.

The long-form blog and video article

In the landscape of content marketing, this is where a question frequently asked by clients is answered in great detail by you. By listing out 100 most common questions and answering them in approximately 15,000 words, in video or text (ideally both), you will have invested time and energy in addressing the one thing you can guarantee to know: the relevance of your marketplace and buyer.

Make no mistake; this is a huge undertaking. But, even if you never get a single inquiry from these pieces, the act of walking across the landscape and pondering in depth about answering customer questions will produce huge strategic and tactical benefits for your current thinking on web, social and sales.

The stories you tell should reflect the kinds of conversions you know you've been successful with in the past, in getting people to cross that bridge and finally talk to you. The CTA here is all about your prospective customer connecting with you in person.

Do List

  • Meet with your team: Talk about the ways you've got the customer across the line just to have the conversation with you - the first Zoom, meeting or phone call. What effectively drove prospective clients across the bridge to get in touch? If you are keen to try the long form blog and video article angle, plan and write your 100 questions, and answer them in approximately 15,000 words
  • Recognise the digital buyer: Check with your video agency how best to capitalise on this important moment in the buying journey.

5 - Visual prospecting

Let's get one thing clear: prospecting is not spamming.

Prospecting is permitted by GDPR, and is a profoundly useful and absolutely vital activity for any company in the B2B sector. Your business cannot survive without prospecting - no business can - but most of the fear around it, of being seen or blacklisted as a spammer, has dented the willpower and creative capabilities of many UK and world-wide organisations.

GDPR permits your business to contact other businesses cold and direct, provided you can argue that it's in their financial or commercial interests to do so. To put it bluntly: what the hell are you doing contacting them if you're not offering them value?

On top of this, the search and email giants of the world (Google, Yahoo, Microsoft, etc.) are intent on blocking your attempts to reach people directly using mass marketing methods. This looks like an impediment for most of us, but this is simply untrue. It is your duty, your right and your purpose to reach out to prospective customers directly, on a one-to-one basis, with a message that brings opportunity and value to them and you - this is the basis of trade.

How can it be done?

If you're familiar with using large mailing systems like MailChimp or MailShake, you'll know that you can send mass mails, and these tools will help you to avoid language in your emails that trigger the mailing giants alerts to prevent mass mailing. While this is helpful, it doesn't solve all problems, especially the problem regarding your mass outreach.

The practical truth is, if you have a marketplace of thousands, you simply cannot write individual emails to each one. Some element of repetition and consistency will be necessary. Otherwise, your activity becomes unprofitable. Unproductive.

The same goes for LinkedIn and, to a lesser extent, Twitter, Facebook, Instagram, and other social media, where you might find businesses. Fortunately, LinkedIn will permit you to write a limited number of messages to people you don't know or haven't connected with. This is only a temporary path, and it has its constraints and conversion numbers, for example, a free account will let you have 100 messages per week, a paid account 200 per week, and a sales navigator account 300 per week through the messaging system inside LinkedIn.

Everywhere you go, you're going to encounter throttles, limits and caps, and your first duty as a marketer in prospecting is to recognise the importance of making every message you send count within those limits. One of the easiest ways of doing this is to increase the valuable content and the appeal of that content inside your message. We call this visual prospecting.

When you send a message, try to send something visual with it, or at least a link to something visual with it, whether that be a GIF, a cinegraph, or a video. Moving images add warmth, tone, and character to outreach messages. And for now, (because there's no telling what further constraints will be imposed by the giants that control messaging) these tend to have considerably higher response rates than simple text on their own.

And, just to get a bit dark for a moment (only a moment), it is in the interests of the giants to continue to throttle this line of communication because it's unpaid and is non monetizable for them. They would much rather you pursued inbound marketing because of their ability to earn from your activity. For now, direct outbound marketing is probably still the most effective and cost-effective method of reaching your target market.

How can prospecting be made visual?

Prospecting communication and messaging has its own set of guidelines and principles. Much has been written about this by many of the mass mailing companies on the internet including HubSpot, MailChimp, Alfred, and MailShake. These systems will all provide you with a means of reaching your customers cold.

What most of them lack (perhaps with the exception of Alfred) is the ability to identify and data research lists of email leads. Alfred will let you interrogate LinkedIn on an automated basis in order to build target lists, as will Sales Navigator. And, if you're reaching larger sized accounts, and taking a very one-to-one approach, you'll find Sales Navigator is probably the best tool for the job.

So, how can you make your prospecting more visual, more impactful, yet without overstepping the mark on what's acceptable for an opening connection? With email, it's simply about a short written message containing a link to, or an embedded GIF, cinegraph, or video. The latter will give you more opportunity for a compelling and storytelling approach to your proposition, and you can easily insert a thumbnail of the video inside the outbound email.

The same applies for messages in LinkedIn and direct messaging in Twitter where you have an opportunity to include visual material, whether that's a GIF, a cinegraph, or a video. And, generally speaking, the more informal and warm your copy that surrounds the visual material, the more effective the response rates will become. That's a general rule; it may not specifically apply in your precise circumstances. Some professional services and advisory firms often feel that a more formal tone is appropriate. Fear can drive a preference for formality, but it's understandable that many firms feel it's safer to adopt this approach.

What kind of video is most appropriate for prospecting?

There are two broad paths here. The first is towards a general opener; the kind of video content at the start of the article in the attracting moment. Ultimately, of course, your email is performing an 'attracting' function, so similar kinds of videos are appropriate (proposition films services explainers, tasters, and hero material, including teasers and snippets).

The second approach is to hone in on a particular topic, and produce content which either asserts thought-leadership or a strong opinion, and clear advice on that topic. This approach will probably give you a smaller response, but a higher desire level - the prospective customers whose bell you've just rung are more likely to be keen on a specific topic.

A good example of this could be in the wealth management field, to work towards the end of the tax year where prospective clients have been notified by their existing wealth management's partners of impending reports and analysis. The tax year itself may be front of mind amongst prospective buyers, and your wealth management proposition may be best expressed through the lens of a financial year, or taxation, or an annual review.

Do List

  • Visual content: When emailing, sending a GIF, a cinegraph, or a video inside it or via a visual link, adds warmth, tone, and character to outreach messages
  • Choice of video: discuss with your video agency whether a general opener or a topic-specific video will give you more ROI.
Shirts hanging on a rail

6 - Nurturing

This particular moment in the client's journey towards you is vague and varied, where a prospect is on your target list and is known to you, and you're known to them. Perhaps they've expressed an interest, filled in a form, downloaded something from your website, or watched a few of your videos. They've had a first Zoom call with you, which has stalled or gone nowhere. It's not a no, and it's not a yes.

This moment is actually unclear to your client; they may well be unaware that they're even on a path towards buying from you. And yet, you're patently aware of their possibility, and the opportunity that lies in front of you. You must keep them engaged, entertained, certainly notified, of your relevance to their world, intentions and problems.

You will need video content which brings all of that to them, in formats such as:

News Update

A news update video helps you keep an audience engaged over a longer period of time. A companion piece to the news video, the update keeps you positioned as newsworthy - the aim is to air a spot story that is filmed as a companion piece to a running "trunk" story or series of updates on events. This kind of video has a brief, eventsy feel, presented to the camera or to the unseen interviewer.

Case Studies

Case studies demonstrate your successes in an indisputable way. They reveal the challenges you faced and how you overcame them, revealing your team's strengths. This kind of video provides buyers with a summary of the success of the investment project for investors, the firm and the economy. It's great for proving your track record to future investors, investees and other stakeholders. It also feeds news to the media, ideally immediately before or just after divestment.

Progress Report

These videos help you really prove your achievements in the journey towards your proposition, whether it's a project or product, your company or a service. And they also allow you to set out your intentions truthfully in an engaging way. They're even stronger if you use them annually, (ideally on the anniversary of, say, an investment) to build a track record and provide buyers with a summary of progress this year and the outline for next year. It also delivers really transparent reporting to investors and proof of an open ethos.


As well as helping viewers look ahead, preview videos allow you to project a sense of far-sighted and informed awareness. Filmed ahead of set-piece events - events, visits, elections, divestments, earnings, launches, speeches etc., the aim is to increase demand by explaining the relevance to viewers.


This narrative has a simple voice-over or piece to camera, walking through the diary with emphasis, bringing relevance and authority to your piece. The aim is to assemble trade, commercial, corporate, economic and political diaries from both their own sources and also bureau diaries into subject-matter diaries.


This provides your viewers with sequencing clarity and it helps you to demonstrate your insight (timelines, processes and entire market changes can be unpacked in a narrative form). The aim is to explain the chronological order of events related to a major issue or story. Keeping entries to the essentials, we encourage no more than 10 key dates.

These updates can be on almost any topic: projects, markets, specialisms, capabilities, trends and turning points in client behaviour, or they can be on the industry in general (your customer's industry), with you in the driving seat providing rich and useful information or insight into those trends.

The most appropriate form of CTA in this moment is to explore the topic further in person. After all, when the nurturing comes to an end, you really want your client to move towards a personal connection with your sales team, and the development of a personal relationship.

Do List

Closeup of computer mouse

7 - Convincing

This all important last stage of your online content is about providing sufficient evidence and relevance to a prospective client for them to commit and close out a deal. It's unlikely the content alone will perform this function, however, it is about providing convincing content that removes the possibility of doing nothing, and doing something, with a competitor.

A sales convincer, for example, might seek to model the first year of an account with your firm and you might seek to split that into four or five parts, give them names, and walk the client through what those parts look like, feel like, and deliver in terms of outcomes. This is a brilliant way of visualising and explaining at the same time a future which the client may not yet have considered.

Of itself, it's not going to deliver a signed contract, but it may well be the convincing moment in the client's journey, where they finally cross over to make a committed decision to open an account. A named point of contact, such as 'call Terry for further details', is your CTA.

The right kind of tone to strike includes an element of starkness, candour, a modelled future, and a simulation of how the client is most likely to gain benefit from working with you. These pieces are often best told in an unadorned way with very simple video styling, predominantly talking heads. Examples include:


An implications video helps your viewers to understand the significance of events and it helps you to reveal your grip on a product, trend or issue. The aim is to use specific examples to illustrate a trend/issue in a broad framework. We will encourage you to talk in a way that allows the trade, commercial, technology, social, economic, corporate, or political implications to shine through.

CSR Videos

This tells your ethical and social story to all stakeholders, providing them with a flavour of your beliefs and ideals, your connection to the world beyond business and with a sense of responsibility and activism. It's ideal for shaping new kinds of awareness among target audiences. And it's pretty useful later on in the marketing funnel for buyers who might be seeking a little differentiator before they make a purchasing decision. By revealing your firm's life and aspirations beyond mere commerce, you're opening up a more personable, committed and likeable view of your firm and its people.


Testimonial videos prove your success in an indisputable way. They reveal the pains buyers faced and how your product or service overcame them to the obvious satisfaction of the buyer. This type of video brings proof to your Youtube/Vimeo channel and provides buyers with a believable account of the usefulness of your product or service. It's great for proving your track record to future buyers, intermediaries or other stakeholders.

Do List

  • Tone: Identify the appropriate tone and and the most candid feel that you can possibly create with your video company
  • Simulation: discuss and plan a scenario for your client with your video agency.
Graffiti on wall

8 - Onboarding

Ah, the lovely moment when the client is on board. The winning is done. The champagne has been popped, and the congratulations and backslapping are over. Yet, for the client, it's just beginning.

The client's elevated expectations, prior to signing the contract, now need to be met, and what better way to do it than a warm, welcoming, clear, onboarding video, which sets out the path of getting live, and reinforces the expectations that the client had prior to signing the contract.

The value of producing an onboarding video is in projecting your empathy towards the client's point of view - you have a major opportunity here to reassert your promises, which is another way of saying your brand and what you stand for. It's also a very useful reminder to client facing staff of what the company is intending to deliver.

The best CTAs in onboarding videos are personalised and will carry specific client names, and client service team names, to assist with a reassurance of the relationship, as opposed to a generic video that feels less personal.

Do List

  • Empathy for the client's POV: Instead of seeing assertions of your brand as an unnecessary constraint, view it as a liberating, truthful, and helpful statement of intention in your client's journey.
Single red ceiling lamp

9 - Land and Expand

This is a moment defined by you. It's the odd one out; the only moment which is called by your client services team, or your sales team. You create an opportunity to upsell or cross sell further services or products you believe are relevant to your existing client. Your client may well be aware of the services or products because they've seen them in social media or on your website, but this is the moment where you're drawing the attention of one specific client towards a particular product or service.

The character of land and expand videos is not dissimilar from explainer, persuader, or convincer videos in that you're selling almost afresh, explaining the benefits, features, processes, imagined outcomes and vision for your client, which are quite similar to the kinds of messaging that you projected in the earlier parts of your client journey when they were still a prospect.

The big difference here is that this company is now a client, and they already have a sense of who you are, and what you're like, so while your messaging can knowingly communicate the benefits and features in a very clear way, expander videos also have the job of reflecting the truth that the client has already experienced. An explainer video, for example, has the job of selling a single idea on its own, whereas an expander video needs to suggest clearly how the idea adds to, or extends, the client's existing experience.

Your job is to say 'why now' and what the relevance is to the moment they are presently in. As such, a customised one-to-one video is a better approach than a generic one. Video formats like these include:

Product Videos

When your buyers are ready to step past the awareness stage, into your proposition, the product video tells the story of its benefits and the buyer's pain and remedy. This is where their desire grows. Product videos also provide buyers with visual proof of a product or service, ideally in use (scale, function, appearance and user feel are all useful). Viewers really like familiar formats like before-and-after, pain-and-remedy, swift demos and even maintenance and repair stories.


A scenario video is designed to reveal optional outcomes to your viewers in a way that educates. It demonstrates strategic understanding and describes what correspondents think are the possible outcomes of a crisis or a current situation. Guidance should be given on the probability of each scenario.

Terminology, such as 'building on your...' or 'adding to your experience of...' are relevant in this moment. The CTA will always be about contacting your client account manager, or your regular point of contact.

Do List

  • Create sales opportunity through customised video: Video technologies are sufficiently sophisticated to easily produce a generic video with customised, overlaid text, or customised storytelling and footage through the use of piping or user-controlled content. You'll need a special player for this, so check with your video agency before making your decision.
Photo of the curve of a strawberry

Already got this covered?

If you already have business videos and they're not generating response, there's much above that will help you improve their performance. But what would be even better than your current business videos?

One-minute Improvers


has launched

Same company, same people (ok, a few more). And we've expanded our services.
Hence the trading name. So come on in… the water's lovely!