The holiday season is hours away. Brands, businesses and buyers are making final preparations to make the most of the biggest sales season each year. Studies show that incorporating video into your marketing strategy increases your chances of ranking high on Google x53 times. This makes sense, considering 90% of 18-44 year old Americans use YouTube. No doubt, video is a highly effective form of content.
As well as being engaging, videos are a great way of increasing brand awareness and driving potential customers to your social media pages or websites. Brightcove’s 2018 Video Marketing Survey found that over half (53%) of consumers report that they engage with a brand after viewing one of their videos on social media.
According to smartinsights.com “When it comes to Millennials, this figure increases, with 66% engaging with a brand after watching a video on their social media feed. This suggests that videos could be an effective form of advertising, as well as a great opportunity in terms of your social media marketing strategy.
In terms of how people engage with a brand after watching a video, 20% reported visiting a brands’ website while a further 20% then researched the brand. On top of this, 23% of people (30% of Millennials) want a video to be accompanied by a link that allows them to directly purchase a product, showing that product videos and shoppable content offer many opportunities.”
The following are
Smart Ways to Incorporate Video Marketing into Sales Funnels
A sales funnel which is sometimes called revenue funnel or sales process, is essentially the process through which brands and companies lead their potential customers from strangers to buyers. A typical sales funnel is divided into multiple steps which include the awareness phase, interest phase, evaluation phase, decision phase, purchase phase, reevaluation phase and repurchase phase viz:
- Awareness phase: Your customers want a solution, sometimes it’s a solution to a problem they may not even know they have, so in the awareness phase, you only have to let them know about your solution. There is some conversion at this stage, but it is low.
- Interest phase: Once you’ve shown them your solution, they will begin their investigation. Money doesn’t grow on trees so they will do their research and this signifies that they’re interested in your product or service.
- Evaluation phase: In the evaluation phase, expect your potential customers to compare you to your competitors. They want a good deal, and this will depend on the quality of product, pricing and other factors. This is done in preparation for the final decision.
- Decision phase: Shortly after they’ve done their research, they will reach a final decision whether or not you’re the right fit for them. This is where negotiation begins, and this is the lead phase.
- Action phase: This is sometimes known as the purchase phase because, by this time, your customers must have reached an agreement with you and products or services will be purchased. Like I mentioned earlier, other models have the reevaluation and repurchase phases.
Now that we have known the importance of video marketing and sales funnels, it is time to discuss
How to Incorporate Video Into Sales Funnel This Holiday Season
- Use explainer videos:At the top of the funnel (TOFU), your potential customers may be unaware of your brand, and the best way to get their attention while enlightening them is to use explainer videos. It can be about how to shop on your mobile app this holiday season.
- Get emotional with your sales videos:To connect on a deep and personal level with buyers, they need to see the human side of your brand. One of the best ways to do this is to get a human in front of your videos. This way buyers can connect emotionally with you, like a friend talking to a friend about unbelievable holiday season deals.
- Use testimonial videos:This is usually done in the evaluation phase because you’re not only being analysed, but your competitors are under the microscope as well, and it’s best if your potential customers can see the value your brand has provided for other people like them. Testimonials convince viewers to trust and take action.
- Use Interview videos:This is also effective in the evaluation stage. Interview videos put the spotlight on your brand from a third-party point of view, and this is usually done using influencers. Although, this works best for certain businesses or verticals, nothing stops you from trying it out this holiday season.
- Sales pitch: This video is usually used at the bottom of the funnel (BOFU), and that is because it is a direct sales pitch. Here, you are expressly asking your potential customers to make a purchase decision, and it is best to remind them of the benefits they stand to enjoy. At this stage, there is a high chance that your potential customer is already aware of who you are and all they need is that push to commit.
Investing in video marketing is a good move, but incorporating video marketing into your sales funnel is one of the best steps you can take this holiday shopping season.
Don’t forget to start with emotional explainer videos, then promote testimonials and interview videos to convince your targets before promoting your sales pitch to push them to make a decision.
Amos Onwukwe is an AWAI trained Business and Ecommerce Copywriter who also covers Tech and Social Media. When not writing, he’s thinking of writing or making music. He’s been featured in Huffington Post, Dumb Little Man, Ecommerce Nation, eCommerce Insights, Understanding Ecommerce, Result First, Floship, GrowMap, Self Growth, among others.
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Raj Kumar is a qualified business/finance writer expert in investment, debt, credit cards, Passive income, financial updates. He advises in his blog finance clap.