When you’re creating your marketing videos, it’s important to ask yourself whether or not you’re creating the right type of videos to push your viewers along the sales funnel. You want to keep moving viewers throughout the funnel and into the purchase phase. Sometimes this means you’ll want customized videos based on which phase of the sales funnels your viewer is in. You don’t want there to be any gaps in your video marketing strategy.
Before we get into this, let’s go over the sales funnel:
- Awareness
- During this phase, your viewers have just found out about your product/service.
- Interest
- Now your viewers are learning about the product/service and what it can do for them.
- Evaluation
- Viewers are looking at alternative options to decide if there is a better product/service to suit this need.
- Decision
- Viewers are ready to decide on the product/service and may start asking additional questions or negotiating.
- Purchase
- Your viewer has now converted into a customer/buyer.
- Re-evaluation
- The customer reflects on the purchase and decides whether or not they will continue to be a customer.
- Repurchase
- You now have a recurring customer who has paid for your product/service again.
Now that we’ve explained the phases, we’ll look into each one to decide which type of video would help push a potential customer along into the next.
The Awareness Phase
At this point, your main goal is to get your viewers’ attention. They’ve never heard of your product and you’ll have to work hard to put it in front of them. There’s always a new product circulating so you have to be able to make them stop and pay attention to yours.
There won’t be a lot of detail in this video. Detail adds length to your video and you don’t want to give your viewers a long video until you’re sure they’re engaged enough to watch the whole thing. For now, just focus on the big picture and catching your viewers’ attention.
Fun and memorable videos will help you the most in this phase. Entertaining, shareable, and engaging videos will make viewers stop and ask “What is this?”
The Interest Phase
Now that your viewer is aware of your brand or your product/service, now you can tell them more. This could be an explainer video, but remember to keep things fun and shareable. The goal here is to be informative and tell your viewers about your amazing features but also to engage with them get them to want more.
Informative videos that break down how your services work or how customers use your product are common for this phase. Focus on how your product can help someone achieve a goal.
The Evaluation Phase
By now, your viewer recognizes the benefits of your product or service and how it can really help them. However, no one ever buys the first thing they see. Now it’s time for them to shop around.
This means it’s time for you to prove that your product or service actually is the best.
Use the research you have on your competitors to evaluate what you’re offering and highlight how it’s better. Make sure your video stands out from the rest and highlights how you’re different than your competitors and understand your customers’ needs.
You’ve worked hard to grab your viewers’ attention, you don’t want to lose them now!
The Decision Phase
Your viewers are now at the point where they like your product or service, they know it’s the best, but they still have to make the decision to actually purchase. The video you create now is just to gently nudge them toward that final decision.
Customer testimonies are helpful during this phase. Create a relatable and engaging video that will give an example of how another customer benefitted from your product or service. This will help answer any final questions and resolve any doubts your viewers may have. It’s also the perfect time to place a clear call to action.
Now that’ you’ve successfully converted a viewer into a buyer and have reached the purchase phase, let’s move onto the re-evaluation phase.
The Re-evaluation Phase
Congratulations, you now have a customer! Your next goal is to continue your relationship with them. You should have their email address at this point, which is something every video marketer wants. Most people check their email multiple times a day, so it’s the best way to connect with them and it’s easy to make it personalized. Use a video embedded in an email to re-establish the relationship and share any new updates. You can also create a personalized thank you message and include exclusive discounts just for them.
Content that works to move your viewers along the sales funnel is the most effective way to reach your sales goals. By tailoring your videos to each phase of the funnel, you’re addressing questions your viewers are asking at key moments throughout the purchasing process. This way, you’re communicating with them on a personal level rather than just throwing information at them.
If you’re looking for more tips, check out our other blog posts here!
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