Most brands and companies are aware of the lucrative effect video can have in their digital marketing strategy. We’ve found that different types of video content is effective at every stage of the video marketing funnel.
Sadly, some marketers only create viral, explainer or other top-of-the-funnel videos. Without a clear strategy to fill the video marketing funnel, companies often spend too much on both the production and media buying side.
Below are a few tips to begin thinking about your video marketing funnel and how take leads through their entire customer journey.
Design Your Video Marketing Funnel
Though every video agency has different names for it, the video marketing funnel consists of 3 stages. Awareness, Consideration, and Decision.
Your video marketing funnel may be longer or more complicated. That’s up to you and the way you run your business.
As you design your video marketing funnel make sure it at least hits all three stages and incorporates the following considerations:
- Awareness: how your future customers discover you
- Consideration: how your future customers compare their options
- Decision: how your future customers buy your product or service
Get Inside your Customer’s Head
This step relies on a firm understanding of your audience, their values and how to communicate to them. Before building your video marketing funnel you need to research your target audience and gain insights into their state of mind at each stage of their customer journey.
A few things to ask yourself:
- What are our customers thinking about us and your product or service offerings?
- What information do they need to become a customer?
- What’s are their pain points and what’s stopping them from buying from you?
Find the Right Distribution Channel(s) For Your Audience
Where your future customers hear your message is just as important as what your message is. For each stage of your video marketing funnel, think about how to distribute your video content and how the message of that content ties back with their stage of the funnel.
Top of the funnel (awareness): videos in organic search, paid ads and social media.
Middle of the funnel (consideration): share video and other content through email, on your website and specialty ads that give more targeted information about your product or service.
Bottom of the funnel (decision): testimonials, FAQ and social proof videos on your site, through email and re-targeted ads on social networks
However your audience wants to be reached, make sure you’re using the right channels for the right stage of the funnel.
Plan and Make Your Videos
Now it’s time to plan and make the video you’ll use at every stage of your video marketing funnel. Below are few video ideas for every stage of the customer journey.
Awareness or Top of Funnel Videos:
- Fun brand videos
- Mass appeal commercials or online ads
- Searchable How-to content
- Influencer content
Consideration or Middle of the Funnel Videos:
- Detailed product demos
- Video case studies
- Thought leadership interviews
Decision or Bottom of the Funnel Content:
- Client testimonials
- Social Proof videos
- FAQ videos
- Instructional videos
Now that you have a broader picture of what you need to fill out your video marketing funnel you are probably wondering how much of each video to make.
You’ll only need about 15% – 20% of your video content during the awareness stages and save the remaining 80% – 85% for the consideration and decision stages.
Building your own video marketing funnel is an engaging way to nurture leads into customers – at their own pace. It’s your job to create the content journey!
Last piece of advice, track and measure your content in the various stages of the funnel. It will be a sure-fire way to make sure you know what’s working and what’s not and to connect your video marketing efforts to ROI.
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