Top-of-the-Funnel: Spotlight

Spread awareness, educate potential customers, and cultivate brand buzz; these are the goals of videos created for top-of-the-funnel marketing activities.

Videos at this stage need to:

• Tell a story in a way that introduces your target audience to your brand’s mission
• Raise awareness about your products and services
• Excite potential customers about their discovery.

It’s a tall order. But if you only get one shot to make a great first impression, a spotlight video is your best bet.

Address Top-of-the-Funnel Questions

Creative Director Brian Johnson has an impressive track record of working with brands to create persuasive videos that reinforce a narrative that answers the following questions:

• Who is this company and what are they offering?
• Do its products and services fulfill my needs? And…
• How will its products and services impact my business?

Sell Your Uniqueness (Advantages)

Take the brand spotlight video we did for our client Raymond.

In 30-seconds, the video states their promise and the mission behind their company. It also establishes their unique selling proposition, otherwise known as a USP, as well as the benefits customers receive from that USP.

Although the video never explicitly states who Raymond’s customers are, the video’s visuals and narrative make it obvious who their products are designed to serve – the multi-billion dollar material handling industry.

Overall, this 30-second video packs a big punch and includes a tremendous amount of information in one asset.

Connecting with Your Target Market

But that raises the question: How do you exploit this power-packing asset?

Well, think of spotlight videos as the brief interaction you have when making a new friend. Regardless of the words you use, that interaction essentially communicates something like – “Hi, this is who I am and if that interests you, let’s be friends!”

So when striving to make a lasting first impression, spotlight videos are the perfect media to put in front of a large pool of potential customers. Whether it’s via broadcast, in-stream, out-stream, search engine ads, for social media or websites channels, this content serves to start a conversation with those who may eventually be interested in your products and services.

It’s the proverbial first step into your sales funnel. The critical handshake inviting buyers to the middle-of-the-funnel.