Nurturing customers through your sales funnel; the power of video
converting leads with video
First thing’s first, we’re assuming you’re already familiar with your sales funnel (or customer journey), and you’re here to understand where video will most effectively work for you. Whilst we appreciate certain details may be very specific to you and your business, it’s generally understood that the customer will go through a number of stages before they buy (see figure 1).
Figure 1: A typical customer journey
In today's digital landscape, video has proved itself to shrewd marketing teams as a dynamic tool for brands and charities alike to successfully engage, educate, and nurture their audience through the sales funnel.
By strategically employing specific types of video content at each stage of the funnel, marketing and sales teams can effectively nurture prospects into loyal customers or committed donors while they sleep!
stage 1: awareness
At the outset of the sales funnel, capturing attention and sparking interest is paramount.
Ocean Carer Bonds campaign we created for Carbon Kapture
Campaign Video: Compelling storytelling through campaign videos is instrumental in captivating audience interest and evoking emotions, effectively creating brand or cause awareness.
Phone Hug promo we created for White Rabbit Distribution
Product or Service Explainer Video: These concise yet comprehensive videos serve as an ideal introduction to your offerings, outlining their value propositions and functionalities. They simplify complex concepts and aim to generate initial interest.
stage 2: consideration
As prospects move deeper into the funnel, providing detailed information becomes pivotal in nurturing their interest.
Workshop or Event Highlights: Sharing snippets from workshops or event highlights can showcase expertise and credibility while providing insights into what the brand or charity offers.
Lino print workshop video we created for Gather of Cheshire
Elevator Pitch Video: A concise yet compelling elevator pitch video articulates the unique selling points, influencing the prospect's decision-making process positively.
Elevator pitch video we created for HerSpace
Meet the Team Video: Personalising the brand or charity by introducing the team behind the scenes fosters trust and strengthens the connection between the audience and the organisation.
Meet the team video we created for Motor Connect
stage 3: intent and evaluation
As prospects express intent and begin evaluating options, providing in-depth and persuasive content becomes essential.
Case Study Video: Authentic success stories or case studies instil confidence by demonstrating real-world results and experiences, compelling prospects to consider the offering seriously.
PA case study video we created for Disability Positive
Product or Service Explainer Video (Revisited): Delve deeper into the product or service's features, benefits, and unique aspects, facilitating informed decision-making.
Service explainer video we created for OneImaging
Experiential or Immersive Walkthrough Video: Offering an immersive experience or walkthrough can provide a real taste of what the brand or charity offers, significantly influencing purchase or donation decisions.
Immersive walkthrough video we created for Coach House Forge
stage 4: post-purchase of post-donation
Even after a transaction, it's crucial to sustain engagement to foster loyalty and advocacy.
Learning Resource Videos: Providing post-purchase or post-donation learning resources, such as how-to guides or informative content, ensures customers or donors maximise the value of their investment.
CPD log explainer video we created for Estate Research
Behind-the-Scenes Content: Offering glimpses into the operations, impact of donations, or the process behind product development reinforces transparency and strengthens the emotional connection with the audience.
Donation impact video we created for Missio
Customer Testimonials and UGC Showcases: Encouraging customers or donors to share their experiences creates a sense of community and advocacy, leading to long-term loyalty.
Customer testimonial video we created for Mindset Practice
top tips for effective video implementation
Personalisation: Tailor videos to cater to different buyer personas or donor segments, ensuring relevance at each funnel stage.
Consistent Messaging: Maintain a consistent brand or charity narrative and high-quality production value across all videos to reinforce credibility and trust.
Clear Call-to-Action (CTA): Incorporate specific CTAs in videos, guiding viewers towards the next step in the funnel, whether it's visiting a website, making a purchase, or supporting a cause.
choosing the right video
In conclusion, leveraging diverse video types strategically across the sales funnel significantly impacts customer or donor engagement, conversion, and long-term advocacy. Understanding your audience's needs and preferences at each funnel stage is imperative for crafting compelling and impactful video content.
Unsure where video will be most effective in your sales funnel?
Contact our team to understand where you should use video to most effectively propel your sales funnel.
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