Video and video marketing play a part at each step of a standard marketing funnel.
Video drives Awareness—causing your ideal client to become aware of who you are and what you offer.
Video can also be used to drive clients further down into your marketing funnel, through Consideration, Conversion, Loyalty, and Advocay.
And you’ll have a paying client on your hands before that entire funnel has been travelled.
But first, what is a marketing funnel?
A marketing funnel is a model that represents the journey of a customer from the initial awareness of a product or service to the final purchase or action. The funnel metaphor illustrates the gradual narrowing of the customer base at each stage as potential customers drop out. While there are various interpretations of the marketing funnel, a common version includes the following stages:
- Awareness: This is the top of the funnel where potential customers first become aware of your product or service. It involves reaching out to a broad audience to create initial interest.
- Interest: At this stage, consumers who are aware of your brand start to show interest by seeking more information. They may engage with your content, follow your social media, or subscribe to your newsletter.
- Consideration: Potential customers are actively considering your product or service and comparing it with others in the market. They evaluate the benefits and costs, read reviews, and may engage with sales representatives.
- Intent: Here, the customer’s behavior indicates a strong potential for purchasing. This could be demonstrated by actions such as placing an item in a shopping cart or filling out a contact form.
- Evaluation: During this phase, the customer is making the final decision about whether or not to proceed with a purchase. They might be considering different offers or negotiating terms.
- Purchase: The narrowest part of the funnel, this is where the customer makes the actual purchase and becomes a client or customer.
Some models include additional stages beyond the purchase:
- Loyalty: After the purchase, the focus shifts to retaining the customer, encouraging repeat purchases, and building brand loyalty.
- Advocacy: Satisfied customers recommend the product or service to others, effectively becoming brand ambassadors. This could lead to word-of-mouth referrals that feed back into the top of the funnel with new awareness.
The names and number of stages can vary depending on the model and the business context, but the core concept remains a progression from awareness to action.
And, how does video play into each part of that?
Video content can be a powerful tool at each stage of the marketing funnel, serving different purposes as potential customers move from awareness to advocacy. Here’s how video marketing can fit into each stage:
Any brand video can be used throughout your marketing funnel, but the best videos at each step of the way are those created with the use-case in mind: Videos that intend to Interest should be different than videos that intend to Convert, and vice-versa. And, within every great brand video is a small marketing funnel that stands alone, hopefully powerful enough to wind up in paying clients.
Light Touch Media Group
- Awareness: At the top of the funnel, the goal is to attract as many potential customers as possible. Videos for this stage include brand films, viral content, educational videos, and broad-topic thought leadership that aim to capture attention, engage viewers, and increase brand visibility. Social media platforms and video-sharing sites are commonly used to distribute this type of content.
- Interest: Once you’ve captured the attention of potential customers, the next step is to keep them interested. Videos that work well in this stage include more detailed explainer videos, webinars, and video series that delve into specific topics related to your product or service. These videos are designed to educate the audience and build interest.
- Consideration: At this stage, potential customers are evaluating their options. Product demos, case studies, and testimonial videos can be very effective here. They provide concrete examples of the benefits and value of your product or service, helping to differentiate your brand from competitors.
- Intent: When potential customers show intent to purchase, you can use video to nudge them towards making a decision. Videos that work well here include in-depth product reviews, tutorials, and personalized sales videos that address specific customer queries or concerns.
- Evaluation: In the evaluation stage, customers are making their final purchase decisions. FAQ videos, more detailed case studies, or comparison videos can help address any last-minute questions or concerns a buyer might have.
- Purchase: Although the purchase stage might seem like an endpoint, video can still play a role. Unboxing videos, thank you videos, and quick start guides can enhance the customer experience and confirm that they made the right choice.
Beyond the purchase, video can help cultivate post-purchase stages:
- Loyalty: To encourage repeat business and build loyalty, you can use videos for onboarding, in-depth tutorials, and exclusive content for existing customers. These videos help customers get the most out of their purchase and feel valued by your brand.
- Advocacy: Customer testimonial videos, user-generated content, and referral program explainers can turn satisfied customers into advocates for your brand. Encouraging customers to share their positive experiences with your product or service can attract new prospects into the awareness stage of the funnel
