After all, video is powerful at both connecting with potential customers and persuading them to not only make a conversion but also become strong advocates for your brand.
Blueprint Film has helped a diverse range of businesses and organisations to strengthen their messaging at different stages of their marketing funnels through engaging video content.
In this guide, you’ll learn what a marketing funnel is and why your marketing funnel needs quality video content. Then you’ll discover which marketing videos work best for each funnel stage. Lastly, I’ll walk you through our 5-step plan for creating a video-centric marketing funnel to get the right results for your business.
A marketing funnel (also known as a sales funnel) is a marketing tool that helps you to understand the journey of your potential customers/clients and to successfully guide them from awareness to conversion and retention. Generally, this journey involves four stages. And each of these four stages has different goals.
An effective way to direct potential customers along the right path is to use video. You can use video at every stage of your marketing funnel. But before you jump into creating a video marketing funnel, let’s look at which video types (and metrics) are most relevant for each stage…
For top of funnel videos, the aim is to create brand awareness with your target demographic. Brand videos do a great job of introducing people to your brand – your approach, story, personality, values and more. Alternatively, awareness videos help customers become aware of a problem or challenge that may be facing that your business can solve. For brands targeting people based on lifestyle/interests, a lifestyle video will work best for this stage.
Key metrics: pay attention to the view count of your video(s), as this is a good indicator of exposure.
Tips for ToFu videos:
Grammarly shows how office workers like ‘Tyler’ can benefit from using their writing software in this snappy 70-second video. It manages to be fun and relatable while also introducing viewers to Grammarly’s features.
‘Middle of funnel’ videos are an opportunity to get more in-depth about what you offer and what makes you different. Explainer videos are a natural fit for this stage. Another option is product videos, which let you detail the features and benefits of your product or service.
The key metric to pay attention to here is video watch time. Why? Because this indicates how valuable the content is to viewers. If viewers seem to be dropping off too early into your video, that means you aren’t giving them the information they need fast enough.
Tips for MoFu videos:
Microsoft uses an animated explainer video to explain to viewers how Microsoft Azure works in an easy-to-follow and visually engaging way. This is part of a series of explainer videos available to people curious about the cloud computing platform on Microsoft Azure’s YouTube channel.
How can video marketing influence decision making? One way is through providing social proof to give potential customers enough reassurance to act. That means creating video testimonials and case studies that show how existing customers are benefitting. This is also the time for creating promotional videos to highlight any offers or discounts.
For the decision stage, focus on key metrics such as click-throughs, conversions, sign-ups and sales.
Tips for BoFu videos:
Here is an example from our video portfolio. We spoke to Flow 56‘s existing client, Fitted Mirrors & Glass, to provide their viewers with social proof about the benefits of using their service.
The videos you create for this stage of the sales funnel should continue to add value to existing customers/clients. An effective option is to show them how to get the most out of your product/service through tutorials, demos and how-to videos. Also, keep your existing audience up-to-date with your brand’s latest offerings through videos detailing new product launches or software updates.
Similar to the consideration stage, video watch time is an important metric to look at for the retention stage. This will signify how successful you are at holding the attention of existing customers.
Adobe Creative Cloud frequently posts video resources to help existing users get the most out of their applications. Their library ranges from short tips and tricks (such as the above video) to detailed webinars and livestreams to help users improve their skills.
Review your existing content for any outdated/low-quality content or gaps in content. Do you have quality content for each stage of the marketing funnel? For instance, if you lack any content targeted at the bottom of your funnel, then consider creating a how-to video for existing customers.
If you currently don’t have any video content (or you have a limited budget), think about where in the funnel you are currently underperforming. Generally, we suggest prioritising top of funnel/awareness videos first to build your audience.
Before producing new video content for your funnel, do your research. An informed approach is an effective approach. You need to ensure you know your audience – their needs, desires, concerns and pain points. One way to do this is by creating marketing personas. Hubspot has an excellent free tool for this. Talking and listening to your audience (especially those who have been through the funnel) is also very informative.
We have given you specific metrics to focus on for different stages of the funnel. But these numbers mean nothing without context. In other words, you need benchmarks to measure your results against. If you have published marketing videos before, you can look to past results to establish benchmarks. Otherwise, you can research industry standards, or check how your competitor’s videos are performing.
Now that you know the type of content you want, who you are targeting and the results you want to achieve, it’s time to create your content. How you go about this is up to you. If you are running low on time, resources or expertise, consider contacting our team of video production professionals.
It is hard to overstate the importance of distributing and promoting your video content. When done right, you maximise your video marketing ROI. So take some time to think about all the places you might want to distribute your content.
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