In the marketing world, video is all anyone can talk about. It’s taken the entire content marketing world by storm! Sending your customer a nice email or writing a couple of blogs is just not enough. If you want to get on your customer’s radar, you need to connect with them through something greater: think video.
All set to account for 82% of all internet traffic by 2020, and driving conversions by 80%, videos have become a force to be reckoned with. It is clear that video marketing offers greater opportunities for any business and can help you get to the top of the market.
But before we get to how you can create video content for every step of the sales funnel, first let’s take a refresher on what a sales funnel includes.
The Sales Funnel
The sales funnel is basically a model representing the buyer’s journey. From the moment they take interest in your brand to when they buy (or not buy) from you, is all included in the sales funnel. A basic sales funnel has three main stages; it helps to imagine it exactly as a funnel, wider from the top and gradually narrowing down from the bottom.
Figure 1: What a basic sales funnel looks like
The First Stage
The first stage of a sales funnel is all about creating awareness. In this stage, a prospective lead has a problem of which they’re searching a solution for. They come across your business through some kind of advertising. They do a quick scan of your website to get to know more about you, but they’re still researching other options as well. They’re also not ready to make a purchase decision yet.
At the top of the funnel, the potential customer is just getting to know you, so you need to make a good first impression. The videos you make for this stage should be about building a connection with the visitors, and hold on the more technical things for later.
Make yourself more memorable by creating videos such as:
- Entertaining ads
- Simple and basic explainer videos
- Videos introducing your brand’s values and mission
- Basic product demo videos
The Second Stage
The second stage is when the leads are starting to show an interest in you. Perhaps they’ve asked your sales rep some questions, filled in a form, signed up for emails, or visited your website a few times. Your purpose then, at this stage, should be to nurture the leads. You need to provide them information and show them how you’re the best choice. But these leads are still not ready to make a purchase, so you need to nurture them without completely overwhelming them.
The videos you make at this stage should be about more than just providing information – you also have to build trust. So the following videos will work:
- In-depth explainer videos
- An informative webinar
- “About Us” videos or “Meet the Team” culture videos
- Live videos
The Third Stage
The third and the final stage of the funnel is all about decision-making. The prospect has carried out extensive research about your brand and they’re all ready to make a final purchase decision. At this point, you need to convince them to choose you instead of a competitor.
The videos at this stage should make your sales prospects feel special. You should work on making a strong connection with them through videos such as:
- Personalized videos
- FAQ or How-To videos
About 336 Productions
We are a full-service video production company in Orange County and we can help you create stunning corporate videos. We produce business videos for all purposes: sales videos, trade show videos, explainer videos, about us videos, corporate culture videos, event videos…you name it! To avail our video production services, contact us today!