For most marketers, the concept of nurturing leads through their digital marketing funnel is not foreign. And in terms of video marketing, the concept that they should be using more video throughout their customer touch-points is not only known, it’s likely been screamed at them at every conference, workshop, and webinar. And it’s been emphasized in countless pieces of content they’ve read throughout the last decade.
So most marketers understand why they should be using video throughout their funnel, and they know the video push isn’t just marketing propaganda of the latest trend. The need to tell your story to consumers using video is here to stay. In fact, Cisco predicts that globally, IP video traffic will be 82% of all consumer Internet traffic by 2021, up from 73% in 2016. But what’s not as clearly known is when, where, and what videos you should be presenting to consumers throughout the different stages of the funnel to nurture leads with video.
The Five Levels of Awareness Established by Eugene Schwartz
One seemingly small, yet monumental shift in our marketing team’s thinking over the past year has been expanding the scope of our digital marketing funnel to accommodate the Five Levels of Awareness. Originally presented by Eugene Schwartz in his book Breakthrough Advertising, this funnel-based concept presents a formula for nurturing leads in a way that provides them with the right content at the right time to encourage them to progress towards conversion. It outlines how aware the people are in your target audience of the problems that your products and services solve within your brand’s niche.
Although Schwartz’s book might be worth the read for all the details, I understand that you are likely a time crunched marketer, so I’ll give you the basics of what you need to know to ensure the effort you’re putting into creating and promoting more videos throughout the funnel gives you the return your brand is looking for. Let’s dive in!
The five levels of awareness are as follows:
- Unaware – Consumers are unaware they have a problem or a need
- Problem Aware – Consumers are aware they have a problem and are looking for a solution
- Solution Aware – Consumers are looking for proof that the solution works
- Product Aware – Help consumers decide to buy your product
- Most Aware – They’ve purchased! Aid consumers in next steps
Nurture Leads with Video
Where to start:
No matter the type of content you’re creating, it is important to start with understanding the goal. To start, you really need to begin with an understanding of the segment you are communicating to and ensure you are developing content that speaks directly to them. For instance, those that work in finance have very different needs than teachers. Our content directed to these segments should reflect that by using the correct verbiage, imagery, and acronyms that hit home for each consumer base. Your goal throughout these levels of awareness is the create content that makes the consumer feel as though your solution and product were developed with their needs in mind.
The next thing to keep in mind is that your goal is to capture their attention in the stage they are in, and only give them what they need to progress to the next level. This can be hard for brands who are accustomed to jumping right into their products features at their first touch with a consumer, but having patience instead by guiding leads through the level of awareness does produce results. For the first three stages (unaware, problem aware, and solution aware) keep your product promotions and features sets tucked away. They will receive their day in the sun during the product aware stage, but until then remaining focused on the consumer’s needs is a best practice that will pay off.
Lastly, align your goals (and therefore content) to each level of awareness:
For this post, we will be focused on the Unaware stage and specifically what video content can help unaware consumers make the leap from prospect to lead.
Unaware – Consumers are unaware they have a problem or a need!
Put simply, when consumers are at this stage of awareness, they are nowhere close to considering your product or service because they aren’t even convinced they have a problem it solves. You need to provide content that helps them become aware of a problem or need they have.
Sure, you could try to do this with stand alone text and images, but when you have the option to create something more dynamic and engaging with an easy-to-use video editor, why wouldn’t you opt for the medium that’s proven to stand out in someone’s social feed and get you the clicks, impressions, and conversions your content deserves?
Keep in mind that 85 percent of Facebook videos are watched without sound. So even combining images with text that pops up to share your message is more effective than a stand-alone image with surrounding text. Consumers watch these silent videos in line at the grocery store, in meetings, and — yes — likely even in the restroom as well. But the good news is, they are watching! Applying video to these messages provides a boosted opportunity to engage consumers before they continue to scroll past, optimizing the opportunity that your message is received.
Here’s an example of a video we’ve used to help those that don’t even know what they are missing without a screen capture solution realize they have a problem that needs solving.
Other opportunities for video within this awareness stage include:
- Statistics-based videos highlighting thought leadership concepts or PR-oriented story lines. For instance, to aid marketers in realizing they need to be using video, we could create an animated infographic that calls out“Video Traffic will be 82% of all consumer Internet traffic by 2021! Is your content ready to stand out?”
- Connect with industry influencers who can help plant the seed of need to their audiences. Influencers are usually the first to report on trends, so stay connected so that they are highlighting a future need that complements your solutions to their audience. Remember, at this point, they aren’t promoting your product, they are promoting the need for the solution your product provides, so this approach doesn’t have the slimy promotion feel that sometimes results from an influencer plug!
This post is the first in a series of blog posts that will talk through each level of awareness and how video can be used to guide consumers throughout each stage. Be sure to catch all five by subscribing to our blog so posts are delivered right to your inbox!