One of the core concepts of online marketing is the idea that the sales process neatly resembles a funnel. Although there are many variations, a typical marketing funnel starts with awareness, then consideration, and finally ends with a purchase decision. Since prospects drop off at each progressive stage, the whole system does in fact look like a funnel. At least in theory.
The reality is that most paths to purchase are a LOT messier than that. Consumers may encounter your brand at any point in their decision-making process, or unexpectedly shift between stages, such as going from consideration back to awareness or even straight to purchase.
So, what does that mean for marketers? It means your content strategy needs to reflect this reality if you’re going to successfully win new business. So, throw out that old, stale rule book. Here’s how to map your marketing videos to the new path to purchase, with examples from Slack, Ahrefs, Mailchimp, and more.