Table of Contents
- Understanding the Content Marketing Funnel
- 1. Create Awareness at the Top of the Funnel
- 2. Drive Consideration at the Middle of the Funnel
- 3. Influence Decision-Making at the Bottom of the Funnel
- Improve Retention by Onboarding New Customers
- Developing Your YouTube Content Plan
- Optimizing Your Videos for Increased Watch Time
- Driving Traffic to Your YouTube Videos
- Generating Leads and Sales From YouTube
Are you looking to attract more customers from YouTube? Do you want to know what types of YouTube videos you need to create? In this in-depth guide, we’ll explore different types of videos you can make for your YouTube sales funnel.
Understanding the Content Marketing Funnel
To build an effective YouTube marketing funnel, it’s essential to understand the stages of the content marketing funnel. This framework will help you create videos that appeal to buyers at each stage. Let’s dive into the different stages of the funnel and the types of YouTube videos you can produce for each stage.
1. Create Awareness at the Top of the Funnel
At the top of the funnel, your goal is to help buyers identify the challenges they face. This stage is crucial because buyers may not be aware of a solution or understand why your solution is the best choice. Your focus should be on educating them about the problem. Here are some types of YouTube videos you can create for this stage:
– Educational Videos
At the beginning of their journey, buyers lack information about finding a solution. Be their guide by creating videos that answer their quick questions. For example, Watermelon Media created a short, animated video that explains what content marketing is in an easy-to-understand way.
– Explainer Videos
Explainer videos are a staple in digital marketing. They discuss complex concepts in simple language, giving viewers a better understanding of what your solution offers and how it works. For instance, Zendesk created an explainer video that demonstrates how their software can help businesses improve customer service.
– Short Video Ads Identifying Problems
Short ads can be highly effective when executed well. They grab viewers’ attention and highlight the problems your solution can solve. QuickBooks created a 30-second ad featuring actor Danny DeVito, where he advises a business owner about how switching to QuickBooks can save time and energy.
2. Drive Consideration at the Middle of the Funnel
The second stage of the YouTube marketing funnel is where you introduce your product as a solution to the challenges identified at the top of the funnel. You need to focus on specifics, such as how your product works, why it works in a certain way, and the alternatives available. Here are some types of YouTube videos to create for this stage:
– Product Intro Videos
Videos that introduce your product and demonstrate how it works are crucial for buyers considering their options. HubSpot created a video to show how easy it is to use their CRM software, giving potential buyers a quick overview of its capabilities.
Tutorials provide prospects with a more in-depth experience of your offering. This type of video is ideal for prospects who want to take a closer look at what your product can do. Pixelmator created a tutorial video that teaches beginners how to use their image-editing software.
3. Influence Decision-Making at the Bottom of the Funnel
The bottom of your funnel is where you focus on converting leads into customers. Your YouTube content should reinforce the ideas shared at the middle of the funnel. Here are some types of videos that can help you with this:
– Demo Videos
Demo videos allow potential customers to see your product in action. Online marketer Pat Flynn created a 27-minute demo and tutorial video to showcase how easy it is to use ConvertKit’s email marketing software.
– Customer Testimonial Videos
Video testimonials are a great way to inject social proof into your buyer’s journey. Dropbox created a testimonial video where an Australian construction company explains how Dropbox Business has helped streamline their operations.
Improve Retention by Onboarding New Customers
While the content marketing funnel typically includes three stages, it’s essential to focus on what happens after leads become customers. You can use YouTube videos as a tool for onboarding new customers, helping them become familiar with your product. This can lead to a longer customer lifetime for referrals. Agile CRM and Mention are examples of companies that provide YouTube tutorials on how to navigate and use their software.
Developing Your YouTube Content Plan
To create an effective YouTube marketing funnel, you need to develop a content plan. Start by identifying where your business is in its YouTube lifecycle and assess the performance of your existing videos. This will help you determine where to focus your time and budget. Additionally, plan a content mix that aligns with the stages of your funnel. As a general rule, allocate 40% of your content to the top of the funnel, 40% to the middle, and 20% to the bottom.
Optimizing Your Videos for Increased Watch Time
To rank higher and get more views on YouTube, it’s essential to optimize your videos. Start by using relevant keywords in your video titles and descriptions. However, watch time is even more critical. YouTube values watch time because it indicates that the content is relevant and engaging. To increase watch time, lead with a compelling hook, use pattern interrupts to maintain viewer attention, and incorporate key graphics to enhance comprehension and recall.
Driving Traffic to Your YouTube Videos
Generating traffic for your YouTube channel is essential to attract viewers who are interested in your content. Begin by researching keywords related to your video and identify forums, websites, podcasts, and other platforms where your target audience can be found. Cross-promoting your videos on other social media channels is also an effective strategy. Use Instagram Stories, Facebook posts, and other platforms to market your latest video and drive traffic to your YouTube channel.
Generating Leads and Sales From YouTube
YouTube ads are a powerful tool for targeting audiences. By creating short, impactful ads, you can reach your audience when they’re actively searching for solutions. Additionally, consider using lead magnets to capture leads. Introduce your lead magnet as an offer in your YouTube video and direct viewers to a landing page. Finally, incorporate clear calls to action in your videos, YouTube cards, descriptions, overlays, and endscreens to guide viewers toward the next step in their buyer’s journey.
By following the steps outlined in this comprehensive guide, you can create a high-converting YouTube marketing funnel tailored to your business. Remember to focus on educating and engaging your audience at each stage of the funnel, optimize your videos for increased watch time, drive traffic to your YouTube channel, and generate leads and sales through strategic calls to action. With the right approach and quality videos, you can attract and convert more buyers using YouTube.