Video Buyers Journey Funnel

Video Marketing Breakdown: How to Include Video Throughout Your Entire Online Marketing Strategy

I am a HUGE fan of explainer videos!

An explainer video is great for attracting prospects into the top of the “buyer’s journey funnel”, the journey that guides your prospects from simply being “aware” of you into “customers”. However, really great and effective video marketing will lead potential customers through their ENTIRE journey.

Does this basic idea sound familiar? Does it sounds a lot like Inbound Marketing to you? It should! (If you are not yet familiar with Inbound Marketing, hop over to this blog post to learn more). If you are already familiar, it’s important to note that combining Inbound Marketing tools and methodology with video is one of the best and most effecient ways to reach your marekting goals, increase ROI and keep customers coming back for more.

 

Video Works! (Some Stats)

Here are a few interesting numbers for you to consider:

  • 70% of marketers report better conversion when using video
  • 64% of online shoppers are more likely to buy after watching a video
  • Video results in up to 80% increase in page conversion
  • Visitors will remain on a website for an average of 2 minutes longer when there is video to watch
  • 96% of B2B companies are planning to use video over the next 12 months
    (HubSpot Infographic)

 

Why Video Marketing?

Today’s customers go through more than half of the buying process independently, without reaching out to the company they’re interested in. That’s why it’s critical to have a video journey on your site to guide potential customers through their detailed decision-making process.

 

Video Types and the Buyer’s Journey

You should use a collection of videos to create a strategic path that educates and entertains viewers before, during, and after their visit to your website. This will simply help nudge prospects through their buyer’s journey into becoming loyal customers.

“But what type of video should I include and where should I publish it?”

I am glad you asked! Below is a quick overview.

Awareness stage (top of the funnel) video should, interestingly enough, only make up about 15% of your overall video content, making it the smallest of the three buyer’s journey stages.

Video content type:

  • How-To Content
  • Repurposed Webinar Video
  • Thought Leadership
  • Fun, Company Culture Content
  • etc.
Include here:

  • Website
  • YouTube Channel
  • Social Media Channels
  • Short Versions on Instagram
  • etc.

 

Consideration stage (middle of the funnel) video should take up most of the pie at around 40% your overall video content.

Video content type:

  • Detailed Product Demos
  • Client Testimonials
  • Case Studies
  • Integration Content
  • etc.
Include here:

  • Website (behind email gates)
  • Landing Pages
  • YouTube Channel (but be selective!)
  • etc.

 

Decision stage (bottom of the funnel) video can make up about 20% of your overall video content. It should not only specifically leverage why your are the best choice for your prospects, but also reinforce that you were the right choice after purchase and keep the deal sealed for future business.

Video content type:

  • Follow-Up Videos
  • FAQ Videos
  • Instructional Videos
  • etc.
Include here:

  • Website (behind email gates)
  • Landing Pages
  • Email Campaigns
  • etc.

 

If you have been doing the math, only 75% of your video content has been accounted for. That is no mistake. The above percenatages are a loose framwork and not all of your company’s videos will fall perfectly into one of these three categories. Scale the percentages of each stage as necesssary to fit your specefic marketing and sales goals.

Now, I realize this may seem a bit daunting and you might be thinking to yourself, “We don’t have this much video and there is no way we can afford to produce it.” Or, “Sounds great, but we simply don’t have the manpower.” Well you’re in luck! We at AHA Factory have our own in-house video team (AHA!Videos) who will work directly with you to create new video, figure out how to repurpose current/old video or help you get your video marketing up off the ground.

Depending on your needs, we can help get you there. Watch this short video about AHA!Videos and then contact us today for you FREE consultation!

Michael Bainbridge

I am currently the Marketing Operations Director for AHA Factory. I lead and work closely with our creative and marketing teams to help communicate and bridge the gap between your products and services and potential customers.

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