The world is shifting, and video is the new darling of content marketing!
The purpose of content marketing is to create and offer valuable content customized for your audience. It should attract, engage and convert your visitors – basically it should carry them down the marketing funnel.
That’s where video marketing comes in. There are so many opportunities for you to offer your audience video content throughout the buyer’s journey – videos that will help educate them, make it easy to trust your brand, and move them to a purchase decision faster.
Without further ado, here are the top 15 types of video content that will help carry your consumers down the marketing funnel:
Top of the Funnel: The Awareness Stage
The top of the funnel, is all about awareness through introduction and seduction. In marketing you can use the form of fun and informative free content to achieve your means.
Here are a few types of video content for the awareness stage:
1. Brand Films
The purpose of brand films is to acquaint your audience with your values, visions and ultimately the core of your brand. You can get your brand across using visuals, sounds and storytelling in a way that would be impossible through any other medium.
Here’s an awe-inspiring brand video by Samsung:
2. Animations Videos
Through animation a new dimension of your brand is created. Animation provides visual and emotional stimulation, as well as that “wow” factor that makes your video content memorable.
Show off your brand creativity by some bite-sized video content. Think short, fun and quirky. Think vines and brief YouTube videos.
Here’s an adorable animation video by Puma titled “Fatal Attraction” – those Munster shoes just can’t help themselves:
3. Educational Videos
We all love learning new things. If brands find a way to make learning faster, quicker and fun, all the better!
In the top of the funnel, a lot of your target audience is out there searching for new info – that’s where educational videos come in. Educational videos offer real value to your audience that they can apply to their everyday lives.
For instance, this video on “SEO for Startups in Under 10 Minutes” by Google Webmasters provides excellent educational content:
4. Video Documentaries
A relatively newer phenomenon but one that’s catching popularity fast are documentaries. Similar to educational videos, these teach your audience something real, valuable and new.
They act as a cross between brand films and educational videos, in a comprehensive, stylist and story-driven way.
Take a look at this documentary about healthy eating by MorningStar Farms as a wonderful example:
5. Explainer/Tutorial Videos
For many brands, video starts here. It begins as a way to show a customer how to do something more efficiently.
These videos are great not only for establishing expertness and authority in a vertical, but for capturing the all-important “how to”- and “hack”-themed queries in the search results.
They can also be cheeky and fun, like this viral video by Dollar Shave Club:
6. 360° Experience Videos
Another novel concept – 360° videos are a stunning and captivating way for publishers and content creators to share immersive stories, places and experiences with their viewers.
Think Behind-The Scenes, event sneak peaks, product features – this can be a steal in ecommerce and lots of brands are embarking on this new concept.
Here’s how YouVisit captures Russian Fashion Week in such a video:
Middle of Funnel: The Consideration Stage
At this stage, begin nurturing the leads you obtained from your earlier top-funnel content efforts. Nurturing involves building your existing relationship with users. You already have their attention, now get them to know, like and consider you.
The idea is to gently steer your users towards reminders about why you rock, without rubbing their faces in it and to provide high-quality content without seeming too salesy.
To showcase your middle-funnel content to your audiences, use the following types of video content:
7. Video Emails
This nurturing is often done through email marketing, using contact information you obtained earlier to send users targeted content.
What better content to send than a video to catch the attention of your users? Give them a dose of surprise and differentiate yourself by using a video at this stage. Be sure to use CTAs at this point to convert your users.
An awesome example of video email marketing is this e-newsletter from jewelry retailer Alex and An:
8. Product Videos
Product reviews are a staple in the world of corporate video, but they are so for a reason. Because they’re effective.
Nothing helps more than showing how your product or service works in practice to convince your viewers of its benefits.
Volvo’s video with Jean Claude Van Damme is a brilliant example – as if you need a reminder:
9. Company Culture Videos
Show the human side of your company, connect on an emotional level with your viewers and let the personality of your company employees’ shine through a culture video.
You can include slice-of-life employee interviews, team-building days, pranks, birthday parties, your secret sauce, bloopers, and everything in between. There’s no formula for this one, but lots of room for creativity.
Need an example of a great culture video? Check out this one from the folks at Apple:
Testimonial videos can be a versatile tool: In addition to building trust and credibility, they can be used to showcase the features of your product.
Snap them during in-store events, at tradeshows, or after the release of your latest project.
For example, have a look at this fun testimonial video by Slack:
11. Video PSAs
Public Service Announcements have always been battling for user’s attention.
Designed to tug emotional strings, PSAs of today provide sharp, shareable content that targets hot-button issues in creative ways. Brands can make use of PSA’s to gain trust and create a positive image in the minds of their users.
One such popular PSA is the heartwarming ‘Love Has No Labels’ by Ad Council:
Bottom of Funnel: The Decision Stage
You’ve hit the bottom of the funnel. It’s game time!
At this stage, your potential customers are on the verge of making a purchase and wish to decide between the options.
Your leads are ripe for picking, with a slight push you can effectively convert them.
12. FAQ Videos
At this point, your leads are generally looking for answers to any remaining questions they may have. You need to allay their fears and calm any last quibbles before purchase.
McDonald’s Canada provides a neat example on how to score on the FAQ game providing users with a wave of informative videos to their questions using an engaging microsite.
Here’s one of McDonald’s FAQ videos:
13. Demonstration/Instructions Videos
Your potential customers have another important question that needs answering: will you assist them even after they’ve purchased the product?
There’s one way to answer that with a yes, you will. It’s through instructional videos.
Check out this spot-on instructions video example from Ikea:
14. Personalized Videos
Today’s world is all about personalization. What brings people most happiness, is when brands provide a personal touch and make their audience feel special.
Personalized videos can benefit any step of the funnel, however let’s add them to the bottom to give your potential customers the final push to purchase.
Cadbury provides a neat example of how this can be implemented by sharing their customers’ personal tastes in chocolate – using Facebook photos and information from the social network.
See below for Cadbury’s personalized video:
Beyond The Funnel
You’ve Congratulations, you’ve managed to turn your lead into a customer. But your work doesn’t finish here…
You can use video content marketing even beyond the funnel for a checkmate in your customer marketing game.
15. Thank you Videos
Video marketing is effective even after your lead has made their way through the whole marketing tunnel.
At this unexpected stage, your audience might doubly appreciate your attention.
Watch this for a lovely example of a customer thank you video from Invisible Children:
Videos On Marketing Funnel Conversions Ahoy And Looking Ahead
Those were 15 types of video content that can be used throughout the whole marketing funnel to help push your potential buyers towards purchase.
Including video in your content marketing strategy is an effective way to accelerate the journey of leads in your funnel.
One of the greatest benefits to video content marketing is the potential exposure to millions of users. It would be a good idea to have a look at the video best practices by Google to increase the likelihood that your videos will be returned in search results.
Some points to pay heed to:
- Your video content should fit into your wider strategy
- Your video content should complement all your content and be in line with your brand tone
- Your video content needs to be timed and distributed right to achieve the best possible results
To conclude, videos belong at every stage of the buyer’s journey. And the more places you utilize great video in your funnel, the easier you make it for those buyers to move down the path to purchase.
Let us hear your thoughts and comments!