Product demonstration videos are another extremely powerful tool for moving a prospective customer from browser to buyer. Offering demo videos of your product or service gives you the chance to directly answer any questions your prospective customers may have. Use demo videos to showcase the unique features and benefits without feeling like a sales pitch. By making viewers comfortable with the product and overcoming skepticism about the results it can deliver, the selling process is made significantly easier. Not only will product demo videos highlight the quality and ease of use of your product, they’re also a great SEO tool. These videos will help get you in front of all of those people searching “how to…” “what’s the best way to…” etc, etc. Positioning your product or service as the perfect solution!
We talk more about testimonial and demo videos in our blog “5 Ways to Increase Conversions Using Video”.
Measurement: Conversions. This could mean many things to you; newsletter signups, a sale, event booking, contact form submission, the list goes on. Adding tags (called UTM parameters) to the link within or alongside your video allows you to track these specific clicks within Google Analytics. You can find out more about UTM parameters in our handy guide to measuring the success of your video campaigns.
TIP: Depending on which platform your video is being distributed on, you can make use of adding links within your video directly to your app download or newsletter sign-up.
Loyalty & Advocacy
In this paper we’ve focused on the marketing funnel up to the point of sale, however many marketing professionals will extend their funnel to include stages for “Loyalty” and “Advocacy”. These stages are key for repeat customers and referrals. It’s easy to think that your job as a marketer is done once you’ve accomplished the goal of attaining a customer, however retention is just as important.
If you can continue and nurture the relationship with your customers beyond the point of sale, you’re opening the door to up-selling, repeat purchases and (this is the holy grail…) customers becoming your advocate. When customers become an advocate of your product or brand you’ve hit the jackpot and gone full circle within the marketing funnel. Your customers are now recommending you within their social circle (awareness raising, aka stage 1), they’re also providing direct social proof through their recommendation as they talk about their experience (testimonial, aka stage 3). The best part? This is all for free! So it’s easy to see why investing some time in nurturing your existing customers is beneficial.
In addition to recommendations within their own social circles, the customers within these stages are also needed to generate those all-important testimonials, reviews and case studies that we discussed within the interest/consideration phase.
As a marketer you’ll want to squeeze every last bit of value out of your marketing spend and that’s exactly what investing in existing customers will achieve. By turning customers into loyal or advocate customers, you’re maximising the return on investment (ROI) from the marketing that originally got them into the top of your funnel.
When developing video content it can also be helpful to consider the time prospective customers are willing to invest in your content at each stage of the marketing funnel. At the start, they’ll have very little time. We hate to say it but at this point you’re one of possibly thousands of voices all shouting for their attention. As they get to know you they’ll be happy to devote more time to investigate what it is you’re offering and build trust. Once this trust has been established and they move further down the funnel, the time they spend on your content will start to shorten again as they finalise their decision.
This will impact the type of content you want to use at each stage. While it’s tempting to throw every little detail at prospective clients right away, this isn’t what they want. Instead of featuring long case studies on your landing page, consider featuring key product features in an easy to digest format (what’s that you say, like a video?) If they’re interested they’ll move on through to the next stage where loads more content will be waiting for them.
In conclusion, video not only has a place in your marketing funnel but has the power to improve your customer journey and enhance your marketing. If you start to apply the recommendations and insights we’ve outlined in this paper, you’ll soon have a fully integrated video strategy within your funnel. Keeping your buyer’s journey in mind when building any marketing strategy can help shape content of all shapes and sizes to be as optimised and effective as possible.
Now you’ve got an idea of the type of video you need, let’s get creating it! Our in-house team of producers, directors, animators and motion designers are on-hand to work as an extension of your marketing team to handcraft the perfect video for your message and audience. Get in touch with us today.