Videos for Your Sales Funnel

Video content is huge right now, and for good reason. According to HubSpot research, 62% of consumers have watched video content to learn about a brand or product in their research phase of the buying cycle. 

Why is that? 

It’s pretty simple, actually. Videos are visually captivating in a way that static ads can struggle to be – and when your goal is to move someone from general interest all the way through your sales cycle to the purchasing stage, the best way to get them there is to keep them engaged. 

The bottom of the funnel, otherwise known as the final stage, is where customer customer engagement is most crucial – not only for immediate buy-in, but for long-term loyalty. 

So, what are some ways you can utilize video to keep customers at that sweet spot of the sales cycle on the hook? 

Customer Testimonial Videos 

Video testimonials do two very important things at once. First, they emphasize the customer experience and put things into perspective with real-life examples. Second, they take some of the pressure off of you to craft a narrative about how great you are at what you do. People are more likely to believe something when it comes from someone they can identify with, so why not let the praise that will help to spread your name come straight from them? 

Product Demo Videos 

If your product or service offering is something that requires a certain degree of setup or initial explanation, you can benefit exponentially from filming demo videos that show off important features and answer common questions. Not to mention, the audience for these videos will be easier to win over, because they’re already invested – literally. 

Webinars 

Webinars allow you to focus in on your product or service and teach people about your offerings, detailing features and how they can solve customer problems. According to a recent study, webinars with between 100 and 200 attendees average a 50% conversion rate. 

Case Studies 

Case study videos are effective because they can build real trust and credibility with your audience. Hugely successful brands like Dollar Shave Club (in fact, you’ve probably seen a few of theirs on YouTube) spend a big part of their advertising budget on creating case studies and portfolio pieces precisely because of their capacity to establish a personality and encourage confidence and long-term loyalty. 

Final takeaways 

Any mix of the video strategies we mentioned above can help you to move people through your sales funnel and create more conversions. As always, it’s important to figure out which ones are most applicable to you and your audience. 

Interested in working with us? Let’s talk.