Video Captions: The Best Strategy for Top Of The Funnel Marketing
Whether you realize it or not, nearly all of your potential customers go through various stages of the buying journey. But what is this buying journey, and how can video captions help you successfully make a sale through this journey? With several other companies offering the similar products/service as you, how can video captions get the attention of potential customers?
Understanding the marketing funnel
There is a large pool of consumers out there who don’t know that your product/service exists. To get these people to buy your product/service, you as a marketer or salesperson lead them through, what you can picture as, a funnel. This funnel is made up of three stages – top, middle, and bottom of the funnel. Most consumers go through all these stages before they become your customer.
Top of the funnel or awareness stage
A pool of potential customers resides at the broadest part or the top of the funnel. During this stage, you make potential customers aware of a problem that they might be facing.
With a new (or existing) awareness of a problem, these consumers are looking for ways to fix that problem. They look for answers, research data, resources regarding that problem and how it can be solved, ask for opinions and insights into possible solutions, etc.
As a marketer, your goal is to give them these answers. This is when you also get to introduce your product/service as a possible solution to their problem.
Content for top of the funnel marketing
A successful top of the funnel content marketing strategy includes sharing content that can reach a wide pool of potential customers. This includes:
Middle of the funnel or consideration and evaluation stage
At the middle of the funnel, these consumers, who are now aware of the problem and possible solutions, evaluate your product/service against several other similar offerings. They conduct heavy research on whether or not your product/service is a good fit for them.
Bottom of the funnel or purchase stage
At the bottom of the funnel, consumers have almost made up their mind and are ready to make a purchase.
5 benefits of video captions
1. Video captions benefit everyone.
Over 100 empirical studies have documented that captions improve the comprehension of videos. Studies show that viewers pay more attention to videos with captions and with this greater attention comes better memory of the video. Captions have been found to be especially beneficial to people who watch videos in non-native language.
The key elements of top-of-funnel content are :
Videos are all of the above and more. And with captions proving to be engaging and memorable, providing videos with captions tremendously increases your chances of gaining their attention.
2. You lose out on potential targets without video captions
You might wonder – “my content is simply great. Why should I add video captions to my already great video content?” But think about those who would benefit from video captions –
1. Those who cannot watch your video with the sound turned on
2. Those who have hearing difficulties
3. Those who do not have perfect comprehension of the spoken word (or can’t understand the accent of the speakers in the video)
4. If your audience is not a native language( say -English) speaker
Top of the funnel marketing is the most important part of your marketing strategy because there is a lot happening here – your audience is going to learn about your products/services and how they are going to benefit him. Capturing as many consumers at this stage and ensuring they get to the middle of the funnel – the consideration stage – ensures you have their attention.
3. Video captions help marketers convey their message
At the top of the funnel marketing stage, every marketer has to achieve three goals.
1. The first goal is to make consumers aware that they have a problem.
2. The second goal is to provide solutions to the problem.
3. And the third goal is to make consumers aware of the specific product/service and how it could alleviate their problem.
Here in this video, Brand unlocks the caption and interactivity in a innovative way using the asset and space within the video driving an uplift in viewability and interaction.
Videos that aim to achieve all these goals are better understood when they are accompanied with captions. Better understanding of your content (via captions) leads to better conversion rates.
4. Videos with captions are shared more than those without
According to studies on the success of videos, it was found that when compared to videos with captions, videos without captions saw a 17% decline in reactions, a 15% decline in the number of times of the video was shared, and a 26% decrease in call-to-action clicks.
In short, people are more inclined to share and interact with your video content if captions are included. The more your video content is shared and interacted with via social media, the greater the awareness of your product, thus fulfilling your role during the awareness stage.
5. Videos with captions boost SEO
SEO-friendly content is important at every part of the marketing funnel. The more visible your content is, the more it is seen and interacted with. Search engine sites crawl videos for content, and the relevance of your video can appear in search terms if your content has captions. With better SEO outcomes, you can be sure that your video content appears in the first page of a search engine – increasing your visibility and giving you a chance to educate a larger pool of potential customers about your product.
There is no doubt that while videos are an essential and critical part of your content marketing strategy, video captions will increase your conversion rate.
Convert viewers into customers with Wootagged Interactive Videos. We love to hear from you and learn how we can help you. So, if you’re considering using Interactive Videos and want to know more, drop us a line and let’s chat about it.