Video Content Ideas for Every Stage of the Marketing Funnel [2022 Update]
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Video marketing in the funnel
At Nibble, we’ve talked until we’re blue in the face about how flexible and versatile video can be – especially powerhouse formats like explainer video.
However, a one-size-fits-all approach can only get you so far when using video as a tool to optimise your conversion rate. The sales funnel (sometimes called the marketing funnel or conversion funnel) is a template used by marketers to understand the customer journey.
To help you prevent prospects dropping out of this funnel, follow our quick guide on the most effective video to use at each stage.
Video strategy for the sales funnel
The exact stages of the funnel vary depending on which flavour of marketer you’re talking to, but generally from top to bottom it goes something like this:
1. Top of the funnel: Awareness
Right at the top of the funnel is the awareness stage, where getting noticed amongst a sea of other brand’s marketing is the name of the game.
Here, the prospect may be in-market and at a very early level of purchase intent, but they could also be completely ignorant of your product, brand and even the need to buy anything at all.
Activity here should be wide appeal, targeting high impressions channels or using what user data you can to target prospects more likely to be responsive to your efforts.
You need to make a connection, be memorable, create emotional resonance, prompt them to recognise a challenge and position yourself as the solution.
With an admittedly wide scope at this level, what’s the best video to appeal to prospects here? Speed is key at the top of the funnel; prospects’ interest needs to be piqued before they lose interest and move on.
Video explainers thrive here.
They’re short, informative videos that break down potentially complicated or abstract topics, products and concepts in a simple way.
They do this by combining explanatory voiceover with relatable characters and motion graphics to communicate a message quickly and effectively.
Whiteboard explainer videos are a great option, especially for brands on a tight budget. You’ll be in good company, since brands like Coca-Cola, Unilever and DropBox have all used whiteboard videos to great effect.
Video infographics are another suitable format. Big numbers, flashy USP’s and attention-grabbing motion can be the perfect way to ensure your message cuts through.
Use top funnel video on your site’s landing pages to reduce bounces and communicate some key messages at peak visitor interest. They’ll also increase your user session duration, leading to an improvement in search ranking and, in turn, organic search traffic.
Engaging video on social media is far more likely to net you a thumb-stopping moment on your feeds as well.
2. Middle of the funnel: Consideration
In the middle of the funnel the prospect is aware of you, now counting your brand among one of their options for a purchase. You could be the frontrunner or one of many alternatives with varying suitability and appeal. Sometimes an ‘evaluation’ stage slips in here or just beyond here.
You’ve got your foot in the door, now your job is to leverage their increased level of attention to give them some more detail and context about your product.
At this stage you can get away with longer videos to nurture your lead with informative, trust building content.
Prospects are likely to be comparing similar products and brands with each other at this stage so focusing on your USPs to differentiate yourself is vital.
Product videos let you show off your product or service in more detail. Prospects who are considering you at this stage respond well to seeing a demonstration of it in action. These videos are great for educating prospective customers and pushing leads closer to conversion.
Video case studies. These contextualise your product and provide some social proof.
Brand videos like an ‘about us’ or company purpose video can also be a differentiating factor if you and your competitors have similar products.
Educational videos like top tips, how-to and tutorial videos can preempt some further questions your prospects may have, and give them a more practical view of your product, helping them to visualise what it’ll be like to own it.
Onsite, these can work on a landing page, but are generally more effective when placed slightly deeper into the product journey. Try hosting more detailed video content on a product page or comparison page once your visitor has shown enough interest to click through.
In an email campaign, messages with video have higher open and click rates. Since these are going out to existing subscribers who are (or were once) at a consideration level, they’re primed for a more detailed or specialised video.
3. Bottom of the funnel: Decision
It’s time to close the deal at the bottom of the funnel. Prospects have done plenty of research, options will have been whittled down, and they’re ready to buy.
They need that extra little push to encourage them to convert, so impress them and make them feel comfortable to make a decision.
Video testimonials like customer success stories or a product review can further provide the social proof that’s so important when making purchasing decisions. To make the testimonial more engaging, you can simply illustrate words with a short animation.
Animated pitch/sales videos can do a lot of heavy lifting to support a sales pitch. Using a slick, well-produced product demo video can be a fantastic ally when you’re at the bottom of the funnel dealing with prospects face to face or on a call.
Animated FAQs with insider tips. These can be in a pacy question and answer format that can do some mythbusting, removing of mental obstacles or just give that extra layer of detail.
As mentioned, low-funnel video can be a pitch superhero, with the effect of refreshing attention, grabbing interest and being memorable. The perfect palate cleanser and some much needed variety during a meeting or call.
Email is an amazing channel for video delivery because it lets you be personal with your prospects, and gives them a sense that you’ve built a relationship with them.
Create your own animation video
If you enjoyed the read and you’d like to find out more about how video content from Nibble could help push your prospects down that funnel, then get in touch with us today!