Videos for every stage of the marketing funnel
How to leverage one marketing video shoot for multiple purposes
Marketers are familiar with framing content in the context of the customer journey—moving a prospect from awareness to consideration to decision—and should use the same lens when it comes to producing video content. If you think through what types of content you’ll need at each stage, you can plan your video shoots more effectively, getting a better return on your video investment.
How to incorporate video at each stage of the marketing funnel
- Awareness: Use video as social media ads to target prospects with short-form teaser content that draws them in so they want to learn more.
- Consideration: Use email to point prospects to longer-form videos on your website to educate them about your organization, its culture, and the kinds of problems you solve.
- Decision: Use testimonials and other deeper-dive videos at events or in one-to-one outreach to convince leads to convert.
Using one video for every stage of the customer journey
As an example, we created a set of videos for Kodiak Island Medical Center in Alaska. They are recruiting caregivers from across the country, so we wanted to give people in New Jersey or Michigan, for example, a feel for life on an Alaskan island. We featured caregivers talking about why they love living and working in Kodiak. That kind of authenticity engenders trust.
A video shoot like this involves three steps:
- Pre-shoot prep: Identify participants and locations, and develop a list of interview questions to elicit the messages you want to share.
- Shoot: Conduct on—camera interviews and capture portraits of each person and b-roll of people at work. You can complement the interviews with shots of them enjoying activities with their families, along with drone footage spotlighting the beauty of the surrounding landscape.
- Post-shoot production: Use transcriptions of the interviews to piece together an edit flow, then create a rough cut with music, followed by a final cut with graphics. Finally, select and touch up portraits for a variety of uses.
Short-form video to increase awareness
As a result of our Kodiak shoot, we are able to speak to people in the Awareness phase, by running Social image ads with quotes, as well as video ads, featuring short clips.
Long-form video to convert prospects
For those in the Consideration or Decision phase, we point them to the longer form video that tells a deeper story.
In this way, we’ve improved the customer journey with video messaging that carries emotion—a strong factor in decision—making. We’re proud that the video was honored with a gold Healthcare Marketing Award, placing it in the top category of entries. But we’re even more proud that our work adds a human touch to the organization’s recruiting efforts and has generated interest from caregivers across the country.