Video For Content Marketing Funnels
Video is an outstanding way to communicate your message, narrate, and share appealing material in an absorbable format. Organizations that utilize video marketing in their content funnel and overarching strategies see much better outcomes than those utilizing static assets.
- Social network posts that contain video have 48% more views than those that do not.
- According to Buffer, 25% of companies publish video material weekly…
- Hubspot discovered that 93% of marketers who use video say that it's an essential part of their marketing techniques…
Perhaps you've meddled with video content marketing before; maybe you're thinking about video for the first time– in either case, if you don't include video throughout the various stages of your content marketing funnel, you're missing out on an efficient way of development. In this short article, we'll specify the marketing funnel, information on the different types of videos that work well in the funnel, and offer the metrics you require to measure to make sure success in your campaigns.
What Is A Content Marketing Funnel?
If you're new to the marketing video game, or even a seasoned veteran, it pays to comprehend the content marketing funnel…
The content marketing funnel assists to specify and frame each phase of the purchaser's journey– from awareness to conversion. The funnel sometimes includes additional phases of post-conversion, consisting of adoption, retention, and advocacy…
By coordinating your video marketing method with the marketing funnel, you can actively plan campaigns that hit every stage of the purchaser's journey and accomplish much better outcomes.
Awareness Stage – Top Of Funnel (ToFu).
The awareness phase is a chance to acknowledge your brand name or business by creating interesting, relatable content that notifies and informs your target market. As a target audience member begins to engage with your brand name or company, they will move further down the marketing funnel, becoming a lead…
Factor To Consider Stage – Middle of Funnel (MoFu).
The factor to consider phase is an opportunity to positively position your business as the very best solution for the audience's issue by producing content that fixes an inquiry responds to a question or eases a discomfort point. The middle of the funnel is likewise where your audience will evaluate how you compare vs your competitors.
Conversion (Decision) Stage – Bottom of Funnel (BoFu).
The conversion phase is an opportunity to convert your lead into purchasing or registering for your services or product. This is done by creating the material that demonstrates how your product works, explains its functions and affects your lead's acquiring choice.
How to position videos in the content marketing funnel.
Producing video content that familiarises and informs your audience is the key to success at this content marketing funnel phase. Your customer knows they have an issue that they wish to fix– it's up to you to create video material that shows you understand their issue and are the best individual to help them resolve it. You'll need to make your brand stand out, produce an impactful response, and position your business as an authority in its niche. How?.
At the top of the funnel, your audience will look to understand their problem and start to look for solutions. Let's say you offer home brewing equipment. A possible lead may look for terms such as “how to brew beer in your home” or “how to get going brewing your own beer.” This is your opportunity to create appealing video content that addresses their inquiry.
Explainer videos are a great way to provide your audience with a succinct photo of exactly what your business does and assist to educate them on your service or product and place your business as the solution to their problem. Nobody has time to scroll through pages of text; explainer videos do the heavy lifting for you by providing details in an easily absorbable audiovisual format.
If you need some inspiration to begin, Dropbox included an explainer video to their homepage and, as a result, saw a 10% increase in conversions that contributed to an extra $48,000,000 of income over the next few years. Something to consider, huh?.
Social media videos.
Social network videos require to engage, educate, and amuse, all while getting the attention of your audience and stopping them from scrolling thru material. Post on the channels where your biggest addressable audience hangs out the most, and keep in mind that some videos are more suitable for some channels than others.
Awareness phase success metric: View count.
An excellent beginner's strategy to determine your video marketing campaign's success– check if people are seeing your video or not. If you're seeing a low view count, this is a signal that you require to enhance your title, description, or even alter the static image that's shown prior to somebody viewing your video to help increase your view count…
At the factor to consider phase, you'll require video content that continues to develop trust with your audience (now leads) and reveal to them that you're the very best solution for their problem. Add in particular calls to action in your video material that will drive your audience even more down the funnel and provide a chance to support them as a lead. The consideration phase is all about empowering the audience to make decisions based on the content you show them.
A well-put-together product video will showcase your product's distinct functions and describe how they'll benefit the consumer. Product videos are an ideal format to inform your potential users how you'll help them fix their issues in a quickly consumable way. Bear in mind that customers are up to 84% most likely to purchase after enjoying a product video, so it frequently pays to include this video format in your content marketing funnel.
You can share product videos across social media, embed them on product pages, or distribute them through email campaigns…
Landing page videos
Sharing key landing pages through e-mail marketing projects and support streams will further press possible customers down the funnel. Embedding videos on landing pages can help improve conversions, with some services seeing up to a 34% increase in conversion rates.
Consideration stage success metric: Click-through rate
To comprehend whether or not your video marketing is driving your leads further down the funnel, you'll want to measure click-through rates. This suggests assessing your calls to action and if your leads are taking the required next actions to the conversion phase…
At the extremely bottom of the funnel is the conversion phase, where a user is ready to convert on a solution to their initial problem but requires a couple of more triggers to seal the deal. This stage of the buyer's journey is a golden opportunity to place your product as the very best option, and video content can assist with that strategy…
Video reviews from your existing consumer base function as the supreme trust signal and are an effective way to help transform a user into a possible customer. A happy consumer is your company's greatest salesperson– so use them to your advantage…
Case study videos.
Marketers and account executives comprehend the value of case studies. They work as a trust signal and evidence factor in closing deals. Nevertheless, by integrating case study videos into your content arsenal, you're loaded with more easily absorbable ammunition to support conversions.
Webinars make your business feel more “genuine” and supply a chance for your team to connect with potential consumers. The interactive format is a terrific way to engage with your audience and empower them to talk about any pain points they have with your brand or business straight with your team.
Conversion stage success metric: Conversions.
Unsurprisingly, you'll wish to define conversions as your success metric at the funnel's conversion stage. You'll need to set up an attribution model in your analytics platform to measure each video campaigns traffic source. This data will show you precisely how your bottom of funnel video content produces more conversions for your business…
Optimizing video for the content marketing funnel is no easy task. That's why we use Lumen5 to help make video creation fast, economical, and simple. Test different formats, ascertain the correct metrics, and discover what videos contribute to leads, nurture prospects, and transform consumers.
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