Video marketing remains one of the top ways to attract new customers, retain existing ones, and promote goods and services. Thanks to the great number of possible types of content you can share via videos, you can achieve various goals, such as:
- Introducing new products.
- Highlighting customer satisfaction and success stories.
- Showcasing product reviews and tutorials.
- Providing behind-the-scenes looks into the company, and so on.
It’s also a great way to start a conversation with consumers, get feedback on products or services, and build a sense of connection with viewers. Additionally, video marketing can provide value in the form of entertainment, education, and emotional engagement.
Creating compelling video content that resonates with viewers can help businesses generate leads, drive conversions, and increase revenue. When done right, video marketing can effectively reach a wide audience and boost engagement on multiple levels.
That’s why videos should appear on your agenda when you perform ecommerce conversion rate optimization or design the marketing funnel. In this article, we’ll look at the possibilities of leveraging videos to move people through the sales funnel. We’ll also consider the types of video content for social media according to different audiences and their place in the video sales funnel.
What is a sales funnel, and why should you create it?
A sales funnel is a marketing term describing the path that potential buyers take before making a purchase. A sales funnel consists of multiple parts, commonly referred to as the top, middle, and bottom of the funnel, though the exact steps can change according to the sales model used by a company.
Using a sales funnel can help you better comprehend the thoughts and actions of potential consumers at various points during the buying process. With the help of this information, you can invest in the most effective marketing initiatives and distribution methods, develop the most relevant messaging at each stage, and convert more prospects into actual paying clients.
Suppose you understand that a video with testimonials will work better further in the funnel when people have already gotten acquainted with your company and the problems it resolves. That’s why it should bring more conversions than educational content aimed at top-of-the-funnel viewers. So you’ll place testimonials to encourage people to buy rather than subscribe to your email newsletter. Alternatively, if you want to retain more customers, you need to provide value and help with the tool. So you’ll generate how-tos and tutorials to prevent churn.
Four stages of a video sales funnel
Nowadays, customer attitudes to social media are changing. These networks not only serve for exchanging text messages and photos with your friends. Potential clients may see your ad or page on social media and purchase without leaving the app. No matter what you sell and offer, you should build a relationship with your prospect while drafting your video sales funnel. It includes the following:
- Build a rapport with your audience by recognizing their issues.
- Earn trust by assisting and informing people.
- Encourage action by selling solutions to their problems.
- Sustain communication with the help of an enjoyable post-purchase experience.
Let’s consider how you can do it by splitting your marketing efforts into corresponding sales funnel stages.
The “awareness” step of the sales funnel refers to the point at which customers first learn about your goods or services. For example, they learned about you from advertising, word of mouth, or social media. Maybe they subscribed to your accounts, found your profile through influencers, or spotted a mention of your company in a coworker’s Instagram Story.
It’s the top of the funnel (ToFu), so your content should focus on a specific issue or difficulty your target audience may face. Content at the top of the funnel aims to spur customer interest early in their purchasing process. People may have understood their problem but need more clarification before identifying a remedy. Pitching your products here is unnecessary, but the content should be eye-catching. The most relevant types of videos at this stage are:
- Explainer videos.
- Short-form videos like on TikTok or Instagram.
- User-generated videos.
- Live streams.
- Influencer endorsements.
Check out the example below from the Stylekorean Instagram post. The short clip features a TikTok creator comparing different shades of lip balms. She attracts the followers’ attention and promotes the new collection in the store.
What should you measure at this stage? Since users rarely act right away, the KPIs are ambiguous in this situation. Although they are typically not ready to buy at this point, the KPI occasionally includes direct purchases. Consider the purpose of your videos and those of your clients and base your KPIs on these findings, for example, views, clicks, shares/likes, and website traffic.
Suppose prospects have learned about your company. The next step is to judge your brand depending on how interested they are in it. Customers seek more detailed information about your product or service to see whether your company is a good fit.
That’s where your brand’s messaging comes in. Messaging, whether verbal or visual, helps prospects understand what you’re offering and how they can benefit from it. This stage is known as the middle of the funnel (MoFu) and should include videos, such as:
- Tutorials and educational videos.
- Product videos.
The example below proves the effectiveness of tutorials in the social media strategy. The most popular video on the Soko Glam Facebook page is the compilation of 10 tips for using a sheet mask.
Some typical metrics here are:
- Newsletter subscriptions.
- Downloads of case studies or guides.
- Inquiries for additional details.
- Prospects contacting you via social media with particular questions.
After learning about the business and its offering, prospects will investigate the pricing and packaging options. That’s where you should provide links to sales pages, webinars, and contact information to schedule calls. Measure direct purchases, booked sales calls, and trial sign-ups as the most common KPIs.
As for social media, optimize your profiles for social shopping. It involves allowing users to buy from you without ever leaving the app. The greatest way to encourage users to make in-app purchases is to convert your social network presence into a storefront by following this advice:
- Publish product catalogs.
- Add product stickers or shoppable tags.
- Include clickable links in the video description or profile information.
- Offer discounts or coupon codes to viewers.
Below, you can see how Bershka presents its products in an Instagram video. The viewers can receive information about the product price and proceed to the product page or save the link for the future.
Image via Bershka
This stage is the closest to making a deal, so your content should convince people to invest. Here is what you can publish at the bottom of the video funnel (BoFu):
- Product demo videos
- Comparison videos
- Customer testimonials
- Sales pitches
It’s crucial to maintain a strong relationship with customers, even after the sale is complete. It means providing follow-up customer services, such as answering any questions or responding to feedback about their products or services.
Stay in touch with customers through marketing efforts, such as email campaigns and social media posts. It helps keep existing customers informed about new products and services and stay top-of-mind when recommending the business to friends and family.
Some of the easiest metrics to track here are repurchases and referrals. Others are harder to measure as they won’t show the ability of the video to raise brand awareness and improve relationships with clients. Distribute lifestyle videos, customer success stories, and referral promotions via social media to make the business more memorable.
Semrush provides value to its customers by sharing educational videos on YouTube. Apart from learning about SEO, YouTube optimization, and other techniques, viewers can find out how to benefit from the platform.
9 steps to creating a video sales funnel with social media
Are you ready to generate your videos in line with a social media sales funnel? Once you’ve determined suitable types of content and metrics to measure, it’s time to leverage videos to reach your objectives.
Crafting an effective social media sales funnel using video takes more than just putting together a few clips. You need to strategize and plan your videos to ensure they are engaging and effective in bringing your target audience down the funnel. Let’s dive into creating video sales funnels with social media.
1. Develop a target audience.
Start by understanding your target audience. Identify your ideal customers and develop a persona to represent them. Knowing who you are making the videos for will help create resonating content. Use data from your social media accounts, customer surveys, and other resources to gather insights. Consider consumers’ needs and wants, where they spend time online, and the best-suited kind of content.
2. Ensure social media presence.
Establish a presence on the social networks your target audience frequents. Post content based on your target audience’s preferences, engage with your visuals, and collaborate with other creators in your industry.
3. Use videos to introduce your product.
Determine the type of video content you want to distribute, from informational explainer videos, product reviews, live Q&As, and more. Come up with videos that educate, entertain or capture the emotions of your viewers.
Use short, engaging videos to introduce your product to your target audience. Provide helpful information and real-world examples to encourage people to learn more about what you offer.
4. Offer incentives.
Provide incentives such as discounts or special offers to encourage people to take the next step and purchase your product.
5. Promote videos.
Once your videos are published, the next step is to promote them to ensure they reach the right audience. Effective promotional methods include drafting social media campaigns, running online advertising, and engaging in influencer marketing.
Utilize Twitter, Instagram, and Facebook to boost your reach. Advertising your videos online allows you to reach a larger audience in a shorter period. You can use Google Ads, native ads, and YouTube Ads to drive traffic to your videos.
Partner with creators in your industry or those with a large following and ask them to share your videos. It can help you gain new viewers, who may become fans and subscribers of your channel.
6. Utilize retargeting.
Resort to retargeting ads to reach people who have interacted with your videos but have not taken the next step. Use social media ads for further targeting and focus on developing relationships rather than making hard sales pitches.
7. Monitor performance.
Monitor your video sales funnel to ensure it is performing as expected. Decide what metrics you want to measure to track the success of your videos. Views, shares, click-throughs, and comments can help you understand how well your videos perform. It will help you recognize any areas that need to be improved as well as growth opportunities.
8. Optimize your funnel.
Once you have the right metrics established, use them to inform your content strategy. This data will help you optimize the funnel and increase conversions. Plan how many videos you will produce each month and what topics they will cover. Leverage these metrics to adjust and refine your strategy as needed.
9. Iterate and adapt.
As trends change, so should your video sales funnel. Iterate and adapt to stay current and ensure your funnel continues to reach your target audience with the most effective messages.
Key takeaway: Focus on quality video to generate value across the entire marketing funnel.
65% of people learn best visually, so no matter what social media channel you use, start by creating amazing images and videos. Once you have developed some eye-catching visuals, you can use them to draw attention to your posts on social media. How can you integrate videos into your social media sales funnel?
Use captivating captions to accompany your visuals. It will help you reach a wider audience and increase the chances of your posts getting noticed. Additionally, you can use popular industry-related hashtags to draw even more attention to your posts. Finally, don’t forget to keep track of the analytics associated with your posts. It can indicate what types of content resonate with your audience and help you improve your future posts.