Video marketing. You used it once to showcase a new product and maybe tried a video blog as part of an email. But it’s not something your brand uses in all of its promotional efforts. This is all about to change.
Incorporating videos into each stage of your marketing funnel can attract customers, educate them, convert them, and keep them coming back for more.
Cisco estimates that by 2021, 82% of all consumer traffic will be video content (up from 73% in 2016).
Add this to the fact that many customers are independently navigating themselves through the buying process and it’s clear that video needs to become a fundamental part of all marketing campaigns. It shouldn’t be seen as a separate channel.
With all of this in mind, we’ve taken a look at how video can be integrated into each stage of your marketing funnel.
Understanding the Marketing Funnel
So what does a marketing funnel actually look like?
Traditionally, marketing practices have been built around the following funnel: Awareness, Consideration, and Purchase.
However, these traditional tactics fail to include retention, which is a huge part of any marketing strategy and is a key area that video marketing can impact.
Campaign Monitor has suggested that the new marketing funnel is one that covers the traditional practices (Awareness, Engagement, Consideration, and Purchase) but also includes Adoption, Retention, Expansion, and Advocacy.
Image Source: Campaign Monitor
For the purpose of this blog, and to enable you to separate your video marketing strategies into easy-to-manage stages, we’ll use examples for Awareness, Consideration, Purchase, and Retention.
So here’s what your marketing funnel and video marketing strategies will look like:
- Awareness: Make people take notice of your brand through videos that appear on social media and in targeted search ads.
- Consideration: Educate customers about the solution you can provide and how you stand out in your industry using how-to videos and in-depth content.
- Purchase: Get the sale by using product videos, testimonials, and video content on your home page to convince customers to hit the “buy” button.
- Retention: Turn these customers into loyal ones by continuing to educate and inform them through company culture videos, product launches, and user education.
Now, let’s dive into each stage in more detail to see how you can use video marketing to make waves in your industry.
Awareness: Who Are You?
This is the stage where your potential customers are looking for the answer to a problem. You are their ideal solution, of course, but they just don’t know it yet.
Therefore, your job is to provide them with all of the information they need to discover your solution – and you need to offer this information in the places they’re “hanging out.”
Research where your customers are looking for particular information and where your customers tend to be browsing online.
In many cases, you’ll find them on social media channels which makes videos on these platforms a huge must.
Image Source: Pixabay
With 500 million people watching videos on Facebook each day, it’s not hard to see why social videos are key to driving awareness and engagement. They’re easy to digest, help inform, and save users time in their buying journey.
What type of videos should you be posting, then?
Here are some ideas:
- Company Culture Videos: Give customers an insight into your company, introducing them to the “quirky” team, your offices, and your fun, down-to-earth culture.
- Product Videos: Introduce them to your product and what makes it so unique, perhaps using a customer’s viewpoint. For example, if you offer a service, use a day-in-the-life style video to show how it makes such a difference to customers’ lives.
- Influencer Videos: Use industry superstars or experts to showcase your product. This also allows you to leverage their huge following.
These types of videos will also work well for SEO-driven video marketing content. For example, add them to a relevant landing page using key search terms, use them as part of in-depth blog posts, or create a video instead of a blog post (this is particularly useful for more complex or popular topics).
Consideration: What Solution Do You Offer?
Customers are now aware that they need help solving a problem so they are starting to do some research. You want to help them in this decision-making process but you don’t want to unleash the hard sell.
Instead, you need to provide helpful information on how your product works, how you’re an expert in your industry, and why you’re a trusty, go-to source of information.
Image Source: Pixabay
You need to educate your customers by gaining their attention and giving them everything they need to make their decision (without directly saying “buy this now!”).
Here are some ideas:
- Vlogs: Start with those topics you know best and talk to your customers about them. Just be sure to maintain the right balance between your expertise and customer interest.
- How-to Videos: These videos allow you to showcase your expertise while providing people who are just starting out in your field with the information they’re looking for. They’re also great for boosting your SEO.
- Webinars: Use webinars to inform people about those topics you’re an expert in. Then, repurpose some of this content by using snippets of information that people can find when they’re in a hurry.
- Leadership Interviews: Video chats with your CEO/founder and other important members of your team. This will add to your personable, relatable approach.
All of these videos are great for getting your potential customers to digest lots of information within a short period of time but are also the kind of videos people are consuming in large amounts.
And to make sure your customers stay engaged throughout, use slides, captions, and breaks.
Purchase: Why Should Customers Buy From You?
Now, it’s decision-making time! Your customers have finished their research, feel more knowledgeable (about you and your competitors), and are ready to sign on the dotted line.
Therefore, you need to convert these leads quickly and efficiently with engaging video marketing content about your company, products, and happy customers. Here, emotion plays a huge role so you need to utilize this in your approach with a humanistic touch.
- Detailed Product Demos: Go into more depth now to show exactly how your product is a step ahead of the others.
- Client Testimonials: Add to your trust factor with videos from happy clients who have used your product/service and are 100% satisfied with it.
- Video Case Studies: How has your product/service made an impact? You could perhaps include examples of how it integrates with other product/services to offer a complete solution.
- FAQ Videos: Tie up any last-minute questions customers may have by answering those FAQs you often get at this stage in the buyer’s journey.
You might even want to go one step further with a personalized video in an email.
Image Source: Pixabay
Retention: How Can You Continue to Be Valuable to Customers?
Your video marketing efforts don’t need to stop as soon as you’ve secured the sale. It’s now time to retain your customers so they don’t lose interest in your product and keep coming back to you.
As a business, you’ll constantly improve your product offerings so re-engage your customers by showing them how you’re doing this.
Again, videos work wonders here as they are incredibly easy for your customers to consume, requiring minimal effort on their part.
Videos to consider include:
- Instructional Videos: Offer your customers valuable content whether it’s about the product they’ve purchased or how they can make the most of your service. These videos also work well in the awareness and consideration stages.
- Promotional Videos: Introduce new products with hype-inducing announcements that get your customers excited about what’s to come.
- Company Culture Videos: Showcase how your company practices its core values on a day-to-day basis.
As you can see, a lot of these videos can be used at various stages of the marketing funnel so you won’t have to produce as much content as you perhaps thought you would. Videos are a highly versatile piece of marketing content.
Making Video Marketing Content Work for Your Company
It’s clear video marketing is becoming a force to be reckoned with in any marketing campaign, working to improve the customer journey and add an effective touch to your strategies.
So put aside those fears about how much videos cost to produce and how time-consuming they are, because with the aforementioned examples it couldn’t be easier to start integrating videos into each stage of the buyer’s journey.
Once you get started, you’ll no doubt find plenty of new ideas for fresh content. And when you start to notice your view count metrics and sales soaring, you’ll realize all your efforts have been more than worth it.