15 Tools to Boost Your YouTube Marketing

This year, businesses have had to grasp at every opportunity to drive interest and sales. Luckily, YouTube has become a useful option. Video is great for user engagement, and YouTube can drive traffic–and leads. To that end, these 15 tools can help you optimize your YouTube content. Read the full article at MarketingProfs

2020 has been tough for everyone. Hundreds of businesses have collapsed, and those left standing have had to grasp at every opportunity to drive interest and sales.

Luckily, YouTube has become a valuable marketing option. It’s a relatively new and dynamic marketing channel, and it’s becoming essential: Nearly every major company now runs its own YouTube channel (as do many minor ones). And video content is great for user engagement; you can feature guides, tutorials, and even plain old commercials.

Yes, video content might be more difficult and time-consuming to create than other content forms, but that difficulty is the reason YouTube has less competition and can get you much more traffic.

What follows are recommendations for specific tools you can use to optimize your YouTube content. Some are free and some are paid, and they are grouped under three categories.

1. Tools for YouTube Keyword and Topic Research

Keyword research plays two roles in YouTube video optimization.

The first is fairly obvious: Through the use of certain terms in your video description, tags, and—most important—your video title, you let YouTube know exactly what your video is about.

Second, by researching and tracking SEO rankings of certain keywords, you can refine your own YouTube strategy. Specifically, once you know what topics are trending or most attractive or engaging, you can attack those first.

Tools mentioned in this section: YouTube Autocomplete, Google Keyword Planner, Rank Tracker, Keywordtool.io, Kparser, Keywords Everywhere

Say you want to make a small-ish one-shot YouTube video, and your company falls into a specific niche. You’ll likely want to use free tools as much as possible. Luckily, there are some good ones.

YouTube Autocomplete can be surprisingly useful. When you type in the keyword you’re interested in, autocomplete gives you a significant list of common variations. It shows you what people search for and what kind of long-tail (longer multiple-word) keywords you might consider using.

Autocomplete is the most basic tool to use for researching YouTube keywords. It’s free, which is a huge plus, and it’s embedded into YouTube itself. On the other hand, the drawbacks are obvious: There’s no data on the keywords, and you can research only one keyword at a time.

To research further, you’ll need a tool that’s a little more complex, though preferably still free and convenient. That’s Google Keyword Planner.

Keyword Planner is the weapon of choice for many YouTube marketers, and for good reason: You can research up to 10 keywords that you want your video to rank for, and it gives you a solid list back.

Ideally, you’d use Keyword Planner with YouTube Autocomplete to have the fullest list of keywords possible. But, at that point, you will have crossed into a larger-volume campaign.

If you’re aiming to run a full YouTube campaign, you’ll probably need to dig into more specialized tools. For example, Rank Tracker (full disclosure: it’s my project) brings together a bunch of different tools, and is useful for someone who needs to study every type of YouTube keyword research metric, sometimes simultaneously.

YouTube Autocomplete is there, but it’s extended with many more results and stats on each keyword, such as Keyword Difficulty, Expected Visits, and so on. Right next to Autocomplete is the aforementioned Keyword Planner. Rank Tracker allows you to research and save the keywords mined in both tools while seeing their stats.

For YouTube keyword research, it’s enough to use the free version. Rank Tracker is a good fit for those of us who handle large-volume SEO campaigns and need a free app. Note that it’s a desktop program, so it takes time to get it up and running.

Two additional apps that are Web-based and also work for keyword research are Keywordtool.ioand Kparser.

Keywordtool.io lets you search only one keyword at a time, but the list of keyword variations it returns is pretty robust. Unfortunately, the app requires you to pay almost immediately for access to full functionality, including data on the keywords you’re getting.

Kparser is better in that you can research a bunch of keywords at once; but, again, you don’t get the search data until you pay, and without that data it’s tough to figure out the best keywords to use. Kparser is also exceptionally slow compared with the other tools on this list.

Keywords Everywhere is a free browser extension that offers a lot of SEO data relevant to YouTube optimization.

Using these tools, you should be able to find the right combinations of keywords for your title, description, and tags.

2. Tools for YouTube Channel Audit and Management

To grow your business, website, or YouTube channel, you need to track your progress and current standing. On YouTube, you can always go by your subscribers and view count, of course, but you can also go beyond those.

Tools mentioned in this section: YouTube Analytics, Social Blade, quintly, TubeBuddy, vidIQ

First things first: YouTube Analytics is both free and convenient. It’s included with your channel and it gives you an overview of your audience and what they prefer watching overall. You also get a neat little graph of your viewership history. It’s not super comprehensive, but if you need only a few statistics it gets the job done.

You can enhance YouTube Analytics with Social Blade, which offers a bunch of useful information about your channel (or your competitor’s!). There’s also a neat module that gives a projection of your channel’s growth, but take it with a grain of salt: We all know how quickly things change online.

Part of quintly is dedicated to YouTube research. You get all the usual stats, and it includes a reporting feature for communicating with your team, your boss, or your clients.

If you’re looking for a channel management and auditing tool, TubeBuddy should be your first choice. This one is all about its multiple features.

TubeBuddy is really a software suite that allows you to control the entire YouTube workflow, from writing titles and editing thumbnails to analyzing your niche competitors and running giveaways. It’s packed as a paid browser extension at $9-49 a month, but, honestly, even the free version is totally worth using.

vidIQ is another all-in-one YouTube SEO solution packaged as an extension. Its functionality is largely the same as TubeBuddy’s, although the basic extension is a little bit cheaper. What makes vidIQ stand out is its most expensive and expansive plan, Boost+, which starts at $415 a month. That sounds pricey, but it includes coaching in addition to all the software. During monthly coaching calls, a personalized YouTube coach will offer you tips on how to grow your channel and improve your content.

3. Tools for YouTube Competition Research

The handy thing about SEO competition is that you don’t have to learn from your own mistakes—you can learn from your rivals’!

Tools mentioned in this section: Rival IQ, NoxInfluencer, Socialinsider, Vaizle

Rival IQ is a great tool for competition research. It not only shows your competitors’ YouTube SEO rankings but also analyzes their entire social media strategy—from Facebook tactics to video posting times.

NoxInfluencer offers a list of potential YouTube competitors to follow.

Socialinsider and Vaizle are both comparison tools that provide competitor research for all social media instead of just YouTube, and Vaizle is conveniently accessible with your Google login.

* * *

YouTube is a huge marketing platform that will likely stay relevant for years to come. We should all look into seizing the opportunity provided by such a large and reliable well of user engagement.

YouTube videos offer a potential viewership of tens of thousands; no business can afford to dismiss all those possible clients.

Relationships, Relevance, and Content Marketing for Banks: Shondell Varcianna on Marketing Smarts [Podcast]

Tips for financial services marketers from Varci Media owner Shondell Varcianna, a financial services veteran who helps financial institutions create highly targeted and relevant digital content. Read the full article at MarketingProfs

In this episode of Marketing Smarts, I talk with Shondell Varcianna, owner of content management agency Varci Media, about how banks, mortgage companies, and other financial institutions can create content that serves (and grows) their audience.

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I invited Shondell to Marketing Smarts to talk about what makes financial services content marketing different, and what banks, mortgage companies, and other financial institutions need to do to win at content.

Shondell came to content marketing after years in the banking industry. First, she worked at Bank of Montreal underwriting million-dollar mortgages. Later, she joined Canada Mortgage & Housing Corporation. There, she built relationships with banks, credit unions, mortgage companies, and mortgage brokers, among others.

Having seen what works (and what doesn’t) when creating content for banks and financial companies, Shondell founded Varci Media to help financial institutions get more inbound inquiries by creating content that converts.

Shondell and I talk about writing content for a niche audience, the importance of having a strategy for promoting your content, how to create content that speaks to financial services customers and your target audience, and more.

We recorded this show live in our MarketingProfs PRO Facebook group. If you’re a PRO member, join us there for livestream videos and other exclusive content!

Listen to the entire show now, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!


This episode brought to you by Kronologic.

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The Ultimate Guide to Coming Up With Useful Ideas

We all know the pain of staring at a blank page, waiting for inspiration to strike. This ultimate guide–full of techniques, processes, tips, and tricks–will explain how to capture, create, explore, refine, and implement those seemingly illusive ideas. Find out more. Read the full article at MarketingProfs

We all know the pain: staring at a blank page, waiting for inspiration to strike.

The end goal of “Ideas” feels woolly, a barely tangible thing in the far future you need to reach. On top of that, you have pressure from higher-ups, setting deadlines and goals, none of which help with that first hurdle: getting started.

This ultimate guide—full of techniques, processes, tips, and tricks—will consider and explain what it takes to capture, create, explore, refine, and implement those seemingly illusive ideas.

Getting Off the Starting Blocks

1. Don’t waste your initial thoughts

This may sound silly, but it’s important to capture your initial thoughts about an idea when you first become aware of having to come up with it. Your first reaction, inclinations, and associations with a topic are only fresh once, so be poised to record them.

Often, I find if I’m busy when I first hear that an idea is needed, I get overenthusiastic and start coming up with thoughts immediately but because of my busy state I don’t record them properly. Then, later, when I do have time, the creativity has stalled or the thoughts feel stale.

You can delay ideation until an optimal time when you can get more from each thought: They can be made fully formed rather than remain fragments.

2. Take the pressure off

You’re not going to hit the jackpot the first time around. You also have to avoid getting too hung up on your first idea. The reason mind maps are so favored is that you can aim for quantity, not quality—just get them out with no judgment and have a look at what you’ve got afterward. At least, then, you’ll have something written down.

For me, I find that the background worry of not being able to come up with a “genius idea that’s guaranteed to go viral” (we all think it; I’m not rolling my eyes, you are) inhibits my ability to think freely. So let yourself off the hook: You know you’re going to get there. Ideas will come, so you can relax, safe in that knowledge.

Make a start, and things will flow.

3. Inspire yourself

Ideas tend to be borne of experiences. What we’re familiar with—what we read, observe, and consume—all influence our ideas. That’s why you feel more at home with briefs that sing to your interests rather than those that don’t.

In the latter case, where ideas feel particularly lacking, my advice would be to inspire yourself. Go off and research what you need to, and submerge yourself in that world.

It’s damned hard to think of a fresh idea with little point of reference, so look for resources that will open up your mind.

Filtering for Diamonds

How do you take a bunch of half-thought ideas and turn them into one that stands strong on its own? If you have a mind map in front of you, highlight what seem your best ideas and number them in order. Pick, say, the best 10.

From there, spend some time fleshing out the thoughts to see which have legs. If you can’t expand an idea more than an extra line or two, it’s probably not going to go very far. That’s not to say they have to be complicated; the simplest ideas are often the best.

If you can, find your human soundboard—the person who’s best at listening to your ideas, helping you expand the best ones and telling you straight when you’re talking nonsense. Now, this person typically isn’t going to be your Mum. (Though Mums may be great at most things, they may not be familiar with specific aspects of business, so you’ll often find yourself having to over-explain.)

Look to someone who understands the basics and who doesn’t think like you. If you’re creative, test your ideas on someone who’s more practical. Having a go-to person (sometimes colleague, sometimes friend, ideally a mix of the two) really helps you to stretch your ideas.

And because you’re comfortable around them, you won’t be scared to voice even those wackier thoughts (which can easily end up being the best).

How to Decide What’s a ‘Good’ Idea

A favorite rule of mine is topic + format ≠ idea.

An example might be deciding to make an infographic on online advertising. That in itself isn’t an idea; there’s no meat to it. National Awareness Days tend to fall into this category, too, when adopted by brands that are completely unrelated to those occasions.

Taken from Chip and Dan Heath’s Made to Stick, the following are some criteria you should apply to each idea to ensure it’s a “good” idea.

Simple: Can you sum up your idea concisely?

That’s not to say your idea can’t be complex; rather, the most essential elements should work together without there being holes in the story.

  • Unexpected:Does it feel like you’ve already seen this idea? If so, ditch it. If the idea doesn’t feel original to you, it won’t excite your audience because they’ll also feel as though they’ve probably seen it before.
  • Concrete:Are you 100% confident with every angle? You don’t have to know the ins and outs of every aspect of the idea at the beginning, but iron out any wishy-washy elements so you can better ensure it’s going to work.
  • Credible:Is your idea believable? Rein yourself in if your idea is running headfirst into absurdity: You need your idea to be both concrete and credible.
  • Emotion:Does your idea evoke an emotion? Emotions are how you get your audience to care; so, whatever feeling your end goal is trying to establish, make sure your idea ticks it.
  • Story:Are you telling a story? Storytelling is an age-old way of engaging someone. If your idea can tell a story, it helps people become invested in it.

A 2019 study looking into the creativity of initial ideas highlighted the difficulty of evaluating creative ideas. Participants were asked to come up with three ideas, multiple times over, on a variety of topics, and each time rank the ideas in order of how good they thought the ideas were. Then, they were asked to develop each initial idea. Thereafter, an independent team of experts assessed the creativity and potential of each idea. Findings were that after development it was actually the “second-best” idea that triumphed.

Labeled the “Tortoise and the Hare,” this limited study suggests that with development time our more “absurd” ideas triumph. The key takeaway is not to discount ideas even if you don’t initially see their merits.

If you were to expand this study’s findings into a bigger list of ideas, say 20, your winner may not be the second—but the fourth. The point is this: Show each idea a little love to see how far it can grow.

How to Get Unstuck

If you find yourself sick of thinking about a topic, straining for an idea, stop. Stop trying, and go and do something else. Walk around the park, make a brew, have a shower, chat to someone about something completely unrelated.

Obviously what you can do to distract yourself really depends on where you are—an inspirational shower is not always on hand—but it’s the act of doing something different that can make something click into place when you revisit it.

There are also lots of ways to come at an idea. You don’t have to just think of something great and connect the dots in your head. Mix it up by brainstorming formats that could work: videos, infographics, social media competitions. Changing up the “packaging” of how you’re envisioning the final outcome can freshen things up.

Similarly, group ideation sessions are an effective way to bring in alternative perspectives. You shouldn’t limit them to just the “creative” people, either; often, you will find that people from different departments may have insights that you can expand on. So, although not everyone has a knack of creating full-fledged ideas, harnessing other perspectives can really refresh the paths your own thoughts were going down.

Though it may not be practical to hold regular idea sessions, there are a few ways to get around that limitation:

1. Introduce a daily standup

Take just five minutes with your team each morning to summarize your main tasks for the day, check in, and then float some quick ideas. You can even turn things into a competition for who can come up with the worst idea—so that those that come afterward are guaranteed to be better.

Keeping an environment where people can express their latest “shower thoughts” means there’s no pressure and you slowly build up a bank of ideas for when you need them.

2. Create an ideas dump

Have an ongoing document where people can note their thoughts and ideas. You’ll not only have a record but also see each other’s processes and build off one another, regardless of whether you have the time to sit down and discuss. Similarly, looking at other relevant ideas helps as inspiration for when you need an idea but you feel like you’re alone.

3. Keep swipe files

When you’re surfing the Web and come across something cool—a campaign you like, a format that is unusual, a neat piece of information—save it. Create a file where you collate all the little bits of gold you find, even if it’s just bookmarking them on your computer, so you have something to inspire you when that rainy day comes.

Do You Care?

Let’s be honest for a second: Have you ever sat in a meeting, or an ideas session, and thought, “I really don’t care about this?” Not because you’re having a bad day or you’re struggling for motivation but because the idea doesn’t interest you. At all. You’re not passionate about it, and you can’t really see the benefits of doing it.

That conundrum faces many every day. After all, you don’t want to be the one to stick your head up from the trench. To be shot at for not sticking in your ranks. However, sometimes, you’ll find that everyone else in the room is thinking the same and all it takes is one person voicing doubts to shift the entire focus.

But if you end up in a minority, it’s always good practice to challenge ideas. Let them be defended by their creator, and the idea becomes stronger for it. Better you than your client or higher-ups.

How to Sell Your Ideas

Once you’ve got your idea to the finish line, and the time comes to get buy-in from others, the way you present things can make all the difference.

  • First, you need to know your idea inside out. Think of any holes and cover your bases so you know what the strengths and weaknesses are. Being prepared allows you to confidently back your idea and often reduces the number of questions people ask.
  • Second, explain your reasoning. Back it up with data and case studies. Tell the story of what you’re trying to do and why, and that’ll help the pieces click together in other people’s heads. Whether you’re pitching to a client, your colleagues, or your boss, you can get enthusiasm for your idea by showing them the whole, the bigger, picture.
  • And, last, be clear on what it’s going to achieve. In the end, there needs to be a point to everything you’re doing; and by showing you have considered goals and created an idea to meet them, you’ll get more people onboard.

Infinite Ideas, Infinite Possibilities

In conjuring up ideas, there are no limits. There aren’t boundaries to the ways you come up with one, the methods you use, the place you have to be to come up with it. And though most of the time you have a brief, that doesn’t have to constrain your ideas. The only limits are the ones that pre-exist in your mind because of what you’ve seen done before. Forget everything you know, and give yourself free rein to imagine.

Hopefully, these tips and tricks will help you do just that. Happy ideas-hunting!

How ‘Tangential Content’ Can Elevate Your B2B Company’s Link-Building

Links remain crucial to search engine optimization. But it can be tough for B2B brands, especially when there’s no major launch or corporate-level change to attract publishers. Regardless, you can use “tangential content” to build links throughout the year. Read the full article at MarketingProfs

Links remain crucial to search engine optimization. But it can be tough for B2B brands to build links, especially when nothing major is launching or a large corporate-level change isn’t occurring.

But there are ways to build links throughout the year regardless of what is going on internally. The way to do that is to create your own news and resources that are interesting to publishers.

Of course, that’s easier said than done. But I’ll explain how “tangential content” is key for doing so and how you can incorporate it into your content and outreach strategy.

What is tangential content?

At Fractl, we define tangential content somewhat related, but not directly tied to, your product or service offering.

There’s a sweet spot between content’s being so related to what you do that your content sounds like an ad—and being so unrelated that people can’t figure out why you created it in the first place. Tangential content lies in the sweet spot between the two.

Let’s look at an actual blog to compare topical content with tangential content. The following are some examples of blog posts from SquareFoot, which I learned about when its head of marketing came on our podcast to talk about tying content to revenue.

This piece on the left is an example of topical content. It talks about something directed related to the brand—renting workspace. It helps people make a buying decision.

The piece on the right, on the other hand, is tangential. Rather than being about renting office space, it’s about making your workplace more productive. It’s appealing to people in the general audience, thus helping raise brand awareness and attracting top-of-the-funnel attention.

Why should you use tangential content?

For two primary reasons.

1. Build brand awareness through top-of-the-funnel on-site content

Blog content and other on-site resources can be extremely useful for providing companies with the information they need to convert. But top-of-the-funnel content has a place in your strategy, as well. For people to convert, they first have to know that your brand exists.

Tangential content can help broaden the awareness of your brand. Simply getting your name out there to an industry audience is a huge first step; it’s the first time you begin to establish trust and recognition.

You can do so by creating high-quality content that is likely to rank for a broad keyword or is highly engaging and shareable (or, ideally, both!).

Take the following Shopify quiz, for example. It’s fun content that is targeting its target market, entrepreneurs, but it isn’t about anything specifically related to its brand. It’s just meant to engage with its audience.

As of this writing, it was a Top 10 most engaged-with blog post, according to BuzzSumo, with 700+ Facebook engagements.

To succeed in executing this approach, research what your audience wants and create it for them, even if it’s not strictly related to your brand offering.

2. Build backlinks by pitching the content to media outlets

On some occasions, to help your audience, you use unique insights and data you have, but there’s a finite amount of such information. Which is why you should also have a plan in place for creating other content to help advance your objectives.

That’s why we use tangential content in most of our link-building efforts for clients. When you’re trying to earn media coverage, publishers usually have little interest in running something that’s all about what you’re selling (unless the value to their readers is obvious). Going the tangential angle allows you to explore other avenues of providing value while broadening the appeal to audiences.

Let’s look at an example. (Note: This type of work is successful if you invest in it over time rather than trying it just once.) For a client, Influence.com, we created a project about social media etiquette. We surveyed people about what they thought was inappropriate behavior on different social platforms, and then reported on the results.

The company helps brands connect with influencers (and influencers connect with each other). Our project wasn’t specifically about influencer marketing, though. Instead, we went the tangential route, zooming out a bit and covering social media, where many influencers have built their audiences.

The strategy worked. We pitched the content and earned media coverage and links from MSN, Bustle, Nasdaq, Real Simple, Small Business Trends, Social Media Today, PR Daily, and others.

That’s the link-building power of tangential content.

How can you create tangential content?

The creation of the content itself won’t vary too much from the topical-content creation process. However, the main difference is at the ideation stage. If you don’t find the perfect idea, the entire project will fall flat.

The key is to be open-minded and to practice “zooming out.” Take your specific offering and ask yourself: What general category does this fall in? Then, take that category and write down related topics.

Here’s a top-level example from Porch.com, a site that helps connect people with home-improvement contractors.

We created content about all of the topics you see in the image. At first glance, parenting may not be the first thing you think of when visiting Porch.com. However, if they were to do a study about parenting, you might well think that makes sense: Porch.com is trying to help you build a better home, and this is a similar theme—just in a broader, tangential sense.

* * *

If you’re looking for ways to bolster your link-building and brand-awareness efforts, then creating and promoting tangential content may be just the tactic you were looking for.

Start by considering your general industry and what other concerns and questions your target audience might have that aren’t directly tied to your offering. You’ll be on the right track.

How to Use Video for Every Stage of the Sales Funnel

To get the most out of video marketing, use the sales funnel concept to tailor video content and messaging to buyers’ stage in their purchase-decision journey. You’ll improve the chances of conversion–and increase sales and revenue. Read the full article at MarketingProfs

Videos are powerful tools that have become an essential component of many sales and marketing campaigns. Business have come to understand the value of video and its effectiveness in building brand awareness and trust to increase sales and revenue.

Throughout each stage of the sales funnel, videos can convey information and evoke emotional responses like no other medium can.

To take advantage of video marketing and reduce video production cost, use the sales funnel concept to tailor video content and messaging to buyers’ stage in their purchase-decision journey. Doing so improves the chances of conversion—and increases sales and revenue.

The goal is to guide potential buyers from the top of the funnel, where initial video ads and videos are first viewed that expose the potential buyer to your products or services, to the bottom of the funnel, where sales and purchases of those products or services are made.

Top of the Sales Funnel Videos for Business Digital Marketing

At the top of the sales funnel, you introduce your business and your brand. There is only one chance to make that first impression. The first exposure to your business must be dynamic and impactful, making people aware of ways to resolve problems and challenges, some of which they may not even realize they need to have solved. The goal of video content at this stage is to educate your audience, inform them of products or services you provide, and to inspire them to seek more information.

This is a chance to introduce your company in the best light and establish trust and loyalty from the start. It is important that this introductory video content include the company name, branding elements, and a clear explanation of the products and services you provide.

Top-of-Funnel Videos

Corporate/Branding Videos

Branding videos are designed to expose your company to the market. Corporate videos allow you to control the message and shape your brand’s image in a way that builds trust and presents your business in a positive light. This type of video can raise awareness of your brand and what it represents.

Educational Videos

Teach prospective customers about your business and industry in a way that sets you up as the leading expert in the field. Educating consumers about your business and industry will organically create connection and loyalty. Marketing videos are meant to capture attention, but they should also provide substantive information that will make viewers feel they have learned something about your industry and what you do.

Explainer Animations

Animation catches viewers’ eyes instantly and draws their attention to the message and information being presented. Using animation for videos at the top of the sales funnel takes the sales edge off of the content, creating a lighter, more casual approach to educating consumers about your company. Animated explainer videos engage the viewer while presenting solutions to problems and demonstrating how and why your product or service is the one to trust.

Lifestyle Videos

The most important goal of marketing videos at the top of the sales funnel is to connect with the audience and allow them to picture your product or service in use at their business. Get personal by showing real-life situations and how your business is the best answer for the questions and struggles in their business lives. Appealing to emotions in this way will get viewers invested in your message and the solutions your brand provides.

Problem/Solution Videos

Present a problem and show how the solutions your company provides. Problem/solution videos at the top of the sales funnel should concentrate on the problem, issue, or question at hand. Draw them in by showing you understand and care about their issues and present your solution at the end to pique their interest and leave them wanting to hear more.

Middle-of-the-Funnel Videos

Buyers who have moved on to the middle section of the sales funnel have expressed interest but are not yet ready to commit. With their problems defined and the solutions you provide clearly established, video content in the middle of the sales funnel is an opportunity to present the specific ways you have answers to their problems.

Dive deeper into the benefits and features to get viewers invested in your offerings. Pique their interest by offering trials or promotions with real value designed to sample your product or service with little or no cost to them.

Widen the scope of your reach and educate prospective customers by producing multiple videos at this stage with multiple topics and areas of your business to provide a more comprehensive look at your company and build up confidence and comfort in your company and offerings.

Examples of Middle-of-the-Funnel Videos

Instructional/How-To Videos

Assume that those in the middle of the funnel have basic knowledge about your product and service, and they are seriously considering making a purchase. Showing them how to optimize your product or service will prepare them to become customers: They will already know how to use your product or service when the decision is made.

Product Videos

This is your chance to show off your product and to focus those in the middle of the sales funnel on the deeper benefits and features. Show them how you do what you do and why you do it. Grab the viewers with humor or statistics, get specific, and provide information to prove you are the best choice for their needs and preferences.

Tips and Tricks Videos

Show viewers how to get the most out of your product or service by providing what seems like inside information to give them an advantage by using what you are offering. Connect in a way that builds trust and lets them know their value to your brand.

Bottom-of-the-Funnel Videos

Those who have made it this far into the process are ready to make a decision. Marketing videos at the bottom of the sales funnel should guide buyers toward the final step of the decision-making process by making the definitive case for your product or service.

Reinforce the benefits and features that make you stand out among the competition and why you are the best choice to solve their problems. Addressing common questions about your business and the services you provide will give this audience the information they need to make an informed decision.

Examples of Bottom-of-the-Funnel Videos

Case Studies

Videos outlining case studies are ideal for the bottom of the sales funnel, where buyers make their purchasing decisions. Highlighting real cases from real customers or clients will build up a trust in your brand by showing they are not alone and that you have previously solved the problems they have. Case study videos are powerful tools that connect with future customers who can picture themselves in the same situation.

Demonstration Videos

Immerse viewers into your product with a demonstration to show exactly how it works, what to expect, and how it will benefit them. Demonstration videos are used to continue to build trust in your brand and give consumers confidence in the product or service you provide.

Testimonial Videos

Like case study videos, testimonials take the sales pitch out of your hands and into those of satisfied customers who share their positive experiences. Prospective customers can see themselves in current or former customers who had the same types of issues or problems they are experiencing—which your company solved.

Webinars

Long-form webinars offer the chance to go into great detail about your product or service and answer all questions regarding your brand. Webinars allow you to highlight all features and benefits and educate the audience about how to maximize them. Address and answer all customer concerns or questions to give them the complete picture of what your business can do for them.