That’s why we believe marketers should be using video at every stage of the marketing funnel.

When you frame video marketing in the context of the funnel, you can start to plan your videos around specific goals and ultimately see better results. In this blog, we’ll show you specific ways you can use video to win over customers at every stage of the buyer’s journey. We’ll show you what goes into creating a video sales funnel, and will include examples of video types, key metrics for success, and goals to help you plan your video marketing strategy.

We hope you walk away feeling refreshed, excited, and ready to start doing more with video today!

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‍What is a video marketing funnel? 

A video marketing funnel is a marketing strategy that uses videos to attract, educate, convert and retain potential customers. It's a more engaging and effective way to reach your target audience than traditional sales funnels. It helps you direct your consumers along the right path during their sales journey - from first becoming aware of your business, and considering what you can offer them, to finally making a purchase and then staying a loyal customer.

A marketing funnel illustrates the customer journey from awareness to purchase. It is a visual representation of the steps that a potential customer takes as they move closer to becoming a paying customer.

The marketing funnel is typically divided into three stages:

• Top of the funnel (TOFU): AWARENESS
• Middle of the funnel (MOFU): CONSIDERATION
• ‍Bottom of the funnel (BOFU):  DECISION / RETENTION

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‍Top of the funnel - Awareness   

Your goal at this stage is to get them - your customer -  interested in learning more about what you have to offer. You can do this by creating high-quality content that is relevant to their needs, running advertising campaigns that target them specifically, and participating in social media conversations that they are already having. Once you have their attention, you can start to build a desire for your product or service. This is when you will want to focus on the benefits that your product or service can offer them, and why they should choose you over the competition.

Some of the most effective videos for 'Top of Funnel' marketing can include:

• Brand videos
• Explainer videos
• Testimonial videos
• How-to videos
• Case study videos

KEY METRIC: View count

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‍Middle of the funnel - Consideration

The consideration stage is where potential customers are starting to see your product or service as a viable solution to their problem. They are doing research and comparing your offering to others. This is the stage where you need to nurture leads and build relationships.

Here are some things you can do to nurture leads and build relationships in the consideration stage:

• Provide educational content: This could include blog posts, demo’s, infographics, or videos that address the pain points of your target audience.
• Offer free trials or demos: This gives potential customers a chance to try your product or service before they buy.
• Personalise your outreach: Use the information you have about potential customers to personalise your emails and other communications.
• Follow up regularly: Don't let potential customers fall through the cracks. Keep in touch with them and let them know that you're still there to help.

Some of the most effective videos for 'Middle of Funnel' marketing can include:

• Product videos
• Testimonial videos
• Demo videos
• Case study videos
• Behind-the-scenes

KEY METRIC: Time spent watching + engagement with content

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Bottom of the funnel - Decision 

The purchase stage is the final stage of the marketing funnel. This is where potential customers are ready to buy your product or service. They have done their research, compared your offering to others, and decided that your product or service is the right fit for them.

There are a few things you can do to help potential customers convert at this stage:

• Make it easy to buy: Your checkout process should be simple and straightforward. Potential customers should be able to find what they need quickly and easily.
• Offer clear value: Make sure potential customers understand the value of your product or service. What problems will it solve for them? How will it make their lives better?
• Provide excellent customer service: If potential customers have any questions or concerns, make sure you are there to help them. A positive customer experience can go a long way towards closing a sale.

PRO TIP: Since emotion is such a strong factor in decision-making, videos at this stage of the funnel benefit from a human touch to pack an emotional punch.

Some of the most effective videos for 'Top of Funnel' marketing can include:

• FAQ videos
• Testimonial videos
• Case study + Testimonial videos
• Call to action videos

KEY METRIC: Sign up's, discount code use, sales

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Bottom of the funnel - Retention 

Retention is a reticent addition to The bottom of the funnel and is also known as the "loyalty loop" because this is the stage where you can turn your customers into repeat customers and brand advocates.

There are a few things you can do to keep your customers coming back:

• Provide excellent customer service: This is essential for building customer loyalty. Make sure your customers are happy with their purchase and that they have a positive experience with your company.
• Offer incentives for repeat business: This could include loyalty programs, discounts, or free gifts.
• Personalise your marketing: Use the information you have about your customers to personalize your marketing messages. This will make them feel like you are really speaking to their needs.
• Create a great product or service: This is the foundation of any successful business. If you have a great product or service, your customers will be more likely to come back for more

“Think of Retention videos as little touch points that help you stay connected with your customers.”

Some of the most effective videos for 'Top of Funnel' marketing can include:

• FAQ videos
• Tutorial videos
• Behind the scenes
• Product updates
• Service announcements

KEY METRIC: Cohort retention, repeat sales, newsletter data

Video is a diverse tool that can be used to reach your target audience at every stage of the marketing funnel. By creating engaging and informative videos, you can attract new customers, educate them about your products or services, and convert them into loyal buyers.

Here are some additional tips for creating effective video marketing content:

• Keep your videos short and to the point.
• Use high-quality video and audio which is only obtained through professionals 
• Make sure your videos are well-lit and well-edited.
• Use engaging visuals and storytelling techniques.
• Target your videos to your specific audience.
• Promote your videos on social media and other channels.

By following these tips, you can create video marketing content that will help you reach your target audience and achieve your marketing goals.

Our team are happy to have a chat with you about how we can help achieve this!

Credit: Wistia