Video as Part of the Sales Funnel
As you know, content marketing can help you make users move along the sales funnel right down to the conversion point. But when it comes to thinking about content, we often ignore video formats. Video marketing generates greater engagement with the client and can be just the tool that you need to achieve your goals.
The Sales Funnel
If you’re not familiar with the concept of a sales funnel, you can think of it as a buyer’s journey. It takes the customer from awareness about the product all the way to the point of purchase.
We’ll keep it simple here with 5 stages:
- Awareness – the customer is aware of your brand and/or your product
- Interest – the customer has expressed an interest in what it is you’re offering
- Evaluation – the customer wants to make a purchase and is looking at different alternatives
- Decision – the customer is leaning towards purchasing your product and just needs a little nudge in the right direction
- Purchase.- the customer makes the purchase
At every one of those stages, you can use video to help move the customer further along in the funnel. It’s important, however, that you use the right kind of video for each stage.
Top of the Funnel
At the very top of the sales funnel, people aren’t even yet aware of your brand. It’s your job to make them aware.
How can you do that? With Product Demo Video. A great product demo highlights the benefits of your product or service. It also builds brand-name awareness so people know where to look when they decide to make a purchase.
Another way you can create engagement with people at the top of the sales funnel is with a video that puts a human face on your brand. Gather your team together and come up with a great idea for a video that highlights the people and culture behind your business. We call them Business Videos.
Middle of the Funnel
Once you’ve warmed up your prospects sufficiently enough that they’ve reached the middle of the sales funnel, it’s time to introduce them to some new kinds of videos.
Here, potential customers are in the Evaluation phase. That means they’ve taken a keen interest in your brand and are looking at what you’re offering in addition what other businesses in your niche are selling.
Testimonial Videos work very well here. In fact, they can work all the way down to the point of sale.
Another way to appeal to people in the middle of the sales funnel is with Video Interviews. You can find some key influencers who have a lot of positive things to say about your brand.
Bottom of the Funnel
If your prospect is thinking about making a purchase but hasn’t done so yet, that’s probably because he or she has some objections. Your videos at the bottom of the funnel should answer those objections.
To answer it, you should create an Educational “How-to” Video that covers all the key questions and concerns that customer might have about your product or service.
Another bottom-of-the-funnel option that might work well for your brand is a Promotional Video that highlights all the best features and benefits of your product or service and serves as a sales pitch to help your prospects decide.
Visuals are processed by the brain 60,000 times faster than text, and are the preferred option for gathering information due to its lack of cognitive strain. The result? Video marketing works exceptionally well to facilitate the decision making process.
To use the video content as an effective tool throughout your sales funnel stages, consider the following:
- Who is your ideal buyer persona? (Determines your video content) First, make sure you’re familiar with all the characteristics, preferences and needs of your ideal customer to be able to create a video content that resonates with your persona.
- Which stage in the funnel or buyer journey is your persona at? (Determines your video types) If you’re new on the market, you should create the introductory and educational types of video content to introduce your persona to your offerings. On the contrary, if your brand is already established, you should create a mix of entertaining content with customer testimonials and promotional videos to help your persona make a purchase decision but also to make sure you’re not in for the hard sell.
- Where can you reach your audience? (Determines your video distribution channels) Video is available on a vast majority of platforms, from the ones that are based entirely around video (YouTube, Vimeo) to the ones that have adopted it (Facebook, Instagram). Think about where your audience is and when.
Last but not least, don’t forget to measure your video content performance in each funnel stage.
Measure opens, views, downloads and shares. Measure how much time customers spend on each particular video to understand what topics interest them the most.
In many respects, measuring customer engagement is the same as measuring content usage, but focused on the activities of the customer. Measuring how a customer engages with your video content is a powerful measure of content quality and effectiveness.
Do you have a sales funnel for your business and what are your marketing tactics to increase conversions? Share your experience or question (if any) in the message below.