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How Video Marketing Can Improve Your Marketing Sales Funnel and Boost Conversions

June 3, 2022

Social media and the Internet have provided consumers with endless options for products and services that solve their problems.

As a result, businesses must create a marketing sales funnel that makes their product or service stand out in the sea of traditional advertising or risk losing customers to the competition.

Leveraging video content in your marketing sales funnel can be an effective way for a brand to address the customers' needs as they evolve. However, it is only effective if you use the proper techniques at the right point in the sales funnel.

Thus, this article outlines what video marketing strategies will be most effective during each stage of your marketing sales funnel to ensure you can accomplish your business goals and boost conversions.

What is a marketing sales funnel?

Companies will often use a marketing sales funnel to help visualize the journey a potential customer will go through from the moment they become aware of the company until purchase.

This journey consists of four main stages: awareness, consideration, decision, and action.

  • Awareness stage: a prospective customer has just learned who your company is.
  • Consideration stage: a prospective customer weighs their options, researches the product or service, and decides if your company is the best fit for them.
  • Decision stage: the customer has chosen to purchase the product or service, so you must make an offer they cannot pass up.
  • Action stage: the customer has purchased from your company, and you must now focus on retaining them to ensure they remain a loyal customer.

Identifying the needs of your prospects and customers at every stage of the marketing funnel will enable you to generate new leads, convert them into customers, and then ensure that your customers are loyal to you.

Why is video marketing in your sales funnel so important?

It is more likely that your target audience will be more drawn in by a video than a traditional static advertisement.

They are a more interesting and engaging way to share your product or service with the world while maximizing your Return on Investment (ROI).

Integrating video into your marketing sales funnel will also increase your website traffic, lead generation, conversions, and profits.

What type of videos should you use during each stage of the marketing sales funnel?

As mentioned, using the right type of video during each stage can make or break your marketing campaign, so consider using these videos to help ensure your campaigns are a success:

Awareness Stage

  1. How-To Videos

You will want to leverage How-To videos in this stage because very few consumers come to a business knowing exactly what they need to solve the issue they face. Therefore, they may go to the Internet to search for ways to solve the problem.

This is when your How-To video pops up and shows them how your product or service is the solution they need and makes them aware of what your company offers.

Keep these videos simple and to the point, while avoiding overpromotion. The video's purpose is to show how your company can solve your target audience's problem.

  1. Whiteboard Videos

Whiteboard videos are useful when introducing an unfamiliar concept, complex topic, or processes that require an in-depth explanation.

It is common for brands to use this type of video to explain the backstory of an idea or use it as a promotional video to explain to the target audience, in real-time, how your product or service can solve their problem.

Consideration Stage

  1. Animated Explainer Videos

The use of an animated explainer video is best when you want to use colorful visuals to make your message easier for the audience to consume and enjoy.

These videos are ideal for this stage of the sales funnel because it is most effective when you want to present your product or service as a solution while keeping the audience engaged with the use of imagery.

Depending on your goals, you can decide to use animation throughout the entire video or combine it with live-action footage to give your audience a realistic view of what your company offers.

  1. Product Videos

Product videos are perfect for giving your target audience a demonstration of how they can expect to use your product in real-time.

These videos show your product clearly and professionally while highlighting its functionalities and features.

Additionally, a product video helps your audience understand what they would receive if they decided to purchase by showing an actor using and holding the product. Thus, your customer would be able to see how your product would fit their needs.

Decision Stage

  1. Testimonial Videos

Word of mouth marketing is one of the most effective tactics in marketing, so it is best to save testimonials for the most crucial stage of the marketing sales funnel: decision making.

Testimonials show leads how other customers feel about your product or service and how it helped solve their problems.

When a customer shares a testimonial video, it must be authentic. To achieve authenticity, try giving the customer you are interviewing topics rather than questions to ensure you record their honest reactions, feedback, and comments.

  1. FAQ Videos

Frequently Asked Questions (FAQ) videos help curious customers get their questions answered, which is beneficial to you if those questions are the only thing stopping them from purchasing.

In these videos, you can introduce topics individually to clarify every aspect of your product or service, from its features to its maintenance.

Action Stage

  1. Personalized videos

Once a lead has converted into a paying customer, sending them a personalized video can help turn them into loyal customers.

You can send them a video with the latest offers or recommend other products or services you think they would enjoy.

Additionally, you can send them a Thank You video to thank them for their purchase and offer a special discount on their next purchase to encourage them to return to your website.

A personalized video will make your customers feel important and connected, two essential elements for customer retention.

Video marketing has proven to be an effective way for brands to support and guide their customers through the marketing sales funnel.

By connecting with your customers in such a way, you can foster a long-lasting relationship with them that leaves them loyal to your brand for years to come.


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