How To Use Video In a Marketing Funnel

If you run a business or work in marketing then it’s likely you understand what a marketing funnel is and how it works. However, many businesses are new to using videos as a part of their marketing strategy. But video can seriously help when it comes to moving prospective leads along the marketing funnel and convincing them to purchase your products or services. It’s an all-important tool in narrowing down those leads and turning them into paying customers.

What is a marketing funnel?

A marketing funnel is a visualization of the process used to turn leads into paying customers. Think of it as a way of funneling down the conversion process by starting with a wide-cast net to capture as many leads as possible, and then narrowing down those prospective consumers through to the purchasing decision (like a funnel). Here are the steps that a marketing funnel uses to turn leads into customers.

Awareness - This includes marketing strategies such as advertising, blogs, direct mail, webinars, events, social media, etc. This is where potential customers are made aware of a brand and drawn in through various forms of advertising and marketing.

Interest - Targeted content, classes, newsletters, emails. This stage is exactly what it sounds like, it generates interest in leads. This is where more is learned about the company or business and their products and a relationship starts being cultivated. 

Consideration - Case studies, free trials, etc. This is where leads transform into prospective customers. 

Intent - The intent stage is reached after prospective customers show intent to actually purchase a product, for example, when an item is added to an online shopping cart.

Evaluation - This is where a customer is making a final decision to purchase a product or not. This is where marketing and sales should work together to convince a consumer that their product is the right decision.

Purchase/Conversion - Congratulations! The final stage of the funnel has been reached and the lead has successfully turned into a customer!

So, you understand exactly what a marketing funnel is and how it works, but where does video fit into all of this? Well, there are appropriate videos that you can use at certain stages of the funnel to keep those potential customers moving along towards the final conversion stage. Typically, the awareness, consideration, and conversion stages are the most powerful places to use video. 

Awareness

Your goal at the first stage is to create a professional impression upfront as well as show the value of your product or service. This is the perfect stage to use explainer, educational, inspirational, or call-to-action videos. Remember, this stage is all about building awareness of your brand and starting on the road to utilizing a trustworthy relationship. Focus on engaging videos that focus on giving information about your brand and how your product or service can offer value.

Consideration

Your ultimate goal here is to nurture prospective customers using more targeted content. Your leads already know who you are through the awareness stage but they now want to know more information. This is where you will want to utilize videos such as product demos, customer testimonials, and case studies to better inform watchers.

Conversion

This stage is all about convincing a potential customer to become an actual customer; you want to get them to buy your product! This is the perfect stage to offer discounts or promo codes and talk about the all important benefits of your product or service. You could try sending prospective customers personalized videos, or this is also the perfect place to use FAQ videos that could help calm any fears about making a final purchase. Before-and-after videos are also good to use at this stage of the funnel.

There’s no doubt about it: videos can help immensely when it comes to moving prospective leads along the marketing funnel and turning them into loyal customers. Utilize professional and engaging videos at various stages through the purchasing process to increase sales and build an all-important loyal customer base that will ultimately help you grow your business.