Do you use videos in your marketing funnel? If you don’t, this is probably why you’re not getting the results you wanted to get from your marketing campaigns. Videos offer a great deal of attraction and engagement, and this is what makes them such a successful marketing tool.
There’s a “right approach” to creating and using funnel videos in your marketing campaigns. So if you’re looking to improve your sales funnel conversions with videos, read on to discover how best to go about it. Before exploring how to best use a funnel video in your marketing campaign, let’s take a look at what a video marketing funnel is.
What is a video marketing funnel?
A video marketing funnel is much like a simple marketing funnel in that the aim is to lead to the successful conversion of potential leads. The main difference, however, is that video is employed as the major marketing tool instead of just text. In a video funnel, what you do is use videos to guide your target audience through every stage of the buying process.
For example, if you aim to expand the reach of your business and reach a wider audience, you’ll want to include videos that help your target audience see what the problem is at the top of the funnel. Of course, if you’re using videos for your marketing, then the primary metric you’ll want to focus on will be video views. The video views will help you determine how visible and valuable your content is.
If you include call-to-action (CTA) buttons at the end of your video funnel, you’ll want to check your click-through rate. This will serve as an effective metric for measuring how effective your video funnel is.
Why video marketing funnels are so effective
Now you may be wondering, “What exactly makes a video funnel such an effective marketing tool?” That’s a really good question, and the answer is pretty simple. It’s all down to the fact that videos offer more engagement than every other form of marketing. How? Well, here’s a pretty telling fact for you:
“Did you know that more than 80% of people are visual learners?”
Well, now you do. What this means is that about 80% of your target audience is more likely to be significantly influenced by videos than other forms of media. Beyond this, however, one of the things that really makes video a very effective marketing tool is the fact that it perfectly combines sounds and pictures. Sounds and images actually rank among the tools with the most powerful emotion-altering effects.
While it’s very possible for your target audience to be influenced by your marketing copy and pictures, a video will leave a longer-lasting impression on their minds. Consider this, as your target audience absorbs information from your videos, their emotional state will also be simultaneously altered by the sound they’re hearing. This will, in turn, result in better conversions for your brand. So if you really want to create a successful marketing strategy, video funnels are a must-have.
Now that you know what a video funnel is and why it’s such an effective marketing tool let’s take a look at the parts of a video marketing funnel.
What Is A Video Marketing Funnel Made Of?
As mentioned earlier, a video marketing funnel is very similar to a normal marketing funnel. Because of this, there’s a very high likelihood that you already have some idea of what the parts of a video funnel are. Nevertheless, you should know that although they are quite similar, they do have their differences. Read on to learn more about what the parts of a video funnel are and how best to structure them to get optimal conversion results.
Top Of The Funnel
As the name implies, this is the first part of your video funnel. It is the “first contact” your target audience has with your brand and marketing strategy. As the saying goes, first impressions last longer. You should know that this is especially true where marketing and conversions are concerned.
Although you can describe a video funnel as a “tool,” you should know that it also perfectly doubles as a journey. It’s a journey for your target audience, and the top of your funnel is the beginning of that journey for your target audience.
When you’re trying to design a “top-of-the-page” funnel video, your content goals should be directed toward creating awareness about a particular problem. This is important because it’ll serve as the “hook” to move your target audience along your funnel. It should go without saying that whatever “problem” you create awareness about has to be something you have a product or service that’ll solve.
With Apples new iPhone 15 this top of funnel add aims to hook viewers through upbeat catchy music, quick transitions, and eye catching shots that show off the cameras features. As you can see this video is only 48 seconds and doesn’t dive deep into all the features and updates.
In this part of your video funnel, you want to focus on metrics like video engagement and view count. This is important because these metrics will tell you how successful your funnel “hook” is. This will, in turn, help you decide if there’s something you need to tweak or adjust about the top of your funnel.
Middle Of The Funnel
Once you’ve successfully designed a top-of-the-funnel video, the next thing you’ll need to do is create an effective middle-of-the-funnel content. Ideally, you’ll want to develop content that’ll move your target audience along the funnel further.
In this next stage of your video funnel, your focus should be on education. Basically, once your target audience is aware that there is a problem, they’ll begin looking for a solution. However, they don’t have an idea of what a solution looks like. So what you want to do here is create a video funnel content that shows them what an ideal solution will be.
Once again in this Apple iPhone 15 example, this middle of the funnel video dives deeper into the details of the new updates of the iPhone 15
Bottom Of The Funnel
The metric to focus on here is watch time. A high watch time will tell you if your target audience finds the solutions you’re providing interesting enough to keep watching. If your portrayal of an effective solution is satisfactory, you’ll find you have a high watch-time metric. On the other thank, if your target audience feels like your “ideal solution” isn’t good enough, they’ll ditch the funnel video.
In this part of your funnel, you’ll want to bring all your powers of persuasion to bear. This stage of your funnel builds on the “tension” you’ve created in earlier stages of the video funnel. You could say that this part of your video funnel is the make-or-break point.
At this stage of the video funnel, your target audience has a pretty good idea of what the problem is. They’ll also have a very good idea of what an ideal solution will look like. So at this point, they’ll already be weighing a number of possible options in their minds.
Your goal is to convince them that your solution is the perfect one for them.
In this bottom of the funnel video from Apple promoting the iPhone 15, they dive even deeper into all the features of the various models of the iPhone 15 and what each model is capable of based on the users needs. This video is over 8 minutes long
Your focus metrics are the number of sign-ups, sales, or generated leads. This is primarily because you’ll have included a call to action (CTA) button here that’ll guide your already “primed” target audience to the product or service you offer. So the number of times your CTA button is engaged will tell you how satisfactory your target audience finds the solution you’ve presented to them.
Retention Stage
Did you think that was all? Well, you’re not the only one! This is a major mistake most companies make, and it ends up costing them a lot. You see, the earlier stages of your video funnel are designed to get you more conversions and customers. However, you should know that you need a way to keep the new leads you’ve generated.
This is what the funnel videos at this stage of your video marketing funnel are for. You could consider including tutorial videos on how best customers can use your products. You could also opt to send videos announcing new product or service launches.
Building Video Funnels That Convert With 8MediaGroup
Although video funnels are effective for marketing and conversion, they have to be done the “right way” for them to be effective. When creating an effective video funnel, it all comes down to the video production quality. You should know that there’s only so much you can do by yourself; this is where 8MediaGroup comes in.
If you really desire funnel videos that convert, what you need is the professional touch that 8MediaGroup offers. 8MediaGroup is a video production company made up of skilled professionals who are passionate about creating results that resonate. You have the products and services; we have the skill and know-how. Let’s help connect you to your audience and get you the conversion results you aim for.
