Marketing and advertising is a hectic but interesting process whichallows you to interact together with your audience if you approach it correctly.
If you propose to involve videos in your marketing strategy, you’ll definitely got to create a conversion funnel for your video ads.
Here we mention what a conversion funnel is, what sorts of video content suit every stage of a consumer journey and the way to use it efficiently to draw the audience’s attention.
What is a conversion funnel?
A conversion funnel usually refers to the customer journey that has three main stages: recognition or brand awareness (the top of the funnel), consideration (the middle of the funnel), and conversion (the bottom of the funnel).
The content your ads contains should be unique and relevant for each phase.
At the highest of the funnel, consumers hear about your brand for the primary time, they only start discovering you.
At the center of the funnel, people already realize your company and offering. They need more context and knowledge about the products or service that your business offers tothem.
At rock bottom of the funnel, consumers consider making a sale, but they have to match your brand to competitors before making the choice.
Stage I. Brand recognition
At the highest of the conversion funnel, you would like to present your brand to people that haven’t heard about it before. Whatever sort of video ads you select for this step, confine mind that it must be hyper-creative and interesting at maximum. This is often the proper moment to precise your brand’s creativity fully. Here you’ll use the subsequent sorts of video ads to reach conversion funnel.
Pre-roll ads typically appear as if short videos (under one minute) with a fast presentation of the brand and its field. You don’t need to tell the viewers directly about product features in pre-scroll ads necessarily. Your company can start by creating some suspense around your product. You’ll be surprised with what benefits you can have by giving proportion context about your brand you’ll give with the assistance of visuals, voiceover, and music within the video.
Social media ads
Just like pre-scroll ads, you’ll use social media ads for brand presentation. People are more likely to share videos with their friends on social media than the other content. So, it’s a superb opportunity to introduce your company to the audience by running video ads on social media. You’ll got to target them carefully by age, gender, interests, and preferences.
The awareness phase is about not only what your brand seems like but also how it can help people solve their problems. At this stage, you’ll leverage explainer videos to demonstrate how the merchandise works and what solution it offers.
Another approach to marketing at the brand awareness stage is creating the so-called brand stories. A brand story can appear as if a video with a brief introduction of the brand, what drives it, core values and key points from its history. It allows connecting with a corporation emotionally through the story that represents it as a personality.
At the consideration stage of conversion funnel, the video should provide more information about the merchandise or service. If you promote the merchandise, your video may include some facts about the feel, dimensions, the matter it solves, hidden components, etc. If the topic of your advertisementis a service, then the video may contain information about your unique methods or approaches, how your services are different from competitors, and so on.
With this step of conversion funnel, companies commonly publish product demos. This sort of video can cover the product’s advantages, features, and materials. It also can describe how the merchandise works but avoid using promotional calls to action or sales pitches. At this moment of the customer journey, the video should come without all this.
Your product is the answer to a specific customer problem. You’ll use the video to point out how it accomplishes this intimately. You need to ask yourself, does your product solve, maybe, several problems simultaneously, or is it multifunctional?
Why not showcase all this during a short how-to video! People will like it.
Every company has its list of commonly asked questions. You’ll create the video with the questions answered to supply support to your customers via content.
Bottom of the funnel video ads
Finally! the buyer reaches the last stage of the funnel – conversion. It’s the proper time to use a call to action and supply more reasons for purchasing your product.
Some brands publish video testimonials as complementary of their marketing content on social media and an internet site. It’s an excellent idea since it allows people to find out that previous customers appreciate the merchandise or service quickly.
Personalized videos involve a touch of more personal information about the customer, like their age, gender or occupation. This sort of video is usually utilized in email marketing to focus on different segments within your audience with various personalized videos.
Video marketing is gaining momentum in several industries today. If you would like to create customer loyalty and lift brand awareness organically, the video is probably going tobe one among the simplest ways to implement this. In this article, we’ve considered what sorts of video content are the foremost effective and relevant at different marketing funnel stages, so that it gets a little easier for you.