Sales Funnel Marketing Videos
Whether you’re new to digital marketing or you’re simply looking to take your struggling conversions to the next level, it’s time to consider video as more than just something for TV and social media. No place is that more clear than when it comes to using video content as part of any facet of a larger sales or marketing funnel. Yet that’s easier said than done when it comes to selecting the right videos for every step within your program.
Here at Foundation Digital Media, it is our job to not only create great content for our clients, but also to help our clients use that content to enhance their entire digital media campaigns. Today we’re hoping to simplify that noise a little and provide you with some easy suggestions to getting started in incorporating video content into every level of your company’s marketing funnel. While every brand is different, these all-purpose solutions are worthwhile to employ for any company or organization that’s looking to strengthen its brand engagement.
Top Of The Funnel
In this section, we are referring to the earliest possible touchpoints between you and your audience or potential client/customer base. Top of the funnel pieces will typically focus on primarily awareness and promotional campaigns, as the customer begins asking a question or seeking a solution to a problem in their life.
Once a customer has begun looking for specific products, now it’s time for them to see some more specific content. A fun explainer video breaking down a key service or introducing a product is a great way to make the right impression on a customer early on in their buying journey. These can also easily be animated, making them an affordable option to repeat over and over.
While similar to explainer videos, educational content should be more strictly to inform rather than advertise. With these, the hope is that by providing the viewer with free knowledge about a subject they’re struggling with or a problem they’re having, In doing so you are able to generate an organic, positive reaction in them that will hopefully also motivate them to seek more information through your content.
These videos are sort of a combination of educational and promotional, in that the primary purpose of this content is to educate your customer on the brand itself (i.e. its history, its values, and its mission). You can also use this as an opportunity to showcase yourself as a thought leader in your industry by highlighting a recent accolade or photo/video from a recent accomplishment.
Obviously this may seem like common sense, but traditional advertising is still one of the best ways to create broad brand awareness. In fact, most of this type of advertising will often make up the first entry point to your funnel for the average consumer. All of your social media or broadcast advertising spots would also fall into this category.
You should attempt to incorporate a Call-to-Action (CTA) into as much of your digital marketing as possible in order to support continued lead generation, but it is also worth creating videos expressly for this purpose. If you are organizing an event or even just promoting a new sale, incentivizing your customer to act now and giving them the tools to do so is absolutely essential.
Middle of the funnel
Here we are discussing perhaps the most critical segment of your sales funnel wherein the focus is squarely on consideration and conversion. These components will work to build trust as the customer begins to close in on a solution to a problem they understand better, and hopefully eventually entice them to make a purchase.
If you find there is a particular issue you are hearing a lot from your customers or a common support ticket being filed, one of the best ways to alleviate the situation and please your potential customers is to offer a quick video response to the FAQ. This is huge for those customers who are near purchasing but have last minute doubts keeping them from pulling the trigger.
Once you’ve got a strong lead through an email sign-up, you should absolutely leverage that potential through targeting video content through email. If you have the resources, you can even tailor it to their identity and ensure the content references the specific product or service they were looking at last.
Like brand videos, these are meant to educate your client on the inner workings of your brand and inspire greater trust in them. Consider some quirky staff interviews or a virtual office tour to give them a sense of personality and community as a part of your organization.
Of course, there’s often no better way to convince someone that your product is worthwhile than by showing them other customers who have already been satisfied by it. Client testimonials are fantastic at driving conversions and are especially useful when they can be mostly user-generated, saving you time and resources.
Bottom of the funnel
Once we have successfully converted a lead into a sale or generated some other positive outcome like an email sign-up, this still doesn’t mean we should stop our outreach to the customer. It is just as important to make video content a vital asset in your retention and brand loyalty efforts as your consumer reaches the bottom of your marketing funnel.
Once you have successfully achieved your conversion, you may only have one more opportunity to make a good impression on your customer. An exciting, personalized thank you video goes a long way in leaving a lasting memory in their mind. You can also highlight features from their new purchase or offer tips on what they should expect next.
It is imperative that you remain a steady presence in the mind of your audience even after they make a purchase. Keep them apprised of any changes or additions to your product line immediately with an emailed product video or make a new item pop with a highlighted ad.
There’s no better way to solidify brand loyalty than by treating your customers as if they are continuing to receive more value for their purchase. A great way to do this is by offering them exclusive insights or early sneak-peaks of future offerings.
Consider these suggestions, and the many more out there, as merely the tip of the iceberg when it comes to the potential that incorporating video into every stage of your digital marketing can bring. If you’d like to discuss your next digital media campaign and the range of options available to you, get in touch with our web video and digital marketing experts today. We are happy to help you with anything from one small piece of your next funnel to helping you design a comprehensive package!