Video Marketing Funnel: Decision Stage
This stage is perhaps the most critical one in terms of fully converting prospects into actual buying customers. They know who you are as a company, what kind of products and services it is offering. The customers still need to make an ultimate decision, and hopefully opt to select your business over the competition.
As far as the video marketing campaign goes, it is important to match the right video to the right person. The buyers’ concerns are narrowed down and are becoming more specific.
It is essential to further provide value to prospective customers, nurture the leads that have been generated during the second stage.
Therefore, your business should up the ante and make a more concrete and aggressive move to prompt the buyer to choose you.
There are many video formats that can help you to achieve all of the aforementioned goals, and lead your prospects towards a clear call-to-action.
Testimonial Videos
Sharing proof of satisfaction on behalf of existing customers is a great way to convince that your business is the right choice for prospective ones. Real people giving real feedback about your company’s products and services go a long way towards building trust and credibility with potential buyers. Written testimonials can easily be exaggerated. They’re less effective at converting than video testimonials. The latter give the viewer an opportunity to vet the individual giving the testimonial, and see and hear whether his story sounds sincere. Putting the right testimonial in front of the right prospect will likely seal the deal and turn him into a buying customer.
One of the best ways to convert a potential customer into an actual buyer lies in showing them Demonstration videos. This video format will showcase exactly how your company’s products or services work, and how they will concretely address their needs and meet their expectations. Demo videos do exactly that. They encourage the prospect to get into the mindset that they will become loyal customers.
Furthermore, Demo videos provide visual proof. They show your audience the practical functions of a product or a service, hence acting as sales pitch enhancers.
All in all, a Demo Video shows a product or a service’s worth instead of just telling the prospects how good they are. Using a long-format video that can range between 5 and 10 minutes is highly advisable for Demo Videos. This length allows you to dive into some of the features in details, thereby optimizing user experience.
FAQ Videos
This video format can also be included during the Decision stage. As previously stated, they provide clear and detailed answers to questions the potential customers may still have. Additionally, they provide an opportunity for your business to be honest and transparent with them. Your company is not just aiming to increase sales revenues and profit margins, but also create a sense of goodwill and trust with your customers. A good strategy to adopt at this stage consists in asking your business’ followers to send in their questions. You can then opt to make a series of short videos answering each question or one big video that discusses all the questions.