How does video fit in your marketing funnel?
If you’ve spent any time doing research about content marketing, you’re likely to have come across something called the marketing funnel. I’ve seen countless iterations of the funnel, but the most succinct overview I’ve found is from Kissmetrics. In short, you need content aimed at each phase of the funnel – starting with initial awareness, which should generate attention and drive engagement in the form of interest and evaluation. Advocacy from previous customers or clients can help to give a little nudge through the stem of the funnel - the sale. Finally, in order to keep those customers, you’re going to want to keep the conversation going and foster loyalty, which leads to repeat sales and higher referral rates.
So where does video fit in here?
The short answer -- everywhere.
The longer answer -- Video is versatile, and there are as many ways to fit it into your marketing funnel as you can dream of. Here are some examples to get you started:
Your awareness content should have the widest audience – pull people in to your funnel. Introduce yourself and your business to the general population, and gently guide them to your web site or storefront via a strong call to action. This could be short form content such as a quick glimpse of your product or service or a look into your company’s culture or leadership practices; or longer content such as a library of explainer and how-to videos that will not only decrease bounce rates and improve your SEO, but also help fill the loyalty section of your funnel.
Once you’ve gained interest, you’ve then got to build trust. Keep the user engaged, and prove to them that you provide the best value for their dollar. This is your chance to introduce more in-depth content such as regular vlogs, thought leadership interviews with experts, and webinars. Followed by plenty of subtle (and not-so-subtle) chances for the user to share their info so that you can follow-up personally, this is where the human connection is made.
With an incredibly high ROI, this content is ideal for placement in an email campaign -- most email blast services allow embedding or click-through video placement, which can boost your CTR by 300 percent and reduce unsubscribes by 75%.
Now once you’ve made the sale, keep those bridges strong! Advocacy is an incredibly effective (and absurdly simple) way to move new customers downward through the stem of your funnel. You’re still building that trust, but you’re leveraging your previous work and partners to do it. Testimonial videos from clients and customers can lend credibility to your product or service in order to bring in new customers, as well as remind current and past customers that you’re here and you’re awesome, leading to a higher referral rate and repeat business.
Like I said, keeping in contact with customers is a solid way to keep your business going strong. Loyalty videos can vary widely depending on your area of expertise, but regular content such as webinars and how-to videos are a valuable asset to have here to incorporate into email blasts, your web site, or for YouTube subscribers. Maybe you’re launching a new or improved product, introducing a new service, or announcing a sale. Any way you look at it, video has proven to be one of the most successful ways to reach your client base.
It’s easy for your content to get lost in the crowd if you’re not careful. From initial contact to existing relationships, your message hits hardest with video. There’s never been a more important time to stand out from the crowd, and video is the way to do it.