Video
marketing
Video marketing is a powerful marketing technique that uses video as a primary tool to promote brand awareness, attract new audiences and increase sales.
Their proven effectiveness is based on the indisputable ability of video to create an emotional connection with the viewer and provide a much richer and more memorable experience than text or images alone. Video is an unbeatable visual experience, the most effective content format with the highest ROI.
Law of the funnel
But just what exactly do you need a video or a series of videos for? To attract new users? To convert them into customers? To retain customers who have already bought from you?
Video marketing should be integrated into your overall marketing strategy and play a specific role in relation to the different stages of the conversion funnel.
Shall we take a look at them?
Top of the funnel (Tofu)
At the top of the conversion funnel are prospects who don’t know you yet. They haven’t heard of your brand, but they have a specific problem or requirement that your brand or product can solve. You know it, but they don’t. Not yet.
And this is where video marketing comes in.
Video helps you to make yourself known in an interesting and engaging way. And it allows you to attract the right audience by addressing the challenge or issue they have, which your brand can solve. Your main goal right now is not to generate immediate sales. It’s to increase brand awareness among your target audience and grow traffic to your website. There is nothing better at this stage than video advertisements, corporate videos or video ads on social media.
Top of the funnel (Tofu)
At the top of the conversion funnel are prospects who don’t know you yet. They haven’t heard of your brand, but they have a specific problem or requirement that your brand or product can solve. You know it, but they don’t. Not yet.
And this is where video marketing comes in.
Video helps you to make yourself known in an interesting and engaging way. And it allows you to attract the right audience by addressing the challenge or issue they have, which your brand can solve. Your main goal right now is not to generate immediate sales. It’s to increase brand awareness among your target audience and grow traffic to your website. There is nothing better at this stage than video advertisements, corporate videos or video ads on social media.
Middle of the funnel (Mofu)
In the middle stage of the funnel, consumers are already looking for solutions to their problem and are evaluating the different options they are aware of, the different brands or products that provide them with that solution.
At this stage you need to focus on providing the relevant information, aligned with the prospect’s needs and goals, in order to convert them. This is the time to convince them that your solution is the best one to explore amongst other options.
Animated explainer videos, so called because they are designed to explain things in an entertaining and effective way, or product videos, infographic videos, video interviews or tutorial videos, are unbeatable tools to meet communication challenges at this stage.
Middle of the funnel (Mofu)
In the middle stage of the funnel, consumers are already looking for solutions to their problem and are evaluating the different options they are aware of, the different brands or products that provide them with that solution.
At this stage you need to focus on providing the relevant information, aligned with the prospect’s needs and goals, in order to convert them. This is the time to convince them that your solution is the best one to explore amongst other options.
Animated explainer videos, so called because they are designed to explain things in an entertaining and effective way, or product videos, infographic videos, video interviews or tutorial videos, are unbeatable tools to meet communication challenges at this stage.
Bottom of the funnel (BoFu)
At the bottom of the funnel, prospects decide on a solution and develop into customers. This stage is known as the purchase, decision, conversion or action stage. It’s time for them to watch videos that help them make that final click.
Demonstration videos, Video Case Studies, Whiteboard animation, explainer videos with a strong Call To Action. Make them an offer they can’t refuse.
Bottom of the funnel (BoFu)
At the bottom of the funnel, prospects decide on a solution and develop into customers. This stage is known as the purchase, decision, conversion or action stage. It’s time for them to watch videos that help them make that final click.
Demonstration videos, Video Case Studies, Whiteboard animation, explanatory videos with a strong Call To Action. Make them an offer they can’t refuse.
Ya tienes al cliente. ¿Seguro?
The buyer’s journey should not end once the purchase has been made. That’s why most conversion schemes add a stage here. They call it the customer loyalty or retention stage. Your customer has already bought your solution or has already taken the action you expected. But your goal is for them to repeat the purchase, to become a loyal customer and, if possible, to recommend your product or brand. Your goal is to keep their level of satisfaction high.
And here video marketing can help you again. You can generate video content that helps them to better understand their newly acquired product, that inspires them to use it in ways they hadn’t imagined or to get more out of it. Any type of content that reinforces and reaffirms their decision will be useful for building loyalty.
Ya tienes al cliente. ¿Seguro?
The buyer’s journey should not end once the purchase has been made. That’s why most conversion schemes add a stage here. They call it the customer loyalty or retention stage. Your customer has already bought your solution or has already taken the action you expected. But your goal is for them to repeat the purchase, to become a loyal customer and, if possible, to recommend your product or brand. Your goal is to keep their level of satisfaction high.
And here video marketing can help you again. You can generate video content that helps them to better understand their newly acquired product, that inspires them to use it in ways they hadn’t imagined or to get more out of it. Any type of content that reinforces and reaffirms their decision will be useful for building loyalty.