3 Tips for Top Quality Top of Funnel Marketing Videos
The sales funnel is a strategic concept that only the most powerful marketers fully understand. At the top of the funnel, you have consumers that have little or no knowledge of your brand and you need to build awareness.
At the bottom, you have consumers that are ready to purchase. The steps you take to deliver quality content at the top of the funnel will play a key role in who makes it to the bottom. Follow these tips to use marketing videos at the top of the sales funnel to drive consumers toward purchasing from your brand.
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1. Share the Story of Your Brand
At the top of the funnel, you need to teach consumers who you are, what you are, and why. This is all about building awareness of your brand. Top of the funnel marketing videos can share the story of your brand in a way that will help consumers to recall your brand and remember it later on.
When delivering the story to the customer, think about how you can connect with the customer and resonate with them. Your brand story should deliver content that helps the consumer to feel connected to your product or service. Perhaps you have a background similar to the consumer? Or maybe your brand is solving a problem that the consumer has which was something you dealt with too?
Top of the funnel marketing videos that share your brand story and draw the consumer in are best. This way there is a deeply rooted connection to your brand should a situation later arise when the consumer could benefit from what you have to offer.
2. Educate and Inform with Explainer Videos
Top of the funnel marketing videos is about educating and informing consumers of the expertise and experience you have in the industry. You need consumers to trust that you are the go-to source for information on a particular industry. If your brand sells baby clothes, you need consumers to know that you are an expert on infant style and comfort. Deliver explainer videos that help the consumer learn how to pick out infant clothing before the baby is born or those that help the consumer learn how to remove stains from clothing without using harmful chemicals. They need to feel that you are an expert in the industry.
Educating at the top of the sales funnel with explainer videos and how-to video content helps you to attract consumers to the sales funnel. This phase isn’t about selling, so your content doesn’t have to be highly targeted on the sale. Instead, you need to target reaching the consumer audience that is going to eventually need your product or service. Think outside the box.
3. Use a Documentary to Draw them In
Another way that you can attract a consumer audience with video is the documentary film. Documentary videos are great at the top of the sales funnel because they attract consumers that share similar demographics or interests and are seeking an answer to their problem. The documentary gives the viewer an, “I can relate, that’s just what I went through,” feeling and it evokes trust in your brand.
Documentary films reinforce the values and important elements of your brand that are responsible for driving consumers down the sales funnel. They find interest in the top of the funnel with the fact that you have a documentary that is about a target subject similar to them and they can resonate and connect. The rest is history!
Ready to use top of the funnel marketing videos to attract consumers to your brand? Give Beverly Boy Productions a call. We’ll help you produce top quality video content that will boost traffic and sales for your brand.