Build Your Audience with Video Content for Every Stage of the Sales Funnel
Video marketing is critical for building awareness, introducing your company and establishing your brand. Beyond that initial video view by a potential customer, videos can be used to keep customers engaged throughout every stage of the sales funnel.
Slight tweaks in reframing videos you’re working on can help you develop videos that help potential or current customers buy into your company, no matter what stage they’re at.
1. Building awareness
When you think of creating video content, you might be thinking about a video that briefly captures your company and what your can offer. A potential customer has little – if any – knowledge of what your company does, and more importantly, what problem you can solve. This video is an excellent opportunity to introduce your company, and can be used on a homepage or leverage as advertised content. Videos designed for this stage should grab the potential customer’s attention, and make them want to learn more about the products or services you provide. The video should be broad enough to appeal to a wide audience, while also being clear about what you can offer.
2. Encouraging consideration
You’ve got a potential customer on the hook, thanks to your awesome video, and they’re looking to learn more about your company. A video or series of videos can delve deeper into the products or services you offer. What problem can you help the customer solve? What can you offer that another company can’t? Videos aimed at viewers looking to learn more can help them find the answers they need to employ your services.
3. Getting to conversion
Now that the potential customer understands your brand and what you offer, you need to convince them to buy your product or services. Testimonials from current customers are a great way to demonstrate the value of working with your company. Product demonstrations can also help convince a potential customer. A call to action at the end of the video lets the viewer know exactly what they need to do next, and can help track how well the video is helping with conversion.
4. Supporting retention or repurchase
Just because a customer has already purchased from you doesn’t mean you need to quit marketing to them. Videos about the benefits of what they’ve purchased, coupled with testimonials and product reviews, can help them realize how much more they can be doing with your help. Use video to demonstrate additional products and how they might be used with something they’ve already purchased. Current or past customers are already aware of the value you provide with your products or services, but they should continue to feel connected to your brand.
Videos are not only an opportunity for introduction, but also a chance to show customers your full potential. Demonstrate value at every stage of the sales funnel with videos that show how your company can solve a problem for a potential customer. Say hello and let Spin show you how to develop effective video content as part of your marketing strategy!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
