Marketing videos aren’t all about awareness. Sure, video is great for getting new prospects in the door, but it’s also a great way to stay connected with your potential new customers throughout the buyer’s journey. 79% of marketing leads are never converted into sales, which means there’s a whole lot of opportunity waiting for you further down the sales funnel. And it just so happens that one of the most effective ways to use video is to give viewers a deeper understanding of your products and services, which makes it a perfect tool for the middle (or the “interest stage”) of the funnel.
At the middle of the funnel, your potential customers are already aware of what you have to offer, they’ve decided they’re interested, and now they’re ready to soak up some information. This is no time for an aggressive sales pitch – you’re dealing with eager students here. What they need isn’t a lecture, but something to sink their teeth into. And that something is video (72% of customers prefer to learn about a product or service through video, so trust us when we say it’s a worthy investment).
Imagine that you’re back at the water park (for context, please refer to part 1 in this series, Making an Unforgettable Impression – Videos for the Top of Your Sales Funnel). You’re in line for the most amazing water slide ever, “The Funnel.” This slide starts with a thrilling, eye-catching drop at the top – perfect for getting some attention. But it would never work to abruptly fling riders straight from the first drop to the big finale splash at the bottom. That’s coming on a little strong, don’t you think? Enter the mid-section loop-de-loop, a dense mass of whirling coils right in the middle of the slide – this is where you let your audience go down a rabbit hole of information, researching the ins and outs of your product or service and imagining how it might fit into their life. And because your audience will also be learning about what your company does and comparing you to competitors, it’s an especially important time to focus on your key differentiators.
EXPLAINER
What it is: Explainer videos simplify complex topics into easily digestible information. They can be used to introduce new tech, break down the complexities of the challenge your brand is solving, or explain the state of your industry and how your brand fits into it. You can give a full overview of your product or focus your attention on one really poignant feature. Either way, it’s all about education.
Why you need it: In an explainer video, you get to solve someone’s problem. They might not even know there’s a solution to the problem they have — but you do. Now you can show them how it works.
PRODUCT VIDEO
What it is: A product video is a short, flashy video that shows off a specific product. It can be anything from a fast-paced visual montage that emphasizes your product’s sleek aesthetics to a quirky, narrative story that showcases one moment in time where your product is saving the day.
Why you need it: This video is like a glamourous photoshoot. It gives you a chance to grab your audience’s attention and highlight your product’s best angles.
CASE STUDY
What it is: A case study is a true, narrative story about your product or service in action. In this type of video, we show your audience an example of the huge difference your offering can make in their lives — backed up by the proof that it’s happened before to someone else.
Why you need it: This video allows potential customers to see real people, just like them, experiencing real problems and achieving real results. And what could be more persuasive than seeing someone else achieve the same success you’re hoping for?
Nurtured leads make 52% larger purchases than non-nurtured leads, and keeping your leads engaged throughout the buyer’s journey means using new marketing tactics and employing different types of videos than you would for the attention phase alone. Just like a waterslide should keep things exciting with twists, turns, sudden drops and loop-de-loops, it’s crucial to vary the content you deliver based on where your audience is in the sales funnel. And because audiences in the middle of the funnel are your best pupils, take advantage of their receptiveness to new ideas by giving them all the details they need to understand just how valuable your products and services are.
Note: This blog post is part of a series on how to use video at different stages of the sales funnel. Check out our blog on Videos for the Top of Your Sales Funnel and stay tuned for the next post in this series, which will explore which videos to use at the bottom of the sales funnel.