3 Level Marketing

November 4, 2019

It starts with an understanding of your brand. The very thing that distinguishes you from your competitors in the eyes of your customer.

Who is your target audience? What problems do you solve for them? What makes you different from everyone else?

Ask yourself, are you are doing these five things …

1. Attracting the community that is unfamiliar with your business.

2. Engaging those who already know you exist.

3. Educating those committed to making a purchase.

4. Converting customers who are ready to buy.

5. Re-engaging your core fans who have already made a purchase.

Which ones would you like to work on this year?

The first step is to list your goals. I recommend that you start each goal with the words …

‘HOW TO …’

For example:

‘How to launch a new product in the UK.’

‘How to increase the number of visitors to my website.’

‘How to raise donations for research.’

‘How to get business owners to attend my conference.’

Research your audience and make sure you set the right goals. Then decide on what type of content you want to create. Video is not the only option but it is proving to be one of the most effective.

A lot of businesses start by creating a company overview video. Product demos, testimonial videos and explainer animations are also very popular. They translate the written word, often sourced from a website or a sales pitch, into a short engaging video. If done well, it works but it is just the tip of the iceberg.

How can you do more with video? Try looking at video marketing as three levels.


Level 1 is focused on keywords (SEO). Audiences find the answers to their questions using search engines like Google and YouTube. If your marketing doesn’t focus on relevant keywords then you will not be visible to your target audience.

Create a vlogpodcast or a demonstration video that walks the viewer through the key points on how to achieve their goal.

Below is a micro-clip taken from a product demo I created. Micro-clips (aka GIFS) can be embedded into emails or used for social media and are a great way of teasing the audience into watching the full video.

“The video has boosted our sales by more than 50%. Video is crucial for our business. You can create as many websites as you want but without video we would have been struggling.” – Enigma Hut

If you prefer a DIY approach, then get your phone out and try making a Level 1 video yourself. If you need any help, Captive North runs regular smartphone video workshops to train individuals and businesses on how to create content with their mobile devices. Contact info@captivenorth.co.uk for more details.

Remember, consistency is key. Get that bit right and generate a steady flow of content. After that, look at how you can make the content even better. For example, you might decide to livestream the content or invite a panel of influential experts to discuss a topic with you. Audiences will value the quality of your production but if you wait to get everything perfect you will probably never do it and miss out on the benefits. If you are short of time, then film your video content in bulk and schedule it throughout the year.


Level 2 content is delivered directly to your existing audience, which can be an email list, a social media following, event attendees or your LinkedIn contacts. Create a case study, a showreel or a ‘day in the life’ post and send it to your audience. This type of content has a narrative structure and works best as a series like a monthly newsletter. It is essential to keeping audiences engaged with your brand. Remember, it is usually easier to keep existing customers than to find new ones.

Create a platform that people want to stay connected to because once you have that, communicating with your audience becomes a lot easier.

I like LinkedIn. You can connect with people quite easily and then focus on posting and sharing content that is relevant and useful to them. They start to absorb your brand through that content, sometimes before the first conversation even takes place. As long as the content stays relevant, it’s likely that one day they are going to have a need and your name will come to mind. Without that content, it’s a different story.

What I like about Level 2 content is that it has the ability to surprise people. One of Captive North’s clients used to send out an email to their customers every month with their ‘latest news’. The content was safe and predictable but when Captive North created a parody music video about the business it increased email engagement by 300%. Don’t be afraid to make your messages entertaining.


Level 3 content is designed to raise awareness by appealing to a broad audience. This is your ‘wow’ content! Create an advert, a live stunt, or a big event. Focus on a theme that will appeal to a mass audience. Most businesses will only produce Level 3 content once or twice a year.

It is effective when all three Levels focus on the same goal because together they can promote the brand message, offer specialist advice and give an insight into your organisation. The content can also be distributed across multiple platforms including website, social media, email, print, radio, television and games.

My role as a Creative Director is to generate ideas and lead the creation of these types of projects. I also work with agencies that pitch ‘big ideas’ to brands but need a video partner to produce it.


Try directing your audience from an email to your social media or from your social media to your website. Consider which platforms attract audiences and which platforms convert them into customers.

Do not assume that one type of video suits all platforms. Tailor the content to fit. Facebook video consumption is different from YouTube, Twitter and Instagram. Each one has different viewing preferences. Your conversion rate has the potential to triple if you tailor the content correctly.

I hope you find this blog useful. If you are interested in having a discussion about Level 3 marketing for your brand then contact tom@captivenorth.co.uk or send me a message on LinkedIn.

Tom Marshall

Creative Director, Captive North