What Are Video Ad Funnels (And Four Steps for Creating Ones That Really Work)
Video marketing is already the best way to boost engagement. This guide will teach you how to create an effective marketing funnel with video ads.
Video reaches us much more profoundly than other media.
According to a HubSpot study, 54% of people want to see more video content from brands that they support.
Branded video content was also voted more memorable than a photo or written content by 43% of people. The takeaway is clear. Any company that wants to boost visibility and conversions should focus on video marketing.
Creating video marketing and integrating it into an effective funnel is a challenge. It’s especially challenging if the entire funnel relies on video content. Taking your audience every step of the way with video takes a careful approach.
Fortunately, there are a few steps you can take to ensure an effective video ad funnel.
What Is a Video Ad Funnel?
When people think of marketing funnels, they don’t often think of video ads. The typical notion is one of a website carefully designed to lead customers through the buying process. This kind of funnel has a very simple structure.
This simplest type of marketing funnel has three levels. It starts with awareness, then consideration, and finally decision. It starts by making your audience aware of your business and how it can solve their problem. Once you’ve established credibility, video content helps establish a relationship with them. At the decision stage, instructional or FAQ videos can make the final conversion.
Once a prospect has watched a short video about your business, they’re in the funnel. From there, strategically targeted ads can take them to the next level. Traditional marketing would go from awareness to a landing page on your website.
Video funnels don’t work like that. This strategy leads someone through most stages of a typical funnel without ever visiting your website.
Creating a Video Ad Funnel That Actually Works
That’s the basic outline of a video ad funnel.
Now all you need is a process. By following these three steps, you can make video ad funnels that deliver real conversions.
Step #1 – Choose the Right Funnel
The more complicated your funnel, the harder it will be to work with video content.
The simple funnel described above is a good fit for a video ad strategy. It starts with the awareness stage.
As you create awareness, you also want to build trust. You have to give your audience something to trust that isn’t just a brand.
One of the most effective ways to build awareness is through a spokesperson. A video that features a spokesperson puts a human face on your product. Even if that face is unfamiliar to the audience, it creates trust. The audience wants to know that there’s an actual person who stands by what is being sold.
At this point in the funnel, your goal is to keep someone watching your video. Our eyes are naturally drawn to human faces, which is why a spokesperson is so effective.
You’re working with a limited attention span. The video should get across as much information as possible while still engaging with the audience.
Videos at this point shouldn’t be too aggressive with the marketing. It’s about showing who you are and what you do but also entertain. The more they watch, the more awareness you create.
Step #2 – Focus on Solving Their Problem
Moving on to the second stage of the funnel. You’ve created awareness, and now you need to make them believe your product is the right choice.
At this level, you can begin marketing a little more aggressively. Keep in mind that you’re trying to solve a pain point for your audience. You need to create a connection between their problem and your product.
To do this, you should be clear on what pain point you are relieving. Then, explain why your product is the best choice to relieve that pain point. Educate them about what you offer and the benefits it provides.
Throughout this step, you need to show the features of whatever you offer can address the audience’s specific concerns. Your goal is not to convince them that you have a solution. You want them to think that yours is the solution to their problem.
Remember that you’re still building trust and communicating the things that make you stand out. Case studies about your product and testimonial videos work well to achieve that.
Step #3 – Make the Decision Obvious
When they reach the decision level, they should know exactly how to get what you’re offering.
Picking the right stage is important for this. You’re no longer targeting a cold audience. These videos need to help people who are aware and motivated to take the final step. You can achieve the best results with one-to-one campaigns such as email reminders.
The video content should be short and keep reminding the audience that they should be buying.
Some products have a longer consideration period than others. For instance, people take longer to decide to buy a car than a phone. This needs to be carefully considered when establishing a sequence schedule for the ads.
At this stage, accompany videos with discounts and/or other incentives to buy. Look to address any last concerns they have. An FAQ video works well, focusing on questions that people have before they buy.
The Final Word
Video ads are becoming much more profitable than other forms of media advertising.
As described here, it’s possible to create an entire marketing funnel solely with video ads. The key is to know how to treat each level of the funnel.
Begin by creating awareness with short, entertaining videos. These should make it clear what your brand is about but also keep viewers engaged. Then, you can start being more aggressive. The videos can start showing how you can help people with the problem you’re solving.
In the last stage, the audience is ready to buy. All you need to do is address any lingering concerns in the videos.
Take the next step by registering for a Free Tailored Ad Strategy Session To 3X Your Growth In 90 Days (Valued at $500) today.