Utilising video content throughout the marketing funnel can drive up conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 13, 2019, 9:36 AM UTC

Emphasising video content marketing at the top-of-the-funnel allows brands to attract consumer attention.

Leveraging video content marketing throughout the entire marketing funnel can help build brand awareness, create leads and drive consumer purchasing decisions. Creating video content at the top-of-the-funnel allows marketers to establish a brand narrative while garnering attention from potential consumers.

Producing videos like live-streaming Q&A videos during the middle-of-the-funnel allows brands to educate consumers about the products and retain audience engagement. This article says that informative content can further drive consumer purchasing decisions as consumers who watch product demos are 1.81 times more likely to make a purchase.

Creating personalised video content like testimonials and product reviews at bottom-of-the-funnel allows brands to push sales and increase upselling opportunities. The author contends that sales videos can help marketers drive up conversion rates when consumers show a significant interest in the brand.

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