For over 10 years, video has been used as an effective tool for digital marketing, to drive awareness, engagement and sales. As part of content marketing, video has become an affordable and accessible communication medium, especially with the evolution of social media, in particular Facebook, Instagram, Snapchat and TikTok. In this quick guide, we are going to take you through the main funnel stages of video marketing, metrics you should measure and how to use data to increase conversions.
Research suggests more people on social media are likely to engage with a video than an image, in both organic and paid posts. In fact, most leading social media platforms have become primarily used for video with the introduction of stories and reels. Short-form video is incredibly popular, but so is long-form on YouTube. The video site claims over 1 billion hours of video are watched per day. If you are getting left behind with video marketing, turn to the Sprocket team for help with content creation for your Facebook Ads.
The trick is to set out your targets and goals, and measure your success. Using data, you can track your progress to see what works and what doesn’t. Videos would differ for customers in each stage of the process. Here are the three video marketing steps to take:
Video marketing can introduce people to your brand quickly and efficiently, informing them with a purpose-made piece of content aimed at awareness. This first step of the customer journey can help you grow your audience. When making an awareness video, your targets should be based on views, impressions and reach. At this stage, you want eyes on your video. Remember this stage is about discovery, not sales.
The second stage is based on deepening your relationship with customers and persuading them to take an action. You’ll want to measure metrics such as viewing duration, click-through rate (CTR) and sign-ups. This video marketing should funnel viewers through to your website or other content.
This third stage is the last touchpoint of your video marketing strategy. This is the point at which you are aiming to convert customers to purchase a product or service. With your customer relationship-building in the bank, you’ve gained enough trust and awareness to be able to convert. Unique selling points can come in useful here and you’ll want to measure the click-through rate as well as sales. If CTR is high but sales are low, there may be a disconnect between your marketing and the actual product.
The industry, product and audience will help determine which type of video is the right choice for your company and should adhere to your aims and objectives. Here are some common types of videos:
Launching a new product or service? Announce it with a launch video to create awareness and interest within your database. Illustrate with this launch you can solve a problem or offer a solution to one and carefully consider your core audience to ensure success.
Videos of this nature are often short and snappy but always a versatile piece of marketing content. They should explain how a product works, how a service works or teach the audience how to do something, highlighting the company in a compelling way. Explainer videos are commonly hosted on landing pages or used on social media.
These types of videos build trust with existing and potential customers. Fill these videos with things such as reviews, success stories and customer satisfaction to add social proof and brand recognition.
Video ads can be used at any stage of the marketing funnel. Share the brand’s values and its story at the early stages of the process and have a strong call-to-action on videos aimed at conversion. This can be useful when you are running a sale or discount code as a quick way to draw attention to certain products or services.
Using Facebook video ads you can build social proof, offer testimonials, inform customers of sales and discounts, and a whole lot more. For help creating video marketing that works, get in touch with us today.
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