Last week we looked at the type of videos that work well at the top of the marketing funnel; the stage where you’re trying to create interest and awareness. But what about the middle of the funnel? Read on to discover innovative ways to use video to increase audience engagement.

VIDEO MEETS BUSINESS 101

Let’s think of your marketing plan like a three course meal. The first course often includes a salad or appetizers. Its job is to get people intrigued, interested, and salivating, if you will, for the main dish. In our tasty metaphor, the second course includes the main entree, a satisfying, stick-to-your-ribs type of dish. Likewise, the second phase, or middle of the marketing funnel, should provide your audience with meaty content that sticks to their consumer memory and leaves them asking for more.

MIDDLE OF THE FUNNEL VIDEO OPTIONS

The middle of the marketing funnel seeks to increase engagement and creative video content as a great way to get your consumers returning for seconds.

#1. EMAIL VIDEOS

Most companies have spent time and money developing valuable email lists, but many don’t capitalize on the opportunity that such direct access to their potential consumers can have. Adding video to your emails has been shown to increase click-through rates by 300% and reduce unsubscribe rates by 75%. A video like this one, for example, can easily be added to an email to boost awareness for an event, announce a promotion, or so much more. Back in July, we threw a party, used this video in an emailer and brought in 40% more attendees than directed content on Facebook.

#2. PRODUCT OR SERVICE VIDEOS

Video has been proven to grab our attention and keep us engaged better than any other medium. Showing, as opposed to telling, is of course what video does best. That’s why high-quality product or service videos differentiate your brand and increase engagement. A fact that is even more important when your product embodies colors and textures, as in this video for The Workboot. This video, in fact, garnered attention for our client from huge brands like Thorogood Boots and Carhart themselves.

https://youtu.be/bwD-4VjnU6o

#3. CASE STUDY OR TESTIMONIAL VIDEOS

You can tout the benefits of your business or organization all day, but it will never compare to the power of a case study or testimonial. Real people sharing their authentic experience is powerful business. So much so that the big dogs at Nielsen tell us that consumer recommendations are the most influential form of marketing available. Take a look at this video. We think you’ll agree. We know Circles Co. does. Just ask them about their jump in attendees for their conferences over the last year.