How to Move Video Viewers Through the Sales Funnel
When thinking about your YouTube video content, it is very important to understand how your video is going to not only engage your potential customers but also nurture them into leads and eventually purchasers of your products or services. In this article, we will discuss how to turn curious viewers into active buyers and ultimately loyal repeat customers!
We’ll begin by looking at some of the more simple, cost-effective options that have a high return on investment and move our way to more complex ideas that will really start to build that sales pipeline for your business.
So, what does it take to create a top-notch video that takes viewers from the top of the sales funnel to the bottom?
Video Quality is Key – Find the Best Camera for Youtube.
The most effective videos are ones that best convey your message, and if they look or sound poor, your viewers will easily be distracted from the content you try to deliver.
For most small businesses, you don’t need the best compact camera, but a decent DSLR and tripod will give you quite a few options in terms of what type of video you want to create. Of course, there is always more advanced equipment such as image stabilization jibs and booms that add an entirely new set of capabilities, but at this level, we just need to get our foot in the door.
In terms of sound quality, the best way to handle audio is by using directional microphones on either boom poles or lavalier mics attached directly to talent (meaning the person speaking). These microphones will isolate the ideal sound waves and help eliminate any background noise. The best place to start is by using as many as four lav mics placed around the person who will be speaking. There are multiple options out there and many resources that will help you find great vlogging cameras and audio solutions. One article we have found particularly useful is courtesy of Soundstripe about the best camera for YouTube, which discusses those options.
Define Your Video Call to Action First
After you have acquired the best camera, you can start to work on the video content outline. Posting relevant content is exactly what you need to generate attention for your videos from prospects looking for the best solution. However, without a concrete call-to-action at the end of your videos, it is going to be difficult for viewers to complete one necessary step in order for your business to thrive – buying!
It’s a best practice that a video should include a short, concise call-to-action that pops up at the end or right after each video with an incentive or discount code attached. Defining what action you want your video viewers to take at the end of the video first will help you plan the rest of the video, ensuring potential customers actually respond to the call-to-action. For example, if your end goal is for a physical product to be sold on your website, you may want to make the goal for the viewer to add a product to the cart. Once you get the viewer to do that, you may decide to have a popup on your website that helps convert the customer into a sale, or you may offer a discount on the cart page that encourages a bulk order.
No matter what your call-to-action is, you’ll want to have a solid understanding of the customer journey in total from the first interaction to the end goal.
Attract Your Target Audience on YouTube With Relevant Content
Having top-notch video content that does not end up in an unorganized series of stored videos on your YouTube channel is useless if you don’t have the desire to share it with the world.
The best way to ensure your prospects are attracted to what you have to offer is by posting relevant content that they will find useful even if it does not directly relate to the product or service you are selling. Posting these types of videos will also be advantageous because they will show up higher than other unrelated videos when people search for related keywords, which means more views! Once potential customers see that this type of video really catches their attention, then they may think about finding out more about your business by checking out your web presence or following you on relevant social sites.
A great example of creating this type of content is by posting how-to videos. How-to videos are helpful for any search engine to understand what your video is about. By explaining common problems that people encounter, you’ll be able to attract the best customers around!
When You’re Ready – Start Converting Prospects into Customers With Video Marketing
Once you’ve laid out a solid foundation for your entire sales funnel with relevant video production content through YouTube, it’s time to capture those potential customers who are venturing onto your website.
First, try having popups on top of your website asking them if they would like to subscribe or follow you on social sites where they can view more helpful content. If it ends up being an ad for your product or service, that is best. Then, you can go into more detail about what it is that you do and how it might benefit them if they were to purchase it.
Take the customer along on a journey through your sales funnel with videos!
It’s best practice to provide as much information about the product/service in video format, so people don’t feel like there is something hidden or left out. You’ll want to start off by showing them what they are getting before asking for any money! Then, continue to post any relevant content you have throughout the business transaction process after they have become customers. This will help solidify their relationship, which may end up being the best part of the sale!
Be sure to thank them for taking the time to check out what you have to offer and let them know they can contact you anytime, anywhere if they have any questions!
Acing the Corporate Video Production Process
Taking the time to set up a sales funnel that captures customers’ best interests will help you see more results from your video marketing efforts.
If potential customers are viewing relevant content and interacting with it, it’s likely they’ll stick around to understand the unique value proposition for your products or services. Once they’ve made it all the way through the sales funnel and become customers, remember to provide them a stream of valuable video content to incentivize future purchases. If you find yourself struggling, many corporate video production companies and resources exist to provide you with further guidance and get you going in the right direction. If needed they can possibly even shoot the video for you.
This article has been scheduled in accordance with Socialnomics’ disclosure policy.