At the top of the funnel (awareness stage), there are customers who know about a problem or know they have a need, but are not yet ready to make a purchase. At this stage, you are not trying to sell your product or show how it works. Your goal is to teach and entertain. Video content at the top of the funnel may include the following.
These are videos that can be interesting and useful to your potential clients. Such as: “How to convince a business owner that his company needs a video” or “How to engage users with a video in 10 seconds.”
You need to post such content not only on your blog, but also on social networks. These videos should be useful and your viewers should feel comfortable sharing them with their friends and family.
Branded content is entertainment content. The purpose of such a video is not to make a sale. In fact, in this video, your brand may only be mentioned from afar. These can be “why” and “what” videos.
Why videos focus on emotion and the potential benefits of your product or service, and since emotion is an important part of the buying process, they are the perfect way to direct potential customers in the direction you want them to look.
But videos on the topic “what” are more practical and inform about the product itself and the options for its use.
The middle part of the funnel
At this stage, your prospective clients start exploring different options. They understand that they have an unmet need and are looking for possible options to satisfy it. Ideally, the useful, entertaining content that you bring them to their attention at the top of the funnel will help ensure that you are the market leader now that customers are starting to seriously consider buying.
The most popular type of video used at this stage is explainer videos (homepage videos or video reviews, etc.). Explainer videos are used to inform about your company, product or service in 2 minutes or less. It can be a video with the participation of real people or an animated video, but they usually all correspond to the classic formula: problem, solution, principle of operation, call to action.
Explainer videos are great because they compress the information you need, which can be the subject of complex discussion, down to 1 or 2 minutes.
You can easily find them on the home page or on the competitor’s product page, and oftentimes these videos are very helpful in keeping your salespeople busy.
Brand history videos
A brand story video mentions your product or service, but focuses more on who you are, as a company, and what you work for – what is your mission statement. They consist almost entirely of interviews with key employees and stakeholders in your company. The goal is to make your brand image more human, show the team of professionals behind it, and help potential customers align with your goal and mission.