Video marketing strategies may seem complicated, but the easiest place to start is aligning them with the marketing funnel. By creating content tailored to each stage of the funnel, marketers can effectively connect with and nurture potential customers to drive conversions.
Forge Apollo is an Emmy® award-winning video production agency based in Philadelphia. In this guide, we’ll show you exactly how to plan your video strategy around each stage of the marketing funnel.
The Marketing Funnel
The marketing funnel describes the journey that potential customers undergo to discover and purchase products or services. It includes the following stages:
- Awareness – The customer becomes aware that they have a need.
- Consideration – The customer explores different ways to fulfill the need.
- Conversion – The customer is ready to make a purchase.
- Loyalty – The customer feels a strong sense of loyalty to the brand and is likely to repurchase or recommend it to others.
Awareness Stage Videos
In the awareness stage of the marketing funnel, the customer realizes they have a need, but they may not realize what solutions could help fulfill their needs. Video content strategies at this stage should speak to a customer’s needs and connect your product or service as a solution.
For example, this hero video, created by Forge Apollo for Spirence, addresses the issue of mental health in the workplace and connects it to the solution of a preventative mental health platform.
Consideration Stage Videos
In the consideration stage of the marketing funnel, the customer explores and compares different ways to fulfill their need. Therefore, video content marketing strategies should clearly explain the features and benefits of their specific product or service.
For example, this video, created by Forge Apollo for GMH, provides a tour of The Caswell at Runnymeade to help potential residents compare the apartment complex with other options.
Conversion Stage Videos
In the conversion stage of the marketing funnel, the customer is ready to make a purchase to fulfill their needs. Here, marketers should share video content that includes incentives or conversion-related details such as:
- Sales or promotions
- Any specials included in the purchase
- Pricing information
- Purchasing instructions
For example, in this video that Forge Apollo created for SoftLite Windows & Doors, we explain how homeowners can activate their warranty after purchase and what’s included in that warranty.
Loyalty Stage Videos
In the loyalty stage of the marketing funnel, the customer develops a sense of loyalty towards the brand, making them more likely to repurchase or recommend the brand. Marketers should make video content that gives their customers reasons to feel loyal to the company.
For example, this mini-documentary, produced by Forge Apollo for Main Line Health, showcases the organization’s efforts in its trauma department to inspire greater loyalty and donations from its existing supporters.
Center Your Video Strategy Around the Funnel
Centering your video marketing strategy around the stages of the marketing funnel is a great way to connect with and nurture your audience towards conversion. If you need help strategizing or producing videos, Philadelphia video production agency Forge Apollo is here to help. Reach out today to get started on your next video.
