How to Use Videos in Your Sales Funnel

Sales funnel are complex, incredibly valuable formulas that drive your prospective customer down a path from awareness to conversion through a variety of unique marketing tactics and steps. While you might think of the use of videos in sales funnel marketing as the top of the funnel, there are actually a variety of ways to use videos in your sales funnel throughout the entire funnel from the top when you’re producing awareness and introducing your business to the world to the bottom where you’re converting the client into a paying customer.  

If you’re new to this process, learning how to use videos in your sales funnel might seem challenging, but with some basic planning you’ll be well on your way to a successful campaign.  Continue reading for more information on how to use videos in your sales funnel for success.

Use Videos to Build Awareness

At the top of the funnel, the use of video to build awareness is one of the most common uses and most renowned forms of marketing. This is where you’re really just introducing branded video content into a variety of channels so that the audiences that you’re most interested in your products or services can begin to see and become aware of your brand. 

A variety of different types of videos can be used at this stage. Building awareness with video can be as simple as the creation of explainer videos that introduce who you are to SEO video that are used to increase your search ranking and generate additional traffic to your website. At this stage, customers have a problem and you have the solution, but the business and the customer have not connected yet.

To build awareness, videos can be included in a blog post, landing page, or throughout social media.

Use Videos to Encourage Consideration

The next major phase of the sales funnel is consideration. This is where the customer has figured out that they have a problem which they need to solve, and they start considering the opportunities for solutions. At this point, consumers are considering whether or not your products are right for them. The types of videos that you incorporate into your sales funnel at this stage will vary but they should help your customer learn more about your products and services, and they should be informative. 

This is where webinars and how-to content will frequently come into play. You’ll also probably consider the use of personalized video content at this stage, especially if you’ve collected emails from prospective customers. Anything you can do to help your audience as they consider whether to choose your company over others is key!

Use Videos to Convert Prospects into Customers

Learning how to use videos in your sales funnel at the conversion stage or the bottom of the funnel is all about compelling the consumer to trust your brand and make a purchase or otherwise convert. At this point, the consumer has researched their options and they’re ready to make a decision. They know about your brand and they know that you provide a product that will solve their problem. This is your opportunity to convert the customer.

Videos that are used in this phase of the sales funnel typically include anything that will further help a viewer to connect emotionally with the brand. You might include behind-the-scenes videos showing the value and benefits of your brand, team videos that will help people resonate with your content, or testimonials from past customers to prove satisfaction and build trust.

Emotionally, this stage of the funnel requires a distinct connection, therefore your videos should pack an emotional punch if you intend to truly increase conversions with your video content!

Use Videos to Increase Customer Retention

The final stage of the funnel, at the very bottom, is customer retention. This is where you not only keep customers around and potentially remarket to them with additional product or service offerings, but it’s also your opportunity to encourage customers to market your brand or business for you! The use of video to increase customer retention at this stage of the sales funnel will help to keep your customers satisfied. Consider things like:

• Videos that show how to use products or services you have sold.
• Videos that show how to use secret elements or how to get special access to products or services.
• Videos that showcase your team, your brand mission, or values which may help your customers feel connected to your brand.
• New product or service update videos and announcements.
• Corporate culture and value videos.

Video has the power to improve your sales funnel. The use of videos in sales funnel marketing can compel your audience, moving them down the funnel as they not only attract the ideal audience, but engage and entertain, keeping the customer interested in your brand. Consider the use of videos in your sales funnel to build awareness, to help the customer decide whether your products or services are the right choice for their needs, and to compel them to purchase or otherwise support your brand. 

For help creating videos that can used in your sales funnel and throughout your marketing campaigns, give Beverly Boy Productions a call!