If the only thing that comes to mind when you hear the word “funnel” is the epic beer-bong challenge you completely botched at a party while trying to impress the cute girl in your first year Biology class, you probably had a wicked fun time at college. Congratulations. Unfortunately, dousing yourself in excessive amounts of cheap beer probably didn’t get you the girl then, and it certainly won’t help you win over new leads now.
Then how can you cozy up to potential leads and boost their opt-in rate? One of the many benefits of contemporary technology is that you can use it to get people psyched about your products and offers. A currently cherished tactic storming the marketing universe these days is referred to as video funneling.
What Is a Video Funnel?
A video funnel is a marketing strategy that incorporates the seemingly limitless inspired energy of video technology to captivate people. You make a video, or more commonly a series of them, that serves as a prelude to the presentation of a product. This way your leads don’t have to worry about reading large chunks of text or getting belabored right off the bat with details.
Video funnels are routinely used by businesses to introduce products or offers. The new wave of marketing is now pushing the utility of video content as a comprehensive business model. Through videos, you can pitch an idea, feed necessary information, and even enable actual sales to take place through the video. Effectively, it’s an entire journey wrapped into a package of shipshape pixelated frames.
Set the Bait
The first set of videos should be geared toward attracting a lead’s attention. In this sense, the video funnel starts out as a kind of bait. No, leads are not clueless fish, but they are attracted to tasty live bait. The more delicious the bait, the higher the odds of getting a customer to bite.
Create a video filled with authentic content mixed with attractive offers and you’ll see schools of new leads swarming toward your goods. This could mean mean high caliber how-to procedures, stimulating interviews, engaging webinars, or other forms of exciting content. Consider ideas that will draw people in, like a comedy sketch or a mockumentary, rather than a straight-up ad made to shove ideas down their throat.
As introductory material, these top-of-the-funnel videos should aim to help potential customers understand your product or services in a creative manner. Brand films, for example, are a neat way to share your goals and ideas with style. People prefer buying products from companies they respect and like. Catching their attention through eye-popping video content, even content as ambitious as short dramatic films or miniature adventure serials, is an ideal way to begin forging that relationship since you’ll be able to center on values over commodities.
Reel It In
Pulling your catch the rest of the way in requires validating your funnel’s initial content with equally, if not more intriguing, content farther down the funnel. Since they’ve already shown interest, you could deliver more in-depth material concerning your particular product and how it would be beneficial for them. You can also get a closer look at who your clients are as they begin to surface.
At this middle-of-the-funnel stage, your probable leads could benefit from a little bit of a creative thrust. Sticking a nice video into an email could boost both open and click-through rates. If you plan on using a video email, try having the video directly send the customer to your landing page and automatically starting once there.
Interested customers frequently don’t watch entire video emails through, so sending them straight to the next step smoothes the entire process out. You can also slip in seamlessly integrated looping gifs that demonstrate how to make use of your products or services. However you decide on presenting your goods, visual stimulation done well can play a massive role in capturing your audience.
Seal the Deal
Videos are a tidy way to close deals because they provide necessary details without boring customers who have already opted in. At this point, creative video content is meant to reinforce your leads’ decision and make them feel good. You can try out instructional videos that detail a step-by-step process on how to use your products.
You webinars and training sessions could contain demonstration videos instead of yet another lackluster monologue explanation. FAQ videos may also help put your clients at ease as it displays a much more personal approach to customer service. Post-purchase videos are also a way to provide a cheery exit for people you hope will become repeat customers.
So the next time you find yourself in the same room as the person you like, try funneling them in with interesting material and a splash of creativity. Hey, it can’t possibly turn out worse than that time you got yourself completely drenched with beer, can it?
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