How To Incorporate Video Content Into Each Stage Of The Marketing Funnel

Content is king. It’s through content that you create brand awareness, generate leads, acquire customers, and drive and close sales. How do you make a splash in a world so oversaturated with content? Low quality just doesn’t make the cut and beautiful works can so often fly under the radar. It is crucial to stay in touch with the latest trends and advancements. But how do you stay up to date in a world that changes faster than Katy Perry’s hairstyles? Time for Video Content.

EVOLVE YOUR MARKETING STRATEGY

Your marketing strategy is how you plan to create valuable connections with customers through content. The marketing funnel is the standard model that guides a customer from the first point of contact with a brand to a closed sale.

• The top of the funnel is where a brand creates awareness.
• The middle is where consideration must be provoked. The customer is here because they have a void to fill or a problem to resolve. Make your solution to the consumer’s problem the most desirable one and eliminate their need to look elsewhere.
• The bottom of the funnel is the decision. Here your customer will be choosing you over the competition.

INSERT VIDEO CONTENT INTO YOUR MARKETING STRATEGY

Although some question to the relevancy of the funnel today, this model is still applied to most marketing strategies. If video marketing isn’t a part of your marketing strategy, now is the time to seriously consider it. According to a study by Cisco, by 2021, video content will represent 82% of all Internet traffic. And 64% of consumers are more likely to purchase after watching a video.

When it comes to video, there are different types of video that fall into each section of the funnel.

TYPES OF VIDEO MARKETING AT EACH STAGE OF THE MARKETING FUNNEL

TOP OF THE FUNNEL

These videos are just about introducing your brand and sharing your message.

• Brand Videos: These are big and exciting with little to no instructional messaging.
• Instructional Videos: These solve customer problems. They answer the questions consumers would likely enter into search engines. This is a great opportunity for SEO keywords.

• Video documentaries: These tell stories that are heavy on emotion and feeling. Think of them as “real stories from real people”. When consumers hear personal stories, it creates a sense of community.

MIDDLE OF THE FUNNEL

After securing brand awareness, you’re now at a point where customers are looking to solve their problems and fulfil their needs.

• Product Demo Videos: These will educate potential customers on your products and/or services.
• Case study/ Testimonial: Let your audience hear from real customers and clients. People really resonate with personal stories.

• Company Culture: Let your customers get to know your team and how you run your business. Your customers like to know that they are working with real people.

BOTTOM OF THE FUNNEL

At this stage, the customer has already or is about to make a purchase. Use these videos to address any questions that they have before making a purchase.

• How-to Videos: Teach your audience how to use your product.
• FAQs: Address common questions that your customers may ask in search engines.

STATISTICS PROVE VIDEO MARKETING IS SUCCESSFUL

Not convinced? Here are some more numbers that will definitely reaffirm your decision to incorporate video marketing:

• Including video on a landing page can increase conversion by 80%.
• 92% of mobile video consumers share videos with others.
• 39% of business decision-makers contact a vendor after viewing a branded video.

• 59.1% of marketing professionals name video as the type of content with best ROI.

Failing to incorporate video into your marketing strategy could result in your business missing out on huge opportunities for awareness, virality, sales, and ultimately growth and revenue.

KEY POINTS TO REMEMBER WHEN CREATING VIDEO MARKETING CONTENT

1. Understand your audience and solve their problems.
2. Provide value instead of being sales-focused. The content must be engaging and inspiring, useful, or entertaining.
3. Make sure your content is being marketed to the correct audience on the correct platforms. There is no point in creating beautiful content if it isn’t reaching the right people. Inserting a video into email increases the CTR by 200-300%.
4. Optimize your videos for SEO. Learn more about this here: 1/ 2 / 3
5. The story must be cohesive and your brand solid and consistent. Make sure your brand message is loud and clear.