Even seasoned video marketers wonder from time to time whether they’re creating the right videos to push viewers along the various stages of the sales funnel. Are your marketing videos moving viewers from the awareness phase through to the purchase phase? Are there any gaps in your video marketing strategy?
In this blog, we look at the different stages of the sales funnel and share tips for making videos that will move the viewers along it at each stage.
The sales funnel – A quick recap
Before we look at how video can help turn your followers into buyers, it’s useful to set out the various stages of the sales funnel:
- Awareness phase – prospects become aware of the product
- Interest phase – prospects inform themselves about the product
- Evaluation phase – prospects look at what else is out there that might meet their needs
- Decision phase – prospects make a decision and start negotiating
- Purchase phase – prospects pay for product
- Re-evaluation phase – customer decides whether or not to repurchase, or in the case of a contract, to continue paying for service as the contract comes to an end
- Repurchase phase – customer pays for the product or service again
In this blog, we’re going to focus on five of the phases: awareness right through to decision, then skip ahead to re-evaluation.
“I’ve never heard of that product!” – The awareness phase
This is when you have to work hard to get viewers’ attention. With so many other new products on the market – each shouting about how great they are – you’ve got to pull out all the stops to gain their initial interest. What would make them stop and pay attention?
At this stage, it’s all about the big picture – forget about the detail. Your video needs to catch viewers’ attention and hold it.
The type of videos that will be most successful at ticking these boxes will be entertaining, shareable and engaging. In other words, videos that are fun and memorable – the essence of the viral video.
If you take a look at videos that went viral last year – check out Adweek’s The 20 Most Viral Ads of 2016 – you’ll get some great ideas for videos that are not just attention-grabbing, but also evocative. Our post Viral Video Marketing – Who and Target and How will give you lots of practical pointers on creating shareable video.
“I’m intrigued, tell me more!” – The interest phase
Now that your audience is aware of your brand, the next step is to create a video that shares more information about the product or service you’re offering. Think explainer video, but with added share-ability. The aim of the video is to tell viewers about the amazing features that are available, and to engage with them on a deeper level.
Pinterest worked with breadnbeyond, a video production studio specialized in animated videos, to create an effective explainer video. It’s informative, but fun. Detailed, but not too long. It’s hard not to be charmed by this video and want to engage with the platform:
If you’re on a budget, no problem! Head over to our post How We Produced an Explainer Video for Under $4k.
A story about how someone has used your service and how it has changed their life is an effective type of video for this phase. It’s important to show that although the product is essential, it’s really the video’s protagonist who is the hero. The product is simply the mechanism that helps them reach their potential.
“What else is out there?” – The evaluation phase
Congratulations! By now, you’ve moved the viewer along to the stage where they recognize the benefits of your product and the difference it could make to them.
But, as every sensible customer knows, never buy the first thing you see. They will shop around, do some research, and make sure they buy the best product for their needs. The video you make at this stage should show them your brand’s offering is the simply best.
Research is imperative at this stage so you can be aware of what your competitors are doing. Evaluate their products and highlight where your product or service excels. Watch their videos and adopt an approach that ensures your video stands out.
With your video, you want to show that you’re different from your competitors: you understand customers’ needs better.
“I think I’ve made up my mind” – Decision phase
By now, viewers have almost committed to your brand. The video you create at this stage will be a gentle nudge to finally persuade them to purchase.
The most effective video will likely be a customer testimonial. It will resolve any remaining doubts or questions they may have, and help bring them to their final decision.
A good customer testimonial video will be relatable and engaging. It will briefly tell the story of how the customer benefited from the product or service. Try working with a number of customers to maximize the types of stories you can share. Remember to include a clear, compelling call to action at the end, with links to the purchase page on your website.
For a twist on the customer testimonial, we love Intel’s Meet the Makers video. It’s an inspirational look at how real people use Intel products.
If you’re interested in learning more about making a video that humanizes the concepts behind your produce, you’ll love the interview with Maker and Wearable Marketing strategist at Intel, Emma Hitzke.
“Welcome back!”: The re-evaluation phase
By now, you will probably have your customer’s email address. In other words, video marketing gold. Most people check their emails several times a day, so what better way to connect with them?
Re-establish the relationship with your customer using a video in email. Share what’s new about your product or service. At the end, include a link that sends customers through to revamped pages on your site that highlight and discuss those recent changes in detail.
Or, if you haven’t made any major changes, try creating a video that addresses questions customers commonly ask you, or a personal thank you message just for them. You could also use your video email to share exclusive discounts for existing customers.
If you want more information on email marketing using video, check out our post How to Leverage Video in Your Email Marketing Strategy.
Content that moves viewers along the sales funnel will be hugely effective at helping you reach your end goal – more sales. Your videos should aim to acknowledge and address the questions that your audience is asking. By understanding what they’re thinking at key moments in the purchase process, you will be able to produce videos that communicate with them on a much deeper level.
Share your tips for using video to turn followers into buyers with the SproutVideo community on Twitter!