In marketing, you might hear the phrase video marketing funnel thrown around quite often. What does it mean?
Simply put, it means that your video content must match the needs of each step in your prospect's journey to convert them into paying customers.
The best types of video to use within the marketing funnel include explainer videos, testimonials, reviews, demos, info videos and more.
Explainer video example:
Client: Coco. Learn more.
But not all of these will work best for every part of your funnel, or every type of service or product you’re selling.
So let’s take a look at some examples to see how this works!
Brief Intro To Video Marketing
Video marketing is growing in popularity, with many marketers leveraging these clips to grow their business. Video’s effectiveness stems from its appeal as a highly visual medium.
Visual content has been shown to increase engagement levels on social media sites such as Facebook and Twitter, but it also has been shown to be effective in helping brands grow overall.
A good video marketing strategy will include a variety of different types of videos: explainer videos, testimonials, reviews, demos and more.
If you're just starting out and need to quickly let prospects know who you are, what you do, and why they should care about your brand, nothing beats an explainer video.
A simple animated explainer video can get more attention than a landing page full of text. It's important to tell a story that introduces viewers to your company and your technology or software.
Pro tip: the better your explainer video, the more impressed by your business your viewers will be. You can't re-do a first impression.
Offering a demo video for an e-mail address is a great list building technique.
You can create a professional looking demo video and promote it on your landing page to build a list by using it as a lead magnet. You can advertise this lead magnet across your website with popups which activate when someone is about to leave your page.
This is a more powerful technique than simply using text links to capture your leads because with video you can really get people engaged.
Case study videos are more engaging to watch and they tell a compelling story.
For example, BNI uses case studies in their video marketing funnel. They show what success looks like and how you can achieve it too.
We’ve also used in-depth case studies to highlight how our service works. Plus, our clients love them because they get all their answers in an entertaining format — without having to read long articles.
A customer testimonial is a way to share real customer experiences with your company. A positive review is social proof that your company can deliver on its promises.
Testimonials are also a great way to build trust with potential customers, since customers feel more comfortable investing in you if they see others have already done so. This increases conversion rates and makes your marketing funnel more effective.
Video testimonials are better than written articles because they actually show your clients in-person delivering their endorsement.
Videos are some of your most valuable marketing tools. They’re one way to add value for your viewers and, if done right, can boost your conversions.
Keep in mind that you don’t have to use these just for sales. Informational videos (i.e., tips and tricks) are also effective at providing value — and building trust with viewers.
In fact, users are 1.3 times more likely to purchase from a site if they watched a video about it beforehand.
We offer Video Marketing Funnels
We are ORLA and we specialize in making stunning videos for tech companies. We have worked with clients all over the world involved with blockchain, artificial intelligence, the internet of things, renewable energy, SaaS and much more.