How to use video in a sales funnel
At Onscreen our goal is to help and advise clients on how to properly implement videos into their sales funnel.
As a business, you may have used videos here and there for your marketing and sales efforts. At some point or the other to announce a new product, give a demo or create a testimonial, but you may not have considered using it strategically at every stage of the buyer’s journey, using videos at every stage of the sales funnel is a sure-fire strategy to attract new audiences, educate your needs and convert them to customers.
If we start with the awareness stage of your sales funnel. Your customers have a problem, and you have a solution, but you both haven’t met yet. That’s the awareness stage here you’re letting your prospects know that you exist while telling them that you have a solution to their issue. It’s no surprise that as a marketer, your goal is to find a way to reach your potential customers, where they might be looking for certain information or the video types you can use to do that.
Type of videos for the Awareness Stage
SEO Driven Videos
The first video type is SEO driven videos, use these videos to spread awareness, to people searching for terms related to your brand. You can either convert a popular blog post into a video or create a video series on related topics that are easy to share. A few things to keep in mind would be to include relevant keywords in the video title description and the thumbnail image with detailed keyword research, a little patience and a good SEO driven video leads will come flocking your business.
The second video type is commercial videos. These videos can be used to create curiosity about your product or service, through video add campaigns on social media. Just keep in mind that to gain traction. You will need to invest a good amount for a commercial video to promote your brand.
And finally, we have homepage or landing page videos. These videos describe your product service or idea in a way that your audience can understand. In two minutes on this, they are an engaging way to convey information when your prospects are in the process of getting to know more about your solution. You could also include these videos in sales and marketing emails.
Consideration stage videos
Now that customers know that you exist and they remember the solution you have to offer, but in order to be sure they wish to know your better understanding of what you do by explaining your product in detail and how it will solve that problem. Also, showcase your competitive advantages. This will empower them to make a more informed decision.
The first video type is detailed demo videos or as we like to call them “sales videos”, use these videos to provide step by step instructions on how to use your product. This is a great way to provide a real-time experience of using your product. Hence piquing their interest, Place these videos on your product marketing pages and thank you pages, or use them during sales demos.
The next video type is webinars. Go ahead and set up webinars to provide valuable insights, to educate your audience and showcase expertise on topics related to your niche. Webinars are a great source of video content and can be cut down into bite-size pieces of video to share across social.
And finally, we have peer study videos. These videos act as a valid account of your product or services usage and highlight the actual results achieved by your existing customers. They’re the best way to demonstrate the value of your product or service to your leads with real data and proven results.
Decision stage
The next stage of the sales funnel is the decision stage. In this stage, you’ve got a bunch of leads who have done some research and are interested in your product or service they’re ready to make the purchase. So what’s important at this stage of decision making is to add emotion. The best way to do this is by adding a human touch. And here are the video dives you can use to do just that.
The first video type is a testimonial video, testimonial videos help make your business look more trustworthy and strengthen your portfolio. Clients, talking about how your product or service help solve that problem can be super powerful.
The next video type is a company story. Use these videos to narrate the story of your business. It’s mission, values and everything that matters. There usually each of the founders or employees sharing their experiences through company story videos, you can make your leads a part of your business, thereby connecting with them emotionally.
Action Stage
The action stage, now you have successfully converted your leads to customers. But once they have signed up to use your product or service, how do you ensure that they have a good experience? The first video type is onboarding videos, These are a set of videos that give your new customers a clear idea of how to get started with your product. They would help you onboard them successfully and ensure that they have a smooth experience thereafter include these videos on the FAQ pages or send them in your onboarding emails. Another video type is retention, videos. They could include a thank you video of festival greeting or new featured announcements there a great way to engage your existing customers and sustain their interest in your business. Go ahead and use them in your marketing emails.
Recap
The four stages of the sales funnel awareness, consideration decision and actions in the awareness stage, you could use SEO driven videos, commercial videos, and homepage, or landing page videos. In the consideration stage, you could use demo videos, webinars, and case study videos. Next up in the decision stage, testimonial videos and company story videos work well and finally in the action stage, you could use onboarding videos and retention videos.
