It’s an inherent part of our job as marketers to fixate on content creation and its impact on ROI for the business. That’s why we reference data about popular search terms, campaign strategies, and target audiences when deciding how and why we create content.
Sharing the right content on the right channels at the right time can drive conversions — but is there really such a thing as “right” or “wrong” content?
While this topic is certainly an interesting one to debate, we’d venture to answer yes for a very specific reason: right and wrong really comes down to “informed” vs. “ill-informed.”
If you create content that isn’t relevant to your customers, there might not be anything wrong with the content per say — it’s just not targeted to your audience.
The only thing standing between you and the right content in this scenario is probably lack of research.
Because content doesn’t come in one-size-fits-all packaging, it’s important to create different types of content that appeal to your target audience at each stage of your sales funnel.
In this post, we’ll share several tips for using video content to engage prospects at the top (TOFU), mid (MOFU), and bottom (BOFU) levels of your sales funnel.
Re-imagine How You Create & Use Video Content
Video is statistically proven to be highly engaging content. So much so that the majority of marketers have reported that video delivers a better ROI than static imagery (according to 74% of marketers) and Google Ads (according to 68% of marketers).
Given that we as marketers love statistics like this, odds are you’ve been including videos in your content calendar for some time now.
But to leverage video as a marketing tool — and see the type of results you want — it’s important to check in time and time again to make sure that your content calendar is in alignment with your sales funnel.
In other words, what improvements can you make to your videos to lead more prospects down the sales funnel?
Before we share three ways you can level up your video content strategy, let’s take a closer look at what it means to optimize your videos across the sales funnel.
The Transition from Top of Funnel to Mid Funnel to Bottom of Funnel
Every piece of content you create and share with your target audience has a desired effect. And while your ultimate goal is to lead prospects to the bottom of your funnel, you have to remember to meet your prospects where they’re at.
And that’s because not every prospect is at the stage of the sales funnel where they know they want to purchase your products or services.
Someone could come across your social media videos for the first time and want to learn more about your business. Someone else could have purchase intent but still want to compare their options before making the final call.
Both of these hypothetical people are at different stages of the sales funnel — top of the funnel and middle of the funnel, respectively.
To have the most success at boosting conversions, you have to diversify the types of videos you’re sharing with the public so that you can appeal to these different audience groups.
Here are a few examples of what this might look like in practice.
Prospects at this first stage of the sales funnel are open to learning about your business but not interested in taking any action yet. The videos you create should be made for entertaining and educational purposes.
One way to put this into practice and leverage influencer marketing at the same time is to partner with an influencer and have them tag and mention your business in one of their social media videos.
This is an effective way to increase brand awareness, improve brand reputation, and gain more followers on your business’s social media account. And by taking this approach, you are laying down the groundwork for your mid-funnel videos to be successful.
Prospects at the mid-funnel stage know about your business and have an interest in what your business offers. However, they are oftentimes on the fence about whether or not your business is the one they want to side with.
The video content you create for this group should give them a stronger sense of conviction and interest in your business.
As far as specific video content goes, consider making and sharing explainer videos on social media and your website. This could be a short how-to video on using a software or service you offer.
Another option you have is to link to someone else’s video content in which they review your products or compare your business with a competitor.
By including these types of videos on your blog and website, you can give mid-funnel prospects easy access to information that could lead them one step closer to the bottom of the funnel.
At this final stage in the sales funnel, prospects are close to making a purchase but need one last push to seal the deal.
While top and mid-funnel videos focus on educating and engaging viewers, bottom-of-funnel videos are more targeted toward incentivizing prospects to act. And that is because prospects are ready to decide whether or not they’ll convert into new customers.
When you’re creating this type of video, think of it in terms of an asset. Maybe you make a video that shows prospects exactly why they stand to benefit from using your business instead of your competitors.
You can also use testimonial videos to drive home your value proposition and show prospects that they too can benefit from investing in your business.
Boosting Conversions via Video Content is an Ongoing Process
To position your business for success now and years down the line, you have to constantly be on the lookout for ways to improve the processes that work and abandon the ones that don’t.
By setting the right intentions with the types of videos you produce, you can strategically lead more of your prospective customers down the sales funnel.
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