How to Apply Sales Funnel Logic to your Video Marketing

Every marketing strategy can benefit from a sales funnel. As you begin to transition your mindset from business to media company this is the best first step in organizing your video marketing strategy.

A sales funnel can differ slightly depending on what you are using it for, but for the most part, it has at least 4 main stages:

1. Generate Awareness
2. Engage & Inform
3. Consideration
4. Decision

The stages of a sales funnel represent the mindset of a potential customer. You can use these stages to determine which type of videos you will use and when during your viewer’s journey.

The Awareness Stage sits at the top of the funnel and focuses on your “potential customer’s” first interaction with you and your brand. Videos used during this stage should be targeted at people who may have never heard of you before or know little to nothing about your brand.

Make sure that your video content is short, eye-catching, heavily branded, and provides a clear and concise message about what it is you do. Consider these types of videos during the Awareness Stage:

• Business Promo (condensed version)
• How-To Videos
• Q&A’s
• Behind the Scenes
• Pop Culture References

Flood your social media channels with these types of videos and take advantage of the robust targeting features many of the platforms offer.

Once your “potential clients” reach the engage & inform stage, they have a good understanding of your brand and are choosing to engage to learn more.

Something you’re brand represents intrigues them. Maybe it’s your product or service, your work style, or your civic engagement in specific causes.

Find out exactly what it is that keeps your viewers coming back for more and turn those cold leads warm. Refrain from using any sales language with them during this stage! Instead, use a Call to Action (CTA) like one of these to encourage engagement:

• Ask a question during our live Q&A video stream
• Comment below
• Tag a friend who needs to see this video
• DM us for more information

Most of your videos will live on social media where it’s common to have personable interactions with your audience. The more you learn about your audience from these channels the more convincing your messaging can be when it comes time to sell.

By this stage in your potential customer’s journey, they are hooked on your brand and are enjoying a nice mixture of video content from both stages 1 and 2. They engage with your content on a regular basis and want to learn more from you as a trusted industry thought leader.

They are almost ready to buy but they do not know WHY they need your product or service and you do not have a reliable way of contacting them for future offers. Product demos can be the most effective type of video to use during the Consideration Stage because they:

• Show how your products or services work
• Explain what pain points you are resolving
• Encourage viewers to visit your website
• Ask viewers to join your mailing list

What’s most important about the videos in this stage is that they transition your audience from your social platforms to your website where they can make a purchase.