Creating a marketing video is more than just writing a script and making a video out of it.
You also need to take into account marketing and sales strategies.
One of the most important decisions you’ll need to plan out early in the process is which part of the sales funnel your video should be made for.
What is a Sales Funnel?
The sales funnel is the progression that potential customers follow; the path they take leading to the sale.
Most sales are a bit more complicated than you asking “Want to buy?” as the first question and then someone saying “Yes!”.
There are different formats, but they all involve building interest, explaining benefits, and of course, closing the sale.
What Are the Main Stages in a Sales Funnel?
- Awareness. The important first stage — people can’t buy from you if they don’t know who you are.
- Interest. This is where you build interest by speaking to the person’s pain points.
- Desire. Once you’ve aligned with the customer’s pain points, hook them in with the benefits of your product/service and speak to how you’ll improve their life.
- Conversion. The sale.
What You Should Know Before Creating a Video for Video Sales Funnel
The first (and most important) thing is to plan in advance the role your marketing video will have in your video sales funnel.
Second, you should know that while you can use one video to cover every stage of the video sales funnel, we don’t recommend it.
Remember, your video’s duration is about 60-90 seconds. If your clients are getting to know your company for the first time, they’ll need more time and information than that to make a final decision.
This means if the video is your first contact with a potential customer, then you should plan your marketing video to address the first 2 stages of the funnel (Awareness and Interest).
If you are addressing existing customers, then you can ask them to take action directly from the video.
For example, if they are long-time users and they trust you, then you can ask them to try a new feature for free or attend an event.
How to Create a Video Sales Funnel
Every company has its own strategy for a sales funnel.But keep in mind that the video is just a tool in your strategy, it shouldn’t be THE strategy.
This is why you need to decide in advance what the main role of the video should be in the video sales funnel. And before making that decision, I’d just like to share some advice.
Use the video for just 1 goal in any stage of the funnel, then walk your customer to the next stage.
Let me explain.
If you’re trying to simply inform about your product or attract potential customers (awareness), then stick with that as your main goal. Drive people to your website or other places where you can then increase interest and desire before finally converting.
What Can Video do in my Sales Funnel?
- Attract attention
- Create interest
- Educate and inform
- Bring traffic to your landing page or wherever you create sales
- Announce new features or events
- Explain how the product works
- Collect emails
- Build brand awareness
How to Use Video at Every Stage of the Funnel
Using Your Marketing Video to Create Awareness
When using an explainer video or any marketing video for the first stage of the sales funnel, it’s important to spend the bulk of the message getting the word out about your brand, product/service, and why viewers need you.
This is your opportunity to make a stellar first impression with a potential customer. It’s key to have a CTA (call to action) at the end that drives viewers to the next stage of your sales funnel.
If you want to know how to use your CTA most effectively, check out this article.
Using Your Explainer for Interest
Once awareness is created (either from your explainer video or from previous steps in your sales funnel), you can stimulate interest.
It’s important to address the pain points your viewers have. Relate to their problem — “Not knowing exactly when your bus is arriving is frustrating.” That creates initial interest.
From that point, you must show potential customers how you’re solving their problem. Example:
“Our app alerts you with precise arrival times so you know when to leave home.”
Align with viewers and then tell them how you’ll be making their life better.
Using Your Explainer for Conversion
Once awareness is created (either from your explainer video, or from previous steps in your funnel), you can stimulate interest. It’s important to address the pain points your viewers have.
Relate to their problem — “Not knowing exactly when your bus is arriving is frustrating.” That creates initial interest.
From that point, you must show potential customers how you’re solving their problem. “Our app alerts you with precise arrival times so you know when to leave home.” Align with viewers and then tell them how you’ll be making their life better.
Retention is often considered as part of the marketing funnel (we’ll mention the main difference), but we think it’s still worth mentioning here.
The reason being, sales is almost never about getting someone to buy once and then never again. In most business models, it’s preferable to keep a customer or client around for as long as possible, and hopefully for life.
For this, we can use videos to explain new features, announce discounts for existing customers, invite them to events, etc.
Why do I need a sales funnel for my product-based business?
Sales funnels have been around for hundreds of years because they work. It’s human nature to need to develop trust and interest in something before committing, and sales funnels are the most efficient way to do that for your business.
How does a marketing funnel work?
Marketing funnels work almost the exact same way as sales funnels but are designed to have a couple extra steps to keep brand interest with customers. This is extremely beneficial in the digital age.
What is the difference between marketing and sales funnels?
The key difference is that the final goal isn’t necessarily a sale. Instead, the final goal is marketing based, like collecting an email address or gaining a follower on social media. Also, marketing funnels can loop, keeping customers inside long term whereas sales funnels end with the sale.
How many key steps are there in a sales funnel?
The four key steps are awareness, interest, desire, and action.
What Tools Are People Using For Sales Funnels In Video Marketing?
Email captures, analytics, social media, and more. We are working on an article where we will be talking about this in detail.
It’s often overlooked, but we can’t overstate how important it is to make sure you plan out your explainer video strategy before beginning production. If you need help figuring out which part of the sales funnel your explainer video should be in, contact us for a free consultation.
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Everything you need to know about explainer videos to create successful marketing content
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