Video Marketing Funnel: Attract
This first step is essential in any successful video content marketing strategy. No prospective customer can be drawn towards your business’ brand image without it.
Initially, the buyer is facing a problem, a dilemma, or a need and is looking for the best method to solve them. In other words, they are looking for general information about those issues, or pain points. They are in the awareness stage of the marketing funnel and your business must be among the first ones that show up in his quest to address his problems. At this point, your company has no prior interactions with these prospects. At this stage, the general goal is to launch brand recognition campaigns, and videos play a key part in said campaigns. The videos must also be produced in a way that reaches out to them.
There are several video styles that can help your business achieve those initial goals:
Commercial Videos
The standard and most commonly known video style. All of us, consumers and entrepreneurs alike, have watched a commercial video at some point. The average length of a commercial ranges between 30 seconds and one minute. When produced correctly, Commercials are very efficient in terms of raising brand awareness and spreading your business’ message. Your business should leverage commercials to establish a good first impression with potential customers. This must be done by explicitly outlining what problem it is trying to solve and what sets it apart from the competition.
Educational videos are a great tool to help inform your business’ audience about you, as a company. This video style should give clear information about a general topic that is connected with your business. Given that this information is relevant for the target audience, your brand will get discovered, even when you are not trying to sell a product outright. That way, you are positioning your business as an expert in a particular field, thereby adding a real value to your brand. Furthermore, the potential customers will appreciate that your business is selflessly giving out information.
An Explainer Video is a short video used to explain your company’s products and services. Their length typically ranges between two and three minutes. Explainer Videos are a good and effective way to break down concepts that are difficult to understand. They highlight how your business’ product or service solves a problem in a clear and efficient way. There are several Explainer videos style that your business should consider to produce.
Animated explainer videos, as the name suggests, are short videos that explain to your target audience the products and services that your company produces. More often than not, Animated Explainer Videos are the preferred format for explaining services or intangible tech products such as software. They are a great video style in terms of creating brand awareness in a creative way.
Live-Action Explainer videos are usually best-suited for companies and businesses that sell a physical product or a people-oriented service, for example a consulting group Having real people in an Explainer Video can forge an emotional connection with viewers in a way animated videos can’t. People are social creatures and are naturally drawn to other human faces.
Whiteboard animated videos are a style of video designed to look like content being hand-drawn on a whiteboard, or white background. It is a very effective way to communicate with your audience and explain complex products or services in a simplified manner. Whiteboard animated videos are also very efficient in terms of attracting viewers towards your brand and memory retention. Information outline on whiteboard videos can be easily memorized.
In general, your business can also measure the success of attract stage campaigns through ad recalls. Ad recall is a metric that measures how memorable an advertisement is to an audience. Through your business’ pages on social media platforms on Facebook or YouTube, you can organize polls to ask several questions about the viewers’ impressions about a certain campaign. Those questions can be in the form of “Do you remember seeing this ad?” or “Do you remember the product/brand is for?”. That way the attract stage can be quantified and polls are in and of themselves a tool to attract more prospective customers.