6 Ways to Boost Sales with Video Marketing
You’ve heard creating videos is a great marketing strategy, but you have no idea where to begin.
54% of people want to see more video content from the brands they love, and four times as many consumers would rather watch a product’s video than read about it. But, the key to reaping video marketing’s benefits (beyond just making quality content) is learning how to implement your videos into your marketing funnel.
In this guide I’ll show you the different kinds of videos you can create for the different stages of your buyer’s journey, as well as some do’s and don’ts to consider as you create them.
Create Videos That Fit Into Your Buyer’s Journey
The buyer’s journey is comprised of 3 distinct stages:
Awareness stage: When customers realize they have a need or an issue.
Consideration stage: When customers start researching and comparing the many alternatives they find to fix their issue.
Decision stage: When customers decide feels best to solve their problem.
By using the right videos for each of these stages, you can create incredibly efficient sales funnels that lead customers ever closer to a purchase—all the while, generating other benefits like brand exposure and fostering loyalty.
Help Your Customers Understand Their Needs In the Awareness Stage
1. Show your product’s solution with animated explainer videos.
An animated explainer video is a short piece that sums up the problem your service or product is targeting, the solution for it, and why the clients need your solution instead of another.
Explainer videos are a diverse type of content you create to adapt to the topic at hand. For an investment app, your explainer video would probably go in-depth on its primary features, while a nonprofits' might tackle a more emotional side.
Whatever your approach, when you work on an explainer video it’s important that you:
- Understand your target audience and the problem you can solve for them.
- Develop a tight script that organically presents your solution as the solution.
- Pair that script with a storyboard built around meaningful illustrations.
- Include effective branding techniques (color selection, logo introduction) to the piece.
When done right, explainer videos can be an incredibly useful marketing piece. You use them to draw prospects’ attention in the awareness stage, and even advance them to the consideration stage.
2. Establish yourself as the customer’s guide with educational videos.
You want to portray yourself as knowledgeable about your customers' needs. Creating educational videos is one way to do this. It also demonstrates the value your brand brings to the table.
You can create solid educational videos by:
- Be informal and friendly! Audiences love learning things, but hate being lectured to.
- Don’t ramble! Go straight to the point and deliver value to viewers ASAP.
- Keep it simple. The more approachable your educational video is, the better it will perform.
- Focus on one topic at a time. It’s a lot easier to keep viewers’ attention.
Show Your Customers Opportunities In the Consideration Stage
1. Spotlight the features your offer with a product video.
Product videos are all about putting your product or service in the spotlight by displaying them in all their glory.
You use these videos to help your audience understand your product’s features and characteristics while also having them visualize themselves enjoying said features.
What the “right” video for your product is will vary. Software and apps can benefit significantly from screencast videos showing them in action, while you'll want aesthetically pleasing products depicted in all their glory.
You can create awesome product videos by keeping these key things in mind:
- Context is vital. Showing your product working and delivering value will be the way to go nine times out of 10.
- Don’t underestimate storytelling. Showcasing your product is still the main goal, but narrative can make the whole thing go much smoother.
- Stay away from scare tactics, FOMO, and the like. Tell a story around the problem you solve instead.
- Keep the focus on your target audience and your product’s value.
2. Subtly advertise your product with how-to videos.
How-to videos teach people how to accomplish a task. The goal is to educate viewers while promoting your brand and establishing yourself as an authority on the topic (in a way that doesn’t feel like advertising).
How-to videos also work great to build a strong relationship between your brand and your audience. They showcase you as a reliable guide for solutions, and customers love that.
Some basic do’s and don'ts of how-to videos are:
- Do provide value from the get-go.
- Don’t overcomplicate things.
- Do include subtle branding content and CTAs to get the most out of your piece.
- Don’t stray away from the purpose of your how-to or you’ll risk losing your audience in a heartbeat.
Lead Your Customers to the Right Choice In the Decision Stage
1. Increase your audience’s trust with testimonial videos.
Regardless of how good your product is, customers are going to take anything you say about it with a pinch of salt. Like a parent singing praises about their kid’s talents, you can’t sound unbiased!
Testimonials are the perfect workaround for that.
Putting your happiest customers in front of the camera to talk about how excellent your product is and how much you’ve helped them, humanizes your brand and increases your audience’s trust in it.
Your target audience gets to see real people, like them, that had the same problem and found the perfect solution in your product!
Here are a few tips to make great testimonials:
- Use real customers, and not actors. No exceptions!
- Develop a questionnaire and send it to the interviewees ahead of session. This will help get them comfortable with the topics to be discussed.
- Be conversational and informal to get the best reactions out of your interviewees.
- Don’t obsess over details, most things can be fixed during editing.
2. Remove your customers’ doubts with FAQ videos.
FAQ should be a compilation of the most frequent questions people have about your product. You’ll want to answer questions like how does your product stay fresh, and how long does it last?
Your goal is to dissipate any remaining doubts and last minute resistances people might have about what you offer. You can use FAQ videos to address particular concerns while also underlining some of your products' benefits.
Here’s a couple of ideas on how to get the questions to tackle:
- Coordinate with your customer service department to compile a list and prioritize those that would appeal to new customers the most.
- Monitor social media and the conversation around your product.
- Include questions that allow you to touch upon your product’s benefits, but don’t overdo it.
Your FAQ videos alone won’t do much to convince people to buy from you, but combined with all of the videos above, they can certainly be that final little push that turns a lead into a happy customer.
Start Planning Your Video Content Strategy
To boost your sales you have to think about the big picture, and how your video content fits into it.
It’s all about your marketing strategy and creating a place where videos can shine and deliver. (And I say “videos”, plural, since just one video shouldn’t do all the heavy lifting.)
You’ll need a content schedule to accomplish the goals above.