How to Use Video Content in Your Sales Funnel Stages

6 October, 2017  

In your different sales funnel stages, you need to know which types of content video will work the best.

This means, knowing how to reach your customers at the right moment, with the right types of video! How what and when. And also, who they are directed to!

In case you’ve forgotten, a marketing sales funnel is a path or a journey that your customers go through when they’re thinking about making a purchase. This journey is mapped by different types of interactions that your customers want to have with your brand.

We’ll talk about this in a moment! Right now, you need to know that, in order to have a smart video strategy, you need to reach your customers, with the right content, and at the correct stage of the funnel.

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Reaching your customers: Who are they?

Do you really know your prospects? These are the people that will become your customers, your loyal customers (if you play your cards right!). So, it’s extremely important that you’re aware of what they want and what they need.

So, what do they want? Answering this question will let you have an idea of the types of video that your brand can deliver, so you can prove to be useful for your prospects, and catch their attention in an effective way.

Everything goes back to your ideal customer models: your buyer personas, which will let you get a clear idea of your prospect’s pain points, so you can refine your video marketing strategy accordingly.

Why? Because video is a very powerful tool, that’s why. 90% of users say that videos are influential in their buying process, so if you’re not using video content to boost your marketing strategy, it’s time that you start doing so.

But not all videos will work every time! Different types of videos will work for different stages of your funnel.

Using the right kind of content video

So, your goal is to create video content that will meet your prospects’ expectations. These expectations change in every stage of the video sales funnel.

The three stages are awareness, consideration, and decision. In each one of these stages, your prospects will come to you with different problems, questions, issues — in need of a different interaction with your brand.

If you deliver content to meet their expectations, you’ll be boosting your inbound marketing strategy.

About Your Inbound Marketing Strategy

So, creating content for inbound marketing means putting your content at the center of your sales funnel. This means you need to create video content that meets your prospects’ needs.

With this process, you’ll be using video to attract your customers in an organic way, and you’re going to be giving them exactly what they’re looking for.

And this is because the best way to influence your prospects in the right way during the buying process is by using video.

But there are different types of videos and each type of video will work better for a certain stage. Let’s review the stages, and how to use the content for each one!

#1. Top of the funnel

The top of the funnel is called the awareness stage. This is the start of the journey your prospects will take, the moment in which they’re identifying their challenges and those opportunities they’d like to pursue.

Your content during this stage should focus on your prospects’ needs, with an educational approach. It’s not the time to be too ‘salesy’ yet! Your goal is to offer them real information and useful information to contribute to their research.

Ask yourself these questions, so you can fully understand this stage.

  • How do prospects describe the problems they face?
  • How do they educate themselves about these problems?
  • Can they choose to do nothing about it? Would there be consequences?

Knowing the answers to these questions means that you’ll be able to deliver the right video content. Your way to go is through educational videos: with educational videos you can focus on delivering information that will help your audience and make their lives a little bit easier.

The goal is to offer real value. Look at this example:

Another type of video content that works great, even though they’re not exactly the educational type, are branded videos.

Branded videos work great to attract visibility to your brand, and this is another thing that you should be looking for, during your awareness stage.

Video marketing guide for 2020

#2. Middle of the funnel

The middle of the funnel is called the consideration stage. Right now, after your prospects have successfully identified the challenges they’re facing, it’s time for them to address those challenges.

Your goal during this stage should be converting your visitors into leads using the right video content. Also, to inform them about your product.

In this part of the funnel, your prospects will be considering several options and looking for the type of solution that may serve them best. You’d love for them to choose the solution you’re offering to them, of course! How can you convince them?

By showing them that you understand the problems they’re struggling with and that your product is the best solution for their problems.

And now, some questions to guide your content:

  • It’s not only a comparison of individual products. What categories of solutions do buyers investigate?
  • How do your buyers decide the type of solution that is best for them?
  • How do they measure the pros and cons of these solutions?

The types of videos that would work best for this stage are product videos and explainer videos.

Product videos are the ones that show your products in action. This way, your buyers can get a little taste, something like “try before you buy”. Product videos can be live-action, or an animated marketing video, if you want to make it more interesting!

Explainer videos are great for showing difficult concepts in a simple way, using colorful animations and great storytelling techniques. They’re also very versatile, with various types of explainer videos for you to choose from.

Let me show you an example for this, a whiteboard animation video:

#3. Bottom of the funnel: Decision Stage (Time to Close Deals!)

The final part of the funnel is the decision stage. It’s called that because this is the one in which your prospects will be making a purchase decision!

It’s your last chance for closing a sale, so the content you choose to show is crucial.

Before we talk about that, let’s ask some questions:

  • How are your prospects evaluating their final options?
  • What can they find in your product that they like above anything else?
  • Is there some feature in your product that might be a problem for them?
  • Is there somebody else that needs to be involved in the buying decision?

Why are these questions helpful? By understanding the last doubts your future customers are having, you’ll have the tools to address them.

There’s another decisive feature here: you want your buyers to trust you. They need to feel trust in your product and your brand, so they can be convinced that your product is the best option for them.

Building trust with video content is simple. Use video testimonials, which are the experiences of your past clients with your brand, told by them.

They show real people, real customers just like your prospects, talking about their pain points and the solution they found in your product and your brand. This is why they’re a great incentive for your prospects to make the final decision, and to trust you.

Let’s look at this in action. This is a testimonial from one of our clients, Phelps Agency:

To build brand trust, you can also use an “About Us” video, which is a type of video that lets your prospects see a different side of your brand, one that is more human. Telling the story of your brand and the people who work with it, will make your prospects feel like they really know you.

So, let’s wrap it up!

Understanding each and every part of your sales funnel is essential. The important thing here is to ask the right questions, those that will help you understand your prospects, and every part of the funnel. You must know your prospects, and exactly what they need from you, and when they need it.

During the awareness stage, focus on being useful and helpful to them. The top of the funnel should be one where they find valuable information that will help them along the way.

The consideration stage is the one when you must introduce your product as the best option out there.

And, at the bottom of the funnel, it’s time to build brand trust! Do this with video content that shows the human part of your brand.

And this is how you can use the exact type of content video to boost each one of your sales funnel stages. If you want to know some more, I’ve got a free resource for you, an infographic! How to boost your inbound marketing efforts with video, we’ve got a free infographic for you. Enjoy!


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