When we talk about a marketing sales funnel, we’re talking about the path that your customers go through, when they’re planning to make a purchase. You can do this with a smart explainer video strategy.
It’s a journey, mapped by the various types of interactions your customers want to have with your brand. I’ll explain that in a moment, but, for now, you need to know this: If you want to have a smart video strategy, you must know how to reach your customers at the right moment.
So, in order to create a successful video sales funnel, you need to know which types of videos you should be using, and when. But also, who they are directed to!
Who are your customers?
Who are your prospects? All those people who will end up buying your products, and becoming your loyal customers: What do they want? What do they need?
By answering these questions, you will have a clear understanding of which video content your brand can deliver, in order to be useful for your prospects and catch their attention.
It all goes back to the basics: your buyer personas. These ideal customer models will help you trace your prospect’s pain points and refine your video strategy to fulfill those needs.
And after you’re aware of these pain points, it’s time to boost your marketing strategy with video! But wait — not so fast.
Video is an amazing tool, of course. As a fact, including video in a landing page will increase conversion by 80%! But there are so many different types of videos, and not all of them work for every moment. This is where it all comes together with your funnel!
Using the right video content at the right stage
Let’s get back to the interactions between your prospects and your brand. A video sales funnel breaks down into three stages (awareness, consideration and decision), and the goal is to create the video content that will meet your prospects expectations.
What does this mean? It means that your prospects will come to you with different problems, depending on the stage they’re in – and crave different interactions with your brand, to satisfy their needs.
Remember your Inbound Marketing Strategy?
Your video content needs to be at the center of your sales funnel. That is, content that meets your prospects needs.
This will boost your inbound marketing strategy, because you’ll be attracting your customers in an organic way, by giving them exactly what they are looking for. You want to influence them the right way during the buying process. So, let’s do it with video!
As I said before, there are different types of videos and each one will work best in a specific part of the funnel. So let’s review the three stages of it, and the best content for each one!
The three stages of the funnel
#1. Top of the funnel: Awareness Stage
The awareness stage is the top of the funnel, the start of the journey. It’s the moment in which your future customers are identifying their challenges, or the opportunities they want to pursue.
Right now, your video content should be focused on being educational, not oriented to sales. This is because, right now your prospects are becoming aware that they have a problem and they’re doing research about it, so your goal is to offer them that info they need.
If you want to fully understand this stage, ask yourself these questions:
How do buyers describe the challenges they’re facing?
How do they educate themselves about it?
If they decide to do nothing about it, what are the consequences they’ll face?
And deliver the right video content! As I mentioned before, delivering educational videos is the way to go, so focus on giving them information that will make your prospects’ lives a little bit easier, give them the answers to their needs and offer real value to them.
Another type of video content that works great in this stage, are branded videos. Branded videos are not exactly educational, but they are fantastic to attract visibility to your brand and products, which is another goal in your awareness stage (to raise awareness!). Check this one:
#2. Middle of the funnel: Consideration stage
The consideration stage is the middle of the funnel, the moment in which your prospects have successfully identified their challenges and they’re committed to addressing them.
This is the part of the funnel in which you should aim to convert your visitors into leads (that will eventually become customers!), and inform them about your product.
They will be considering different options, and looking for the solution that will serve them best. Of course, you want them to choose your product and the solution you’re giving them. But you want this to be an informed decision.
So this is the time to let them see that you understand their struggles, and that you’re offering them the best solution!
Some questions for you:
Ask yourself: What categories of solutions do buyers investigate?
How do they weigh the pros and cons of these solutions?
How do your buyers decide the solution that is best for them?
Some video content that would be great for this stage would be product videos (videos that show your product in action, and that could also be a cartoon animation to make it more engaging!).
You also have explainer videos, which are great for showing difficult concepts in a simple way (and there are also many types of explainer videos, so you can choose the one that will fit your brand better).
#3. Bottom of the funnel: Decision Stage (Time to Close Deals!)
The bottom of the funnel, also called the decision stage, is the one in which your prospects will be making the buying decision. It’s the last step towards closing a sale, so you must choose your video content wisely.
To fully understand this stage, let’s ask some questions:
How are your prospects evaluating their options?
What can they find in your product that they like above anything else?
On the contrary, what can they find in your product that might become a problem for them?
Who needs to be involved in the buying decision?
These questions will help you refine your way of approaching the decision stage: by knowing the last doubts your prospects may have, you’ll learn how to address them.
Also, there’s one important thing that will make the difference during the decision stage: Trust! Your buyers need to trust you, in order to be convinced that your product is the best option for them. They need to trust the product, and your brand.
How can you build brand trust with video content? One way is by using video testimonials: where past clients of your brand talk about their experiences with you.
Testimonial videos are a fantastic way to give your prospects the final incentive to become customers. This is because you’re showing real people, just like them, who had the same struggles and found a real solution in your brand.
Another powerful type of video content that will help you build brand trust, is an “About Us” video. This kind of video will let your prospects see a different side of your brand, a human side. With this, they’ll feel like they really know you, and they will give you their trust.
Let’s wrap it up!
Creating a successful video sales funnel takes some work, but the important thing is to ask yourself the right questions, to fully understand every part of the funnel.
Knowing this funnel like the back of your hand is essential, especially because not all funnels will look the same! For example, a consideration stage for a house mortgage or a car sale will probably be longer than the one for a t-shirt. So, you need to know the times and the stages that apply to your product.
This goes from the point of really knowing your prospects and what they need in every stage.
At the beginning, during the awareness stage, you must focus on being helpful to them. Give them valuable information and answer their questions!
During the second stage, the consideration one (which is the middle of the funnel), introduce your product as the best option your prospects will find, but also give them the right tools, so they can make an informed decision.
And during the last stage,the bottom of the funnel, build brand trust! Do this with video content that shows the human part of your brand, the real customer success stories, and the real people of your teams.
Just like that, you’ve got a successful video sales funnel! And hey, if you’d like to boost your inbound marketing efforts with video, we’ve got a free infographic for you. Go take a look!