Digital Video Funnel Strategy
Strategic planning always includes a funnel strategy when discussing video implementation regardless of platform. The consumer today more than any day previous need a variety of touch points and engaging content to grow into a brand advocate. Above and below illustrate a generic funnel strategy we leverage as a talking piece with potential clients
- Awareness – Introduce your brand and educate consumers
- Exploration – Solve the user problem, become a thought leader, and continue to brand
- Consideration – Provide case studies, how-to, and other content to reinforce brand sentiment
- Decision– Pull in social proof, testimonials, and additional educational documents that continue to solve problems for consumers
Unique Targeting Techniques
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1. Your Audience
Marketers more often than not have an understanding of their target market, however, usually this is what I would consider a broad audience. Such as Females 35-54 or Moms 24-35 as an example. This is important to know but not as important when testing. Variable Media believes in the data which usually proves the audience engagers and converters.
2. Building Segments
In a testing or optimization phase, the largest amount of learning is garnered and more often than not, audience segments are developed. These audience segments apply a variety of variables as an example please see the below.
- Broad Audience – F35-54
- Audience Segment – F35-44 | Mobile & YouTube Platform Only | Non-Parent | Top 10% content | Mon-Wed
Scale Performance & Top Funnel Market
In building your audience segments your pool of users narrows which causes an increase in cost to reach this smaller audience. While there are strategies to lower this cost primarily in making creative adjustments we can assume that the increase in cost balances out with increased performance. These segments should be scaled parallel to a broad low-cost strategy which will aid the flow of upper funnel users and increase brand interest.
Re-Market & Convert
The secret sauce isn’t in exposing users to a brand, it’s how many users can you create purchase intent, move them down the funnel and convert. With a variety of targeting strategies at our disposal, we find our optimization and test cycles a key time to integrate a re-market and convert strategy that yields increased learning and performance results in the near future.