Savvy marketers understand the power of video marketing. Whether for ads, product launches, explainers, tutorials, or other content, videos excel at converting audiences into paying customers. In various fields, including event videography, the impact of compelling video content cannot be underestimated.
In fact, video marketing is so effective:
As you can see, when incorporated into your sales funnel, video content can provide the push prospects need to propel more of them to the point of conversion because they improve so many aspects of your sales process that ultimately leads to more sales.
So, whether you’re already using video marketing, or whether you’ve been hesitant to dive in, the creative video marketing strategies outlined here can be added to your sales funnel to help boost the ROI of your digital marketing efforts.
Let’s dive in!
A sales funnel is term used to describe the path a potential customer takes from discovery to conversion. For example, a sales funnel may consist of a Google ad, which directs traffic to a website, where a pop-up leads visitors to an online store, where a purchase, i.e., a conversion can be made.
Sales funnels can consist of all kinds of steps along all different types of paths. Emails, social media posts, landing pages, video content, or even direct mail marketing can make up steps along your funnel.
As the stats listed above prove, video content is a compelling way to make sales. However, where video content can fit in your funnel may not be as black and white. Before we look at the types of content you can work into your sales funnel, let’s look at one more important piece of the puzzle.
Effectively managing your sales funnel is essential for driving revenue growth. Implementing a robust CRM Software like Salesforce to track and organize leads, is the best way to ensure no potential customer is overlooked.
On top of that, you could add integrations that help you power up your sales funnel in Salesforce, such as Bloobirds. You can effortlessly oversee your sales journey by combining the power of Bloobirds and Salesforce. Bloobirds enhances the Salesforce interface to make it user-friendly, thus increasing CRM adoption within sales teams and boosting productivity to drive overall growth.
The short answer to this question is, yes! If your hesitancy to get into the video-creating game is due to the intimidating nature of creating the content itself, you’re in luck. These days, anyone with a smartphone and a few online tools has the ability to create web-worthy video content.
As I mentioned, there’s no shame in recording content right on your phone. Then, when you’re ready to edit what you’ve recorded, there are a number of video editors on the market that are simple to use. InVideo is a great tool that offers video templates, voice-over recordings, and more.
If your video content requires screen recording, the app I love the most is Camtasia. Camtasia has its own editor built right in and makes creating software tutorials, or any on-screen video a breeze.
Whether you’re new at making videos, or you have a cache of content ready to deploy, these funnel-worthy content strategies are a creative way to rev-up your ROI.
Your company made a really compelling video to introduce your new product or service. Now what? You can run ads against it, but, depending on length, ads may not be the best medium. You can put it on YouTube, but views aren’t always guaranteed. A creative way to incentive views is to incorporate your video content into a giveaway.
With good giveaway-building software, you can trigger an entry form based on the completion of a video. This way, participants will have to watch your video to gain access to the remainder of the entry form. You can even incorporate a few data-mining questions in your entry form such as, “is this a product you’d be interested in”, “would you like to be added to the waiting list?”, etc. As a bonus, use the list of collected participant info to further market to.
Are you interested in building something like this? Here’s a template to help you get started.
A great way to build a sales funnel is through the dissemination of knowledge. You’re an expert in your industry, so by sharing some of your hard-earned knowledge with potential customers, you can make a powerful lead magnet that drives traffic to your business.
Say you own an HVAC business. You can educate your audience with a series of short videos on HVAC maintenance. If you’re a Real Estate agent, create videos geared toward teaching home buyers how to shop for a home. A hair stylist? Publish care and styling tutorials and watch your online traffic statistics explode.
By establishing yourself as an authority in your industry, you build trust with an audience, thusly, cultivating an army of future customers.
Now it’s time to flip the script. The last few examples included video content that your company creates. User-generated content (UGC) campaigns charge participants with creating the video content – the results can be very exciting, not to mention very useful for businesses.
Take, for example, this video contest in which participants were asked to create a slow-motion video as part of a UGC campaign to promote the movie Baywatch. Although hosting the contest wasn’t free (there were some setup and design costs), the content submitted was free to the promoters, and could effectively be repurposed in other marketing efforts for this film.
Popups are powerful conversion tools to incorporate into a sales funnel for a number of reasons. For starters, they can be strategically triggered. Set popups to be triggered when a visitor makes a move for the exit of a webpage, i.e., shows exit intent. Or, trigger them when a visitor has scrolled to a position on your webpage or has sat idle for a length of time.
When people think of web popups, they often think of them as a means to display a discount offer, or a code to use for free shipping. But popups can also be used as a means to deploy video content.
For example, hovering over a skin care product in an online store could pop-up a short video of a customer’s before and after results from using that product. A cleaning product website could pop-up a short video illustrating how effective a specific product can clean.
With all of these strategies, make sure you’re giving viewers a means to continue along your sales funnel. Make sure you’re using CTAs and follow-up emails to drive traffic from your video content, contest, or giveaway, to continue along the intended path.
For example, in a Watch-to-Enter Giveaway, use an autoresponder or scheduled email to send participants. This email could include a discount to use in your online store or even for a future in-store purchase. In your online course, make sure you give participants plenty of opportunities to visit your website.
Statistics prove that video marketing is a powerful way to boost conversions. But all of your video content creation may go to waste if you’re not using it in an effective way. Incorporate video content into your sales funnel using a creative strategy such as a Watch-to-Enter Giveaway, in an online course, as part of a UGC campaign, or even within a pop-up on your website.