Those who have been in sales for a while are probably quite familiar with the concept of a sales funnel. It basically works like this: as a potential buyer moves through the different stages of the funnel, they get closer and closer to becoming a paying customer. Sounds pretty straightforward, right?
The only problem that many companies have with this funnel is the number of potential buyers that jump off along the way. You usually have a ton of people at the first stage, less at the second, even less at the third, and then few at the bottom. And we do mean few – only about 2% of those initial visitors end up converting at this stage.
This means that you need to hold onto your potential buyers as long as you can to try and make sure they make it to that final stage. And one of the best ways to do that is with video.
Let’s take a look at each stage in the sales funnel and see how it can be optimized with video.
1. Awareness Stage
This is where people first become aware of your brand and its offerings. These days, we often learn about new products through Facebook or Instagram ads and YouTube videos. The point of these videos is often to showcase a company’s offerings in a memorable way, with the hope that it will become a viral hit.
Therefore, at the awareness stage, you should focus on creating video content that’s both entertaining and informative to your target audience. You want them to take an interest in your product, but you don’t want to be too pushy either. You may alienate potential buyers if you’re trying to aggressively sell your product.
2. Consideration
At the consideration stage, prospective buyers know who you are and what you’re offering, but they’re still not sure whether they want to make a purchase. They often want more information, and video is a great way to fulfill that need.
Informative video content, such as webinars, product tutorials, and live FAQs, are just what you need at this stage. In fact, research shows that people tend to retain significantly more information from videos than text – it’s about 95% vs 10%, to be exact. By giving your audience the details they need, they’re more likely to move to the next stage of the funnel.
Step 3: Conversion
Now that you’ve given your potential buyers all the necessary information, it’s time to show them why they should keep moving forward and choose your brand and product. For example, video testimonials and product demonstrations can be a great way to deliver engaging content that really speaks to the viewer.
You may also consider telling the audience more about your brand’s story, goals, and values here. If they can connect in some way with your brand, it may give them the extra push they need to convert.
Step 4: Retention
Now that you’ve made the sale, you’ll probably want to hang onto your new customer. To keep them engaged with your brand, send them video updates, product announcements, and invitations to live video events. Don’t bombard them, though – occasional updates every so often should be enough to keep them in the loop.
Need some help optimizing your sales funnel with video? Contact us at BFresh.Media today for all your video marketing needs!
