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How to Boost Each Stage of the Marketing Funnel With Video

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There’s a reason you’ve been seeing more videos over time when you scroll through your Facebook feed. Video content gets results. A study found a 135 percent boost in organic reach with Facebook posts that include a video rather than a photo.

Video doesn’t need to be the only type of content you use but it can become an integral part of your content marketing efforts. The next aspect to figure out is what kind of videos your business can share. In actuality, there is an array of video types you can use to promote your company, and you can fit different types of video into each stage of your marketing funnel.

Types of Video Content

Image via Flickr by wmrice

Video might seem overwhelming. Maybe you’ve seen the super-viral Dollar Shave Club videos and think that your company could never be that funny (or maybe humor doesn’t even fit your brand). Don’t feel bad — Dollar Shave Club’s CEO has experience in improv comedy.

Another possibility is that you simply don’t know what your videos should focus on. After all, you want them to engage your audience, not just drone on about your company or products/services.

Fortunately, many types of videos exist. You can choose ones to fit your brand at different points in your marketing funnel. Think about how your company could market with these videos:

  • Explainer: Share how your company/product/service works and how it solves the audience’s problem. A book light video can show how well it lights up a book and how it helps the customer read when her partner is sleeping.
  • Educational: Rather than educating on your products, services or company, these videos should educate on problems and solutions related to your company’s mission. For example, a painting company could educate on how weather affects a paint job and pros/cons of different types of available paint.
  • Product/Demo: Video format gives an amazing way for customers to see how your product works in real life. You can also display each feature of the product. An example is a video showing a blender creating different foods and beverages. Have a service instead? Show the process.
  • Culture: It’s more effective to capture your brand culture through a visual format like video than through text. You can connect with your audience more by showing your brand’s character, revealing the personalities of your staff and sharing why your company cares about its mission. An example is a company filming its employees at the annual retreat.
  • About/Brand: Text about your brand doesn’t always truly capture who you are. What is your company about? What’s its mission and vision? Who are the people who work there? Rather than tell your audience (or in addition to telling them through text), show them in video format. For example, have a video take a look inside the office and show the people who work there.
  • Testimonial: Have current customers give testimonials in video format. This method can build trust by showing the real person behind the endorsement. If you find it difficult to film a client, think about modeling the companies that have created employee testimonial videos sharing why they like working for the brand.
  • Instructional/Tutorial: In these how-to videos, you’ll give step-by-step instructions for the viewer to follow. Of course, the tutorials should connect to your products or services. For example, a mail-order furniture company could share videos on how to put together the furniture.

While this is a pretty comprehensive list, you’ll find additional types of videos you can create. Look at examples and learn more about video content to connect with your audience in this valuable way throughout their buyer journey.

Incorporating Video Content Into a Marketing Funnel

Video content isn’t just about attracting your audience. It can definitely accomplish that goal, but it can also help you with other stages of a marketing funnel or customer journey. Of course, there are different funnel models your company could be following, but you can adapt this idea to fit.

Choose the different types of videos to fit each stage of your funnel. Just as you would with other types of content, think about what you’re trying to accomplish during each stage of the funnel and create videos to achieve those goals.

Awareness

Educational videos are perfect for this stage. Create videos that do not promote your brand but instead educate on the problems your audience is having and how they can be solved. You could also teach viewers how to reach their goals. These videos can attract the right people, help them understand the problem and possible solutions, and show that your brand is an authority on this subject.

Consideration

Create videos for the middle point of your funnel that help your audience understand how your product or service could help them with their problems or goals. At this point, you could share explainer videos on how your product or service works and addresses their problem.

Decision

When the customer is comparing your brand to others, it’s time to give them more detail. Share a detailed demo video that shares product features. Brand/about, testimonial, and even company culture videos can teach more about the company and why it stands out to help convert them into customers.

Create and Retain Followers/Promoters

When your audience is already purchasing from you, use videos to keep them engaged and help them promote your brand to others. Some videos that help with other stages of the funnel might help you here as well. For instance, company culture and about videos could help followers understand your brand better, while tutorial videos could teach them how to best use the products they have purchased from you.

Video is an important form of content that is in its prime. Your company can use different types of video content to help your target audience connect with your brand and what you offer at every step of your marketing funnel. Just as you would tailor other types of content to each funnel stage, do the same with video to get the best results.

About the author

Sharon Therien

Sharon Therien is a freelance writer in Florida. She provides content and copy to support clients' marketing goals, and she studies digital marketing, especially inbound.