Brand vs. Performance Marketing Videos and Their Role Across the Sales Funnel [With Chart]
Marketers are familiar with content for the sales funnel, especially in B2B marketing. I recently realized there is another aspect to the traditional sales funnel that may affect what type of content a business chooses to produce, and its based on how performance marketing oriented vs how brand oriented your strategy is.
Virtually all businesses will use some combination of the two, but it's important to identify the differences between them and the strengths and weaknesses of each.
Understanding Brand vs. Performance Marketing
What's the difference between brand and performance marketing?
Brand Marketing:
This strategy is all about building a lasting emotional connection with your audience. It's the first impression people get of your company, and where storytelling shines. Brands demonstrate their story, their values, and their style.
Performance Marketing:
Here, it's all about immediate results. You're looking at ROI and conversions. It's usually built on campaigns that are often short-term and focused on getting people to take action right away.
It's worth noting many businesses should and do use a mix of both. And in today's digital age, almost every marketing effort has some type of performance measurement.
How to use Brand and Performance Marketing on Social Media
When it comes to social media:
Paid Social:
This leans towards performance marketing. You pay to reach a specific audience and expect measurable results.
Organic Social:
This is where brand marketing shines. It's about building a community, engaging with your audience, and fostering relationships without paid promotion.
Video Content Across the Sales Funnel
Top of the Funnel (Awareness Stage)
Focus: This is where brand-driven content takes the spotlight.
Typical Content: Think of videos that introduce your company—your mission, values, and what makes you unique.
Purpose: The goal here is to grab attention and leave a lasting impression.
Bottom of the Funnel (Consideration and Decision Stages)
Focus: Now, it's time for performance-driven content.
Typical Content: Product demos, customer testimonials, and case studies are key.
Purpose: Here, you're providing detailed information to help potential customers make a decision and take action.
Observing the Trend Line as Prospects Progress
As people move through your sales funnel:
Initial Engagement: They get to know your brand, what you stand for, and why you're different.
Consideration Phase: Now, they're looking at your products or services and comparing them to others.
How to Use this Brand vs. Performance Video Marketing Chart
So, how can you use this information?
Strategy Integration: Look at where you can use brand-focused and performance-driven videos to support your overall marketing goals.
Identifying Gaps: Are there areas where you need more content? Maybe you have great brand videos but need more performance-focused ones, or vice versa.
Balancing brand and performance marketing is essential for a well-rounded marketing strategy. And video content? It's a powerful tool that can engage potential customers at every stage of the sales funnel, from awareness to decision-making.
