Incorporating Video Marketing Into Your Sales Funnel
Table of Contents
In addition to guest posting on the UpCity blog, Brandefy is featured as one of the Top Video Production Companies in the United States. Check out their profile here.
It’s no secret that the standard online marketing process usually follows what is known as the “sales funnel.” True to its name, the funnel describes what would be the ideal journey for each of your company’s clients, however, some clients may easily lose interest along the way for one reason or another. To increase retention (and attention span), this may be the time to take a closer look at incorporating engaging media content (ie, video) within your existing funnels.
How to Integrate Video into Each of the 5 Key Stages of the Sales Funnel
1. Awareness and Discovery
Every sales funnel starts with enabling your clients to become aware of who you are and what you bring to the table. This is where you may include videos that introduce your company to your target market. Make sure you expound thoroughly on your overall mission, vision, goals, and advocacies and, most importantly, make your viewers feel a human connection between them and your brand. Here is an example of how Apple successfully introduced its brand to the public:
2. Evaluation
As they move along their experience with your company, you’re now investing your time into showing them the key advantages of working with you. For businesses built on the foundations of e-commerce, this is the stage wherein you may actively advertise your products. This may be a good place to include videos that promote specific products and benefits, clearly explaining your value proposition. Include a few testimonies from previous clients and maximize having the effects of social proof and the fear of missing out on your side. Watch this amazing product video from Nike as an example:
3. Intent
You’re one step closer to sealing the deal once you’ve successfully captured their attention. During this stage, you might expect your clients to send you inquiries and proposals. Take the time to answer a few Frequently Asked Questions (FAQs) in a video and gently refer it to them to show that you’re one step ahead of addressing their concerns. Here’s one good example from Slack, a popular productivity app:
4. Purchase
This is the stage where you’ve successfully done business with a client. Now, in order to avoid ruining their user experience, you might want to include a few instructional videos on how they can get the most out of their newly acquired product or service. You can find inspiration from this following example from DJI:
5. Loyalty
Ultimately, beyond making a one-time sale, you may want to set a bigger goal, which is to persuade clients to stay loyal to your brand. Continue providing them with authentic video content that continuously proves you’re worth and relevance in your industry. Here is an example of a truly authentic one from GoPro:
Ready to improve your customers’ journey for the better? Beef up your sales funnels with engaging, valuable videos to capture and maintain interest, build trust, and ultimately earn your new clients’ business.
About the author
Marton Varo
A graduate of Chapman University (BA, Film & TV Production), Marton Varo is an award-winning filmmaker, having received notable recognition from a number of film festivals and institutions world-wide.
Having closely collaborated with Academy Award-nominated screenwriter Leonard Schrader (Kiss of the Spiderwoman) and Dan O’Bannon (Alien, Total Recall), Marton has a solid understanding of storytelling and a unique ability to bring stories to life, from script to screen.
Seeing an exceptional opportunity to combine his cinematic skills and talent with the marketing and advertising arena, Marton founded Brandefy in 2011 to challenge the “norm” of commercial and business video production.
Table of Contents
In addition to guest posting on the UpCity blog, Brandefy is featured as one of the Top Video Production Companies in the United States. Check out their profile here.
It’s no secret that the standard online marketing process usually follows what is known as the “sales funnel.” True to its name, the funnel describes what would be the ideal journey for each of your company’s clients, however, some clients may easily lose interest along the way for one reason or another. To increase retention (and attention span), this may be the time to take a closer look at incorporating engaging media content (ie, video) within your existing funnels.
How to Integrate Video into Each of the 5 Key Stages of the Sales Funnel
1. Awareness and Discovery
Every sales funnel starts with enabling your clients to become aware of who you are and what you bring to the table. This is where you may include videos that introduce your company to your target market. Make sure you expound thoroughly on your overall mission, vision, goals, and advocacies and, most importantly, make your viewers feel a human connection between them and your brand. Here is an example of how Apple successfully introduced its brand to the public:
2. Evaluation
As they move along their experience with your company, you’re now investing your time into showing them the key advantages of working with you. For businesses built on the foundations of e-commerce, this is the stage wherein you may actively advertise your products. This may be a good place to include videos that promote specific products and benefits, clearly explaining your value proposition. Include a few testimonies from previous clients and maximize having the effects of social proof and the fear of missing out on your side. Watch this amazing product video from Nike as an example:
3. Intent
You’re one step closer to sealing the deal once you’ve successfully captured their attention. During this stage, you might expect your clients to send you inquiries and proposals. Take the time to answer a few Frequently Asked Questions (FAQs) in a video and gently refer it to them to show that you’re one step ahead of addressing their concerns. Here’s one good example from Slack, a popular productivity app:
4. Purchase
This is the stage where you’ve successfully done business with a client. Now, in order to avoid ruining their user experience, you might want to include a few instructional videos on how they can get the most out of their newly acquired product or service. You can find inspiration from this following example from DJI:
5. Loyalty
Ultimately, beyond making a one-time sale, you may want to set a bigger goal, which is to persuade clients to stay loyal to your brand. Continue providing them with authentic video content that continuously proves you’re worth and relevance in your industry. Here is an example of a truly authentic one from GoPro:
Ready to improve your customers’ journey for the better? Beef up your sales funnels with engaging, valuable videos to capture and maintain interest, build trust, and ultimately earn your new clients’ business.
About the author
Marton Varo
A graduate of Chapman University (BA, Film & TV Production), Marton Varo is an award-winning filmmaker, having received notable recognition from a number of film festivals and institutions world-wide.
Having closely collaborated with Academy Award-nominated screenwriter Leonard Schrader (Kiss of the Spiderwoman) and Dan O’Bannon (Alien, Total Recall), Marton has a solid understanding of storytelling and a unique ability to bring stories to life, from script to screen.
Seeing an exceptional opportunity to combine his cinematic skills and talent with the marketing and advertising arena, Marton founded Brandefy in 2011 to challenge the “norm” of commercial and business video production.
