Video marketing is one of the most effective ways a business can expand its audience and pull in more customers. In fact, 88% of businesses consider video marketing a vital part of their growth strategy.
The key to successful video marketing is adaptation. An intro video may be great for customers not yet familiar with your business or products, but it likely won’t cover your entire audience depending on where they are in their customer journey; another video or information source might be needed to answer additional questions before they’re ready to buy.
In short, you need a video marketing funnel. Here’s how to build one.
What Is a Video Marketing Funnel?
A video funnel guides your audience throughout the buyer journey, with the format and messaging designed to attract, educate, convert, and retain customers, respectively, during each stage.
A video funnel, much like a traditional sales funnel, has performance indicators to measure your results at each stage of the process. The KPIs will usually differ depending on your own goals as a business. For instance, if you’re looking to increase awareness for a new product, you will likely prioritize video content at the top of the funnel to attract and educate a wider audience. On the other hand, if you find that potential customers are dropping off at the decision-making stage of the process, you will want more bottom-of-the-funnel sales videos aimed at shoring up buyer confidence.
Quality Content is Key
To build a high-performing video marketing funnel, you must invest in high-quality video content that you know will do the job. This means producing video assets that combine excellent storytelling with top-notch production values, all aimed at appealing to a specific audience with a specific intent. Your videos must thread the needle between educating and entertaining your audience to get them to the next stage of the funnel.
If you’re looking for a video production partner with a proven track record of creating high-performing videos, consider 336 Productions based in Orange County, California.
Stages of a Video Marketing Funnel
Top of the Funnel (ToFu)
The top of the funnel prioritizes brand awareness and emotional connection. If you’ve launched a new brand with little visibility in the market, this is the stage you want to focus on with videos that introduce your brand and products to new audiences and perhaps give them an incentive to learn more about you.
At the top of a video marketing funnel, companies will often push out video ads on a range of platforms, such as YouTube, Instagram, TikTok, Facebook, and LinkedIn. The objective is to reach as many new target customers as possible.
Key success metrics at this stage include view count, engagement, and measurable brand recall.
ToFu videos:
- Commercials
- Social Media Videos
- Viral Videos
- Live Videos
Middle of the Funnel (MoFu)
The middle of a video marketing funnel targets audiences that have heard of you and need more information before they decide to buy or not. The objective is to educate your prospects and build trust and authority. Ensure your on-site videos, such as on your home page, about us page, and product pages, are all on point. The same goes for videos hosted on your social channels.
Key metrics include clicks, newsletter sign-ups, case study downloads, and visits to your ecommerce store.
MoFu Videos:
- Product Spotlight Videos
- Explainer Videos
- Educational Videos
- Infomercials
- Webinars
- Tutorial Videos
Bottom of the Funnel (BoFu)
The bottom of the video marketing and sales funnel is all about triggering a purchase decision. Customers have had time to consider your brand and compare it to your competitors. Now it’s time to buy. BoFu videos help address those last-mile hurdles and questions that come right before a customer makes a purchase or becomes a qualified lead.
Marketing messages at this stage may also provide an incentive, such as discount offers, to help close a customer. Key metrics at this stage include purchases, leads, trial sign-ups, or downloads.
BoFu Videos:
- Product Demos
- Sales Videos
- eCommerce Videos
- Testimonial Videos
Retention Loop
Having customers is great, and planning a retention loop encourages them to keep coming back for more business. Consider current customers in your video marketing funnel for repeat purchases, referrals, and other business KPIs, including customer satisfaction and loyalty.
Retention Videos:
- Customer Success Stories
- Thank You Videos
- Promotional Offer Videos
You may also consider videos for people in your email marketing list or social media followers.
Partner With Proven Video Production Experts
Skip the hassle of trying to tailor videos yourself and trust in experts who know what they’re doing. 336 Productions is a multiple award-winning studio with a highly experienced team of video production professionals. Level up your marketing efforts with videos designed to expand your reach, boost leads, and galvanize sales.
Browse through our services or our customer testimonials for more information. Reach out to us to get started creating bespoke assets for your video sales and marketing funnel.
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