Business

Stages of the Marketing Funnel

Stages of the Marketing Funnel

UNDERSTANDING the Stages of the Marketing Funnel

In today’s competitive market, understanding the stages of the marketing funnel is essential for crafting effective marketing strategies. The funnel, often broken down into three key stages—TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel)—guides potential customers from awareness to decision-making. It is important for companies to understand these stages in order to know how to best reach their ideal customers with the right content. For us, this can help in determining the best kinds of videos to make based on where the target audience of that video is within the marketing funnel.

WHAT ARE THE STAGES?

TOFU:

The TOFU stage is all about brand awareness…

Marketing to Your Ideal Client

Marketing to Your Ideal Client

Who Is Your Target Audience?

When creating video content for your brand, it is very important to identify your target audience. Ask yourself, who is our ideal client? Creating content with your ideal client in mind will help you get a higher rate of engagement because you reaching those who will actually care about your product instead of casting an overly wide net.

Many people think that getting a video to go viral is the best-case scenario for a video. However, a high view count does not necessarily equal success. Having a video go viral can be helpful in many situations, though it’s also possible for a viral video to gain a large batch of new subscribers who ignore the rest of your content, which ultimately can hurt engagement. Also, focusing on trends that are making some content go viral can harm your brand’s image in the eyes of your current followers if they are not into those trends. If your customers are serious business people but your marketing is based on what teenagers think is cool, then your content will not be successful...

Christian Organizations / Non-profits

Christian Organizations / Non-profits

GOSPEL MISSION:

There is no question that the most fulfilling videos for us to make are for Christian non-profits. Jesus Christ is my ultimate joy and I want Shelley Video to bring Him glory and to make his goodness and gospel known. We love working with individuals and organizations that care about loving their neighbors with the love of Jesus.

5-20% DISCOUNT:

Because we want to be a part of helping these organizations produce quality content that fits within their budgets, we offer a 5-20% discount on our services upon request, based on need and project scope, particularly for nonprofits…

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Efficiency: Shooting Multiple Videos at Once - The Y

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Efficiency: Shooting Multiple Videos at Once - The Y

EFFICIENCY

When working on a budget, you want to get the most bang for your buck. With video projects, one of the best ways to do this is to plan to shoot footage for multiple videos during one shoot. Quite a bit of work goes into prepping for a shoot, traveling to and from the location, and setting up and tearing down the gear. If you only have to pay the video production company to do that once for a set of videos instead of several different times, you can end up with more videos for less money.

THE YMCA OF GREENSBORO

Lauren Bowers, the marketing director for the YMCA of Greensboro, is taking full advantage of this strategy. Every month or so, we schedule a day for me to shoot 4-6 videos at one of the Y locations in the Greater Greensboro area. Most of the videos are a couple of minutes long or less and we are able to shoot everything we need for all of those videos in just a few hours…

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GAC Enterprises, LLC

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GAC Enterprises, LLC

SETTING UP THE PROJECT

Guillermo Amaya, President and CEO of GAC Enterprises, LLC, reached out to me several months ago about creating a promotional video that they could use at an upcoming work fair. He shared his thoughts on what he was wanting from the project and shared some inspiration with me. I made some suggestions and we decided to move forward with our plan.

SHOOTING

On two separate days, I went out to several construction sites in and around Greensboro and shot footage of the crews working. I used my cameras to get most of the footage, but for some of the shots, I sent up my DJI Air 2s drone. My favorite shot in the video is when I flew the drone very close to the cable lasher as it was pulled quickly along the cable. Because of the wide angle of the drone’s camera, I had to fly it much closer than it looks. It was a bit nerve-wracking in the bright sun, but the end result was absolutely worth it.

POST-PRODUCTION

The post-production process was fairly straightforward…

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"Now That I've Seen" Music Videos

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"Now That I've Seen" Music Videos

“HE WASHED ME / HE TOUCHED ME”

Jonathan Solomon is a worship leader (King’s Cross Church) and songwriter living in Greensboro, NC. He recently recorded an album called “Now That I’ve Seen” and has just released a single from that album entitled “He Washed Me / He Touched Me”, which you can watch below! We were able to shoot the entire album, so you can watch those videos once the rest of the album is released.

GEAR SETUP

Our setup for this shoot consisted of several lights and four cameras. I ran the main angle camera (5D Mark IV) on a shoulder rig, Nathan Funderburg captured close-ups with his 5D Mark IV on a monopod, Max Wilmot stayed with the drumset with his handheld Blackmagic camera (as well as getting a few shots from the back of the set), and a 1DX Mark II sat on a tripod fixed on Jonathan.

ASPECT RATIO

I ended up using a 2:1 aspect ratio, which I felt best fits this particular project. It gives a bit of a wide cinematic look without having to sacrifice too much vertical space. (Watch this if you are interested in aspect ratios.)…