Nothing engages leads quite like video. It offers an immersive, multi-sensory experience beyond text, allowing viewers to really picture themselves in a space, trying a product, or envisioning their potential after completing a course.
But content strategy is what transforms a video concept into a true marketing asset. This article introduces strategies for building a video content engine with sales funnels, professional networks, formats, distribution channels, and performance metrics.
Inform Your Strategy With Sales Funnels
First, you must align the engine with your company’s objectives.
Suppose you’re a marketing manager for a new hotel opening in Nashville. Your content engine must tap into travel desire, destination interest, and the hotel experience to drive social media engagement and bookings.
Use a sales marketing funnel to streamline this process. There are three primary layers: awareness, consideration, and decision. Developing videos for each layer creates a cohesive strategy that ushers leads through the customer journey.
The awareness stage represents the top of the funnel. This is where you want to establish an emotional connection and tap into desire. Storytelling-based reels about the hotel experience and Nashville’s rich creative history work best here.
The middle of the funnel is the consideration stage. Now that your leads are emotionally connected, they want more information. Develop explainer videos that take the stress out of travel logistics, positioning your hotel as the ultimate vacation experience.
The bottom of the funnel is all about conversion. Decision-stage content should introduce deals and coupons that move the needle with leads who are ready to book. Create short promo videos for Instagram and TikTok, linking to digital offers in the caption.
Tap Into Local Talent
Your video content must also reflect the premium feel of your hotel brand, but authenticity matters. This is where local talent comes into play.
Partnering with The Motion Agency video team in Nashville can give your strategy the professional polish it needs while also reflecting an authenticity that attracts visitors.
This partnership starts with a pre-production and discovery phase that includes messaging, scriptwriting, and storyboarding. Next is technical setup with lighting, audio engineering, and art direction. The team then completes the polished look with a meticulous post-production process that includes color grading, sound design, pacing, and motion graphics.
Real video production teams also use the latest equipment and shoot reels in high resolution. Furthermore, you can expect adaptable footage that works across digital media platforms seamlessly, including widescreen (16:9) formats for website placements and vertical (9:16) videos for Instagram feeds.
Diversify Your Video Content
Audit your sales funnel, website, and social media for content diversification.
For instance, loading up your YouTube channel with only long-form videos doesn’t cater to leads with shorter attention spans who prefer smaller, digestible bites of content. Balance out premium long-form content with event recap shorts that ignite interest in your brand events. Remember to add captions to your shorts when uploading them to Instagram as reels, as many viewers watch videos without sound while scrolling.
Consider the impact of video on B2B partnerships and employer branding.
Optimize your corporate LinkedIn page with video messages from your brand’s CEO, inviting local vendors and nonprofits to partner with your company to grow local economies, award scholarships, and offer new experiences to guests. Document industry expos, conventions, and keynote speeches to associate your brand with thought leadership.
Videos are an excellent way to attract new employees as you scale your company. Work with your video production team to create content that showcases your unique workplace culture, cool office perks, and benefits packages. Capture 60-second employee testimonials for your Instagram and Facebook while highlighting the subject’s day-to-day life at work.
Measure Performance Metrics
Invest your marketing dollars in what works and audit your strategy to see where leads are falling off in your funnel. For example, if viewers are dropping off during the first 10 seconds of a brand awareness video, you may need to strengthen your hook.
Analyze conversion rates for your brand websites, booking pages, and offer links to see if you need to tweak URL placements in captions or video embeds.
Create a Compelling Video Strategy
Make the most out of video’s ability to capture and convert. Create content for each funnel layer, partner with local video production teams, and monitor performance metrics to find opportunities to improve.
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