Videos For Each Phase Of The Marketing Funnel
We’ve talked a lot recently about the marketing funnel (see links below), and in this blog, we explore best practices of using video content for each phase of the marketing funnel.
Using video content is an effective marketing tactic for getting the attention of your target audience and sending a strong visual message. They are, of course, a great option for your online audience because that’s where a lot of people spend a lot of time, and the stats speak for themselves: people will spend 100 minutes every day watching video in 2021, 48% of consumers want to watch videos related to the specific product or service they’re interested in, and video content can boost organic search traffic by 157%. There are plenty more similar stats available. The power of video marketing is quite staggering.
Related content about the marketing funnel:
- Is the marketing funnel dead?
- The best types of content for top of funnel awareness
- Different types of content for middle of funnel engagement
- Persuasive content for bottom of funnel marketing
- How sales teams can use video to nurture leads
- Content your sales team can leverage
- What types of content should be gated?
The Phases of the Marketing Funnel
Whether you’re using the classic AIDA (awareness, interest, desire, action) marketing and sales model or one of the more modern variants, the marketing funnel – also known as the customer journey – is divided into three general sections.
Unlike the AIDA model, however, the phases of the marketing funnel are not strictly linear, chronological or exclusive – that’s mainly because of the way digital has impacted the buying cycle. Customers can enter at any phase of the marketing funnel, and they may also revert to earlier phases even if they are at the bottom of the funnel.
- Top of the funnel – at this stage, your target customers are browsing for something that might interest them. You have the opportunity to build awareness here.
- Mid-funnel – once your audience is aware of and interested in your product or service, they hopefully want to know more. You must be able to present a solution to their problems and needs.
- Bottom of the funnel – at this stage of the marketing funnel, your target customers are ready to decide whether or not to purchase your product. You need to provide persuasive content that tips them over the point of purchase and makes you stand out from your competitors.
Why do I need different videos for each phase of the Marketing Funnel?
At each phase of the marketing funnel, your leads or potential customers have varying degrees of awareness, interest, and commitment to your product or service. For example, it isn’t best practice to provide extremely sales-oriented content to someone at the top of the funnel who simply wants to find out more about your product. Likewise, potential customers who know about your product and are interested in it need more in-depth content on things like product features, benefits, and price.
That means you need to have different video content (as well as other types of content) that’s specifically intended for potential customers at each different phase of the marketing funnel.
Each video should be created for the particular audience at each stage of the funnel, and contain an appropriate message for their particular level of knowledge and to your product.
What types of videos do I need at each phase of the Marketing Funnel?
It’s important to not only consider the type of audience for each phase of the marketing funnel, but you should also be very clear about your goals for video content marketing at each stage of the marketing funnel. For example, at the bottom of the funnel, testimonial videos can be really persuasive in nudging your potential customers to take the final step and make a purchase, but a more generic video that might have the potential to go viral is great for top-of-funnel awareness.
Customers have different expectations at each stage of the marketing funnel, so they expect to see a certain type of video. It’s crucial that you address these expectations.
- Top of funnel videos
At the top of the funnel marketing stage, the main goal is to create awareness. Your video must reach the widest audience possible. Here, you could even consider a more traditional video advertisement approach in television. It’s still a very effective channel, but of course is also very expensive and is the domain of companies with big dollar marketing budgets.
Similar “introductory” videos on social media are much more cost-effective and efficient, especially when you target your exact audience through paid ads.
Ideally, the types of video content you create for top-of-funnel awareness are short, emotionally appealing, and tell a story. The most effective type of video at this stage is something entertaining or touching, making it potentially viral because it is worth sharing. In fact, 92% of people watching videos on their mobile share them, and if you include a video on a social post, it can generate up to 1,200% more shares than using text and images alone.
Explainer and educational videos can also be effective at this stage, especially if your product is complicated or sophisticated. For instance, if you’re selling a security system that can be connected to your mobile phone, an explainer video might provide a good, comprehensive introduction.
- Mid-funnel videos
According to one study, about 64% of customers are more likely to purchase a product after watching a video about it. This doesn’t necessarily mean they’re already committed to buy, but the probability of being converted into a paying customer becomes higher. That makes the main goal of a marketing video at this stage to offer solutions and answers.
Mid-funnel videos should be customer-centric. These types of videos must tackle the benefits that a product can provide by solving a potential customer’s problems and responding to their needs. Explainer videos that are more focused on benefits are very effective at this stage of the marketing funnel.
You may also decide to gate some video content at this stage, requiring sign ups from your target customers in order to access premium, highly informative content. That means you can collect valuable contact information, and establish trust at the same time as cultivating a relationship with your leads.
- Bottom of funnel marketing videos
Again, you could decide to gate some videos at this bottom-of-funnel stage. This works particularly well for digital products that could provide a free trial, or for webinars and demo videos that offer various levels of exclusivity. Of course, you could provide this content without gating it at all.
Testimonial videos from current customers are amongst the most persuasive types of videos you can use at this stage of the customer journey. Videos showing independent, third-party reviews of your product or company add credibility and authenticity, and build trust. You might also consider working with influencers with video channels in your niche, and either work with them to create unique video content or provide them with your product that they can then create their own content about to share with their audience.
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