The sales funnel has changed. Has your video marketing kept up? With so many customer journey models, it is challenging for marketers to know when and how to use video effectively in their company’s model.
While many marketers have moved away from traditional sales funnel models in other areas of digital marketing, video sales funnel strategies have lagged.
The Traditional Video Sales Funnel
The traditional AIDA sales funnel model, which outlines four stages of the customer journey (attention, interest, desire, and action), has been the standard for decades. E. St. Elmo invented it in 1898. An outdated video sales funnel looks something like this:
Awareness: How to and tip videos
Interest: Explainer videos
Desire: Case studies/testimonials
Action: Sales pitch/call to action videos
But what happens when the customer journey looks like an hourglass, wheel, infinity symbol, a series of loops, linear lines, spiral or another process that does not resemble the traditional sales funnel? The answer: your videos can become misaligned with the customer journey.
The Modern Sales Funnel for Video Marketing
For this reason, we have evaluated the most common customer journey shapes (hourglass, wheel, infinity symbol, loops, linear lines, spiral, etc.) and created the Modern Sales Funnel. The Modern Sales Funnel aligns your video marketing strategy with any customer journey model. (Download the full infographic here.)
Regardless of shape, most customer journey models have some variation of the following customer stages: engagement, education, research, justification, purchase, adoption, retention, expansion and advocacy.
The Modern Sales Funnel allows you to determine which videos are most effective at various stages of the customer journey. For instance, most customer journeys include an engagement/awareness stage of the buying process. The most effective videos to capture a buyer’s attention at this stage are:
Snackable videos are catchy, short video-excerpts from longer videos that are used to capture the audience’s attention. They highlight personable, behind-the-scenes details about your business. These videos prioritize entertainment value and are often posted on social media.
Problem/solution videos tell a story that speaks to a specific problem someone is experiencing and then present a solution by showing how a specific product or service addresses the customer’s needs. They may also make someone aware of a problem for the first time.
Maybe you want to move buyers from the research to the justification stage? Your buyers are aware of a problem or need and actively looking for a solution. They are comparing multiple options to find the best solution. Buyers need answers to their objections and concerns and assurance that they are making the right decision. The most effective videos at this stage include:
Educational videos provide viewers with in-depth information about a topic. They often come in the form of in-depth “how to” videos. Educational videos should be available on-demand, such as on your website, so potential buyers can gather the information they need when they want it.
Explainer videos take a complex concept and simplify it, often using animation. These short-form videos are vital for addressing potential buyer objections and questions. These videos are often featured on the company homepage or product/service landing page.
Testimonials, Reviews & Case Studies
Testimonials, reviews and case studies give potential buyers peace of mind and confidence about making a purchase. They provide credibility and social proof of your value. They allow the buyer to see the product/service they are considering and visualize how it can enhance their business.
See? It’s that easy. Identify the critical stages of the customer journey where you want to leverage video to connect with your audience. Then, use the Modern Sales Funnel Infographic to identify which videos are most effective at that stage.
Download the full infographic here.
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