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The Top 7 Mistakes People Make When Building a Video Marketing Funnel

  • Jatin 
Video Marketing Funnel

It’s no secret that video marketing is one of the best ways to grow your business online these days. Videos are easily shareable, and can be embedded anywhere you need them to be! There are two main components to building a successful video marketing funnel – choosing the right type of video (a tutorial, a product demonstration, etc.), and promoting that video properly on various channels (email list, social media, etc.).

This post will go over the top 7 mistakes people make when they’re building their video marketing funnel.

#1 Use an Agency

If you’re planning to build a video marketing funnel, make sure you work with someone who understands how to do it well. It’s tempting to get started without spending much money up front, but in many cases, it will be far more cost-effective and efficient to go ahead and bring on an agency who specializes in doing things like creating videos or designing landing pages. Work with an agency that has experience with businesses just like yours—and be prepared for them to want regular check-ins along the way. It can be difficult to decipher what should or shouldn’t go into your funnel when you aren’t familiar with all of it; after all, you likely won’t know whether something is working until you see results later down the line.

#2 Use Professionals

Whether you hire out your video marketing or do it yourself, make sure to use professionals. Creating high-quality videos is time-consuming and expensive, so if you’re going to devote that much time and energy into your marketing efforts, why would you save money by doing it in-house? There are lots of professionals available at reasonable rates for many different disciplines. For example, if you’re creating instructional or product videos, contact an expert animator. If your content is more informational or informational/entertaining (how to), then contact a professional voice actor. Regardless of what kind of video you create (and when I say create I mean plan and execute), consider bringing in someone else to do some aspect of it for you.

#3 Don’t Overwhelm Visitors

It’s important to remember that not all of your visitors are going to make it through each step of your funnel. That’s okay. You can’t expect every visitor to take action on your CTA, especially when you have multiple CTAs throughout your video. The point is to plant seeds with as many viewers as possible and then slowly nurture them into customers over time. Just don’t overwhelm them with too much information at once—give visitors just enough to keep them moving forward while encouraging them to return for more later if they want or need more help. An easy way to do that is by delivering content in bite-sized chunks throughout multiple videos instead of cramming everything into one video where you give everything away at once.

#4 Plan Your Channel

video marketing funnel - YouTube Channel

Have an outline or plan in place before you start filming. Having a rough sketch of what your channel is going to look like will make your marketing efforts more productive. For example, if you’re trying to build an audience on YouTube, you should be thinking about not only whether you want to do product reviews or create comedy sketches but also what kinds of thumbnails and titles you’ll use for each video. Think about having multiple video types—one for engagement (to draw viewers in), one for leads (to capture email addresses), and one for sales (you guessed it). You could even get really advanced and create two completely different channels: one for lead generation and another just for upselling products directly.

#5 Experiment With Platforms

If you’re new to online video, think about experimenting with different platforms. You may want to start on YouTube because it’s free, but if you start off there, consider going exclusive on an emerging platform like Vidme or Vimeo (both are completely free). And don’t discount platforms like Facebook and Snapchat. Have fun! The goal here is to find something that works for your brand and get started. If one thing doesn’t work, try another one until you find what works best for your brand.

#6 Create Engaging Videos with Multiple Calls-to-Action

In order to engage your customers, you must first grab their attention. While many marketers believe creating visually-appealing videos is enough to catch your viewers’ attention, what they often don’t understand is that including multiple calls-to-action throughout your video gives people an opportunity to become interested in different aspects of your business. For example, you can include product mentions, links to more content and short testimonials from satisfied customers. Not only does including several CTAs make you more likely to convert viewers into leads and sales—but it also makes it easier for them to click on something they are interested in. As a result, you end up with more targeted leads who are genuinely looking for information on your services or products.

#7 Give Value First

The best way to build your audience is to give them value for free. In other words, don’t worry about creating free content that will later be gated off or sold on your site. Instead, focus on giving away value and then turning it into paid content if you feel like you can raise enough money to justify charging people for it. If not, keep giving away more valuable information until they start flocking in. How many times should I post? Content creation is an ongoing process. There are a few things you can do outside of writing fresh new posts: Repurpose your content (as long as there is still value in it) by updating outdated advice or adding screenshots of something new you learned.