3 Mid-Funnel Video Content Ideas to Bolster Brand Trust
At its core, the buyer’s journey is made up of three stages: Awareness, Consideration, Conversion. While brand awareness videos (top-of-the-funnel) are fun, delightful and great for attracting attention, and conversion videos (bottom-of-the-funnel), extremely effective and necessary, it’s often the mid-funnel video content, aimed at growing engagement and trust that helps bolster conversion.
A mid-funnel video will help build trust among your prospects and give them that extra nudge to consider taking the plunge and give your brand a thorough consideration. Video content, in this instance, is primarily aimed at nurturing leads obtained from your previous top-of-the-funnel efforts. At this stage, you’re typically looking build and grow on the existing relationship with your prospects. You’ve already gotten their attention; it’s now time to make them like and consider you.
Here are some popular mid-funnel video content examples
#1 Testimonials: Client video testimonials are versatile marketing tools. They can exhibit proof of your expertise, with past and present clients vouching for your products/ services and talking about the business problems they helped solve. They’re also a great way to showcase the features of your business offerings. Ditto with case study videos.
We shot this cool testimonial video by Panasonic for Design Team’s work at ARBS 2018
#2 Product Demo Videos: In-depth product reviews or demonstrations will reveal how your product or service actually works without explicitly making it look sale-sy. Consumers these days are more and more sceptical about marketing claims made by brands. That said, they’re also still on the hunt for solutions that could help solve their business problems. By using a step-by-step approach in these videos, prospects are not only made aware of the benefits but can also see themselves using said product/service.
This video by SalesForce is a great example of explainer/product demo content. Each feature is explained and it demonstrates a visible benefit for the sales representative using the software.
#3 Company Culture / Team Introduction Videos
Building trust is one of the most important things you want to be doing in the mid-funnel stages of the sales process. And what better way than a team introduction/ company culture video. Introducing your prospects to members of your team or company is a great way to humanise your brand and create a sense of familiarity and transparency in your marketing. The videos feel more one-on-one and they’re also a great tool for you to showcase your expertise and authority in the industry.
We love this video by Vistaprint because it highlights brilliantly how welcoming the team culture is and how everyone supports each other.
Including strategic video content is a sure-fire way to speed up the buyer’s journey in your sales funnel. If you liked this post tell us your thoughts in the comments section below. And, if you’re looking to create effective video content that converts your audience into fans, write to firstname.lastname@example.org today.