Social Media Marketing Funnel: How Video Advertising Can Help Boost Conversions
Introduction: What Is a Sales Funnel?
When it comes to your digital marketing strategy, it’s important to understand that not all users looking for your product or service are at the same stage of the sales funnel. The sales funnel refers to a potential customer’s journey, from being aware of your product to making a purchase. At each stage of the funnel, the way a potential customer thinks and looks at your brand and your products can vary, affecting your strategy on how to reach more customers.
Understanding the Sales Funnel Stages
At the top of the sales funnel, you have users who have become aware of your brand while searching for products or services they need. However, not all of them will end up considering your brand. The awareness stage is the top part of the funnel because many people might be aware of your brand, but not all of them are committed to the buying process.
Users at this stage are actively researching solutions to an issue they have, but aren’t committed to making a purchase just yet. They’re doing their research and comparing different types of products or services. At this stage, they’re more interested in information that helps them make informed choices rather than a sales-y approach.
Users at this stage are ready to make a purchase. They might have narrowed down their decision to specific providers, including you. They’re now looking at what you have to offer and want to see the unique selling features that set your products and services apart from your competitors. This is the best time for a more sales-y approach to these users.
This is the final stage: a user becomes a paying customer. However, this isn’t necessarily the end of your dealing with that customer. They’ve purchased once, but now your goal is to get them to buy more, which can be done with video action campaigns. Studies show that acquiring new customers from the beginning of the buyer’s journey is five times more expensive than trying to retain existing customers.
Catering to Different Sales Funnel Stages with Video Advertising
Users at every stage of the sales funnel have different perspectives on your products or services. That’s why it’s important to have diverse video advertising content that covers each of these stages. Your video content creator should understand the persona you’re targeting and what they’re looking for.
In this stage, the goal is brand awareness and getting your company name and brand image out there. Out of all the stages, awareness is one of the most important. Getting your brand out there ensures that those who will need you will remember you. Your video content during this stage should focus on brand campaigns to improve your image and brand awareness.
By this point, users recognize their problems and are looking for solutions to address them online. They’re not necessarily looking for something to buy at this point. Rather, they’re looking for information and all the possible solutions they can use to address it. Your videos during this stage should be more informational than persuasive. Establish yourself as an authoritative source of information by producing videos that answer their questions and help them find solutions.
At this stage, users are actively looking to buy. They’ll be comparing your offerings with that of your competitors. Take a soft-sell approach that highlights your unique selling points. Showcase your products’ unique features, bundle deals, product reviews, and special offers to attract customers to your business. This is also the stage where you can create content that affects how to get leads.
Once you’ve reached this point, your users have already made a purchase. Your job now is to build loyalty and retention with your customers. Create video action campaigns that can help users turn into repeat customers.
The Benefits of Using Video Advertising in Your Marketing Strategy
There are plenty of benefits to using video advertising in your marketing strategy to cater to customers in different buying stages. Some of these benefits include:
- Stand-alone or Ongoing Content: Videos can be stand-alone statement pieces or ongoing conversations that unfold over time.
- Reusability: Video content can be reused for future campaigns.
- First Impressions: When strategically placed on your website, your video can be the first thing users see.
- Personal Connection: Videos form a personal connection to your brand, building trust and introducing customers through brand campaigns.
- Reuse for Ads and Campaigns: Plenty of videos can be reused for ads and campaigns.
- Analytical Insights: You can use video analytics to track metrics like views and clicks.
- Originality: You can create original content that helps your brand stand out, increasing brand awareness.
- Alternative Learning Format: Videos provide users with a different way to learn more about your products or services.
Conclusion: Boost Conversions with a Video Marketing Funnel
To reach more customers and boost conversions, it’s essential to create video advertising content that caters to each stage of the sales funnel. By working with a skilled video marketing agency that understands digital marketing and the different stages of the sales funnel, you can have original and diverse content that captures your audience at every stage of their buying journey. Let Thrive be your partner for creating memorable video content that puts your products and services in the spotlight. Contact us today for a free proposal on our video marketing services.