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Video Marketing within the Sales Funnel

video marketing in the sales funnelVideo marketing has become a critical marketing strategy of 2016. According to a recent study by the Web Video Marketing Council, 96% of B2B marketers are now using video. Video gets attention in a crowded market. In addition, video is excellent for driving business and sales.

In a Demand Metric survey last fall, 74% of businesses reported that video content outperformed other types of content in driving conversions. Video works throughout the buying journey and its importance should not be underestimated. In a world where buyers are up to 70% of the way through their purchasing journey before contacting the vendor, video can help seal the deal and convince customers to buy your product.

But a lot of companies use video just at the top of the sales funnel. This is a mistake. Video can help convert customers in every stage of the funnel. The more places you utilize great video in your funnel, the easier you make it for those buyers to move down the path to purchase. Here is how to use video to enhance the customer’s journey.

Top-of-Funnel

Awareness-stage videos are best at the top of the funnel.  They catch attention and draw the customer in because they realize, as they become aware of the problem they have, that you have already addressed the problem. Video that describes and fixes the problem that the visitor is experiencing will help those visitors stay on your website.  For example, MarketingCloud.com, a client data acquisition service, implemented videos on their site and found that their bounce rate decreased and the average time on site increased 100%.

At the top of the funnel, light, interesting and goal-focused content is great for showing off your company’s assets. In addition, thought leadership interviews can be used to demonstrate your company executive’s expertise. How-to videos can be used to demonstrate how your products address customer needs.

Middle-of-Funnel

Video is a great opportunity to provide data and build commitment with visitors who are in the consideration stage. In the middle of the funnel, detailed product demos, case studies and client testimonials help customers see that you really can do what you say you can do and that you have already done it for others.  Building credibility and commitment is crucial in this stage, so adding in customer experience videos will help establish belief in the prospect. According to the Online Publisher’s Association, 46% of users take some sort of action after viewing a video. Use this information to create videos that will get the action you want.

Bottom-of-Funnel

This is the decision stage of the buyer’s journey.  The prospect has decided that your product is the best for them and now they need reassurance that they are making a good decision.

According to ComScore.com, 64% of visitors are more likely to buy a product online after viewing a video.  Client testimonials, customized product demos and video case studies reassure the visitors that your company can provide the products and services to help them with their particular situation. Company-culture videos can showcase what it is like to work with the business, right down to introducing the team of people who will help them use the product and provide customer support.

Follow-up

After the sale, reps can send personal greeting videos, recorded training seminars and links to product support videos that will help the client use their new products more effectively.

Reps can also invite customers to attend online FAQ sessions where common questions are answered and then those sessions can be recorded and the links sent to the clients. Anything that continues to tell the client that the company cares about them will help.

As you move forward with your marketing plan, evaluate your video marketing to see if you are using it to its fullest extent. Do you have videos for each stage of the sales funnel? Do those videos provide value to the potential customer and move them through the buyer’s journey? Working with an experienced interactive marketing agency such as KEO Marketing can help address these issues. The more you utilize video marketing in your sales funnel, the easier you make it for those buyers to move down the path to a purchase.

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    About Sheila Kloefkorn
With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.

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