To sell a product or service, you need to catch the attention of your target audience, impress them with what you have to offer, and effectively help them choose you over your competitors with video marketing. The results can be scarce while the process could be quite costly and time-consuming if not done right. How do you use videos in your sales funnel to build awareness, spark interest, and encourage the purchase your product.
How To Use Videos for Every Stage of the Sales Funnel
One great way to make the process easy and effective is to use videos in your sales funnel. Videos are easy to digest, reusable, and popular among consumers. They fit well in emails, your website, and social media platforms. To get you started, here are the basic stages of the sales funnel and what type of videos you could use to achieve success.
Top Funnel: Get the Brand Across
People who are searching for products or services often have a problem they want solved. The first step of the sales process is to catch the attention of your target consumers and let them know that you have what they are looking for.
The best way to boost brand awareness is with promotional videos, how-to videos, documentary-style videos, and explainer videos. Whether you use a paid video editing software or a free online video editor, these types of videos can help introduce your brand and what your business is about without the details. This is your chance to make your values known and to target your customers’ pain points.
Middle Funnel: Spark Interest and Engagement
Once you catch the attention of your target customer, the next step is to get them interested in your product or service and to boost positive engagement. A product or service video is a great introduction to what you have to offer. A short clip showing a real person using your product gives viewers an idea of what it is and how it is used.
Testimonials are also great for captivating a consumer’s interest. People are always looking for recommendations and hearing real customers talk about their experience is the closest thing. Another way to spark interest is by creating a company culture video. Giving viewers an in-depth look at what the company is about and the team that fuels the passion behind the product could inspire consumers to learn more about its product or service.
Bottom Funnel: Boost the Urge to Purchase
At this stage, consumers are almost ready to make a purchase. Putting out a good video on frequently asked questions (FAQs) is a great way to answer any remaining questions they may have and to help seal the deal.
Instructional videos are great for showing a detailed demonstration of how to set up, install, or use a product. Once consumers are very interested in a product, they want to make sure that they won’t regret buying it and that it would be the balm to their pain points, not another one. If they get all the information they need and they are satisfied with it, the decision to buy will be a lot easier.
The checkout isn’t the end of the sales funnel. Going beyond that’s a crucial element in creating repeat customers. Sending the consumers a thank you video will make them feel valued and appreciated, and make them more likely to come back. Then you can continuously send them email newsletters in a timely, non-annoying manner to update them on new products, discounts, sales, and much more.
Use Videos for Every Stage of the Sales Funnel
The sales funnel is a simplified formula that can help businesses in generating leads, gaining prospects and opportunities, attracting new customers, and maintaining their loyalty. Incorporating video in your strategy can help speed up the process. But you have to make sure that your video content fits your business and complements the other types of content you put out on any digital platform. You also have to create and distribute high-quality videos, getting much needed help when you need them.