Whether you’re starting your brand as a part-time gig or as a full-scale business, marketing the products through “video” is highly recommended. Most top-notch brands have either shifted to “video marketing” as their primary tactic or are planning to. To lure consumers into seeing a certain product, use visuals. You can either use the best 2D animation software out there or any other video-based software to accomplish this task, or you can even hire a video production company to do it for you. But whatever the way you choose to execute this plan of yours, make sure that you do it, because it will definitely benefit you incrementally in your marketing efforts.
Since social media became mainstream, video ads in-between posts have become a norm. Your brand is at a disadvantage if you still rely on “plain” old images while targeting an audience. Even stats prove our claim. Verizon once concluded that 69% of consumers watch “videos” while on the subway, bus, or anywhere remote. Because of smartphones, their viewing experience isn’t limited to one’s home anymore.
Now, what role does video marketing funnel play in building your brand? How effective is it in driving conversions? Keep reading as we discuss all these aspects in thorough detail!
Video Marketing Funnel: Explained
In essence, a video marketing funnel encompasses the entire thought process of a campaign. From awareness to driving conversions – its purpose is to guide a consumer through the buyer’s journey.
In the end, the customer should become a permanent lead, a loyal one. When a marketing funnel is applied well, it creates skyrocketing results.
How Do Video Marketing Funnels Work?
A marketing funnel starts off at the top, gathering prospective individuals who might be willing to buy a product or service and are part of your potential audience demographic. Then, those “strangers” get educated in the middle of the funnel. The bottom-most part of a funnel is where a buyer eventually converts into leads and customers. To summarize;
A potential lead is attracted to your brand. Through either paid ads or organic reach.
The lead watches your brand’s videos. Trying to find an answer, or is simply looking for something. Either way, they try to educate themselves. Trying to find out how your brand might be of help.
Now, the customer is at the bottom of the funnel. Either making a purchasing decision or simply looking at a product – depending on your brand’s goal
Which Videos Should You Use?
So, to get a permanent lead – there are different tactics you can follow, but as mentioned, the process should look like a literal “funnel” drive. If you’re already familiar with content marketing funnels, dealing with such videos won’t be difficult.
Gathering Strangers At The Top Of The Funnel
Top-of-funnel (ToFu) content is specifically designed to inform viewers; to give a first impression. ToFu content is supposed to help customers. It’s most likely that a user is searching for a solution, trying to find a brand that’ll maybe help them out.
You can utilize this situation and target an audience accordingly. Remember, in a ToFu ad – engagement and views matter.
Educational Videos At The Middle Of The Funnel
Now, once you’ve gathered a potential lead, your goal is supposed to be to inform them. MoFo content should educate a consumer about what your brand message actually is, why it’s worth looking into it. At this stage, a customer should find what they’re looking for.
It’s important to look at view-count at this stage, realize how much time a customer spends on a video. Is the conversion rate high?
Driving Conversions At The Bottom Of The Funnel
If a customer has made it to this stage, chances are you’re close to driving a genuine conversion. A buyer is now familiar with your brand and what it offers. This is the “purchasing” stage; a selling point. Use KPI and note conversions through sign-ups, purchases, or leads generated.
As a brand, you should address any doubts a customer might have at this BoFu end. Animated short clips are particularly useful here. They’re visually appealing and don’t take a lot of time.
How To Build Your Own Video Marketing Funnel
Now, besides facts and figures – how can your company start off with such videos? By following “funnel” guidelines, you can efficiently deliver a message. So, keep the following three steps in mind:
Step One: Audit
Foremost, before investing in any strategy – whether it’s a funnel-based or a mainstream one, always research and go through previous stats. By conducting an audit, you can see which type of video is most beneficial. It’s not necessarily to start-off from the top of the funnel, it depends on the maturity of a consumer.
So, see what your customers spend the most time on. Is it BoFu videos? Or ToFu ones? Once you’ve gathered enough details on previous performance, it’ll be easy to decide which “video” can be the most effective. Ideally, it’s always recommended to use a combination of ToFu and MoFu videos to market a product. And when you’re certain that conversions are near, use BoFu content.
Step Two: Know Your Audience and Set Goals
It goes without saying that knowing your target audience is a fundamental part of marketing. So, before applying any “funnel” tactic – analyze the customer’s needs. Learn what they want and the problems they’re facing. Produce videos accordingly. Developing a persona is specifically useful in this situation – know in-and-out of the “customer.”
Also, setting goals is just as important. At any stage of the “funnel” make sure that the views, watch-time, or clicks reach your target. What should the target be? That depends on your brand’s value and as mentioned – the stats from the audit.
Step Three: Create and Promote Videos
This is the final and the most crucial step. Here, you’re supposed to produce content after thoroughly researching everything; competitors, target audience, engagement rate, to mention a few. Be as creative as you can while pitching a “video” but keep the buyer’s persona in perspective as well.
Lastly, promote your videos across different platforms as much as your budget allows. To drive conversions, create high-quality videos that deliver your brand’s message and promote it along the way as well.
In order to fully utilize video marketing funnels, spread it across every platform and research on your audience’s persona. Create customer-driven videos that are to the point and “marketing” compatible. Meaning that all the videos should be produced while keeping metrics in mind. So, use videos in your campaign! It’s never too late.
Jane Collen is a creative content writer and digital marketer at BuzzFlick. She works closely with B2C and B2B businesses providing blog writing, video script writing, ghostwriting, copywriting and social media marketing services.