Video marketing has taken the world by storm and businesses across industries are now using video content to boost their sales.
According to a study by Vidyard, 80% of B2B decision-makers prefer watching a video to reading. Videos have now become a critical component of marketing strategies for B2B businesses.
B2B businesses are using animated videos and stock footage vides to communicate complex ideas in an engaging way to help their target audiences better understand their products and to showcase the benefits.
One B2B business that has used video marketing to drive sales growth is HubSpot. HubSpot is an inbound marketing and sales software company that provides tools for email marketing. They created a video series called “The Sales Lion” that provided helpful tips and advice for salespeople. The series helped them increase their customer base by 4,000 customers in just one year!
So, how can your business use videos to grow sales? First, you need to create a video marketing funnel. A video marketing funnel is a series of videos that will guide potential customers through the various stages of the buyer’s journey. The funnel is designed to educate, inform, and persuade your prospects to make a buying decision.
Here are the steps to create a video marketing funnel
Step 1: Define Your Target Audience
The first step in creating a video marketing funnel is to define your target audience. Who are you trying to reach with your videos? Figure out where your target audience lives, their ages, their gender, how they think, what their likes and dislikes are, what sort of language will resonate with them and so forth. Get a deep understanding into their pain points and show them how your product/service can save them time or money or make them more efficient or effective. Once you have a clear understanding of your target audiences and their needs, you can create videos that will resonate with them. Remember that you can have different types of audience with differing needs. You will need to segment each of your audiences and create communication specifically tailored for each type of audience based on their preferences.
Step 2: Create Awareness Videos
The next step is to create awareness videos. These videos are designed to introduce your business to potential customers. They should be short, engaging, and informative. They could be 2D animation videos, stock footage videos, live action videos or even screencast videos that demonstrate your product in action. These videos should focus on the benefits of your product or service, rather than the features your provide. They could even be teaser videos or 15 to 30 second digital video ads that you can run on social channels to make prospects aware of your offering.
Step 3: Create Consideration Videos
The next step is to create consideration videos. These videos are designed to educate potential customers about your product or service and get them to consider purchasing it. Consideration videos should be more in-depth than awareness videos and provide key information about your product or service. Explainer videos are a great option for consideration videos as they can help demonstrate the problems your offering solves and also showcase the benefits. Think about producing your explainer videos with the best explainer video company in your area so that you get videos that drive results. A top explainer video agency will have an experienced team as well as a tried and tested video production process that can help you achieve the results you need.
Step 4: Create Decision Videos
The final step is to create decision videos. These videos are designed to persuade potential customers to make a purchase. They should answer common questions and concerns that potential customers might have about your offering. They should focus on the benefits of your product or service and must have a strong call-to-action towards the end of the video. Demo videos are a great option for decision videos. They show your product or service in action and can clearly demonstrate visually how your offering can solve your customers’ problems. Testimonial videos as well as ‘Before And After Videos’ are also an excellent way to move your prospect towards making the purchase decision. Use these types of videos to show why your offering is the best solution for your potential customers and demonstrate how other clients have benefited from it.
Once you have created your video marketing funnel, you need to measure how effective each of your videos is. You can do this by tracking metrics such as views, engagement, and conversions.
Need more information on why you should get a video marketing strategy in place? Here are some reasons along with compelling statistics that will show you why you must create a video marketing funnel for your business.
Increased Engagement
- According to HubSpot, adding a video to your landing page can increase conversion rates by 80%. Videos are a great way to engage potential customers and keep them on your website longer.
Increased Conversions
- Another benefit of video marketing is that it can increase conversion rates. According to a study by Eyeview, using video on a landing page can increase conversion rates by 86%.
Improved SEO
- Videos can also improve your search engine rankings. According to Forrester Research, websites with videos are 53 times more likely to rank on the first page of Google search results.
If you need to create a video marketing funnel, you’re in the right place! Ripple Animation has created 500+ videos for marquee brands across geographies. You can have a look at some of their marketing videos and get in touch with them to see how you can start your video marketing journey.