At POW New Media, we believe videos are great for every step of marketing. Why? Because they help you get more customers and make your job easier when done right.
Surveys show that 70% of marketers say videos bring more customers than any other content. For online sellers, product videos can boost sales by 144%, making them a smart choice for growing your business.
By the end of this article, you’ll know exactly how to use video marketing to get new clients and boost your overall strategy. Let’s dive in!
The Marketing Funnel
Many businesses don’t fully understand the marketing funnel—and that’s where the magic begins! A marketing funnel outlines the steps a person takes to become your customer, starting from discovering your business to becoming a paying client.
Knowing this journey helps you create the right video content to guide potential customers through each stage of the funnel.
At POW New Media, we’ve noticed that most businesses haven’t mapped out their customer’s journey. But when they do, everything changes. Strategies become clear, and the results over time can be truly amazing!
The Secret Behind Video’s Success
In today’s fast-paced world, people don’t have the patience to read lengthy content—but video? It’s a game-changer. It’s easier to consume, quicker to understand, and gets your business in front of the right audience faster than anything else.
With information overload everywhere, attention spans aren’t shrinking; people are just getting pickier. We’ll binge a 3-hour blockbuster but skip anything that doesn’t grab our intention instantly.
Here’s the truth: video outperforms text and images by miles. Only 20% of people will read a page of text, but 80% will watch a video. A short, snappy video can grab attention where a block of text might scare customers away.
The stats speak for themselves:
- Social videos get 1,200% more shares than text and images combined.
- Facebook videos have 135% more organic reach than photos.
- 70% of marketers say video drives more conversions than any other content type.
For e-commerce? Product videos can boost online sales by a massive 144%. Video isn’t just content—it’s your ultimate marketing tool!
What Video Marketing Can Do for You
Video marketing is all about creating the right video, showing it to the right people, and doing it at the right time. The idea is to guide viewers through the marketing funnel—from first learning about your business to becoming loyal customers.
To succeed, video marketing needs to be strategic. Your videos should provide valuable information that helps people get to know, like, and trust your brand, eventually leading them to choose you.
While it might seem tempting to make one long video that covers everything, this usually doesn’t work. People prefer short, focused videos that give them what they need without wasting time.
Here’s how video content works at different stages of the funnel:
1. Awareness Stage
Goal: Introduce your brand.
Create short videos with titles and content that answer questions or solve problems. These videos can appear in search results on YouTube or Google or as targeted ads on social media.
Examples:
- Social media ads
- Brand introduction videos
- Short “problem-solving” clips
2. Consideration Stage
Goal: Help potential customers decide if you’re the right fit.
Use videos to educate viewers about your product or service and show how it can solve their problems. Focus on benefits without being overly salesy.
Examples:
- Explainer videos
- Product feature demonstrations
- How-to guides
3. Decision Stage
Goal: Give the final nudge to make the sale.
This stage is about building trust. Share video testimonials from happy clients, as people trust authentic feedback. Case studies, tutorials, and product demos are also helpful here.
Examples:
- Client testimonials
- Case studies
- FAQ or product review videos
4. Retention Stage
Goal: Keep customers engaged and coming back.
Once someone becomes a customer, nurture the relationship with helpful video content. Send tutorials, updates, or even special offers via email. Engaging videos keep your brand top-of-mind and encourage loyalty.
Examples:
- Tutorials and feature updates
- “How-to” guides for maximising product use
- Exclusive offers and referral incentives
Why Focus on Video?
Video is more engaging, more likely to be shared, and more effective at building trust than text or images. By tailoring your videos for each stage of the funnel, you can boost conversions, retain customers, and grow your business with ease.
Start Now, Perfect Later
It’s always great to have high-quality video production, but it’s better to have something out there than nothing at all. Start with a lower-budget version of your videos, get them live, and improve them over time.
This approach helps you fine-tune your messaging and make updates when you’re ready to increase production quality. To create high-converting video campaigns, spend time on your strategy.
Start by defining your ultimate goal—what do you want viewers to do? Is it signing up, buying, calling, or booking an appointment? Once you know the goal, build your video marketing plan backward to create a smooth journey through your sales funnel.
Understanding what potential customers need at each stage of their journey allows you to create videos that guide them step-by-step, turning leads into loyal customers 24/7.
The Right Tools to Boost Your Business
There are many tools available to help you create and share videos for every stage of your video marketing funnel.
Top of Funnel (Awareness):
Use platforms like Facebook, Instagram, and YouTube to introduce your brand. These are key spaces where people discover new businesses and services.
Middle of Funnel (Consideration):
Place videos on landing pages for visitors who click through from your social media ads or other top-of-funnel content. This helps educate and engage potential customers as they consider your offerings.
Bottom of Funnel (Decision):
Feature testimonials, reviews, or case studies on your website or landing pages. Send these videos via email using tools like MailChimp or ActiveCampaign to nurture leads.
Pro Tips for Hosting Videos:
YouTube: Perfect for traffic, SEO, and online presence, as it’s the world’s second-largest search engine.
Vimeo/Wistia: Great for embedding videos on your website with a polished look and helpful analytics.
For product demos or client interviews, tools like Zoom are simple and free. Record yourself or interview a happy customer to create impactful, relatable content.
Remember, these are best practices, not rules—so feel free to adapt & get creative as you build your video strategy. Possibilities are endless once you start brainstorming!
Your Next Move
Many businesses treat video marketing as an afterthought, and that’s a big mistake. Today’s consumers expect video content when making buying decisions—it builds trust far better than just reading about a company.
While creating a video strategy can feel overwhelming, taking it step by step will help you design an effective video sales funnel tailored to your business.
So far, we’ve talked about using video to attract people actively searching for answers online. But what about those who aren’t searching and are just scrolling through Facebook or YouTube?
Enter Paid Advertising
Paid ads on platforms like Facebook, Instagram, YouTube, LinkedIn, and Google let you reach the right audience, even if they’re not actively looking. These platforms use data to help you target specific demographics, locations & even your local community.
While advertising increases complexity, it also unlocks more potential. With the right video ads, you can attract and engage your ideal customers effectively.
Need Help Getting Started?
Creating and managing a successful video marketing campaign requires experience, time, and expertise. That’s why we at POW New Media are offering a free 30-minute strategy session to help you plan a winning campaign. Let’s work together to achieve your marketing goals!
