Using Explainer Videos Throughout the Marketing Funnel

 

Video is a powerful marketing tool that can be used effectively at all stages of the marketing funnel. Video helps customers imagine what a service or product is really like. In turn, this aids customers in making decisions that involves your brand. However, for videos to be optimally effective, they need to be shown to the right leads at the right time in order to increase conversions. Therefore, understanding the different stages of the marketing funnel is imperative.

Using Explainer Videos Throughout the Marketing Funnel

The marketing funnel is a simplified model of a customer’s journey. A basic marketing or sales funnel has three main stages. The top of the funnel is wide, with lots of leads. The funnel gets narrower near the bottom. This is where prospects get close to converting.

Top of the Funnel

The first stage of the sales funnel is all about awareness. Here your goal is to make a good impression and to get leads more interested in your brand. Video content at this stage will be most effective if they impress and thereby get targets involved. Aim to raise awareness. Also aim to answer initial questions. We suggest:

—-video documentaries on topics your audience cares about, with a hint of your brand in it

-entertaining or inspirational videos that show you understand your audience

—-educational videos that give advice on a topic that interests your target audience

-—animated explainer videos that briefly introduce your brand and share your values & mission

—-explainer videos that broadly highlight the benefits of your product / service, to build brand awareness

Middle of the Funnel

The second stage of the sales funnel involves consideration. Leads at this stage have shown an interest in your brand and now need more information, especially about why your product / service is the best choice for them. Leads at this stage in the sales funnel are considering options by also looking at other companies. To move leads from the middle of the sales funnel to the bottom they need to be convinced that your brand is the best option. To help leads make that decision provide additional information about what your business does and how you help your customers. At the same time, focus on building trust. If leads are impressed their interest in your brand is deepened and so targets are moved further along the funnel. We suggest:

—-explainer videos that focus more specifically on particular aspects of your product or service

-“About-us” videos, that tell your company story, or a short documentary about your company and brand

—-case study videos that create social proof of how your brand solved a problem

-— testimonial videos, sharing the benefits of your brand

-— interview videos, featuring customers who make favorable comments about your brand

Bottom of the Funnel

In the final stage of the sales funnel leads are more or less ready to make a buying decision. It is decision time! At this point, your goal is to get leads to buy from you (instead of from a competitor). Here leads are almost ready to make that purchase, but may still have minor reservations.  You can make it easy for them to choose your brand by targeting concerns. Think of all possible queries that potential customers may have and put their minds at ease. We suggest:

—-FAQ videos that help to ensure product / service details are clear

—-personalized videos, that make leads feel valued

—-step-by-step explainer videos that offer detailed information, to clear doubts

—-how-to instruction videos, that show how to use your product or service

—-a sales pitch video that gives specific purchase details

Video is an effective marketing tool at every stage of the sales funnel. In order to guide leads from the top of the sales funnel to the point where they are converted, use the correct type of video at every stage. To do so, keep in mind the processes in the sales funnel: awareness, consideration, decision. Each of these processes will need different types of marketing videos. So, make use of video to guide your leads through the entire buyer’s journey!