Video Content and The Marketing Funnel


It’s likely that many people reading this article will have produced a video to promote their company, but did you produce the right video for each stage of the buyer funnel? This infographic from One Productions takes you through what you need to know about producing the right video at every stage of the buyer funnel.

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It isn’t as simple as producing one video for all customers as some will be more aware of your company than others.

For example, what information do you want to present to a customer if they’ve never heard of you? It’s likely very different information to what you’d tell a customer who was close to making a purchase.

Top of Funnel: Awareness

At this stage your potential customer becomes aware of a problem. Research is needed to find a solution. Brand films, educational videos and explainer or tutorial videos are helpful at this stage.

Middle of Funnel: Consideration

At this stage, your potential customers will have defined their needs/requirements and are actively researching all available options for solving it.

Product videos, company culture videos e.g. Meet the Team and testimonials all play a part at this stage.

Bottom of the Funnel: Decision

At this stage, your prospective customer is on the verge of making a purchase and they are trying to decide between options. FAQ videos, demonstration videos are good ones to have at this stage.

Recommended reading: 6 Key Digital Marketing Trends You Can Expect To See In 2019

5 key tips about video marketing

  1. Make it about the story not the sale
  2. People are bombarded with sales clutter online. Your key message needs to be clear.
  3. Focus on the story of your brand and concentrate on the value you're providing to customers.
  4. Make the first 10 seconds count by sparking curiosity.
  5. Don't forget to optimise your video for SEO to maximise organic search

video content and the marketing funnel

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Comments 1

Jacinta Pivot Cloud Solutions on Monday, 26 February 2018 17:07

Very informative and helpful! Thank you!

Very informative and helpful! Thank you!
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