Promotional Videos are promoting something, whether it’s a product or service, an event, or even your brand. Different types of promotional video will do the job better depending on where a potential client encounters them in your sales funnel.
The Awareness Stage – Building Awareness
When in the Awareness Stage, your potential customers have a problem or a need, and they are just starting to do research on the issue. At this stage, you should focus on educating and/or entertaining leads to make them familiar with your brand and the solutions you offer.
Videos in this top stage of the sales funnel should be relatively high level, offering a birds-eye view. Don’t overwhelm your prospects with too much detail at this point.
1. Building Brand Awareness – Brand Films
The job of a brand film is to promote your business by telling your brand story (who you are as a brand) or communicating company values (what you care about as a brand). The best brand films connect with viewers on some kind of emotional level without being too heavy-handed and ‘salesy’.
Effective brand films don’t have to be a straight telling of your “brand story”.
We all want to purchase from companies whose values align with our own. By focusing less on your products and services and more on your core values, you’re more likely to make that initial connection.
In this social media video for LottaBoddy, they posed a question to their audience..”What do you have #aLotta?” Through a day of pampering and conversation, this video shines a spotlight on nine inspirational young women of color who are making a difference by being true to themselves.
This spot was a Facebook phenomenon, garnering 4.7 Million views, 13k shares, and 15k reactions creating brand awareness and understanding of the values of the LottaBody brand without any of the women mentioning the brand at all.
2. Product Awareness – Highlight Customer Pain Points to Introduce Your Solution
At the Awareness Stage of the Buyer’s Journey, your prospects have just begun researching potential solutions to their problems. All they really know is that they have an issue.
An effective video for this stage is a Product Awareness video that calls attention to their problem and introduces your product or service as a solution. This explainer video for SalesFusion is a good example of calling attention to a problem and showcasing your solution.
In this playful explainer video, both the customer’s pain point and the SalesFusion solution are highlighted in a fun, light-hearted, entertaining animated video.
Consideration Stage of the Sales Funnel
At this point in the sales funnel, prospects are now aware of the potential solutions to the problem or issue they are looking to solve. They are still doing research, but have narrowed down their list.
3. Explain Your Product/Solution in More Detail – Product Video or Virtual Tour
When a buyer can’t experience a product first-hand before committing to purchase, a detailed product or service video is a perfect way to show your audience how your product or service works in practice.
Our client Disc-O-Bed repeatedly found that customers who experienced the Cam-O-Cot sleep system first-hand were quick to purchase. In order to simulate that hands-on experience for customers, we created this detailed product video that is part sales, part assembly, and very detailed and informative.
4. Remove Customer Objections with an Educational Video
People love to learn new things. Educational videos in content marketing are so popular because they offer real value to your audience that they can apply in their everyday lives. Instructional videos can help lay to rest common objections that your potential buyers might have about your products and services.
Mosquito Curtains was worried that the installation process seemed too complex, and that it was driving away potential customers. This detailed instructional promotional video, while useful for actual clients, was aimed at those prospects still in the Consideration stage, setting their minds at ease about the installation process.
5. Testimonial or Case Study Videos
Once your potential customers have progressed in their research enough, they will be interested in knowing what experiences others have had with your product or service.
This is when they will look for your case study or testimonial videos. In this example of a video featuring testimonials, we hear from some of our own clients about what it’s like to work with The DVI Group.
Client testimonials offer social proof of your marketing claims. When using client testimonials in your marketing, a video testimonial showcases the positive emotion of your client in the video more effectively than a testimonial using only an image and/or text. The effects of social proof increase with visual reinforcement, which means leads are more likely to trust video testimonials over written testimonials.
Increase click through rates by 65% by mentioning your explainer video in the subject line of email marketing campaigns.
6. Promotional Video in Email
This middle stage of the funnel is the time to really nurture those leads.
Lead nurturing is frequently done through email, but standard email can be boring. Mentioning the word ‘video’ in your email subject lines has been shown to increase click through rates by 65%.
Put your promotional video to work by mentioning it in the subject line and linking to it from email marketing campaigns.
Ways to Use Promotional Videos in the Decision Stage
At this point at the end of the sales funnel, your potential customers have decided on a solution and are considering different providers. They are usually looking for answers to any remaining questions they may have. Make it easy for them to choose you by easing any final concerns.
Your calls to action should be trying to prompt demos and/or trials. Video assets such as How-To’s, FAQ videos, and detailed instructional videos can become your sales force that never sleeps, available at the click of a button.
7. FAQ Video
Instead of a run-of-the-mill FAQ page, McDonald’s Canada created an engaging FAQ microsite with text and image answers, but which incorporated a lot of filmed responses like this one.
8. Show that You Have Ongoing Support with Detailed Demonstrations & Instructional Videos
Your leads want to know if they will they still get assistance from you if they need it once they’ve purchase your product or service. Detailed demos and instructional videos meet this need by demonstrating that you have invested in support of your products after the sale.
It can also be helpful to smooth the final path to purchase by showcasing your friendly support staff or sharing an insider’s look into company culture. Remember that people want to do business with people they like!
After the Funnel
9. Brand Love & Thank You Videos
“Brand Love” videos surprise and delight customers, showing your team’s genuine gratitude for their loyalty as well as your company’s personality and creativity. This is a great opportunity to make your customers feel proud to be associated with your brand and thank them for being your customer.
Where are you using video in the Sales Funnel?
Hopefully these examples have shed some light on how promotional video content can be used throughout your entire marketing funnel to help inspire leads to become customers.
Before diving into a promotional video content marketing strategy for your own sales funnel, remember to consider and plan for the following:
- How will your promotional videos fit into your wider strategy?
- How will promotional video complement your other content?
- Where and how will you distribute your promotional video content so that it is most effective?
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Also, check our out Promotional Video Archive »
