Videos for the Bottom of Your Sales Funnel | Matter (original) (raw)

Maintaining Momentum – Videos for the Bottom of Your Sales Funnel

By Maia Laperle

You already know that your sales funnel is like a waterslide (and if you don’t, feel free to go back and read part 1 & part 2 of our Videos for your Sales Funnel series). What I’m going to say next will probably not shock you, either: Videos help convince your customers to purchase. Not only that, but video is an excellent tool for keeping your current customers engaged and building brand affinity – and selling to someone who already knows and trusts your brand is a whole lot easier than convincing someone whose never made a purchase with you before. Videos – especially videos at the bottom of your sales funnel – ensure that your audience remains captivated and eager to continue the ride, right through to the decision (or purchase) stage.

The ultimate waterslide, “The Funnel” would never leave people hanging at the bottom with a stagnant, lazy river-esque creep – riders need to remain hurtling forward at an exhilarating pace until the very end. Likewise, the bottom of the sales funnel is a crucial time to make sure prospective customers stay engaged with your brand (and you get the most out of your marketing investment). Your main goals now should be 1) to tend to any last doubts your leads may have – give evidence that your product or service is effective, simple to use and the best solution to fit their needs – and 2) to continue to offer value-packed video content for returning customers.

CUSTOMER TESTIMONIAL VIDEOS

What it is: A testimonial video showcases a customer sharing about why they love your product or service. Video testimonials help keep your customers’ experience in the spotlight longer through interview footage and graphic elements like animated quotes and transitions.

Why you need it: No one helps build credibility better than a happy, relatable customer. A video bolsters your standard testimonial with authenticity and personality.

PRODUCT DEMO VIDEOS

What it is: A product demo is an in-depth walkthrough of your product’s features in action, highlighting exactly how the product works and how it solves your customer’s problem.

Why you need it: This is your chance to showcase all the key features and benefits to an audience that is already invested in your brand. Here at the bottom of the sales funnel, your audience is seriously considering making a purchase, so take advantage of their rapt attention to gush over all your favorite details.

CUSTOMER ONBOARDING VIDEOS

What it is: Customer onboarding videos are perks you offer to your existing customers. You can use these videos to make sure new customers know how to get started, or to keep long-time customers up-to-date and give them the sense that they’re still getting the most out of their purchase with the latest tips and tricks.

Why you need it: These videos add value to your customers’ investment in your brand, which in turn builds trust and inspires brand loyalty and advocacy.

LIVE EVENT VIDEOS

What it is: Event content and coverage means video used to elevate your event before, during or afterwards, like promo videos, capturing footage at the event itself and producing impactful follow-up content.

Why you need it: Hosting or attending an event is a big investment. You’re going to want to make sure people show up, stay engaged and spread the word after your event. You can do all that with video.

Planning out your marketing strategy may not always elicit the sort of heart-pounding thrills and shrieks of joy you can expect at the water park, but we can pretty much guarantee that video, and videos at the bottom of your sales funnel, will kick the experience up a notch. And even if it doesn’t boost your excitement – it will certainly boost your traffic and sales. Your prospective customers have come this far – all they need now is one last, big splash to seal the deal.

Note: This blog post is part of a series on how to use video at different stages of the sales funnel. Be sure to go back and check out the rest of the series to learn more about which videos to use at the top of the funnel and the middle of the funnel.