How to use video at all stages of the funnel

Video marketing means that you need to consider how you can use video at all stages of the funnel, the trouble is, it’s not always obvious how you can do this. It is often thought that videos should only really be used for brand awareness, but this is far from the case. It’s quite a new methodology, but you can easily use video throughout the funnel, with a remarkable ROI.

I see video marketing as 4 distinct phases, which can be mapped onto the traditional funnel. These phases have different types of video that are suited best to them, and some overlap.

  • Awareness
  • Nurture
  • Acquisition
  • Retain

Awareness

This is the type of video content we are used to seeing and potentially where it can be most effective. You’ll often see companies making awareness video content, but that usually looks like a brand video or two that sits on the homepage of a website. This could cost upwards of £5–10k for a well produced one. This looks absolutely lovely for your brand, but doesn’t really have that much of an impact nor does it have much ROI. This is where you can start building out a library of content that attracts people to your brand, whether it is to your website or social media pages.

Awareness content is most likely to be case study videos which I’d suggest you make 4–5 of and these can also be used further down the funnel when you are trying to close deals. I also think having a brand video is really powerful, as long as you don’t overdo it. It needs to be fun, engaging and have a personality — bring the culture of your company through. If you have quite a corporate culture, make sure you sprinkle a little bit of fun into this as you want to try and spark an emotional connection with your audience. You can also use vlogs here as a really powerful way of connecting with your audience or prospects. A few companies that are doing vlogging really well are ‘The Goat Agency’ and ‘Social Chain’. I’d recommend everyone watching what Goat and Social Chain are doing and copying their every move. Finally is your campaign based content, which can vary campaign to campaign. This could be educational content, story-driven or simply just fun — get creative as you can with this.

Nurture

This is where you can really start to get into the weeds with your video content and start applying your strategy, most people stop at the first step. We all have our email marketing plans with our MOFU written content assets or guides. We try and segment our data with different topics and try to get our audience to buy into our different content topics. Video is a much more engaging way to deliver this content and is where you will have to start investing in a large library of videos.

You’ll need to start with the business problems that your customers and prospects face and how your product tackles them. Start to build out solution based content that addresses these problems head-on.

For example: This article is specifically a solution based piece of content which takes the business problem of finding new users with video & giving tactical advice on what videos you can make for each part of the marketing funnel.

You can then also start recording some tutorials and use-cases for your product & different topics related to your product.

Note at this point you want to make your videos as personalised as you can get them. If a prospect thinks that you’ve made a video just for them, it is far more likely to stay at the forefront of their mind.

Acquisition

We’re moving into uncharted territory here, but video can be such a powerful way to actually acquire customers and prospects. This is where you get into the weeds and start to really tailor your videos to your audience and providing them with the right information when they want it.

First, you’ll need to make sure you have lead gen functionality using a tool such as Wistia. If you’re looking to acquire prospects or customers, using Wistia’s in-built tools can be incredibly useful for actually closing those deals.

You can put all of your product information in videos. Sure, people can read about your product on your website when they are in the decision stage, but being able to actually show them the business value of your product, right there on the page, with a CTA to buy or qualify, will be so much more effective.

Ensure you’ve got product demos ready to go in an instant — which can save your sales guys hours in running through a demo for a customer who is ready to buy or would just like to self-service themselves. On the same note- make sure all of your sales guys are equipped with a tool such as Wistia Soapbox, Loom or Vidyard Go so that they can create personalised videos which can be sent directly to the individual prospect.

You can also put your pricing in video. I’m sure plenty of people will have seen the usual 3 plan model with a CTA at the bottom of the rectangle for you to select, with the features of that tier in-between. But why not have an additional CTA where the prospect can find out even more about that plan with a video. Maybe you have some really cool plan specific features? Drop these in here.

At this point your videos will need to be ultra-personalised. You should have collected enough information about your prospect that you can tailor every element to them. This is also the point where you’ll want to start doing sales enablement with video — arm all of your sales team with the tools I mentioned earlier and get them to send videos to your prospects, it will close them much quicker.

Retention

You’ve done all the hard work to acquire the customer, the next hard step is actually retaining that customer — and you’d be surprised how often companies don’t focus on this. You need to get a trigger for your newly acquired customer to actually start using your product and then prompts along the way to keep them using it. The happier customers you have, the more likely you’ll be able to keep that customer long term and the more likely they’ll share your product or service. You can do all these things with video.

There are four pretty distinct areas where you can use video & your customers will thank you for it, that’s with on-boarding, knowledge, support and up-selling.

I’m sure you have put a lot of time and effort into your on-boarding articles and sending emails 1,2 or 3 days into the new customer’s usage to check they are trying out all of the features in your product. However, often this will lead to an article that your customer will have to be sitting down to read and digest. Now keep these, because they are useful, but your customers will be thankful if there is a video walking them through each step. They can follow each action step by step, instead of having to read and try and figure it out in the product. Also — these are super easy for you to produce.

Tying into the on-boarding videos, I’d highly suggest you build out your knowledge base articles with videos. I find myself often searching through hours and hours of knowledge articles and never actually being able to figure out what I need to do to get something to work. HubSpot have one of the best knowledge bases I’ve come across, with a solution to almost every query I have, but they don’t use any video! There are so many in-depth articles that I read through to figure out how to solve a problem, that if there was a video showing me what I needed to do would have made my life a lot easier.

The next thing you can do is to arm your support staff with the same tools you gave to your sales guys — Soapbox, Loom, Vidyard Go. Your support team will be working tirelessly typing out long responses to customers who are struggling to get something to work (I’ve been there) which takes much longer than firing out a quick video to solve the problem. I had a problem with Wistia’s Soapbox recently, I got a response back within minutes which was just a quick video pointing out where I needed to go to fix my problem. I watched it and understood what I needed to do straight away — it’s a no brainer. If you’d like to find out more about using video for customer support, Vidyard have a fantastic guide for you to read.

Finally, you can use video for up-selling to your existing customers. Outline a feature that is behind a paywall & show them the benefit in a quick video, rather than having more marketing copy. Send a personalised video to a specific client or customer that would really benefit from an additional plan and show them why. Not only will it make them think that they need the upgrade, but they will also love the personalised nature of the interaction.


So that’s it, a summary of how you can use video throughout your marketing and sales funnel. As you can see, there are loads of options that can make yours and your customer’s lives much easier. Embrace some of these video options and you’ll see huge performance increases — and some of them don’t even cost a penny to do. If you’d like any info on any of the above, drop me a message and I’ll happily help you out.

Leave a Reply