In the event you suppose that video content material must be positioned solely on the top-of-the-funnel stage you’re lacking out on an important alternative.
These days, 82% of customers conduct analysis on-line prior to creating a purchase order. It is vitally vital to construct a thriving model presence from the start to the tip of that course of and that’s the place video content material might assist increase your gross sales. Actually, 4 in 5 millennials contemplate video content material when researching a purchase order determination.
On this article we’ll aid you to plan your video marketing strategy by breaking down the simplest sorts of movies for every stage of the customer’s journey.
(Take a look at Ramon’s Smart Hustle University Course on the right way to create video for your small business)
Let’s begin with a fast evaluate of that.
The client’s journey
The method that begins with changing into conscious of a necessity and ends within the efficient buy of a services or products that fulfills that want known as the customer’s journey.
It’s a three-step course of:
1) Consciousness: your potential purchasers are conscious they’ve an issue however they don’t completely perceive it or know the right way to repair it.
2) Consideration: the prospect totally understands the issue and is pondering of all of the choices out there to be able to clear up it.
3) Resolution stage: the customer choses a product/service amongst many others.
As each stage calls for a special sort of data, it is best to ask your self what stage your prospective client is in.
What’s Inbound advertising?
Inbound advertising focuses on creating high-quality content material that your consumer is on the lookout for in every gross sales stage. In keeping with Hubspot: “In contrast to outbound advertising, inbound advertising doesn’t have to struggle for potential clients consideration. By creating content material designed to deal with the issues and desires of your perfect clients, you appeal to certified prospects and construct belief and credibility for your small business.”
Take a look at this video that sums up this course of from Yum Yum explainer movies – What is Inbound Marketing?
Every stage of the gross sales funnel has its personal particular set of content material sort that works the perfect. That being stated, these days video is without doubt one of the most participating digital instruments. In keeping with Hubspot research, 54% of shoppers wish to see movies from manufacturers they assist compared to e-mail newsletters (46%) or social picture (41%) primarily based content material.
In a nutshell, folks crave movies. Nevertheless, what’s the finest sort of video content material for every stage of the gross sales funnel?
First stage: Consciousness
On this stage your potential consumer will probably be on the lookout for details about his/her downside so that you wish to create a video that matches that search question. For instance:
With one of these video, you present related data that your consumer is on the lookout for. Attempt to keep away from being too salesy. Take a look at this video created by a vitamin vendor about what precisely a vitamin is. They’re giving helpful data and, on the similar time, speaking about their product.
Right here’s a video displaying an instance of this from the Vitamin Shoppe – https://www.youtube.com/watch?v=G7Y9tbs-eKY&t=0s&index=10&list=PLhat-b0QvZABD5JMLSNuWLJhXiLxR1CLs
These sorts of movies are extraordinarily in style. As a enterprise proprietor, you certain have some hands-on expertise which you can share with the viewer. Attempt to consider your consumer’s ache level and create a straight-to-the level video explaining the method to unravel that downside.
An instance of that’s right here – https://www.youtube.com/watch?v=pFyOznL9UvA
Social Media Movies
Social media provides you the chance to work together along with your viewers. There are tons of sorts of movies which you can create however you want to bear in mind the consumer’s expertise. Your video ought to have the ability to stand on their very own with out sound and also you additionally have to adapt it to the different specs of every platform.
An instance of that’s right here – https://www.facebook.com/Starbucks/videos/413099965814/
Second stage: Consideration
Throughout this stage, consumers have a transparent thought about their situation and are decided to unravel it. They’re evaluating the completely different options out there to pursue the aim or clear up their problem. Needless to say all these movies are appropriate for this stage:
Being that Explainer movies are a highly regarded content material these days, there’s a lot to study from the consultants. There are various types of explainer videos however all are particularly really useful to completely clarify complicated processes in only a few minutes. This video, for instance, exhibits how pharmacy software program works and the way it optimizes enterprise’ administration.
Present how superior your product is in only a few minutes. Product movies normally characteristic a widely known character that the viewers can relate to. Take a look at this product video that has gone viral.
Jean Claude van Dam Break up with Volvo Vans – https://www.youtube.com/watch?time_continue=1&v=M7FIvfx5J10
In case your finances’s limits can’t afford Jean Claude Van Damme, an animated video could also be the best choice.
Resolution stage: from result in consumer
On this third stage, you wish to push your potential purchaser in direction of a purchase order. To speed up the journey of leads in your funnel, it is advisable to create a robust model picture in order that they selected you amongst different related firms.
Firm tradition movies
Construct up a detailed relationship with you potential consumer by sharing with her or him what’s behind your model. Attempt to reply these questions: What’s the story behind your organization? Who’re the creators that convey life to your model? What are the values of your organization? Watch this video a couple of in style artisan ice cream store and jot down some notes about how they reply these questions. https://www.youtube.com/watch?v=Ip8W-KqDm74
Possibly your potential consumer nonetheless has some doubts about your product. Be ready to reply them with a fast FAQ video. By clearing up all their questions you’ll construct belief and calm any quibbles earlier than the precise buy – https://www.youtube.com/watch?v=ZiXdxzWbxgw
Buyer Testimonial Movies
Is there one thing simpler than listening to about different consumer’s completely happy experiences? This kind of video is a really highly effective instrument to spice up model belief. Take a look at this video that options clients with relatable tales. – https://www.youtube.com/watch?v=Xm1Ez5_AnCQ&t=9s
Víctor Blasco is the founder and CEO of the explainer video firm Yum Yum Videos.
He’s additionally an audiovisual designer and video advertising professional. Apart from working the
enterprise, he loves finding out Chinese language philosophy and is an actual geek for science fiction
movies and comics.