Top of the Funnel Videos
Users in this stage are experiencing your brand for the first time, and they may know that you somehow relate to their problem, but they need to learn precisely how. So you need to build trust by presenting yourself and adding value to them.
Add value through educational videos.
You can add value by answering questions your audience may have or by creating educational/informational content that could help your prospect to understand his situation better and be more informed about potential solutions.
Jerry is looking to start with video marketing but does not know where to start, so Jerry Googles: Video Marketing 101.
He finds a video on a website titled: Video Marketing Crash Course, but when he clicks play, he is asked to submit his email to access the video. Since the video has the info he needs, he will input his information (this is known as gated content)
An inbound lead was generated.
Alternatively, the video could be available without the need to input any type of information and instead have a CTA at the end to submit contact details if you are interested in receiving more informational content down the line via email.
Both methods can be effective, but you’ll need to determine which one will work better for you.
Present yourself with branded videos.
A study conducted by KoMarketing showed that 52% of website visitors expect/want to see an “About us” page. This section of your website is the ideal place to show a brand explainer video that shows your audience who you are, what you do, and why you do it.
Add a CTA to get the visitors to take the actions you want them to take to become leads.