Create a video for the top of the funnel

1. Choose your approach and direction based on your brand voice and customers.

There are three main ways to grab attention at the top of the funnel: Education: tackling a problem or question faced by your target customer. Entertainment: amusing and surprising them. Inspiration: the awe factor, such as death-defying stunts or heart-warming stories. For example, if you’re a law firm you could differentiate yourself from other law firms by going down the entertainment route. You can also mix it up and try to be entertaining and educational for example.

2. Conduct research and brainstorm ideas with your team to find your video concept.

For example, if you chose an educational approach, find out which common online searches are being made around your niche. Research questions using Answer the Public, or SEO tools like Ubersuggest and Ahrefs.

3. Write down key goals for your top-of-the-funnel video to decide on the action you want viewers to take after watching your video.

For example, you might have a target number of views or subscriptions to the channel in mind. Then you could include a call to action encouraging them to subscribe to your YouTube channel.

4. Draft a production plan for your video in which you list the resources needed to create the video, like tech, budget, and people.

Decide if it can be created in-house from existing footage, stock footage, or new footage you can create. Or, whether you’ll need to outsource some, or all of its creation. For example, if your plan involves an animated explainer video, and neither you nor anyone on your team has that expertise, then you might need to outsource it to a specialist company.

5. Write a script based on your decided concept and with your resources in mind.

For example, don’t write in elements that are out of your budget.

6. Create and edit your video using video editing software such as Premiere Pro, iMovie, or Filmora.

Alternatively, outsource its creation and review the work sent in.