[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_column_text]If you’ve looked into the use of video marketing even with just a passing curiosity, odds are you’ve picked up on how beneficial video content can be to any marketing campaign. However, companies that put a specific strategy in place for their video content tend to see the most success.
For example, when taking the marketing funnel into consideration, using certain video techniques at each stage, can not only help your business attract and convert more leads, but can also help increase sales.
In order to base your video marketing strategy on the marketing funnel, it’s important to understand the general concept and how it functions. In general, the marketing funnel is a visualization of how leads are turned into customers from a marketing and sales perspective.
The reason for calling it a “funnel” is pretty simple: At the first stage of the funnel, you are casting a broad net in an attempt to catch as many leads as possible.
Once these leads are captured, you nurture them, slowly taking them through the funnel until you finally close a sale. Your leads will narrow down as they make it through the funnel since you’ll cast off or lose those that are not qualified or are not truly interested in your business to begin with.
These are the three major sections of the funnel:
Top of the funnel (TOFU) – This is where you first capture leads through brand awareness, and their basic interest in your products or services.
Middle of the funnel (MOFU) – This is where you provide information for buyer consideration, and position yourself as the best solution to the problems your leads are trying to solve.
Bottom of the funnel (BOFU) – This is where you convert leads to buyers. Keep in mind that your marketing efforts should not end once you’ve made the sale – you want to keep the customer loyal to your brand and continuously engage with them.
Using Video in Your Marketing Funnel
Now that you have a clear understanding of how the marketing funnel works, let’s go over how certain video techniques can help strengthen each part of the funnel:
Top of the Funnel
When starting with video at the top of the funnel, you truly want to build brand awareness and expose your brand as much as possible.
Videos used for top of the marketing funnel should be posted throughout your website – especially on your blog – as well as on whatever social platforms you use in order to increase their exposure. Some videos to consider at this stage of the funnel are:
Brand videos – Brand videos help inform viewers about your brand’s values, missions and goals through the use of storytelling. The point of these videos are to capture your audience’s attention and leave their curiosity piqued.
Educational videos – Educational videos are a quick and entertaining way to inform viewers about relevant subject matter that can help to boost your brand authority, which in turn helps to build trust.
Micro video content – Micro videos are extremely short in length (some being as short as six seconds) and are an easy way to capture viewer attention, especially those who are watching on their smartphones. Because of their length, they are more commonly shared as well.
Explainer videos – Explainer videos are a good way to explain to viewers what your brand does and to introduce them to your products and services. They are effective as brief brand overviews and help address the pain points of your audience.
Middle of the Funnel
While videos for middle of the funnel marketing can also be used throughout your website and social media, sharing these videos via email and social media are also effective ways to reach and nurture mid-funnel leads. Some videos to consider at this stage of the funnel are:
Product or service videos – These are more in-depth explainer videos that provide viewers with more detailed information about the products or services that you offer – often as a demonstration of how the product or service works.
Culture videos – Culture videos showcase the behind-the-scenes of your company, thereby making viewers feel more included. These videos also give them the opportunity to relate more to the people behind the brand and ultimately builds trust.
Testimonial videos – There’s no better way to build trust with your leads than by having previous customers explain how your brand helped solve their problems. To create more in-depth testimonials, consider filming case studies, which have a more documentary-like feel to them.
Instructional videos – How-to videos or demonstrations are extremely helpful, thereby building your reputation as a brand authority and building trust as a result.
Bottom of the Funnel
Once your leads have made their way through the middle of the funnel they may need that final nudge or call-to-action that prompts them to make a purchase or make contact.
Once they do convert and are an official customer, you’ll also want to make sure that they continue buying your product or service, plus encourage their friends and family to do the same! Some videos to consider at this stage of the funnel are:
Thank you videos – Emailing a customer a thank you video after they’ve made a purchase can have a big impact. It will make them feel like you’re paying attention to them even after they’ve made their purchase. These efforts can make a big impact on brand loyalty.
Product or service update videos – Customers will appreciate follow-up videos that help them get the most out of your product or services, as well as new product launches – especially if you target those who have previously purchased similar products or services.
Instructional videos – Although these work well in the middle of the funnel, they can be effective at the bottom as well. These videos can include training or help videos that support customers in their ongoing use of a product or service.
By using these types of videos strategically at each stage of your marketing funnel, you can increase your chances at successfully attracting leads and nurturing them all the way through to the bottom of the funnel.
Of course, in order to do so effectively, it’s important to create high quality videos and build a clear strategy in creating and distributing them.
In order to create high quality video content that not only delivers your message clearly, but also exhibits professional production values, you’ll want to consider working with a professional video production agency. They will be able to offer you their expertise and guide you along the process.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_raw_js]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[/vc_raw_js][/vc_column][/vc_row]
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Mark Serao, Co-founder and Director of Production at Grey Sky Films, has had an eye on brand building from an early age. Inspired by the music industry and how record companies use a grassroots marketing strategy to build their artists/brands, Mark set out to apply those same fundamentals to the business community. Since 2001, Grey Sky Films has worked with businesses, both large and small, to increase market share by producing compelling video that evokes emotion and subsequently creates more sales opportunities.