Content is king. It’s through content that you create brand awareness, generate leads, acquire customers, and drive and close sales. How do you make a splash in a world so oversaturated with content? Low quality just doesn’t make the cut and beautiful works can so often fly under the radar. It is crucial to stay in touch with the latest trends and advancements. But how do you stay up to date in a world that changes faster than Katy Perry’s hairstyles? Time for Video Content.
Your marketing strategy is how you plan to create valuable connections with customers through content. The marketing funnel is the standard model that guides a customer from the first point of contact with a brand to a closed sale.
Although some question to the relevancy of the funnel today, this model is still applied to most marketing strategies. If video marketing isn’t a part of your marketing strategy, now is the time to seriously consider it. According to a study by Cisco, by 2021, video content will represent 82% of all Internet traffic. And 64% of consumers are more likely to purchase after watching a video.
When it comes to video, there are different types of video that fall into each section of the funnel.
TOP OF THE FUNNEL
These videos are just about introducing your brand and sharing your message.
Video documentaries: These tell stories that are heavy on emotion and feeling. Think of them as “real stories from real people”. When consumers hear personal stories, it creates a sense of community.
MIDDLE OF THE FUNNEL
After securing brand awareness, you’re now at a point where customers are looking to solve their problems and fulfil their needs.
Company Culture: Let your customers get to know your team and how you run your business. Your customers like to know that they are working with real people.
BOTTOM OF THE FUNNEL
At this stage, the customer has already or is about to make a purchase. Use these videos to address any questions that they have before making a purchase.
Not convinced? Here are some more numbers that will definitely reaffirm your decision to incorporate video marketing:
59.1% of marketing professionals name video as the type of content with best ROI.
Failing to incorporate video into your marketing strategy could result in your business missing out on huge opportunities for awareness, virality, sales, and ultimately growth and revenue.