by Jassica Mendez
No matter what kind of business you’re running, you can always benefit from more sales. Even when your company is thriving, an unexpected drop in sales could get you in a pinch. As we all know, it’s not always easy to get more people to buy your product. If you learn how to use video marketing to drive more sales, you can get the edge you need.
Video content is a powerful tool, and it can help your business in many ways. It’ll grab users’ attention and get you that personal connection you need for them to convert. That is, of course, if you know what you’re doing.
A guide on using video marketing to drive more sales
If you plan your videos properly and find a way to get comfortable in front of the camera, you’ll educate and entertain your audience at the same time. As a result, people will like you, and they’ll trust you more. Thus, they’ll be more likely to buy from you. Like the way it sounds? Here’s what you’ll need to know to get started with it.
Think About Your Sales Funnel
If you want to jump into the world of video marketing, you must understand your goals. The easiest way to evaluate your goals is to look at your marketing funnel. In essence, it has four main categories:
As prospects interact with your brand, they learn more about you and move towards action — the point of sale. Your videos should help and encourage them to advance through the funnel.
You can use video at every stage of your buyer’s journey. However, you’ll need to make different videos with different messaging for each. People in the awareness and desire stages don’t think the same about your product, so your approach can’t be the same. Let’s talk about each phase and see what videos will work for them.
Your prospects enter the awareness stage when they hear about you for the first time. They’re looking into what your business does, and it’s your job to showcase it in the right way. But what’s the right way?
Essentially you want to make them aware of the problem they have and make them learn about your brand’s existence. Here, you shouldn’t mention closing the deal or even go as far as the details of your products or services. Instead, you want to get the audience’s attention and interest them.
We’re talking about commercials, promos, education, and before and after videos. Use them the right way, and you’ll gain more visitors to your site, which will ultimately lead to more sales and higher revenue.
In this stage, the customer knows about your business, but they might not have any plans on buying from you. So, now you need to show them how your product or service fixes their problem.
It’s time to bring out those spec sheets, introduce them to all the juicy details, and tell them the story of your brand. If you want to use video marketing to drive more sales, you’ve got to evoke the buyer’s emotion at this phase. You want to make them like your brand as they’ll move on to the next stage if they do.
You want to focus on brand, explainer, and product videos for the interest phase. Post them on your site and share them through your social media accounts, email, and paid ads.
There are no clear tale signs when the interest stage stops and the desire stage begins. So, they’re always slightly overlapping.
You’re still presenting the product here, but now the focus is on selling it instead of your whole brand. You want to convince people that your solution is what they should go for. If you do it properly, they’ll shift from being interested in the product to wanting it in their lives.
To encourage them to decide, show them your product or service in action. So, product demonstrations, customer testimonials, interviews, and even user-generated videos can do great here. The easier you make it for prospects to picture their lives with your product in them, the more likely they’ll convert.
If you’re in B2B, you’ll want to use these videos in your email marketing for sure. That said, feel free to post them on product listings, social media, and your website as well.
Finally, there’s the key phase where it all goes down — the action stage. Here, all the hard work you have done so far will translate into revenue. Of course, throwing video into the mix will accelerate the process, so you’ll get more sales faster.
To seal the deal, show off all the proof you have that your product works. Use success metrics, testimonials, case studies, and anything else you think would encourage people to purchase. By now, they already believe that your brand can help them — you need to give them that final nudge.
These videos work the best if you can use them as individual follow-ups for your most engaged leads. That said, they won’t feel out of place on your email newsletter or social media either.
Test and Make Changes
As you can see, video marketing isn’t as easy as creating one video, posting it on your website, and waiting for the sales to roll in. Sure, it might bring you additional traffic compared to not having any video content. But to get the most out of it, you’ll have to put some time and effort into it.
Monitor the results of your videos, and think about how you can improve. For example, maybe you need to use different distribution channels, or your videos aren’t exciting enough. On the other hand, perhaps you need more quality videos for your website content to make people buy.
To use video marketing to drive more sales, you’ll have to identify your problems and find ways to fix them. We know it feels like much, but it won’t be that scary once you get in the groove. On top of that, if you have any questions about making videos, you can always contact us to help you out.