Successful businesses spend lots of
time to build a conversion funnel. The end goal is to attract prospective
buyers and keep them moving down the funnel, offering diverse content at every
step. Hence, prospects move through the sales funnel from initial awareness all
the way to convert into a sale.
Video ads are among the most
appealing and shareable ways to drive prospects through each marketing funnel
stage. Setting up the appropriate video in front of a suitable person and at
the right time needs a solid understanding of prospective buyers and these
types of videos that work best at every stage of the conversion funnel.
What is a marketing conversion funnel?
A conversion funnel extensively
guides a consumer through the purchase journey. When you imagine a funnel, you
usually envision an object narrow at the bottom and complete at the top. It is
implemented to guide someone or something through a small opening. A
marketing conversion funnel works similarly: Leads
flow into your funnel, and a less number come out from the other end, having
purchased your product or service. You might begin with a thousand leads at the
top half, and that number keeps shrinking, perhaps resulting in very few
customers at the bottom.
Why set up a conversion funnel?
When you thoroughly understand what
you want and your prospective buyers to do next, it’s much simpler to get them
to do it. To build a conversion funnel can be long
and complicated, so it’s essential to keep your end goal in mind. From the tip
of the sales funnel to the bottom of it, nearly 76% of marketers state that it
has considerably helped them boost their traffic.
Rather than doing guesswork and
off-the-cuff efforts, a conversion funnel presents
intended, deliberate advancement towards a well-defined goal. If you try to
sell your products/services to prospective buyers instantly, they are more
likely to say no. If you try to sell them once you’ve built trust, you have a
much greater possibility of them purchasing your product/service. If they’ve purchased
once, they’re likely to buy from you again.
Four stages of the conversion funnel
To build a conversion funnel, you
must remember the following 4 stages:
● Awareness – your prospective buyers come face to
face of a problem and start researching about it.
● Consideration – your prospects have a definite idea of
the obstacles and begin evaluating the options available to address it.
● Conversion – your prospective buyers have made up
their minds that you provide the best solution to their concerns.
● Loyalty and advocacy – you continue to grow trust among your
consumers, and they continue their support by referring your brand to others.
Top of the funnel video ads
This is where businesses can
immediately impact probable buyers, so it’s arguably the most crucial part of
the funnel! If you don’t impress people here, then you can lose them even
before their journey starts. At this initial stage, possible buyers have a
concern or a requirement that you have the answer to, but they’re just not
aware of who you are yet.
Therefore, your end goal is to boost
your brand awareness and demonstrate your product/service quickly and
engagingly by creating short and compelling video ads.
You must stand out from the immense noise created in the video marketing world
and shout: “Hey! Look, I have the solution for you!” Here are a
couple of video ads that are perfect for doing just
that!
● Pre-roll ads
The digital world is a pretty busy
and fast-moving place. So those ideal consumers who aren’t aware of who you are
will be unlikely to stumble upon you unexpectedly. It would be best if you
reached out to them. A pre-roll ad is an excellent way to boost brand awareness
because of the incredible targeting abilities to display your message in front
of the right audience. With pre-roll ads, you don’t have much time to excite
the viewer’s interest – so your video ads must be direct and eye-catchy.
● Social media ads
Just like the pre-roll video
ads, social media video ads will display
your product, brand, or service in front of the right audience. Social
media video ads have all the equivalent targeting
abilities like pre-rolls where you can sort down by age, gender, location,
occupation, interests, and more with the bonus of being shareable.
Final thoughts
Starting with the two different types
of video ads mentioned above, you can build
a conversion funnel with video marketing at the top. Always
remember your end objective, and your target audience is to help you shape
your conversion funnel. Once you build a conversion
funnel, it becomes simpler to find innovative ideas to attract
brand-new consumers and retain the existing ones. Using video ads throughout
your conversion funnel makes it more straightforward
for customers to move down the path to purchase. Video ads create
more brand loyalty, a richer experience, and a higher possibility of converting
satisfied customers into advocates for your brand.
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- 29 September, 2020
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