Branded Video Marketing Tips for Skyrocketing Conversions

When it comes to finding ways that you can utilize branded video marketing to increase your conversions there are almost endless opportunities. At each stage of the sales funnel there are steps that you can take in order to increase revenue for your business or brand. From the very beginning of the sales funnel, where you’re branded video marketing efforts are all about building awareness until the very end of the funnel where the focus is on repeat purchases, brand loyalty and advocacy for your business, we’ve got a list of tips to help you out. 

What is the Marketing Funnel?

If you want to skyrocket your conversions with branded video marketing, you’re going to have to know exactly what the marketing funnel is and how it directly impacts the promotion of your brand.  The marketing funnel is essential a funnel view of how consumers move down through stages from awareness, to consideration, to preference, purchase and then ultimately becoming loyal brand representatives or advocates.

Each stage of the marketing funnel has a purpose and the branded video content that you produce should be unique to the stage of the funnel that you are targeting. Consider the following:

• Top of the funnel content is used to attract the community to your brand and build awareness.
• Next in line, content is used to engage those that you have attracted to help them understand your brand.
• Further down the funnel you’re educating those who are committed to your brand.
• At the bottom of the funnel you convert committed followers into customers.
• Post-conversion, the focus is on helping customers to remember the core purposes and points of your brand and to share those details with others.

Increasing Conversions Top of the Funnel 

Your branded video marketing begins with creating audience awareness around your business or brand. This is your opportunity to focus on increasing conversions at the top of the funnel, were you’re able to reach the widest audience with the most generalized, branded video content. But don’t take this to be “easy,” there’s definitely more to it than just posting random content.

Increasing conversions at the top of the funnel in the awareness stage is all about keeping your audience coming back to learn more about your brand. This means you must create videos that:

• Are exciting and engaging.
• Are interesting to your target audience. 
• Will result in audience sharing through social networking.

As you focus on bringing your audience back over and over again, you’re going to soon realize what types of video content are most important to your audience and where you can afford to focus less effort for your brand.

Increasing Conversion Middle of the Funnel

At the middle of the funnel, increasing conversions will require that your branded video marketing efforts shift a little. At this stage, you’re going to focus on finding ways to get your audience to further connect with your brand. Ideally, you want their contact information so that you can continue to promote content to them so your goal should be to get their email address. 

Branded video marketing at the middle of the funnel is going to involve the use of lead magnets and creating engaging video content that you can:

• Share across your website.
• Post on your landing pages.
• Post on social media.

At this stage, like other stages of the marketing funnel, it’s also incredibly important for your videos to have strong call-to-action and the content should draw your audience toward providing their contact details via a form or similar method.

Increasing Conversions at the Bottom of the Funnel

As your audience continues to move down the funnel, branded video marketing will continue to shift focus just a little bit. The efforts will adapt from being focused on building awareness to generating contacts to actually physically using video content to pre-qualify your prospect and deliver insight into your brand. This is where audiences are making decisions so you must have video content that will attract those decisions.

Consider the creation of the following types of video content at the bottom of the funnel for increased conversions:

• Product videos that show off how to use a product and the benefits of a product over the competition.
• Service videos that represent the service and show off how much better it is than the competition.
• Branded videos that formally provide details about the brand and the value provided.
• Explainer videos that provide detailed explanations about the products, services, or important features of the brand.
• How-to videos that provide insight into how to utilize products or services.
• Testimonial videos that help build consumer trust to improve purchase decisions.

Following these branded video marketing tips at each stage of the funnel will help you to drive content from the top of the funnel down so that your target audience feels compelled to take action and purchase from your brand. Want more information on the use of branded video marketing for your business? Beverly Boy Productions specializes in the production of branded videos that are great for marketing uses. Give us a call to get started on your branded video marketing goals!