Using Videos in a Marketing Funnel

You must have been dealing with one or two videos so far in your business. Perhaps a product
sample, a testimonial, or perhaps a short video advertising the product. Videos speed up
communication, and interest can certainly be created. Only a single video can do so much, though.

What if in a sequence of interactions we use videos? It's like a strategy!

We as marketers understand the importance of video and the value it can provide in both directions-
from a company to a customer and vice versa.

Videos draw fans, follow leads, and can turn them into paying clients. Nevertheless, many of us are
failing to make good use of it.

Most B2B companies produce videos to clarify and just finish it there, not paying attention to the
question' What next? And' How to further develop the viewer's relationship?

A good strategy for video marketing isn't just about making and publishing 1 video, it starts there.
You've got the attention-what now?

At each point of a marketing funnel, videos serve a purpose. Frame videos with a specific goal from
one point to the next to win over customers.

Until we continue with the types of videos that can be used at each marketing funnel point, let's take
a look at what each marketing funnel phase looks like.

The simplest marketing funnel consists of three levels-awareness, consideration and decision-making.

It leaves one of the most important moves out, however, that buyers are part of after being the
customers-retention.

In reality, video will help you build great relationships and build brand loyalty to keep long-term
customers. So here's our Advertising Funnel updated:

 Awareness-Tell your business to men.

 Consideration-Educate your leads about the company for which you are employed and the
problems solved by your product / service.
 Decision-Convince the leads by building confidence to buy your product.
 Retention-add value to your customers ' lives.

Now that you know what each stage in a marketing funnel entails, put on the shoes of your ideal
consumer and chart their path. Find out what they're going to have at each point and what they're
expecting from your company.

Here are some of the questions you should ask for your target audience:

 What answer do you give for their problem?

 What do they feel about your solution?
 Which knowledge would allow them to progress to the next stage?
 At each point, what data do you collect?
 What's going to stop them from buying from you, and how can it get past your content?
After you have segregated the agenda for each stage of your marketing funnel, the next step is to
figure out how to distribute your content so that it reaches your audience at the right time, in the
right stage and through the right platform. This will come with the right audience research.

 At the top of the funnel at TOFU, meet prospects through organic searches, ads or social
media.
 Your leaders now trust you and follow your content to help them solve their problem in
MOFU (Middle of the Funnel).
 Your leads speak directly to you at BOFU (Bottom of the funnel), so use your videos to
connect1-on-1.

Now that we know when and where to reach your prospects at each point, let's dive into the different
types of compelling video content that you can produce for the same.

Here are some examples and key metrics to measure the content's success:

1. Top of the Funnel-Tell people you are at this point

There's a problem with your potential customers and you've got the answer, all you need to do is
find each other! And, of course, your first job is to be there where your audience is mostly
hanging out or looking for information.

Create high-level content with a mass appeal, genuine tone and help audiences complete their
tasks without driving their product / service right into their faces to draw prospects.

The content can be divided into three categories:

 Amaze-Attention-catching stuff. Bold brand movies on subjects that your audience cares
about with a quirky twist or video documentaries.
 Appeal-The essence of your audience. This can be motivational or fun social media
videos.
 Response-This content may be informative or perhaps a piece of advice for your audience
on a specific topic.

These SEO-driven or social media videos are a better way for your target audience to remember your
brand and keep it longer. And if the content is really fantastic, it could also be shared, extending the
range.

To show your experience, we recommend the following web:

  'How - to' content repositories that have videos rather than blogs. It helps improve your SEO
and lets the consumer build confidence in your brand that you are quite familiar with your
industry.
 Repurposed Webinar material in the form of small chapters that can be quickly found by your
audience. This type of insightful and engaging content can help you build authority.
 Thought-Leadership Interviews recording1-on-1 conversations from your company or sector
with influencers and CXOs. This type of content is raging at the moment and is easily shared.
 Fun-Content that resonates with your audience because of the relatability and encourages
them to connect to your brand.

But if you want the crowd to collapse on the second stage, it doesn't stop here. After every video that
prompts you to either download your eBooks, watch more videos, upload your video, or land on the
website, you also need a suitable CTA.

Measuring the Performance Key Metric-View Count.

You cast a wide net at this point, with the intention of optimizing visibility and audience. Use the
number of views metric to measure the video content's progress.

2. Middle of the Funnel - Solve a Problem for them

At this point, your audience is well aware of their issue and is searching for online solutions, but now
is not the time to be pushy. Through presenting general information about your business, support
them with their decision-making process, Service or product and the disparity between you and the
other. This empowers them to make better decisions and in the end to become a trusted source. The
happier they walk away with the knowledge that you gave them, the more you are able to work for
them.

We recommend the following videos:

 Product / Service Explainer Videos that are targeted by the various sections of your audience
that are facing problems.
 Video Case Studies that place your brand as a reliable source to have previously solved similar
issues.
 Videos showing how the company is seamlessly incorporated into your audience's ecosystem.
 Culture business videos that express the team's principles.
 Webinars to educate people about the subject in which you have expertise.
At this point, at the end of your video, your CTAs will focus on getting your prospects ' contact details.
This will help you give them more tailored content based on what they've already been watching with
a personalized message. Leads are comfortable enough to offer their contacts to your brand at this
stage, and if nurtured, your customers can be in the last stage.

The primary metric for assessing performance-time spent watching

The degree to which the audience watches your video tests your content's engagement.

Keep the captions, slides and breaks in the segment. The more engaging your video is, the longer your
audience sticks to your website, app, or channel (which means that your brand is becoming
increasingly interested). The added benefit? Google rates the website higher. Much better than those
with SEO keywords that are big.

3. Bottom of the Funnel - Convince them to pick you up!

At this point, the content is based on sealing the deal, this is the time of the decision! Your prospect is
prepared with your brand's expertise and the solution that you provide. They're smiling at you and
they're just a step away from buying. The content should concentrate on the factor(s) that separates
your company from the other competitors and why you should be picked. At this point, videos are
useful as emotional connection plays an integral role in decision-making. So, put an emotional punch
on your stuff!

Here are the types of video that we recommend:

 Product usage / installation demos with someone who demonstrates each and every move
that makes it easier for the user to install and use your product, pushing them to close the
deal.
 FAQ Videos that address all of your viewer's questions about the product / service you're
providing.
 Testimonials of those whose lives your company has made better.
 Videos showing how well the company blends into your user's life and enhances it.

These videos can be displayed on the home page of your website, landing page, sent via customized
mailers or featured on social media. It's a perfect opportunity to win over your prospect with a
personality, charm, or other related factors on-brand.

You can also use personalized videos that address the needs of individuals to give the prospects a final
push.
To make it a seamless, frictionless experience for your user to convert, add Call to Actions,
description, turnstiles links in the video.

The main indicator for assessing progress-sign up

If your prospect signs up for the product / service demo contact me form, they're very close to
becoming your client.

Reward! Bonus!

4. Retention - Build relationships in the long term.

Customer winning doesn't stop selling one of the items to them. What counts is a long-term
relationship in which you are re-selling your goods as it is cheaper than attracting new prospects.

You are constantly releasing new products / services, developing your business and enhancing the
previous ones, supporting your existing users in a way. So, re-engage them with latest technologies
videos and provide value-added information to help them improve their lives. The latter doesn't
actually have to be about the product / service.

Touch them to periodically get in contact with emailers, updates, social media posts and new content
on the website.

There is no question that video will make your marketing journey even more useful. A well-done
collection of series or product demos can provide the leads with the right information and they don't
need to contact you (70% of the purchase decision is made before your sales executive meets the
prospect)-it's a win - win situation!

Begin by mapping your ideal customer's path, break it into 4 levels, plan your content mix and reach
them at the right time and place.

Need help with the creation of videos? Here are some tips for preparing, shooting and producing the
right videos for your company.