Four Videos for Building Trust Mid-Funnel
The middle of the sales funnel is all about giving potential customers the information they need to make a purchasing decision. More importantly, it’s also an opportunity to demonstrate that your customers can trust you with their business.
Using video marketing, you can put a human face on your services and forge a connection with potential customers without having an account manager on hand 24/7.
Below are some ideas to incorporate into your videos that build trust with potential clients and ultimately get them to conversion.
Introduce your awesome team
Who will potential clients be working with if they utilize your business? Show them the faces behind your brand and let your employees explain how they will make life easier for customers. A potential customer may be in touch with one account manager, but once they agree to work with you there’s a whole team ready to support their needs that they may not meet in daily interaction but are critical to operations. Show them they’re in good hands with a video introducing some of the other staff.
Invite current clients to explain why they trust you
Word of mouth is some of the best marketing you can get. Why not use video to showcase your favorite clients singing your praises? Hearing another client’s success story can help put a potential customer at ease, and let them know they’re in good company. The right spokesperson for your testimonial video can also engender trust if they are a well-known figure or represent a trusted brand.
Show your product in action
When someone is considering giving you their money, particularly for a product, they want to know that what they’re buying actually works as described. Video allows you to demonstrate exactly how (and how well) your product works. The video might also demonstrate uses the potential customer hadn’t even considered. Seeing that the product works can go a long way in building trust and proving that the investment is worthwhile. If you offer services, try a video that shows a typical appointment, or what the process looks like behind the scenes. If the potential customer can better understand what you do, they will have more confidence in your company.
Demonstrate your expertise
Mid-funnel marketing is a prime time to feed potential customers even more information about your company to help them make their decision. Use video to show how you’re a leader in the field by diving deeper into the industry standards behind your product or services. Even better - create a video featuring an expert from another organization, such as a doctor consulted during your product development, speaking about how your product meets or exceeds current standards. As with testimonial video, hearing from a trusted expert can help confirm your company’s proven value with outside input.
For help creating an effective video marketing sales funnel strategy for your brand and company, say hello.
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.
