An introduction to video marketing

In this post covid world where big trade shows are still on hold and businesses are looking at cutting fixed costs - video content aligned to your sales funnel could be your secret weapon in building your b2b sales pipeline and growth.

the persuasiveness of a narrative will be critical to its success as a communication tool and this is where storytelling via video can have a distinct advantage

Video is a powerful medium however producing video is expensive so you need to make sure it works hard for you and guarantees you a healthy return on your investment. However a video content strategy done right really can help move your customers through the sales funnel all the while building connection and trust with your brand and ultimately securing you sales at the end. 

In fact, 90% of customers say that video helps them make purchase decisions and that they are more likely to buy a product after watching a video. 

Can you use the same video throughout the journey?

The answer to this is a simple – no. The success does not lie in the video itself but rather the content within it and specifically content designed to engage your customers at each point of their decision making process – it is about optimising your video content to ensure that it addresses the needs of the customer at every point of the sales funnel and ultimately converts prospects into customers.

So where do you start?

To ensure that your video content speaks to and engages with your target audience, you must first have a clear understanding of who they are, what do they want and need, what are their potential objections and what will inspire them to take action and become a customer. You need to understand your buyer persona and tap into their world to enable you to create the right type of video content at the right point of the buying cycle produced in the right tone of voice with the right narrative and messaging.

1.     Top of the funnel - Awareness

This is the first stage in the video content sales funnel where you are trying to grab the attention of your target demographic. At this stage it’s all about the story not the sale. The type of videos you may want to create at this point are:

        Brand Story Video

Brand story videos inform the audience about who you are and why they should care. They can set you apart from your competition and help build trust in the mind of the consumer. The video content should speak directly to your target audience in the sense that you want them to relate and connect with you, your story, your values, culture and purpose. You can use a variety of video styles to convey this brand story - founder interviews, stock video, big glossy productions or behind the scenes, meet the team videos.

Explainer Video

The animated explainer video is an engaging style of video content that is used to explain complex problems in a short simple digestible form. It is a particularly popular with start-ups, software and fin tech companies. 

2.     Middle of the funnel - Conversion

So, you've engaged your customer in your brand and now they are moving further down your sales funnel into the conversion stage. This is where you want to provide them with video content that showcases how you solve their problem and their potential objections better than your competitor. The types of video content that you may want to use at this point are:       

Product videos

Showcase your product in dynamic 360 views focusing in on the features and benefits and even dive into the inner workings and technology or focus on the R&D behind the product by using enhanced animation and motion graphics within the video.

How to videos

Show your product or service in action - show the viewer how it works, paying particular focus to its special features and benefits to help consumer optimise their user experience.

     FAQ videos.

Video is worth 1.8 million words so its a no brainer that this medium is a perfect medium to connect with your prospects, to help answer some of the most common types of questions or objections and ultimately reassure them and build trust in your company, product and service.

3.     bottom of the funnel - Decision

At this point in the video content sales funnel you really want to drive your message home and close the sale. The type of video that you could use is:

        Customer testimonial videos

This is where you use existing happy customers in your video content. The video narrative talks about the problems and concerns the customer had and the benefits that using your product or service has had on their business. The video should feel authentic and build trust with the audience. Seeing a positive personal story will make a strong case for why you should be chosen over another product.

So, to recap...

The key to a strong video marketing campaign is knowing who your potential customers are and the video content that they need from you at every stage of their buying journey. By providing relevant, helpful and timely video content to the consumer you can ultimately take them on a visual journey through from prospect, to lead, to customer to brand advocate.

If you require help or support we love to listen so give us a ping anytime at [email protected].

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