Combining video advertising and marketing together with your gross sales funnel types a really strategic mixture.
Develop Your Enterprise, Not Your Inbox
Keep knowledgeable and be part of our each day e-newsletter now!
Will likely be utilized in accordance with our Privateness Coverage
10 min learn
Opinions expressed by Entrepreneur contributors are their very own.
Everybody is aware of that video advertising and marketing and gross sales funnels are two highly effective instruments within the quest to seize consumers, however what about combining the 2 to leverage the consequences of video advertising and marketing inside your gross sales funnel? Collectively, they will type a really strategic mixture that helps your prospects determine an issue, construct belief in your model, and see your services or products as the answer. However to do it proper, as a substitute of simply throwing collectively your present efforts in every, take the time to match particular video varieties with every stage of your gross sales funnel.
In every step of the funnel, you’ll get distinctive customers with distinctive motivations, so a profitable marriage of those two advertising and marketing instruments requires extremely tailor-made content material. First, we’ll assessment the steps of a normal gross sales funnel, then counsel just a few video choices you should use to optimize your video gross sales funnel.
What’s a gross sales funnel?
First let’s do a short refresh on the steps, or phases, in a normal gross sales funnel. A gross sales funnel is the trail you create for potential clients — in different phrases, the advertising and marketing expertise — that’s intelligently designed to show prospects into leads, then leads into gross sales. With curated content material that tailors your messaging to the place your prospect is when it comes to the shopping for choice course of, you may enhance your conversion charge and increase your gross sales and income.
Whereas many corporations try a gross sales funnel method, it takes talent and planning to create an environment friendly gross sales funnel that works. One of many major keys to success is knowing and matching your messaging to the three phases of a gross sales funnel — the highest, the center and the underside. Should you image an precise funnel, the phases signify the variety of customers you’re coping with as they journey down the pipeline, from the huge viewers that sees your preliminary video adverts on the prime, to those who proceed on to the underside to make a purchase order.
High of the gross sales funnel: consciousness and discovery
The highest of the gross sales funnel is the place prospects first meet your model. At this early stage, they’re possible “simply searching” subjects of curiosity and doubtless haven’t even recognized the issue or problem they want solved but. They’re curious and looking out round to teach themselves, and hoping to outline the questions they want answered. At this primary level of contact, the content material you expose them to ought to educate and encourage them on subjects that matter — primarily, you need to present the “why” for them to maneuver in your path. Weblog posts, movies, quizzes and “do you know?” kind language helps feed their curiosity and hone in on the issue. Assist them grow to be extra conscious by bringing consideration to a problem, providing useful recommendation and establishing your model as a trusted useful resource.
Center of the gross sales funnel: researching options
By the point prospects attain the center of your gross sales funnel, they’ve outlined their private drawback or problem and are actively researching options. As your prospects morph into precise leads, you can begin to construct a powerful case for selecting your model. Since they’ve lasered in on what the difficulty they’re attempting to unravel is, you may reply extra particular questions and display some great benefits of changing into your buyer. This may be a great time to supply free trials or an intriguing promotion, in-depth guides or actionable checklists. Your prospects aren’t fairly able to decide to a call simply but, so intention to feed their eagerness to study extra by giving them one thing that includes little to no funding on their half.
Backside of the gross sales funnel: making an informed buy choice
That is the step the place, if all goes effectively, your leads will select your model as their finest answer. This implies offering them with academic supplies that’ll assist them incorporate your unbelievable answer into their each day lives. This closing push of knowledge will information your lead in making a call that fits their precise wants and addresses their particular issues. This closing part of the gross sales funnel is normally an ideal place for content material reminiscent of FAQs, product function and demonstration movies, bundled packages, insider ideas or follow-up e mail campaigns to get them to commit.
Now that we’ve reviewed the gross sales funnel phases, let’s dive into what sorts of movies are good for every a part of the funnel.
Step 1: Create consciousness on the prime of the funnel
Throughout the introduction step, that is your alternative to assist customers see the sunshine and acknowledge a definite wrestle or problem they should treatment. Earlier than you can begin promoting your self as “the answer,” you’ll want video content material that successfully leads them to a conclusion about what’s lacking from their lives first. To correctly educate this viewers, attempt the next sorts of movies:
Explainer animations are terrific instruments for capturing the curiosity of prospects who’re looking for how you can do one thing. They aren’t essentially searching for your product or companies simply but, however are targeted on attempting to get to an finish outcome. The explainer animations are an interesting technique to present them how you can get there with a problem-solution story, after which display how your services or products makes it attainable. Use this video to open their eyes to how your model does issues higher and also you’ll begin to achieve their belief early on.
Instructional movies are good for the highest of the funnel as a result of they permit your organization to seize the eye of somebody earlier than they know to even search for you. Since customers are ceaselessly looking out Google and YouTube for options to issues they’re going through, function an academic video to offer them with a straightforward reply. Use it to introduce your model, product, or service and place your self as a thought chief of their thoughts.
Superior services or products usually win clients by fixing an issue that clients didn’t even know existed or enhancing some side of their lives in a approach they by no means imagined. The highest of the funnel is a good place so as to add video content material targeted on the distinctive drawback your services or products is fixing. You should use strategic messaging to assist ensure that the shoppers actually really feel the ache of the issue, so they may need to discover a answer. (Trace: it’s you!)
Associated: The four Pillars of Stellar Video Advertising
Step 2: Drive consideration on the center of the funnel
Throughout this center stage, you’ll need to current your product because the definitive reply to the challenges you helped your prospects determine on the prime of the funnel. Use their undivided consideration right here to give attention to offering detailed details about what your product does, the way it solves an issue, and why it’s a better option than your rivals. To additional have interaction your leads and maintain them within the funnel till the tip, attempt the next video varieties:
Your viewers are actually feeling the issue your product fixes on a really private stage and actively searching for out an environment friendly and efficient technique to repair it. Since they’re wanting extra carefully in any respect of their choices (together with your competitors), use intriguing product movies to drive house the very actual advantages of your answer — ensuring everybody watching learns how and why your product will get the job finished.
Tutorials/the way it works movies
What makes you like a product or firm isn’t simply concerning the product itself, but additionally as a result of the expertise of utilizing it’s a very optimistic one. With tutorials or “the way it works” movies, you may tease the viewer with glimpses of an distinctive model expertise. What about your model’s popularity, experience, and expertise makes you the no-brainer alternative? Use these movies to let your leads know in no unsure phrases what makes you so particular.
Step three: Resolution time on the backside of the funnel
On the backside of your gross sales funnel, it’s time to seize these leads that’ve adopted your messaging this far. As you progress in in an effort to shut the sale, use sensible, high-quality movies which might be expertly designed to transform leads into clients. You would possibly recount the options and advantages of your services or products, supply incentives, present completely satisfied clients and do no matter it takes to drive them house to purchase. Attempt these two video varieties for an efficient shut:
At this level within the gross sales funnel, your viewers are very , so your video content material must be direct and extremely interesting. Since you’ve got extra of their consideration, you should use long-form demonstration movies or webinars that dive deeper into options, sub-features, FAQs, and many others., and serve to squash any lingering doubts they could have. These movies are unbelievable for constructing confidence in your model, additional establishing you as a thought chief, and exhibiting clients you care sufficient to assist them actually dig in and clear up their wrestle.
Buyer testimonial movies
Folks prefer to be a part of a tribe or group, and your clients are precisely that. Use these movies to introduce your viewers to inspiring or aspirational individuals who’ve had nice success together with your answer and love your product. Present them the advantages of the life-style you’re constructing — and remind them why they’re going to need to be part of. That is additionally an ideal place to indicate off distinctive use instances of your product or function a particular kind of buyer or trade that actually loves your services or products.
Get began constructing your funnel
Now that you simply perceive the reasoning for utilizing totally different kind of video adverts for every part of your gross sales funnel, you’re able to get began developing the funnel with informative, entertaining, can’t-miss video content material.
To make sure you keep on observe together with your gross sales funnel video technique, start by creating a top level view of your plan. Overview the really helpful movies for every stage of the funnel and determine what is going to work finest on your model, product and buyer. As you map out your video messaging to match every stage of the funnel, the content material must be damaged down like so:
High-of-the-funnel content material (huge viewers): 50%
Center-of-the-funnel content material (medium-sized viewers): 30%
Backside-of-the-funnel content material (small pool): 20%
After you define your plan and select your splendid video types, get it into motion with an knowledgeable video manufacturing staff. Better of luck on constructing your sales-focused video funnel!