Video marketing funnel: what is it and why is it so important?
If you own a brand, you certainly are aware of the importance of video. Nowadays, social media sponsored video ads saturate platforms in order to get new customers to click through to their websites and product pages – and they get more and more creative. If you don’t generate video content, you’ll lose on opportunities to sell and grow your customer base.
But how do you create relevant video content? The answer is a tried-and-tested strategy that can be repurposed for video content: a video marketing funnel.
If you’ve been in marketing for a while, you will have heard of a marketing funnel. But what is a video marketing funnel exactly? And why is it so important?
The video marketing funnel
A marketing funnel is a marketing strategy that guides the customer along the buyer’s journey, from the moment they first become aware of a problem/need they have to the decision to buy your product.
Why a funnel? Because the number of leads considering your brand will diminish along the stages of the funnel until you finally get your happy customers.
A marketing funnel involves all aspects of a brand’s marketing strategy, from workshops to ads or email campaigns. So, a video marketing funnel is a marketing funnel that revolves around your video content.
How does it work?
In details: the stages of a video marketing funnel
Like all other marketing funnels, a video marketing funnel includes four stages: awareness, consideration, conversion, and retention. For each of them, the customer will have a specific approach and you will have to respond to it.
1. Awareness
The customer has become aware of a problem they need to solve, so they start researching it. You will cater to their need by showing them who you are – what your brand does and why you are a good fit for them.
2. Consideration
The customer is now clear on what their problem is and starts considering solutions. You will need to educate them on what solutions you offer, for example through product videos.
3. Conversion
The customer is now ready to buy. You will reassure them anticipating any reservations they might still have and showing them testimonials from happy customers.
4. Retention
Once the customer buys, they become your best marketing strategy. People trust word-of-mouth advice, so keep your customers happy. You will do so by showing your appreciation and keeping them updated on any new content.
This is valid for every marketing funnel. As for videos, we will now go through the best video contents for each stage of the funnel.
The best videos for each stage of the funnel
Depending on their place along the buyer’s journey, customers will be more or less receptive to certain video content. For instance, if you try and hook customers in with a product video as they are still researching their issue, they will be put off by your eagerness to get their money. That’s why knowing which videos work best for each stage of the funnel will help you capture leads and guide them along the buyer’s journey.
1. Awareness – brand videos
You and your customer are getting to know each other. This is the moment to show who you are, your values and your personality to see if you are a good fit.
And what can do it better than brand videos? Brand videos give your leads a sense of who you are and what you stand for, so they’ll know whether they want to buy from you or not.
On top of brand videos, anything that will give your customer value for free will make them like you. Explainer videos, short documentaries and inspirational video are all great means to this end.
2. Consideration – product videos
Your customer is now considering the options you’re offering. Time to give them the solution they’re looking for.
A product video can help your customer get to the conversion stage, that is the sale. Once they see how a product works, especially if shown through a case study with real happy customers, they will be more likely to trust it.
Product videos, testimonials and case studies are exceptional content to showcase in detail how your product satisfies your customer’s needs.
3. Conversion – FAQ videos
Your customer is ready to make that payment. But something is still bugging them. They just thought of an issue they might encounter while using your product. It’s your turn to anticipate their objections and reassure them they have nothing to worry about.
With a FAQ video you will have the chance to answer your customer’s questions in a fun and personable way in order to convince them further that they are making the right choice in buying your product.
Instructional videos aimed at helping the customer with the use of a product or personalised videos that will make them feel cared for are also optimal at this stage.
4. Retention – thank you videos
Don’t forget about your customer once they’ve given you their money. Actually, now is the best time to nurture that relationship.
Thank you videos can do wonders at this stage. Your customer will feel cared for, appreciated and in tune with your brand. They will come back in the future if they need a similar service and they will make sure to spread the word…
As your brand grows or changes, keep your customers updated on anything they might need to know, new products or changes to your services through email videos.
If you’re curious about effective video content, especially brand videos and campaigns, you can head to Catch Creative’s showcase page for some great examples.
Why is video marketing funnel so important?
Now that you understand how it works a bit better, you might still be asking yourself whether spending your time planning your video content this way is really worth it. Let’s just say it, it definitely is.
If you take a look at some of the recent statistics about video, such as the ones gathered by invideo, you’ll realise that people now use video as their preferred learning tool. This means they will resort to video to keep updated with world news and learn new skills as well as to choose what to buy when they need something. In fact, in 2022 video will make up 82% of all consumer internet traffic.
It’s clear then that you need to produce video content in order to reach your customers. Yet, simply putting videos out there isn’t enough to grow your customer base or increase traffic to your e-commerce website. You need a strategy.
A video marketing funnel is the strategy that will help you devise your content carefully in order to actually make a difference.
Where to start?
If you’re wondering where exactly you should start, that depends on your business.
If you’re just starting out, then you will need to start at the top of the funnel, creating awareness video content in order to attract leads. If you already have an established brand with a lot of video content, check the data – which videos are attracting traffic? If your awareness videos are successful, then start creating consideration videos, and so on down the funnel. Always start at the top, where the most leads are waiting.
All in all, make sure you constantly create video content that shows off your brand’s values and personality and makes your potential customers feel special. It’s a great place to start.