When it comes to content marketing, video is quickly becoming a mandatory part of any strategy. From educational videos to entertainment to interacting with friends and family, people consume more video content than ever before.
Chances are that you already know you need to include video content on your social channels, web content, and blog posts. Maybe you doubled down on that as a source of lead generation. Or maybe you focused more on using video to turn opportunities into purchases.
A good sales funnel can make all the difference. And while some companies have mastered the art of spreading content across the entire funnel, there are always things to tune and improve along the way.
One of those things is knowing how to weaponize each type of content. The hardest thing to do with a sales funnel is to balance your content strategy since some leads might take months or even years to complete.
Connecting potential customers with the content they need at the right moment can make all the difference. And since your customers are receiving more emails, offers, and newsletters than ever before, you need every advantage you can get to stand out.
Knowing when and where to use video content in your sales funnel can give you that advantage. It’ll help you maximize the value of video and create the kind of content that people are consuming and enjoying the most.
The Value of Video Content
Now don’t run off and start laying out plans for your new video-centric content strategy…at least, not yet. It’s a broad category, and knowing it’s value doesn’t necessarily mean that all of your ideas are sure to work.
There are hundreds (if not thousands) of studies on video marketing, and they can be helpful tools for anyone interested in creating more and better content. But in terms of strengthening content across your entire sales funnel, there are a few key takeaways to consider.
People Prefer Videos For Educational Content
According to a Wyzowl report, two-thirds of people prefer to learn about products and services in a video format. Compare that number (66%) with the 18% that prefer to read that content, or the 3% who would download an asset.
There are benefits to providing educational content across a variety of platforms. But if you want to focus on one method that will have the widest success, use video content.
People Retain Visual Information Better
Most humans claim to be visual learners, and there’s data to back that up. Viewers retain 95% of a video’s message, but they only remember 10% when reading it. That is another dramatic gap, and you can chalk that up to the effectiveness of visual stimulation on the brain.
This particular data point serves as a guide for future content as well as how to improve what you’ve already built. Embedding videos into blog pages is an easy way to keep readers on the page until they understand just how valuable that content is.
Social media has become more video-driven than ever with Instagram stories and the unimaginable dominance of YouTube. A clear result of that is that people are two times as likely to share video content with friends than a press release, news story, or even a Tweet.
People prefer videos, and it’s quickly become the easiest way to promote something to others. And that means video content is an invaluable resource for building engagement and user-generated excitement about your company’s products and services.
All three of those points should provide ample motivation to double down on video content. Our video consumption grows by the day, and that trend will continue for the foreseeable future. 2020 is just the latest high point on a chart that’s constantly growing up and to the right.
Thankfully, that consistency can be a driving force. The idea of assessing and adjusting your content strategy (or going back and adjusting existing pages) may seem like a daunting challenge.
But when it comes to tackling each specific piece of the sales funnel, there are some trade secrets to help you get started on the right foot.
Videos For Top Of The Funnel Marketing
You already know the basics of the sales funnel. You also know that turning a brand new lead into a loyal customer (and hopefully a brand advocate) can take anywhere from a few months to a year. And you probably have a good content strategy in place, complete with brand partnerships and sponsored ads and a rock-solid SEO focus.
But content is king. You could have ads in all the right spots and the best keyword research, but if you aren’t delivering the right content at the right time, you’ll never convert leads into customers.
And really, that starts with the first impression. It’s the same as any other relationship you develop. You need to present yourself and catch the viewer’s interest within the first few seconds or risk losing them to the endless scroll of available videos.
The easiest way to introduce your brand is through video. While social media and paid ads spread awareness at the top of the funnel, the first thing potential customers want to learn is what value your company can provide and what makes you unique.
In other words, people want to understand how you can help them. And if you target the right audience, they’ll be willing to hear your pitch. Building all of that into short, bite-sized videos can help you pack a lot of information into small chunks and add some personality as well.
Videos For Middle Of The Funnel Marketing
Mid-funnel content can often be the hardest to get right. At this point in the sales process, you’ll have established some form of a relationship with the lead. You’ll have captured their email, gotten their attention on social media, and (hopefully) delivered some value through your web content.
Continuing to build onto that foundation and provide new resources is the challenge of any marketer. And when it comes to producing content with the highest customer value, the middle of the funnel is the most deserving candidate.
Now you may already have educational resources, ebooks, and other gated content. But incorporating video into that will add more value as well as make things more palatable and appealing to leads. (And while it’s not ideal, educational content can draw people from every level of the sales funnel.)
Another benefit of video content at the mid-funnel level is that it can be shared easily. Promoting a blog post on Facebook or through a newsletter might spread awareness, but clickthrough rates rarely live up to expectations.
Now replace that promotional spot with a video. You can embed it into your email template, create a teaser to share on social media, or upload it to YouTube. Putting the content in these channels encourages people to share it, which generates even more engagement and excitement around your content. (More importantly, these are also channels you can track!)
Videos For Bottom Of The Funnel Marketing
Content at the bottom of the funnel can (and should) be more than just promotion emails to close a deal. Potential customers are often interested in learning more, and you can leverage that interest through video-driven channels.
Part of a viewer’s expectation is that they’ll walk away with an understanding of the “who” behind a video. People consume videos differently than in the past — everyone searches for a sense of connection, and that goal carries over into our entertainment.
Your video content should still tell people about your company, even at the bottom of the sales funnel. That could mean introducing team members, showing life behind the scenes, or giving more insight into your company’s goals.
Content To Improve Your Sales Funnel
Creating video content is more than just having great ideas and an expensive camera. There’s a certain level of production value that audiences expect from this medium. Even the best content strategy will fail if the visual quality is bad or the video is poorly edited.
That’s not to say you need a filmmaker or an editor to produce videos. But it does mean that you need a plan (and probably a budget) to create worthwhile content people will want to watch.
Maybe you’ll invest in an animator to create explainer videos. Or maybe you’ll look for tools to make production easier, like royalty free music, stock footage, or video templates. There are multiple ways to start adding this sort of content into your current project calendar.
But no matter which direction you choose for your video content, it helps to know the value of your investment.
Video content has become an invaluable tool for marketers — the trick is simply finding when and where to use it. But when it comes to your sales funnel, you can always rely on videos to support and strengthen the rest of your content strategy.