The landscape of video marketing has evolved beyond simple promotional content. It now involves creating videos tailored to achieve specific goals.
For instance, brand videos are employed to enhance brand awareness, while announcement videos are ideal for launching new products or services.
Given the shifting dynamics of video marketing, marketers must align their strategies with the marketing funnel.
Understanding where a potential customer is in the funnel allows for the creation of targeted and effective video content that resonates with specific objectives.
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What is the Sales Funnel?
The sales funnel represents a model of a customer’s journey, starting from identifying a problem to eventually making a purchase.
It provides valuable insights for marketers to understand customer behavior. A typical sales funnel is divided into three key stages: generate, convert, and customer.
It’s important to note that the structure of a sales funnel can vary significantly from one company to another. The basic structure includes:
Stage 1- Awareness Stage
During the “generate” stage of the sales funnel, potential customers actively seek solutions to their problems.
They discover various brands online, often through advertisements or other means. Customers explore websites and social media channels of relevant brands, engaging in research without an immediate intent to make a purchase.
At this phase, a brand’s objective is to be transparent and informative, aiming to attract customers. Utilizing professional explainer videos created by an online video maker can effectively provide prospective customers with valuable information.
Brands can make a lasting impact and guide potential customers down the sales funnel by creating engaging and impactful content.
Type of Videos to Use at This Stage
Marketers are aiming for a wider audience at this stage; view count is the key metric. The goal at this stage is to be memorable.
Exciting and informative videos work wonders at this stage. Videos incorporated with humor, thrill, or relevant information tend to become more viral.
For example, prospective customers are attracted if a real estate brand offers them the experience of actually living inside the property. With an online video maker, the extra noise and brightness can be cut out.
At this stage, businesses should also create videos that resonate with the audience’s emotions. Marketers can use an online video maker to add subtle music to videos.
- Entertaining Advertisements.
- Videos on Trending Topics.
- 360-degree Videos.
- Aerial Videos.
- Brand Values Videos.
- Aligning a video with trending topics helps maximize reach.
- Adding informative or attractive videos to websites aids in attracting prospective buyers.
- SEO strategy must be kept in mind.
Stage 2- Consideration Stage
At this stage, the leads show interest in some brands by visiting their profiles several times, by subscribing to their channels, etc.
The leads are still not making a purchase but have shown more interest in a few brands. A business needs to nurture these leads to pull them to the third stage of the sales funnel.
A good online video maker can be used to give a polished look to brand videos. The quality of informative videos can be enhanced by adding animations and statistics.
An online video maker is equipped with excellent themes, a brilliant color palette, and remarkable animations.
Types of Videos to Use at This Stage
The goal at this stage is to help customers by providing the right information; time spent is the key metric.
Adding helpful videos to the landing page, social media profile and other business channels will pull customers.
Informative explainer videos should be made, providing the details of products and services. These videos should be created so that it is easy for beginners to understand.
Graphs, data, and pictures can be added to explainer videos to enhance their quality. An online video maker can be used to draw tables and add pictures to explainer videos.
- Explainer Videos.
- About Us Videos.
- The length of explainer videos is generally larger.
- An online video maker can be used to improve the quality of explainer videos.
- Explainer videos have the potential to satisfy a customer’s curiosity.
- Trust is built with informative videos, as a business is educating customers using them.
- These videos can win the audience’s hearts; they are happy to learn for free.
Stage 3- Decision Stage
At this stage, a lead is ready to make a purchase. The goal of a brand should be to get the leads to purchase from their brand instead of buying from a competitor.
Marketers should push the customers into buying by showing why they are better than their competitors.
Types of Videos to Use at This Stage
The goal at this stage is to convert leads; sign-up is the key metric.
Compelling videos created using an online video maker can convert leads into buyers. Video is a powerful tool to showcase what a brand has got.
The unique qualities of products and services should be shown while telling the audience why one’s brand is more trustworthy than others in the market. A little push with an effective video can convert leads.
Prospects must feel confident about purchasing a brand. This is the apt stage to go out of the way to make them feel special.
- Product Videos.
- Personalized Videos.
- Videos with a powerful speaker are super compelling.
- The last-minute queries can be addressed at this stage.
- Videos with popular influencers can work wonders at this stage to gain trust.
Videos have become a potent tool for enticing customers, and top brands strategically use specific video types to attract visitors to their landing pages.
In the face of heightened competition, marketers are compelled to evolve and adapt their video marketing strategies.
Understanding the nuances of the sales funnel has become crucial for crafting effective videos.
The journey of a prospective customer, from recognizing a problem to ultimately finding a solution, significantly influences the choice of video type.
While the sales funnel structure may differ across brands, the fundamental three-stage structure remains a valuable guide. Leveraging specific videos at different stages of the funnel can prove highly beneficial for a business.