Even seasoned video\u00a0marketers wonder from time to time whether they\u2019re 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\u00a0in your video marketing strategy?<\/p>\n
In this blog, we look at the different stages of the sales funnel and share tips\u00a0for making videos that will move the viewers along it at each stage. <\/span><\/p>\n <\/p>\n Before we look at how video can help turn your followers\u00a0into buyers, it\u2019s useful to set out the various stages of the sales funnel:<\/span><\/p>\n In this blog, we\u2019re going to focus on five of the phases: awareness right through to decision, then skip ahead to re-evaluation. <\/span><\/p>\n This is when you have to work hard to get viewers\u2019 attention. With so many other new products on the market – each shouting about how great they are – you\u2019ve got to pull out all the stops to gain their initial interest. What would make them stop and pay attention? <\/span><\/p>\n At this stage, it\u2019s all about the big picture – forget about the detail. Your video needs to catch viewers\u2019 attention and hold it. <\/span><\/p>\n 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. <\/span><\/p>\n If you take a look at videos that went viral last year – check out Adweek\u2019s <\/span>The 20 Most Viral Ads of 2016<\/span><\/a> – \u00a0you\u2019ll 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<\/a> will give you lots of practical pointers on creating shareable video.<\/span><\/p>\n 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\u2019re 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. <\/span><\/p>\n Pinterest worked with breadnbeyond, a video production studio specialized in animated videos<\/a>, to create an effective explainer video. It\u2019s informative, but fun. Detailed, but not too long. It\u2019s hard not to be charmed by this video and want to engage with the platform: <\/span><\/p>\nThe sales funnel – A quick recap<\/h3>\n
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\u201cI\u2019ve never heard of that product!\u201d – The awareness phase<\/h3>\n
\u201cI\u2019m intrigued, tell me more!\u201d – The interest phase<\/h3>\n