Ultimate Video Marketing Guide 2019 pt. 3 – The Flywheel

Video marketing is increasingly popular 2019. Companies are seeing the value of having short and engaging videos to help promote products, increase brand awareness and build a personal connection with customers. 

Even in our home market of Washington DC, there is a tendency for companies to spend a lot of money on a few videos and then give up on the project. Or a business will find out a style of video works and then beat it to death, until everyone is bored of seeing the same regurgitated content.

Using videos throughout the flywheel is the best way to ensure that your video marketing strategy is adapting to changing circumstances, trends, customer behaviors and company goals.

What Is the Flywheel?

Companies have to stop looking at their marketing strategies as building up towards a single, game changing moment. So many businesses search for that killer innovation, miraculous moment or a bit of good fortune that delivers the result they were after.

But it is the wrong way to approach the process. It is better to think of it as though you are pushing a massive flywheel. Every turn is building on the momentum that you achieved previously, while your actions are adjusting to the circumstances around you.

Using Videos Throughout the Flywheel

Most businesses are in a position where they want to attract customers, convert their interest into a purchasing intent, close out the sale and then ensure the customer comes back for more.

Video marketing can help to improve the changes of each process succeeding. And by having content that is designed for each aspect of the process, your company can ensure your flywheel is turning at greater speed and with less friction.

Attracting Customers

The first step is to take someone from within your target market and attract them to your company. These videos should be interesting and engaging. 

They should present a problem, create a connection with the viewer and show how your product or service can solve the problem. It is a trust building video that is showing your company is the one who has the solution.


Videos designed to elicit an action, whether it is buying a product, paying for a service or signing up to an email list, should have more details. These videos should still show off the product or service from the perspective of the customer, showing how their problems can be solved.

But the video must also include more information about how the product or service works. Product demonstrations, product page videos and webinar style content can be useful during this stage of the process.

Closing the Deal

Now you have got the customer’s attention. They are very close to making a purchasing decision, but they may not have closed the deal. A video that shows average people using the product and benefiting from it, customer reviews or a behind the scenes look at the company designing the product can fit the bill.

Pleasing the Customer

After the purchase is complete, the company’s job is not done. The final step involves maintaining a connection with the customer. It can come through a thank you video. Or a how-to guide showing helpful tips and tricks to get the most out of the item they just bought!

By creating specific content that is designed to help achieve a small goal within the larger process, companies can start using videos throughout the flywheel, instead of dumping money on a single type of video.

John Foundas is a multiple Emmy and Telly award-winning Director of Photography, Producer, and Editor in Washington DC. He is currently the Executive Producer and CEO of Foundation Digital Media. For Inquiries: [email protected]