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Video Sales Funnel: From Awareness to Conversion

The majority of businesses know that a successful online presence depends on their marketing strategy. And at the center of that strategy is a marketing funnel that needs to be built around your customers. The goal here is to attract prospects and encourage them to move down the funnel. As you know, you need to provide different types of content at each stage of their journey. When it comes to the video sales funnel, you want to provide useful information that will help customers make a smart purchasing decision.

Videos are especially effective at attracting potential customers. This medium is so engaging that 78% of people watch it every week. Another benefit is that it is a flexible and versatile medium. There are so many different types of video that you can always keep your customer on their toes. So, don’t forget to build a comprehensive strategy.

In particular, a successful video strategy will focus on reaching customers at the right moment during their decision-making process. This is why you should plan a video sales funnel that helps you make the right choices. If you don’t know how to go about this, keep reading our article as we will take a closer look at this funnel.

Here’s what we’ll cover:

Let’s dive in!

What Is a Video Sales Funnel?

A video sales funnel refers to the process of creating videos for every stage of a buyer’s journey. It starts off when someone learns about your business and concludes with that person buying what you offer. So, in a way, this funnel maps out routes to conversion and beyond.

It’s useful for marketers today because it lets them know what they need to do to convert new customers. However, to plan their next step, they need to evaluate every phase of the funnel. Only like this will they drive more sales, build trust, and increase brand awareness.

Most experts agree that this process has three stages and they are:

  1. The Awareness Stage
  2. The Consideration Stage
  3. The Decision Stage

Of course, every stage requires different video types. Each video you create will have an objective, seeking to guide the prospect into the next phase until they reach a purchasing decision.

Do You Really Need a Video Sales Funnel?

The answer is a resounding yes! When you have a clear understanding of what you want your customers to do next, it’s easier to actually get them to do that. You can plan strategies and come up with video content that revolve around your customers’ needs. Although the funnel can be complex, just keep your goal in mind and everything will be worth it. In fact, 76% of marketers say that the sales funnel has increased their traffic.

Instead of making a wild guess, the funnel helps you reach informed decisions that will positively affect your potential customers. Remember, if you’re in a pushy and sales mode immediately, your prospects are likely to just go somewhere else. And you don’t want them to turn to your competitors, right?

So, if you start selling once you have their trust, there’s a higher chance that they will buy your product or service. In the end, they might become your loyal customers after purchasing once.

Now, it’s finally time we take a look at every stage of the process!

Top of the Video Sales Funnel: Awareness Stage

At the top of the funnel is the awareness stage. The main purpose of this phase is to raise brand awareness and collect new leads. Of course, you want to target the right group of customers. However, it’s perfectly fine to cast a wide net as well during this stage.

At the beginning, your prospects are experiencing a problem. They know they should do some research to further understand and give a name to their issue. So, you should show them the value of your business. You can do this by providing educational videos that help them frame their problem. The prospects will be impressed if you are upfront and informative.

Create a video that explains who you are, what you do, and what your company’s vision is. Not only that, but ensure that people who find your videos on social media are redirected to relevant content on your website. To fully understand your prospects, ask yourself the following questions:

  • What problem do my prospects have?
  • What actions do they take to find solutions?
  • What consequences will they have if they do nothing?

Once you put yourself in their shoes, your video content will become meaningful and relevant.

On the other hand, there’s one thing you shouldn’t do at this stage of the funnel. Specifically, you shouldn’t be too salesy in the first phase. This will have an opposite effect, prompting the prospects to choose another business.

Now, let’s see which videos you should make during this stage:

If you play your cards accordingly, you can increase brand awareness, drive more traffic to your website, and engage prospects during this stage.

Middle of the Video Sales Funnel: Consideration Stage

Moving down the video sales funnel and we have the consideration stage. The goal of this phase is to introduce products or services and create targeted content for your prospects.

Now that they’ve reached the middle of the funnel, the prospects have defined their problem. They are researching and discovering all of the available methods that might solve that issue. This is why you need to convert these visitors into leads in the consideration stage. Inform them about your service or products through videos. After all, videos are the perfect way to encourage them to make better decisions. Use this medium to show that you have a solution.

What’s more, you can send more information about your products through email campaigns. However, don’t forget to still create targeted content as this is exactly what potential customers want to see. 

Furthermore, you shouldn’t push sales at this stage either. Just think about it from your perspective. For instance, you visit a bookshop and start looking for a new title. You still don’t know what you’ll buy, but it’s great that you have time to make your decision. But a pushy salesperson approaches you and starts plugging a specific book. This will put you off and probably make you leave the store in a matter of minutes.

Your potential leads will have the same attitude if you promote a product or service too aggressively to them in the consideration stage. So, give them time to explore and see what you offer.

During this stage of the video sales funnel, show the prospects the following content:

  • Testimonials videos
  • Case studies
  • Company culture videos

The consideration stage has so many benefits. Namely, it can increase conversion rates, nurture your leads, and move customers down the sales funnel.

Bottom of the Video Sales Funnel: Decision Stage

The decision stage is at the very bottom of the video sales funnel. The main purpose of this phase is to convince prospects to buy from you. So, you’re one step away from making a sale!

During this last stage, prospects have opted for their solution strategy. They are compiling a list of all available brands and products/services that might be of help to them. They are now doing another extensive research to narrow down the list and reach their final decision. What will make them choose you in the end? Trust, of course! So, you need to show them you won’t let them down. Only like this will you convert leads into customers.

To nudge them in your direction, create videos that list the benefits of your product/service. At this stage, videos should answer the questions your prospects might have about your business. They should be so captivating that prospects will feel confident and comfortable to choose your brand as their solution. For better results, ask yourself the following questions:

  • What tangible benefits of your product/service are valuable to your prospects?
  • What is making them have doubts about your product/service?

If you can show them why your product/service is more superior to those of your competitors, you can remove their doubts and turn them into your customers. Don’t forget, prospects need to trust your brand to reach this final decision. Emotions can enormously impact their decision-making process. So, your videos should arouse emotions.

Here are the videos you should make for the decision stage:

If all goes well, this stage can build brand trust, generate loyal consumers, and increase sales.

Final Thoughts

We hope that you will create a successful video sales funnel with the above information. Remember to always keep your goal and target audience in mind when shaping your video content. As soon as you develop the funnel, it will be easier to come up with new ideas to attract new and retain old customers.

And if you use videos throughout the sales funnel, the prospects are more likely to become loyal customers. This is because videos make for a richer experience, build brand loyalty, and convey a clearer message about your business.

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