Deciding to embark on a video marketing campaign for your organisation is easy. The rewards are ample, and these have been widely demonstrated. But instead of stopping short of looking for a video production company that is an expert in making videos, you also need to find a company that knows what they’re doing in the marketing side of things.
What if you aren’t sure what video marketing should look like in the first place? Not to worry – we’re here with a quick guide that will walk you through what this is all about.
The marketing funnel
Marketers like to think of campaigns as a funnel. Call it what you like, but essentially, campaigns should bring your audience on a journey – from not knowing about your brand at all, to finally turning them into your customer.
Audiences don’t just turn into customers with one advertisement. That is where the various steps in the funnel come in. At every level, some types of content work better than others, with the ultimate goal of leading viewers to making a purchase.
The buyer’s journey
Some people use the analogy of a Buyer’s Journey to envision this funnel. Your prospective client begins by meeting with a problem – called the pain-point. At this stage, they may research to know more about this problem, and consolidate various possible solutions. After evaluating their options, the journey ends when they choose one solution (a product or service) which puts an end to their problem.
However, you must note that this is a very ideal situation. In reality, many people go back and forth between stages of the journey – and some might just drop out altogether. Thus, the marketer’s role is to keep prospective clients on this journey, moving forward at all times.
Let’s begin by taking a closer look at the various stages of the Buyer’s Journey.
The start of the journey is when an individual realises they have a problem. They might start finding information about this problem to understand it better, but it is probably too early for them to be ready to buy anything.
At this stage, hard-selling is a big no-no. Instead, marketing content for this stage should be informative, educational, and helpful, while only subtly introducing your brand and products.
After getting to know the problem better, customers begin to actively look for a solution. Now is a good time to show them how your product or service can address their pain-point, through video content like explainer videos. Let your audience see how they can find relief for their problem with your brand, and get them interested in what you have to offer.
Once you’ve gotten their attention, you can generate leads and bring them further down the sales funnel.
Finally, your potential customer feels ready to take the plunge by making a decision. This is the ideal time to give them more information about your products or services, and really convince them that your brand is the best choice out of all others out there.
Having product demo videos are a great way to show your customer what they can expect with your product. To instil more trust, you can also have some testimonial, review, or case study videos to drive home the message that – yes – your brand works!
Now that you have successfully earned a customer, now what? Ideally, you would hope that this customer returns to patronise your business again in the future. Engaging them at this stage is less about acquiring trust, but maintaining and building a relationship with your client.
While this portion of the buyer’s journey is commonly associated with after-sales support, videos can also come into the mix with exclusive content for existing and returning customers. These could be tutorials on the products they’ve bought, product demos for recommended products, or also videos to accompany your loyalty programme newsletters.
At the end of the buyer’s journey, you have satisfied, loyal customers, but there’s still one more thing you can do! For customers to still be with your brand at this stage, it means they believe in your products or services. So, why not leverage on this and rope them into your marketing strategy?
Customers who advocate for your brand are the best type of marketing as it is perceived as more genuine and trustworthy. Depending on your type of business, you can implement a referral scheme where existing customers who make a successful referral receive a benefit for it.
Plan your video marketing strategy
Video marketing can work wonders for your brand in terms of raising awareness, boosting quality leads, and raising conversion rates – if it is done well. With this marketing funnel concept, you can have a better idea of how to use videos in your marketing campaign.
If you prefer letting a video production agency handle the dirty work, it is still good to have a basic understanding of these marketing concepts so you know what your marketing partner is doing.
Still looking for the right video marketing company? Here at Gram, we help brands reach the right audience with the right type of videos at every step of the Buyer’s Journey. If you’re ready to begin, let us help!